An excellent list of marketing tips from the people at Small Fuel. I personally stay away from doing #3 unless you can create a brochure that is both general enough and specific enough which is a tough mix. I prefer to customize nearly everything and so I have templates that I modify for particular target markets, or even better yet, modify for a specific potential client.
Read on:
7 Long-Term Marketing Strategies on a Budget
Marketing and advertising expenses are usually areas where small business owners proceed with caution, and that’s understandable. Smaller businesses have smaller marketing budgets, and each dollar is that much more important.
Many small business owners rely purely on local referrals and word of mouth for new business (both are good sources), but with a little creativity and a small investment you can implement a few long-term marketing strategies that don’t require as much constant activity and work.
Here are a few long-term ways to spread the word about your business, without spending too much money:
1. Leverage Your Business Cards
A great business card is a mini-marketing strategy that is both cost-effective and has strong impact. It’s a fast portrait of your business, listing who you are, what you do and how people can contact you. Business cards offer long-term potential, too, because many individuals tuck them away for future reference or even collect them. To maximize the long-term effect, make sure you place stacks of them in local chambers of commerce and other areas with your target market.
2. Create a Web Presence
Many small businesses try to get financial strength before investing in solid web presence, especially in small or rural towns. A good website offers plenty of marketing appeal, though, working 24/7 to let people know what you have to offer. A small site is affordable, too, with a long-lived return on investment. Most websites pay for themselves within a year or less. Don’t forget to add your website address to your business card.
3. Design Quality Brochures
The modest brochure is usually one area where people cut corners. They opt for cheap fliers tucked between local newspapers or stuffed in mailboxes. Invest instead in a well-made four-color brochure with attractive images and compelling text. It may mean the difference between an interested individual and the recycling bin. Leave brochures in stores related to but not in direct competition with your business, and potential clients will pick them up over a period of time.
4. Advertise with Your Car
A new trend picking up steam having a vehicle customized with a business logo and contact information using printed magnets or stick-ons. The cost of having your car personalized may seem a little pricey, but your car will be noticed wherever you go for as long as you own it. Make sure to park where you’ll be easily spotted, too!
5. Start an Email Newsletter
Building an email list that you contact regularly can be one of the single most valuable long-term strategies for a small business. It can help acquaint potential customers to you, and will help keep older clients in the loop. If you don’t have an active email list, I recommend you start one right away. Or, if you’re feeling adventurous, you could even start a business blog.
6. Build a Company Folder
Put together a folder containing a few leaflets about your company mission, products and services, a business card, a CD of your portfolio and maybe a discount coupon or a small gift. Folders haven’t gone out of style. Visit places of business to introduce yourself personally – and leave them with your folder to look through later on. These tactics work especially well for businesses that have expensive or premium products.
7. Write a Cornerstone Article
Writing a key article or press release is a great way to cement your company’s market position. Your article should contain some interesting information, it should provide some value, and it should show why your company is unique. Once you’re finished writing, you can distribute it online and in local publications. If you write something really great it will generate interest for a long time to come.
Caution with business expenses is good, so apply some critical thinking to your marketing strategies before you choose a method:
- Decide which marketing will work best for your business with the least cost.
- Know which marketing tactics will help you stand out against your competitors.
- Invest in good-quality products, it will show you have a successful business
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