Small business marketing, Nine low cost ideas

Spend some time each day promoting your business. You can do this by getting the word out and you must not rely on other people to do it for you.

There are many ways you can get your business noticed and market your products or services. These nine ideas will not cost a fortune but will cost you some time.

Just Ask.

Questioning is one of the most powerful tools to help grow your business. Ask your potential customers what are their needs, concerns or problems. Then explain how your product or service overcomes their needs. Next ask for feedback on your performance and how it might be improved. Ask satisfied customers for testimonials, and use these in your marketing material. Ask customers for referrals. Make sure you tell all your customers you are always interested in referrals and what makes a good referral for your business.

Old- fashioned letters.

Make your business stand out by sending surface mail letters to customers and prospects. In an age where we all get hundreds of email, and can hit delete quickly you can make your business stand out. I always recommend that first contact be made by surface mail. Make the letter personal, remember just one person is reading it. Develop an electronic mailing list in excel. Create a list of key prospects and mail them often. Once is never enough.

Use every contact as business promotion.

As well as your business cards you probably use other documents in the course of doing business all of them can be promotional tools. Whatever paper you send out should carry your contact details and your company message. Make sure your emails carry a complete signature that not only has your business details but also has a promotional tag line.

Articles.

Writing articles on topics relating to your business that demonstrate your expertise are excellent ways to promote your business. The more specific the article the better As well as putting on your own web site, look for the large number of sites on the web that are looking for articles. Try the trade press and newspapers as well. Make sure you include a short biography.

Internet Forums.

Contributing to bulletin boards and forums is another cost effective way to demonstrate your knowledge and promote your business. You can’t blatantly advertise but you can get people you would not otherwise meet interested in your business. Research the numerous forums and bulletin boards and choose the one that is most appropriate for your business and that has regular activity.

Presentations or seminars.

Other people are interested in your expertise so share it and promote your business at the same time. Even if there is no direct tie in to your service you can give a talk on a related subject. For example, a Garden Centre could organise a talk on tree pruning Although most of my business involves specific marketing help for business owners I give presentations on topics such as “Marketing on a shoe string.” Many organisations such as Business Link, Chambers of Commerce, Local branches of professional and trade associations are always looking for experienced business people. If public speaking terrifies you contact me, I know a man who can help.

Hold on to existing customers.

Stay in touch with your customers. Create a database and track their purchases, their likes and special interests and then contact them. A wine shop for example could send customers a birthday card with a discount off a purchase in the month of their birthday. It could also send details of new stock that has just arrived to customers who like that particular grape variety. Every business could send a “thank you for purchasing” card. Create a loyalty scheme; it does not have to be expensive. Print some business cards and use the reverse to create a loyalty scheme. A sandwich bar could offer free coffee after 5 purchases. A garage a free car wash after 6 wash purchases. A shoe-shop a half price pair of shoes after 6 purchases.

Business with pleasure.

One of my clients gets lots of opportunities from taking his children to football on a Sunday morning. He talks to people, they get to know what he does, and to like and trust him so he gets the enquiries. This does not mean he talks about nothing else than his business but opportunities do come up in normal conversations. If you are involved in a group you could ask if you could give everyone a brochure, or include your business information in a newsletter or mailing. You could wear a sweat- shirt that has the name of your business printed on it.

Work your local press and trade press.

Look for details of new businesses opening, people who have changed jobs or been promoted who may be potential customers for your goods or services. Send them a personal letter telling them about the benefits of your offering. Attend meetings and networking events that they are likely to attend.

Need a shortcut to success?

Want help from Gareth to grow your business? Give him a call on 01226 290288 or email gareth@gapmanagement.co.uk

About GAP Management

GAP Management helps business owners and managers to find, win and keep customers to increase sales and profits and to focus their sales and marketing activities. Clients include small businesses and not for profit organisations usually with less than 50 staff. They come from a wide range of industries and sectors including, engineering, manufacturing, business support including HR, IT, graphic design, accountancy and solicitors, retail and wholesalers. Not everything has been a huge success, so Gareth will share the successes and the pitfalls with you.

Our clients tell us that our work really works. They find working with us motivating and inspiring because we are good at finding out what they really need. We listen to them and come up with fresh ideas, and give them momentum and inspiration that helps them to increase sales and find new customers.