From the outside, running a successful marketing or advertising campaign might seem like it will cost an arm and a leg. For example, this year’s Super Bowl ads, the most competitive arena in American advertising, sold for $4.5 million per 30-second slot. As a startup owner, you may be far from Super Bowl fame, but you can still be a marketing pro if you employ some simple money-saving tips.
1. Build a website. Have you claimed a domain name for your company website? Sign up with a reputable hosting service to start building your online home base. If you don’t yet have the resources to devote to a business site, operating from a Facebook page is helpful; however, you should still register your domain name before someone with a similar business name does.
Keep in mind, a customer’s first impression is extremely important, so it should become a priority to keep your website — your virtual storefront — in top shape at all times.
2. Start blogging. Once you have a web presence set up, blog consistently. And if you only have time to write a quality blog post once every two weeks, then stick to that. Consumers appreciate it when your content is high-quality and consistent, as they are more likely to find information that will add value to their lives.
If you get in the habit of blogging on a schedule, it will also become easier to implement consistency in other areas of your life and business. Additionally, if you produce only high-quality posts, you will become a valuable and trusted resource for your customers.
3. Get social. If you haven’t done so already, make sure you set up social media accounts for your business. Social media posts should also be regular and provide useful, relevant information to your customers. Make a point of setting aside part of your day — as little as 30 minutes — to engage with clientele. Queuing posts through Hootsuite and TweetDeck can also help with time management.
As you become more social-media savvy, you will be able to write insightful posts for any of major platform. Also remember, while you may want to post your updates all at once, consider taking a few extra moments to optimize each post for its particular host network.
4. Become searchable. While you’re claiming your name across different digital platforms, you should also seize your business name on local business search engines like Yelp! and Google Maps (connected to Google+). This will give people an easy place to find your basic info and read reviews of your work.
Once you start getting reviews, it’s crucial to monitor your online reviews and follow up with customers: both the pleased and the angry. Showing that you value your clients’ satisfaction and trust will encourage more people to reach out to you online, and to choose you over your competition.
5. Make headlines. You could be in the news if you make yourself an available source for reporters. Signing up for services like Help a Reporter Out (HARO) will put you in touch with media personnel who need someone with firsthand expertise in your industry. If you establish yourself as an authority, reporters will eventually come to you for information on your field. Also have a press release or two ready, to send to local news outlets as a way to spread the word about your business.
6. Start networking. Make new contacts by attending business networking events and trade shows. Even if you don’t have enough material to fill an expo booth, attend shows to build relationships with other small business owners and to let people know about your services. A secondary advantage of networking is you will get practice delivering a seamless, fun elevator pitch.
7. Send direct mail. Another frequently overlooked strategy is direct mail, which still enjoys a high response rate and is relatively inexpensive. Attractive, concise direct mailing pieces like postcards give your local target market a tangible way to remember you and make you seem more substantial than just another name on the Internet.
8. Ask for referrals. Word of mouth is still the most trustworthy form of marketing that exists, so always remind your satisfied clients to refer their friends and family to you. You could also team up with other local SMBs in a mutual agreement to promote each other. Going a step farther and patronizing each other’s businesses will give you all firsthand information to share when you recommend each other to your own customers.
9. Get listed. Some consumers still prefer to contact businesses by phone to learn more about them, so don’t neglect your phone book listing — both online and in the thick yellow books that show up on doorsteps once a year. Time-strapped searchers might even give you a call just because your entry stands out from those around you, so find out what the phone book company charges to enlarge your name and phone number.
By Katherine Halek: Source: www.AllBusiness.com
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THE MARK CONSULTING & MARKETING