If you’re a small business owner and don’t have the time or money to implement large-scale marketing and advertising campaigns, you're not alone. But there are many simple, free marketing strategies that you can use to promote your product or service and grow your business.
Communication, communication, communication
Repeat business is the easiest business you’ll ever get, so that’s why it’s important to communicate effectively and regularly with your existing client base. As simple as this may sound, many small business owners get bogged down with day-to-day tasks and don’t make this simple marketing strategy a priority.
Fortunately, communicating with your clients on a regular basis is easy and cost-effective. An email newsletter gives your clients relevant, timely updates on your latest news, developments, product specials, and promotions. In many cases, they're also free. An email newsletter with MailChimp, for example, is free for mailing lists of up to 1000 subscribers and up to 6000 emails per month. In addition, email marketing providers have a variety of free newsletter templates to choose from, provide free statistical reports on each newsletter mailout, have the ability to integrate your newsletter campaigns with social networks, and make it easy for you to manage your subscriber lists.
Use social media to reach your target market
Social media is a free way to build your online presence, promote your brand and capture potential clients in the process. Social media encompasses social networking sites such as Facebook and LinkedIn, blogging sites such as Wordpress and Blogger, and microblogging sites such as Twitter and Tumblr. While traditional business owners may find it difficult to make the leap to various social media platforms, the fact is that if your target market uses social media, then that’s where you need to be.
The trick to using social media as a successful marketing strategy is to commit to active participation. It’s not enough to set up a stagnant Facebook page or write a blog entry once every other month. You need to actively participate and engage your audience by posting comments, writing compelling content, and establishing an online community of like-minded individuals.
Don’t be shy – start networking
While social networking sites have their place, you can’t beat face-to-face meetings for making that memorable first impression. Face-to-face networking can be intimidating at first, but with a little practise it will soon become a natural part of your overall marketing strategy.
Start by getting involved in your community by attending fundraisers, business luncheons and events, or joining your local Chamber of Commerce branch, sports club, gym, or social club – all of which have the potential to generate new business leads. Always have a supply of business cards on hand and prepare a short introduction about yourself and your business so that every new prospect you meet walks away knowing exactly what you do and how it could benefit them.
Build mutually beneficial referral relationships
Referral relationships with other businesses are an excellent source of high-quality leads and will almost certainly lead to new business over time. Make a list of related, non-competitive businesses and set up meetings to discuss the possibility of referring clients to one another. Once you’ve established your referral sources it’s important to nurture these relationships by keeping in regular contact, producing high-quality work for your referrals' clients, and holding up your end of the bargain by referring them business whenever possible.
Remember that everyone you deal with has the potential to refer you business, so make sure you're always a joy to work with! Every positive experience your clients, referrals, suppliers, and employees enjoy while working with you will contribute to your reputation as a leader in your field. Likewise, one negative experience can undo all your good work. So do your business a favour by always maintaining a high standard of professionalism, arriving to meetings on time, responding to emails and phone messages promptly, and being well-mannered and respectful regardless of whether you’re dealing with a company’s managing director or its front desk receptionist.
Join the Conversation