Well I suppose we would say that! But marketing should never be an activity that is stopped and started depending on available funds. You cannot afford not to market your company, and marketing activity doesn’t have to be expensive. Spend your marketing budget wisely, yes you need a budget, and avoid the peaks and troughs many businesses experience. Meet the credit crunch head on and read our top marketing tips…
Improve your image
Take a hard look at your website, your business cards and your leaflets. Do they portray a professional company and can your customers clearly understand how you could help them? If the answer is no, then you need to improve them. This is one area that’s worth doing right. Many people cut costs at the beginning and regret it later and often have to spend more money putting it right.
Be consistent with your messages and keep it simple. A poor image can do a lot of damage. It’s best to have no brochure than a bad one. Invest in some good business cards and a professional website as a minimum.
Research
When was the last time you looked at what your competitors are doing or asked your customers what they wanted? You might be surprised by the findings and it may mean you can offer another service or introduce a new product.
Write a plan
It’s common knowledge that writing things down usually means they happen. Use your research to target certain sectors in your market and plan how you are going to reach them. Write down what you are going to do and when. This can be as simple as sending out letters to existing customers to putting a press release in the local paper. Aim to do at least one marketing activity every month. Don’t wait until it goes quiet – plan out your marketing activities and keep to it. It’s easier to keep to a budget this way and also monitoring responses.
Use the right tools
One of the biggest waste of any marketing budget is by talking to the wrong audience. If you know your customers are usually 18-25 year olds why waste money on a mass mailing campaign in the hope some 18-25 year olds may read your leaflet. Such a campaign would have greater response if it’s targeted to the right audience – for example targeting university campuses. There are many ways of marketing and reaching your customers but not all of those marketing tools may be right for you.
PR
Never waste an opportunity for free publicity. Get into the habit of sending your business news to local papers or industry magazines. It won’t work every time but when it does it’s free advertising. Interesting stories are usually best received – something that has a local relevance or is associated with a current news item or issue – and send a photograph whenever possible. Online press releases can also help raise web rankings.
Direct mail
It’s still an excellent strategy for reaching a target market. Keep your messages short and memorable and use imagery to best effect. If you are a new business or introducing a new product or service it is a good way of reaching a large audience.
Networking
Meet potential new clients by joining networking groups. Give it time and remember it’s about building relationships and trust, not just selling your business – people buy from people.
Public speaking
Offer your services free of charge at networking groups as a speaker or in a training session, to quickly establish your company as experts in their field.
Email marketing
A cost effective and efficient way of keeping in touch with your existing clients. Send a regular informative newsletter and let your customers know about your other products and services.
Referrals
Actively promote referrals; they are the most effective promotion for your business. If a client is pleased ask for a testimonial to put on your website – someone else saying how good you are, is much stronger than saying it yourself!
Customer service
Some might argue about customer service being in a top marketing tips list, but if you succeed in bringing in those new customers, you must then wow them with your products and services; otherwise you may not see them again! You want them to come back next time and to tell everyone what a good company this is! The best form of advertising.
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