Welcome to the last of our foundation marketing tips.
In foundation tips 1 and 2 we spent some time talking to you about identifying your target market and how to set objectives in order to run effective money generating marketing campaigns.
In this document we want to tell you about the 6 touch points and give you some ideas for promoting your business.
So what are the 6 touch points all about?
There is a simple marketing theory that states that a potential new customer will have seen or heard about your business in some form on average 6 times before they decide to hand over their hard earned cash to you. Now, that doesn’t mean one marketing activity a year for six years but lots of different types of targeted activity which is consistent and timely. The more active you seem, the more they recognise you and the more confident they become in making a purchase.
Think about your own experiences. If you want to employ a builder to carry out some improvements on your home, you probably won’t randomly pick an unknown builder from the telephone directory. You would however feel more confident if you see that he is carrying out work for a neighbour, had a recommendation from a friend, looked at a portfolio of work on his website, read about him in the local freebie paper etc, etc.
It’s this type of recognition and reputation that speaks volumes for your business.
So when you are thinking about promoting your business the wider and more consistently you spread the word the better it will be.
Now for Ideas for promoting your business
Well almost…
Firstly let me tell you there is more to marketing than advertising, leaflet drops, cold calling and networking. Many small companies never get beyond this stage but there are many creative ways to promote your business which are free or low cost.
A couple of things to keep in mind however when choosing your marketing activities are:
- Regardless of how cheap the activity your time costs you money. If you charge your customers £100 per hour and spend a day a week on marketing when you should be working for a client it may not be a cost effective way of using your time. It may pay you to pay someone else to do it for you.
- Choose activities that you feel comfortable doing. If you find cold calling way outside of your comfort zone you probably won’t be that effective at it so choose an activity that is within your skill set.
- Don’t get carried away with choosing lots of low cost activities just because they are cheap – if they are unlikely to hit your target audience – it will be a waste of time, energy and money.
- Just because the activity doesn’t cost much, doesn’t mean you can afford to throw your money away. Don’t take your eye off of your set objectives. If the marketing isn’t working change it for something that will.
Ok with those things front of mind check out some of the suggestions below:
For those of you who like to write:
- Place articles in magazines and papers – lots of publications will snap up “free” features.
- Create compelling and informative newsletters for your business and send regularly to your database of customers.
- Have a regular column in your local rag.
- Write a blog.
- Use social media sites such as Twitter, Facebook, LinkedIn to keep people informed.
- Post out greeting cards at Christmas etc.
- Write press releases to advertise upcoming events/new products etc.
- Write a booklet.
- Write letters to the editor giving your opinion on a subject adding your business profession and details to the end of the letter.
- Post in online forums.
- Use email marketing for special offers, free tips, upcoming events etc.
For those who like to demonstrate your skill:
- Volunteer to use your skill for a charity or in a school.
- Attend trade shows and events.
- Enter trade award schemes.
- Give away free information – not dissimilar to this!
- Upload a demonstration on to YouTube or your website.
- Run workshops.
- Attend trade shows or local events.
- Create a DVD.
- Give away samples.
- Place display stands in prominent locations.
For those of you who like to talk:
- Give presentations at business lunches etc.
- Join networking groups such as the Chamber of Commerce or our local Business Village.
- Give talks to community groups or local schools.
- Hold open days at your place of work.
- Cold calling or telesales.
- Speak to your local radio or TV station.
- Keep talking about your business – Tell everyone!
Other ways to promote your business:
- There are many free on-line directories where you can add you website details if you have one. Make sure you are in as many as you can find and the more external links you have into your website the better the search engines can find you.
- Run webinars – A workshop on the internet.
- Have an eBay store.
- Print your logo on your work or leisure clothing.
- Leaflet drop.
- Reciprocal arrangements with other business eg chauffeur driven cars working alongside wedding outfitters etc.
- Get involved in your local community – People like to support their local businesses where they can. Make the effort to get to know them by getting involved.
- Use signage.
- Purchase web site banners.
- Collect testimonials to add to your website and literature.
- Print posters.
- Give away low cost goodies with your logo and business details on them.
Well that’s 40 ways that you could promote your business. We are sure that you can come up with another 40.
And that just leaves us to say that we wish you the very best of luck with your business and if we can ever be of assistance please don’t hesitate to get in touch.
