Advertising strategies for small businesses don't have to cost a fortune. Here are some easy, inexpensive ways to advertise your small business.
Advertising strategies range from buying classified ad space to renting a billboard to running a 30-second commercial on TV. The options are endless...if you have a bottomless business account. Here are a few advertising strategies geared toward small businesses or those businesses that are watching their budgets.
SPEAK UP
Being a small business owner, you are the expert on your service or product. Transform that expertise into interesting stories, things you've learned, or tips on how to manage or grow your business and become a speaker. Offer to speak at club meetings, chamber of commerce events, Toastmasters clubs, rotary clubs, associations, church groups, libraries, continuing education programs, and so on. Increasing your visibility as an expert and a speaker may lead to more opportunities to speak, write, and sell your products or services.
THE BARTER SYSTEM
Offer to barter your product or service in exchange for ad space, hanging your company banner at an event, hosting a table at a convention, or the like. This technique usually works well in smaller cities where the rules are more flexible and the people are more open to negotiating with local businesses, but you can also try this in larger markets. It doesn't hurt to ask a major daily paper if they will barter ad space in exchange for your product or service. Just be sure to contact and ask the right person who has the authority to make such decisions.
WRITE ON
Write articles, op-ed pieces, tip sheets, and fillers for local newspapers, magazines, and shoppers. These publications are always looking for short, snappy pieces to fill white space. Be sure to offer important "takeaway" information for readers - bullets or a numbered list of "Ten New Ways to Cook Chicken," "Five Reasons to Sell Your House Today," or "Eight Steps to a Healthier You." Even readers of free publications want to know more, do more, or be more.
GOODWILL TO ALL
Forget for a moment that you are a business owner trying to advertise your service or product. Think instead of ways that you can help your community because goodwill will get you better PR than any ad space you could buy. Support or sponsor local functions and festivals; rent a booth, give out free samples or even freebies such as magnets, calendars, or pens that have your logo or company information on them. Sponsor a community blood drive or a 5K run. Partner with a local college or university. Start a food drive for the local food pantry. Donate your time and/or or products to your community and you will succeed in getting your name in front of your potential customers. You will also be contributing to the betterment of your neighbors' lives, which is the best advertising of all.
Here are ten additional advertising strategies for small businesses:
1. Send out bright, eye-catching postcards to potential customers. People will read a quick postcard where they may throw out long sales letters.
2. Use testimonials from satisfied customers. What better way to persuade potential customers than using the words of satisfied customers? This strategy works because someone other than you tells of how great your product or service is.
3. Send out press releases. Press releases are usually staid, traditional means of communication, so punch them up with a unique perspective or an interesting tie-in.
4. Celebrate milestones such as anniversaries, birthdays, and so on with your customers. Everyone loves getting a balloon when they walk in the door, and happy people turn into happy customers.
5. Hire a professional to write your advertising copy. Although you know your business, let a professional writer handle your advertising and marketing copy. You will be more likely to have punchy, succinct copy that is grammatically correct if you hire a professional.
6. Personally follow up on every potential lead. Don't let those business cards languish in your desk drawer - call those people. Even if it doesn't turn into a sale, at least you've left the person with a good impression of you and your business.
7. Do something unusual or unexpected. Put on a costume and wave a sign at passersby. Send potential customers a real dollar bill in your next mailing. Do something out of the ordinary to wake your clients up and get their attention.
8. E-zines are more than advertising; they are ways to communicate with your customers and potential clients. You have a great way to connect with your target market and they gain valuable information from your e-zine - a win-win situation. (Be sure to respect people's privacy when gathering their personal contact information.)
9. Blogs are also new and different ways to provide information, links, tips, and create a dialogue between you and your potential clients. More and more, they are becoming part of any entrepreneur's arsenal of marketing tools.
10. Always close by asking your potential customer to act. Even if it means hearing no, at least there has been a call to action instead of a vague maybe. Many times sales are lost simply because no one ever comes out and asks for the customer's business.
Regardless of which methods you choose to advertise your small business, always carry your business cards with you and be prepared to hand them out. Also be prepared to tell your story if the need arises - not the boring story of when you first opened your doors, but a memorable story about rebuilding after a devastating fire, starting your business with nothing more than $300 and an old computer, or naming your company after your firstborn. People remember personal details more than your total receivables for last year. And don't forget that word-of-mouth is the best possible advertising of all, so don't be scared to open your mouth.
You don't need a lot of money to effectively advertise. You just need time, talent, and creativity!
