That’s because today’s consumers believe there are too many ads, and feel ads are often misleading. Print ads need to be repeated at least five to seven times before a customer responds. Direct mail often brings only a one percent return rate. And mailing out a standard letter can cost thousands of dollars. Marketing your business is as important as serving your existing customers. Here are the top five ways you can take advantage of no-cost marketing.
1. Online Listings
B2B Magazine found that 95% of purchasing agents surveyed said they use the web to research products and services. Local websites (local.com for example) offers vendors and businesses a free basic listing. Linking your website to complementary websites can generate potential leads. For example, if you own a print shop, submit your site to wedding-planning websites as a source for wedding invitations. Sign up at Yelp.com, which offers a free business page and allows you to interact with people looking for local businesses and services.
2. Networking Opportunities
Attend meetings, events and tradeshows to meet potential customers. Every town has a chamber of commerce or business group. Even if you’re not a member, you can still attend, network, hand out business cards, and build relationships. Search For Events offers a simple, quick way to access information about networking events, charity events, workshops, seminars and conferences happening in your local area.
3. Newsworthy Events
Interesting, newsworthy events get media attention. Is your business going green? Are you hosting a canned food drive for the holidays? Are your employees spearheading a worthy cause? Are you sponsoring a community event or hosting a fundraiser? Contact your local Rotary or YMCA, schools and hospitals to find out what fundraising events they have scheduled. The Palos Verdes, California Kiwanis club, for example, holds an annual 5K Charity Marathon and offers businesses a sponsorship role. Community events will always get publicity, and being a part an event means you'll receive significant goodwill, build your company’s reputation and bring in new customers. Consider donating your product or service as the prize for a local contest or raffle.
4. Become an Expert
Build credibility by becoming an expert in your field. Sign up for the Help A Reporter! website, which allows you to become a source for reporters looking for experts to quote for various articles in various media. Post expert advice or answer questions on message boards and include a link to your website. Don’t advertise, educate by letting your customers know how you can provide a benefit or solve a problem.
5. Email Marketing
According to Forrester Research, 79 percent of consumers have signed up to receive e-mail at least from one company, and two out of three people surveyed said they read e-mail every day of the week. Use email to announce a sale, offer a discount, send a newsletter or invitation, direct customers to your website, and conduct a survey. Email generates immediate action: sales, downloads, inquiries, and registrations. Decision Direct Research found that the number of respondents who visited a Web site after receiving an e-mail promotion increased to 62 percent in 2007. The goal is to keep in touch with your customers, build relationships, loyalty and trust.
Effective marketing isn’t always about spending a lot of money on splashy advertising campaigns. It’s about building a solid reputation, offering exceptional customer service, and getting your name known.
Mimi Hashemi - Mimi Hashemi has more than twenty years experience in marketing, public relations, and new business development. With particular emphasis ...
