If you’re a small business owner,
you probably don’t have a lot to spend on marketing. That’s okay, many
small businesses aren’t taking full advantage of the many opportunities they
have for marketing their business in basic ways that cost little or nothing to
implement.
There are a number of things you can do to leverage your existing contact
points with prospects and customers that require some initial effort to produce
but go a long way in promoting your business, products, or services for a good customeracquisition cost. Some of these methods include:
1. Business Cards. For less than $20, you can have a
virtual billboard that promotes your business. Surprisingly many
businesses forget about this great way to promote your business, your products,
or special offers. When ordering your business cards, think about how you
can use the space effectively. Some of the best business cards that I’ve
seen include specific URL’s on the back for accessing free information, tools,
resources, or product demo’s. I’ve even seen some with coupons on the
back that turn business cards into a customer staple – giving them an incentive
to have your business card handy at all times.
2. Invoices. Do you send your customers an invoice in
print or electronically? If you do, use the invoice to promote your
brand, product or service. This is also a valuable touch point to thank
your customers and prompt them to learn about other things you offer.
Some of the more effective messaging for your next invoice might be, “Thank you
for your business. To learn more about our frequent shopper program call
1-800-555-1234”. This simple message can increase awareness and get your
customers to take notice.
3. Emails. Nothing in marketing performs as well as
your very own list of customer emails. Customers who offer their email
address want to hear from you. Do what you can to encourage customers to
provide you with their email address. You can always provide a small
incentive like a pen with your business’s name on it, free information, or a white
paper addressing an area of growing importance. Once you have this email
list, communicate to your customers on a regular basis and encourage them to do
more business with you. Satisfied customers are likely to forward your
emails to others, growing the size of your customer base.
4. Thank You Notes. A number of small businesses are
very effective at communicating with their customers. These businesses
use every shipment as a vehicle to promote their products or thank their
customers. You should do the same. When you make a sale and are
shipping a product, insert a short thank you note that offers your gratitude
and willingness to hear from the customer or perhaps your latest catalog or
flyer. This goes a long way in showing your appreciation for you customer and
interest in building a long term relationship with them.
5. Online Coupons or Offers. When you have a particular
product to sell, you should offer information about it on your website.
Additionally, offer an incentive for prospective customers (new
customers). When individuals are on your website and take interest in
your product or service, providing an incentive to buy can drive considerable
response rates. You might be concerned about discounting your product or
service to existing customers so be clear that your offer is only for new
customers. Your existing customers understand that you’re trying to grow
your business and won’t be disappointed to learn that you’re giving an
incentive to new customers only.
6. Free Samples. Giving away free samples is one of the
most effective marketing tactics available today. Even if you have a
service business, offering up a method for prospective buyers to try a
derivative of your service without paying for it can lead to increased trials
and conversions. Large consumer product companies like Proctor and Gamble
know that once a consumer decides that he or she likes the product, they will
become a customer for an extended period of time which more than pays for the
cost of their promotion.
7. Encourage Referrals. Small businesses that leverage
the power of referrals experience strong growth. When you have others
suggesting your product or service it’s like having your very own sales
team. These referrals are even more powerful because, like word-of-mouth,
the prospect is being encouraged to buy from an existing customer, associate,
expert, or influencer. Think about how you can encourage referrals from
your customers or other service providers. One way is to ask other vendors
to distribute information about your business to their customer base in
exchange for you doing the same.
Marketing doesn’t have to cost a lot. Use your own business to
communicate your marketing messages and increase lead generation. These
simple methods are effective for any small business owner regardless of
industry, product, or service offering. Implement some or all of them to
see the power of effective small business marketing.
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