Well what better way to kick off a new year, then with kick starting some new marketing? How about starting it off with some affordable marketing strategies? When a slow economy hits a business owner’s first penchant is to cut the marketing budget. It seems only natural since, one has fixed costs and cash flow can be irregular. But marketing should be the last activity you eliminate or you risk an even faster downward spiral.
Advertising your business and attracting new customers should be an ongoing process, and there are many things you can do that cost absolutely nothing. In these times money might be tight but the need for revenue is continuous, here are just a few suggestions.
- Become the expert!
Choose a topic that reflects your expertise on the subject and make sure your business is mentioned and submit articles related to your business to the local paper, trade journals and professional organization’s newsletters. Look for a website that may be interested in letting you host a guest column.Remember whenever you get published, make copies and send them to all your current and potential customers.
- Be a great public speaker!
If, like most people, you dread the thought of public speaking, join your local Toastmasters (www.toastmasters.org) club; this is also a great way to meet potential customers.If you are stumped for how to get started as a public speaker research contact names in the Directory of Meeting Planners or start with your local Chamber of Commerce or Rotary Club. Professional meeting planners are always looking for presenters and workshop leaders for conferences.Remember when you do get the opportunity to make a presentation, be sure to collect business cards for a drawing to win a book or other prize related to your business.
- Teach an adult education course
This approach works especially well for service-oriented businesses such as planning, healthcare or tax preparation.To get started contact your local school district or community college where adult education courses are offered. If you’re feeling very generous, offer free or inexpensive seminars at libraries, restaurant event rooms or a friend’s office.Remember this is an excellent way for customers to see you as an expert and help advertise your business.
- Send out a newsletter
Make sure your customers always feel connected to you send out a regular newsletter. Keep a guest book for your customers to sign up for your newsletter in your business if you operate a brick and mortar site; if you operate online, put a subscribe button on your website, blog or social network sites that sends you an email alerting you that this person is interested.Because of the Anti spamlaws you must obtain permission from the recipients that receive your newsletter. Once you get it use your newsletter to describe new products, offer coupons and provide links to articles online your customers might be interested in reading.Remember to KISS it (keep it stupendously simple) with pure text or include photos and other graphics.
- Make the most of (free) public relations
This is something that is often overlooked. Whether it’s a new product, a big order or expansion plans that might result in new jobs, whenever there is an event of any significance in your business, be sure to send a press release or a simple e-mail to all your local newspapers and TV stations.Local radio stations also look for interesting people to interview, so find the producers’ contact information and let them know you’re available.Remember they will probably want to hear about it.
- Don’t Forget Charity
Any time you do anything for a charity such as sponsoring an event or donating free materials, make sure the press knows about it ahead of time. Sometimes they might send a reporter to cover the occasion, but if not, send them photos to publish afterwards. - Start a blog or contribute to a forum
This can be a great way to drive traffic to your website and keep a conversation going with your customers. There are several free blogging sites to get you started. iPix Branding Solutions recommends Blogger, WordPress or Tumblr. Here you should post any type of news, promotional messages or information related to your product or services.Another way to get your name out there is to contribute to online discussion groups (without making it obvious you’re advertising). Find the forums that relate to your business by typing in keywords at the top online group websites. Try Google, Yahoo and MSN groups. Your advertising need not be blatant; it could be as simple as putting your company name as a link in your “signature”. (Assuming the site allows HTMLand not just plain text in the posts.)Remember many discourage users from bombarding discussions with their own links or promoting their business. Be very careful when using forums to advertise so try and find a forum built for this type of promotion, otherwise you could lose credibility.
If all of this sounds overwhelming, or that there’s no time for all this? Try scheduling one to two hours per week or a specific date and time to focus on advertising your business. When the phones start ringing with new orders, you’ll be glad you did.
Good Luck & Happy New Year
Dr. Ande
Author of, 65 Tips for Affiliate Marketing Success
Host of, Dr. Ande’s Marketing Radio & Biz Talk with Dr. Ande
Step Up 2 Success 
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