KUALA LUMPUR, June 2 — Business promotion is to running a successful business as practising scales is to playing the piano well; it may not be a thrilling activity in itself, but you just have to do it! You should spend at least an hour a day on business promotion or planning how to promote your business (and more is better, if you can fit the time in)!
Seize the Internet
You’ve undoubtedly read about the power that social networking platforms such as Facebook and Twitter provide business owners at no cost. If you haven’t done so already, set up and maintain active profiles on social networks, providing special offers and other useful information to customers.
Don’t stop there. Run a business blog that caters to your company’s niche on a free blogging platform. Occasionally pen brief articles about subjects in your niche, and promote these stories on likeminded message boards.
From a marketing standpoint, the last decade has been a great time to own or start a business. The social web and the availability of the Internet and Apps on mobile devices have made it more cost-effective than ever to get the word out about your products and services, no matter what industry you’re in.
Most social media accounts are free to set up, and many targeted online ad platforms are inexpensive. The most it will cost you to get your marketing campaign rolling, at least in the beginning, is time.
In fact, the toughest challenge facing small business marketers these days is not cost, but establishing a sound marketing strategy to get your message heard over the extremely crowded Internet.
Advertising is not always the best way to market on social networks. People crave valuable content, and it can be as niche as the very products you’re selling. By blogging, tweeting, sharing, and updating about things relevant to your industry, you can build credibility in your field.
Word-of-mouth
No marketing is stronger, cheaper, or more effective than word-of-mouth referral. What’s the problem? Word-of-mouth is the most difficult thing to earn because for it to work it has to come from the heart of your existing customer. You can’t artificially generate word-of-mouth so focus your efforts on creating the wow factor about your business. Give your absolute best, regardless of your circumstances, and give it at every opportunity.
Referral incentives or associate programmes
Multi-level marketing businesses deserve to get a bad reputation if the business turns into the pyramid scheme territory. However, MLM businesses do one thing well, and every cash-strapped business owner should take note: they incentivise business referrals.
You can do the same with your business by rewarding customers who bring new customers. Rewards should be generous enough to entice, but be sure to check legality. There may be restrictions in your specific industry based on policies and regulations or laws regarding specific kinds of referral incentives.
Turn your vehicle into a mobile billboard
Mobile business promotion isn’t just for white delivery vans. Many business vehicles nowadays have the name and phone number of a business decorating one of the windows or doors. Think of all the people who see your vehicle when you’re driving around—especially if you live in a place where people often get stuck in traffic!
Modern vehicle wrap advertising consists of applying removable stickers containing your business logo and information. Wraps are digitally printed onto a specially-applied media and will not harm the vehicle paint job.
According to the Outdoor Advertising Association of America, depending on your location and the population size of the city or town you’re in, a single vehicle wrap can generate 30,000 to 70,000 views per day, making it one of the most inexpensive ways to promote your business. And if you want to go all out, there’s nothing like a special paint job for eye-catching advertising.
Cross-promotion
Cross-promotion involves joining up with another business or businesses and pooling your resources to promote all of your businesses. Like a joint venture, cross-promotion is a great way to extend your reach.
For example, when you send out brochures, you could include a leaflet and/or business card of another business, which had agreed to do the same for you. This gives you the chance to reach a whole new pool of potential customers.
You might also plan and carry out business promotions with complementary businesses. A pet store and a vet clinic, for example, might use shared advertising. This can considerably cut down the cost of promoting your business and allow each business to use promotion techniques that would be too expensive to implement alone.
Make the most of traditional marketing
Last, but certainly not least, is traditional marketing methods outside of the online world. Emails may have replaced sending out physical letters as a low-cost and more practical alternative, but events like trade shows are still viable mediums for growing your brand.
The benefit to situations like these is that you know for sure that the majority of attendees are interested in your products or services, whether on a personal or professional level. This removes much of the cost associated with online marketing, where you have to use data analysis to target potential customers. It’s also an opportunity to network with potential partners and, of course, keep an eye on what the competition’s up to.
In conclusion, what’s important to remember is that different demographics are more likely to engage with your business through particular mediums. A good marketing strategy aims to appeal to all of their sensibilities, wherever they may be.
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