Business promotion is to running a successful business as
practicing 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)!
You promote your business by getting the word out. The first
axiom of business promotion is that you have to do this consciously. You can't
rely on other people to do it for you, no matter how great your product or
service is.
The second axiom of business promotion is that like every
other aspect of your business, it's a budgeted activity. But business promotion
doesn't have to be expensive. Here are ten inexpensive ways to promote your
business; all most of these will cost you is some time.
Here are 9 proven methods to
help get your business off the ground without spending a fortune.
Business Card Marketing
1) If you don't have a business card and business
stationery, have them made up -- immediately. Your business card, letterhead
and envelope tell prospective customers you are a professional who takes your
business seriously.
2) Get your business card into as many hands as possible.
Call your friends and relatives and tell them you have started a business.
Visit them and leave a small stack of business cards to hand out to their
friends.
3) Talk to all the vendors from whom you buy products or
services. Give them your business card, and ask if they can use your products
or service, or if they know anyone who can. If they have newsgroups where
business cards are displayed (printers often do, and so do some supermarkets,
hairdressers, etc.), ask if yours can be added to the board.
Networking
4) Attend meetings of professional groups, computer user groups and groups such as the Chamber of Commerce, Rotary Club, or civic associations. Have your business cards in a pocket at the ready; but don't just hand them out to everyone at these functions. Be selective, make sure the party is interested in taking the card. You'll know this because they'll ask to see it.
5) Look for something unusual about what you do, and
publicize it. Send out press releases to local newspapers, radio stations,
cable TV stations, or magazines whose audiences are likely to be interested in
buying what you sell. To increase your chance of having the material published,
send along a photo (but not to radio stations) with your press release. Editors
of printed publications are often in need of "art" (drawings or
photos) to fill space and break up the gray look of a page of text.
6) Write an article that demonstrates your expertise in your
field. Send it to non-competing newspapers, magazines, and Web sites such as
the Business Know-How Web site. Be sure that your name, business name,
reference to your product or service and phone number are included at the end
of the article. If the editor can use the article, you get your name in print,
and possibly get your contact information printed for free, too.
PR Marketing
7) Whenever you do get publicity, get permission from the
publisher to reprint the article containing the publicity. Make photocopies and
mail the copies out with sales letters or any other literature you use to
market your product or service. The publicity clips lend credibility to the
claims you make for your products or services.
8) If your product or service is appropriate, give
demonstrations of it to whatever groups or individuals might be interested. Or,
teach others how to use some tool you use in your work.
9) Find out what federal, state, and local government
programs are in existence to help you get started in business. Most offer free
counseling and some may be able to suggest possible prospects for your
business.
