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Small Business Marketing Tips
by: Michael Fleischner
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. 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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