It's a dilemma that most small businesses and startups
face: You must market and advertise, but you're strapped
for cash. Fortunately, ideas, energy and imagination can
make up for meager marketing budgets. Whether you're an
established company or a nascent business, the marketing
formula is the same. You'll need to start with:
1. The right message
2. To the right audience
3. At the right time
Here are a few secrets to getting the most bang for your
buck:
* Maximize Internet marketing opportunities
The Web has opened up a world of low-cost marketing
opportunities, from email and e-newsletters to blogs and
podcasts. Also, consider search engine marketing and
programs like Google's "Ad Words," which charge on a
pay-per-click basis.
More Ideas: If you want to send an e-newsletter or conduct
a low-cost email marketing campaign, try Constant Contact
(as low as $15 per month). To get a great list of
prospects, sign up visitors to your Web site (a no-brainer)
by offering a gift (a short report, 10 tips from an expert,
or something humorous) or rent a targeted email list at
Postmaster Direct. Find out more about pay-per-click ad
opportunities at Google.com.
* Seek publicity
Send out press releases and look for "hooks" to get your
company covered in print or on TV or radio. Also, make the
most of trade showsby speaking on industry panels to
position yourself as an expert in your field. (Speakers and
panelists at trade shows often receive free registration.)
More Ideas: PR Newswire.com details the components of a
press release and offers other tools for publicizing your
business. This Marketing Sherpa article provides tips for
getting on panels at conferences and trade shows.
* Adopt Guerrilla Marketing techniques
Guerilla Marketing is described as "a proven method of
achieving profits with minimum money." After 14 million
books in 41 languages, Jay Conrad Levinson's low-cost
tactics are still going strong. Some of his tried and true
tips include writing a column for your local paper, sending
"off-season" cards (instead of holiday cards), and even
slipping your business cards into relevant books at the
bookstore or library.
More Ideas: Learn more about Guerrilla Marketing at
gmarketing.com.
* Harness the power of Word of Mouth marketing
Word of mouth, or buzz marketing, has been generating buzz
of its own as a powerful and inexpensive marketing
discipline. Create your own customer evangelists and let
them spread the good word.
More Ideas: Visit Bravenet.com to add a free
"tell-a-friend" tool to your Web site, e-newsletter, or
emails, or try the low-cost Tell-a-Friend Wizard. For more
ideas on how to generate buzz, visit WOMMA, the Word of
Mouth Marketing Association.
* Consider low-cost, "do-it-yourself" media options
Before you invest in an elaborate direct mail campaign,
consider sending less expensive mail such as postcards or
birthday cards to clients. Piggybacking on existing
community promotions such as participating in town days,
and developing loyalty or frequent-buyer programs are other
"frugal" methods.
More Ideas: Try a low-cost postcard service such as
ModernPostcards.com. Your business can join an existing
loyalty program such as MyPoints.com or establish a custom
loyalty program with companies such as Maritz. Find dozens
of frugal marketing tips at FrugalMarketing.com.
Tips & Tactics:
In a world of spam and impersonal emails, try sending
personal, hand-written notes.
Find a related but non-competitive partner and join forces
to share marketing efforts.
Do "grassroots" marketing research by talking to your
customers one-on-one.
Join newsgroups and online discussion groups to position
yourself as an expert.
----------------------------------------------------
Lou Bortone is an award-winning writer and video producer
with over 20 years experience in marketing, branding and
promotion. As an online video expert, Lou helps
entrepreneurs create video for the web at
http://www.TheOnlineVideoGuy.com . In addition, Lou works
as a freelance writer and professional ghostwriter, with a
ghostwriting site at http://www.GhostwriteForYou.com .
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