Everyone’s heard the expression, “Don’t put all your eggs in one basket.” The same holds true when marketing your company. Don’t rely on just one channel of communication with your customers. Focus on casting a wider net and capturing your target market using several channels. These days, marketers have more ways than ever to get their message out. Here are a few low-cost ways to market your business, and interact with both existing and potential customers.
If you’re not taking advantage of email by now, what are you waiting for?! It may seem like a daunting task, at first, but this is the easiest way to stay in touch with your customers. There are low-cost or free email marketing services (i.e. MailChimp or Constant Contact) that manage your email lists for you. People can subscribe or unsubscribe to your email. This is important, as you don’t want to be reported as spam. So begin collecting your permission-based email addresses today, and get started. You may only begin with a few subscribers, but with promotion via other channels, you’ll be surprised how fast your email list grows.
Facebook and Twitter give your company the opportunity to become more personal. Let’s face it – people buy from people, not companies. There are currently over 500 million users on Facebook and 145 million users on Twitter. I heard the other day Queen Elizabeth even has her own Facebook Page! Think of these tools as an extended way to network without waiting for the next chamber of commerce meeting. Even if you’re not computer savvy, don’t pull away from this free and effective way to market. There is certainly someone in your organization who can take the lead, just make sure they are professional, and not your sister’s teenager. Social media is a great way to market your business when it’s done professionally.
Keeping your name in the news is so important. Use your company’s news and achievements for publicity. If you are a small business, and you’re unsure of your writing abilities, contract a copywriter that can whip up a press release for you. It’s worth the money and time you save trying to DIY. You can use a PR service like PR Web to distribute your release, or if you are looking for local press, email or submit it to the editor at your local papers and news channels – it’s free! It doesn’t hurt to have good rapport with these editors so when your release slides across their desk, it’s more likely to receive the headlines you need.
Companies looking for brand recognition and mass marketing should not pass up the valuable advertising space they own on their fleet and vehicles. This is one more avenue to display your brand and image in a big way. Investing in vehicle graphics is more affordable than you might think, and the payoff can be huge. Did you know a vehicle receives 30,000 – 70,000 impressions per day? That makes vehicle graphics one of my top picks for low-cost marketing since a wrap only runs about $1,500 to $3,000, and can last two – seven years, giving it a longer shelf life than direct mail, newspaper or magazine ads.
What low-cost marketing channels are most effective your business? How do you market your business?