You know it’s going to take a marketing push to meet your sales goals this year. But your budget is tight and you’ll need to use your imagination to make it. Where to start?
For many brand owners, marketing doesn’t come naturally. They lurch from one tactic to another without a clear idea whether the efforts are going to pay off in higher sales.
If that description sounds familiar, here are some honest, time-tested, low-cost strategies to improve your marketing and help you reach your goals.
Conduct a survey
It’s critical to create a marketing plan before moving on to tactics. And the first step in developing a marketing plan is to understand who your target customers are and what they want from your company.
A good way to gain a better understanding of your customers is to conduct a survey about your products or services. If you can’t afford to hire a research company, do it yourself by creating a short questionnaire (Survey Monkey is free) and ask existing and prospective customers to participate.
Commit to online marketing
The Internet provides you with an inexpensive 24-hour virtual storefront. You can build relationships with prospective customers by offering them high-quality content on your site such as blogs, how-to articles (Hi, how are ya), videos and a newsletter.
You can also extend your reach by using social media. One word of caution however: If you’re not willing to devote six to eight hours a week of an employee’s time or hire a marketing agency, you’re better off going with a simple, well-designed website.
Use all your real estate
Your building and surrounding land or sidewalk are great places to put up signs and banners. And don’t forget to use your vehicles as moving billboards. But remember: Your images and messages should focus on what you’re selling, not your company’s name.
Work at public relations
A media story about your company is generally much more valuable than an advertisement because of the credibility it confers on your business. But in this era of media cutbacks, it’s harder than ever to attract journalists’ attention. Keep in mind that they’re looking for a compelling story to tell. So help them by letting them know about your innovative product or high-stakes gamble that paid off. And keep at it—building relationships with the media will pay off.
Turn employees into ambassadors
Your employees are part of the community and have all sorts of contacts that could help you. How about inviting employees and their extended families to a fun event at your business? You may find you get new word-of-mouth business or hear about a potential new business partner. At the very least, your team will come back to work on Monday feeling energised.
Give back
By sponsoring a football team or participating in a charity drive with a cheque and a collection jar in your lunch room or by the cash register, you’re not only doing your part for the community, but also generating goodwill with customers and prospects.