1. Create your brand. Your brand is the most identifiable advantage you bring your customer expressed in a a simple, short phrase. This phrase is constantly repeated in your marketing effort and informs all other aspects of your business’s public presentation (employee behavior, advertising, tone used in written materials, etc.). Your brand is the message that you want your customers to hear that will make them choose your product over your competitors’. Identify your brand or create one that represents your business’s overall identity and your competitive advantage.
- A brand serves as your company’s identity and allows you to build bonds with your customers. Focus on forming relationships and syncing your brand with the identity of your customers
2. Utilize traditional marketing techniques. Depending on your understanding of your business and its customers, there are many traditional marketing techniques to choose from in order to attract new customers.
- Direct Mail — Using direct mail is a way to mail items to a large number of potential customers.
- Newspaper and Magazine — Placing advertisements in newspapers or magazines frequently read by and in your target market can be a cost-effective marketing strategy.
- Phone Book — Listings and advertisements in the commercial section of telephone directories in your target areas are still a valuable way to market in some industries.
- Signs and Billboards — Advertising space on signs and billboards can be very cost-effective if properly designed and placed.
3. Adopt non-traditional marketing techniques. Certain businesses, or those with certain types of customers, may find that thinking outside of the box of traditional and online marketing is best.
- Advertising on vehicles — There are many ways to advertise with cars including bumper stickers, decals, car wraps, and more.
- Industry examples — Look at what competitors and others in your industry are doing to market their businesses. It may work for you, too.
4. Employ online marketing strategies. Sometimes your identified customers may not be local or easily marketed to by traditional methods. You may have a business that sells products online or even an entirely online business. In these situations, and others you may determine when identifying your customers, online marketing is useful.
- Website — Nearly every business today needs a good website to help in marketing efforts.
- Pay Per Click — If your website is your business, or at least strongly relates to building your business, consider a pay per click campaign to help attract targeted customers to your website. For example, Google advertising makes it possible to target people based on different types of customers.
5. Utilize social networks/media. With the prevalence of social networks and social media today, it can be important Use Social Media to Market Your Business. There are many ways to use social media to market small business. Consider posting content on Facebook,LinkedIn, Instagram, or Twitter.
- Focus your social media presence and communications on benefit to the customer instead of features of the product or service.
- Use the social media tools that your customers use. This may include social networking sites, blogs, or microblogging sites.
- Utilize different types of content, from text and pictures to audio and video.
- Be active regularly on social media. Having an account is not enough. You have to be present online for your customers to notice you.
- Use free product give-a-ways or other incentives to increase traffic and connections to your social media accounts.
6. Understand the effectiveness of your marketing campaigns. It is important to keep track of digital campaign statistics of your marketing efforts so that you can continue to use your advertising budget wisely.
- Make an effort to assess how each marketing effort affects sales. For example, you can ask customers where they heard about your business and record the responses.
- You can also look for jumps in sales (or lack thereof) after beginning a new type of advertising.
- For online marketing, track your daily and monthly “click through rates” or the number of clicks your advertisement receives on each site. Then keep track of your conversion rate or the rate at which each person that clicked on your advertisement did what you wanted them to do (signed up for a newsletter, made a purchase, or downloaded an app).
- To do this, divide the number of total conversions a month by number of visitors to your site a month.
7. Get referrals from existing customers. Once you have a few customers that like what you have to offer, enlist them to help you. This is known as acquiring customers by referral. Most happy customers will gladly tell others about you, but most of the time they will not think about it unless you give them a reason or incentive
- Referral marketing works best for retailers and service providers, such as automotive service, health professionals, and banking institutions.
- If you find ways to reward or recognize your customers for sending you new customers, they will do so more frequently and with greater zeal. Examples include cash rewards, gift cards, or discounts on future purchases.
- Don’t forget to market the referral program. In order for this type of marketing to be successful, existing customers must know about it. This could be done through direct communication, signs at the business, or online.