Although most of us know that we need to promote our products and our services, some of us still believe we’re too small to invest in a promotional campaign. And while a full-fledged marketing effort may too much for your business, it is however crucial to your success that you’re involved in some marketing activities. Putting a few simple strategies into action will make a significant difference to your business and will surely help in reaching your intended audience. After all, if you don’t spread the word about your business, no one will know you’re out there.
Without question, in addition to optimizing your site and making sure the content you’ve included is interesting and valuable, your ultimate goal is to make sure that others can benefit from your products. But since your services or products are not necessarily for everyone, it doesn’t make sense to promote a business to those who will probably never use it. So although marketing is at the root of reaching your goals, marketing effectively and wisely requires some strategy. The following 8 uncomplicated strategies will empower your efforts without spending a lot of money.
1) Word of Mouth: Still the best form of advertising!
To help in making sure that word of mouth is included in your marketing efforts, each time you work with a client, ask if you can use them as a reference, especially if they’ve been happy with your services. Also ask your clients if they would be willing to refer you to friends and business associates or if they might possibly know of someone in need of your services. Even better is obtaining a testimonial to include on your site. If you’re not comfortable asking for testimonials, requesting permission to use the client as a referral is the next best thing. Personally, when clients comment favorably in response to something I’ve written, I immediately ask for permission to post their comments on my site. I then include a link to the client’s web site so that we each gain in the process. All in all, nothing pays off in dividends as well as good testimonials and referrals.
2) Networking with Others!
Are you making the most out of every networking opportunity whether it’s at a meeting, at an informal gathering or during a brief presentation? So often we don’t take advantage of those moments when someone is a captive audience. If you’ve developed good rapport with someone on line, don’t be afraid to ask for some support. You can usually read between the lines and tell if someone is open to your requests. Nothing ventured, nothing gained. Share what you do with others by striking up conversations with those in close proximity. You never know if that person might be in the market for exactly what you have to offer. And of course if you’re at a networking meeting, always have your business cards handy, and most important, be prepared to express what you do clearly and confidently.
3) Focusing on One Specific Audience!
Although many online services cater to a wide audience, it is often more beneficial to focus in on a specific group of people. If you try to reach too wide of a target market, you may wind up spreading yourself too thin. Not too long ago I did some business writing for a management consultant, whose experience was extensive, yet she found that it worked to her advantage to focus exclusively on the construction arena. She had at one time worked for a contractor so her knowledge was far reaching. Based upon her vast construction experience, she helped many a contractor in the process of hiring practices, developing excellent rapport with staff and subcontractors in addition to what software programs were most efficient for the construction arena. Instead of trying to reach too broad of an audience work within a specific group and you may find yourself in far greater demand.
4) Gaining Access to the Right Audience!
If you’re not sure how to target in on the right audience, think about your area of expertise, the type of person you want to attract and where your own specialty lies. If you prefer providing your services to a large company, promote your products to a few major organizations. If you prefer working with the small to midsize company, focus in on the smaller companies. As an example, although I write for larger companies, I enjoy writing primarily for the small Mom and Pop type businesses so when I write articles, I try to let that come through. I especially enjoy helping the smaller company reach his or her intended market, plus I relish in developing rapport with those who appreciate the personal touch. Since we each have our preferences, be clear as to what your intended market is and then focus your marketing efforts in that direction.
5) Give something Away Free!
To get your foot in the door it’s sometimes a good idea to give something away free of charge. This is not to imply that your services are not worth paying for, but your potential client might need a little convincing. By way of example, if you’re an SEO expert, and you want to gain greater exposure for your services, arrange to speak at an event or something related to the Internet. In exchange for the exposure give the person who arranges the presentation some of your services free. If he discovers how talented you are, you’ll get a lot of new business. If possible, have a free hand out for those listening to your presentation and be sure your brochure or business card is attached. The list of ideas for making presentations at a variety of functions is unlimited. Use your imagination and be courageous in stepping out.
6) Your Presentation & Marketing Collaterals!
When preparing your marketing collaterals, be sure to include who you are and what sets you apart from anyone else. A well-written bio, press release or soft sales letter included in your marketing kit is the ideal way to start. You might also consider creating a powerful marketing message that helps you stand above the crowd. The goal of your marketing material is to demonstrate right off the bat what you can do for your clients, what makes you unique and where your specialty lies. Come up with a catchy slogan or line that defines your services and before you know it, you’ll be branded effectively.
7) The Tried and True Article Writing!
There is absolutely nothing more effective than a powerful article. Almost every type of business has something to teach therefore coming up with an article is not difficult. Some people think that it’s all been said before, believing they have nothing new to offer, but I absolutely disagree. We each have something of value to share with other people therefore it’s only a matter of coming up with a unique way of saying it and running with the idea. Be daring and share something no one else knows about or present it in a way it’s never been said before. Pay particular attention to your experiences and before long you’ll have great ideas to write about. Articles are the perfect way of drawing attention to your web site, business, product and yourself. If you need help, you can always find support by hiring a writer.
8) Keeping Clear Records
While keeping clear records may not seem like a marketing strategy, it is probably one of the most important marketing tools you’ll ever use. By keeping records of your clients, where they came from and how they found you, you always know which of your efforts is working best. I make it a habit to ask visitors if they discovered my services via WebPro, through word of mouth or through search engines. In that way I know which of my strategies have been most effective. Also consider keeping records of customer feedback. Letting your customers and clients tell you what they think about your service or product can provide you with feedback that leads to greater marketing success.
In closing, as you give thought to the methods that you plan on using for marketing your services don’t be timid about trying something unique and certainly don’t bypass inexpensive ways of promoting yourself. Inexpensive doesn’t mean ineffective! Simply because you have to be prudent with your finances or need to exercise some practicality, doesn’t mean you have to sacrifice creativity. Very often, the simplest, least expensive method brings the greatest results.
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Charlene Rashkow brings 15 years of experience as a Writing Stylist and Author to her creative efforts as a freelance business writer/consultant. She has successfully helped companies and individuals reach their objectives by writing outstanding press releases, bios, articles of interest, business plans, resumes, web site content and all other forms of marketing material. To speak with Charlene you may contact her at http://www.allyourwritingneeds.com or write her at info@allyourwritingneeds.com. You can also call her directly at (310) 514-4844
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