Top Tips
No Marketing Budget? No Problem!
For many small businesses, marketing can be a major headache. On one hand,
it is needed to build customer awareness and boost sales but on the other,
it can cost a lot of money — something that most small firms have only in
short supply.
There are many business owners and managers who wrongly think that
marketing is just another word for advertising and that anybody can do it.
Nothing could be further from the truth. However, sound marketing is
essential if a small business is going to succeed. David Robertson, Chief
Executive of Bibby Financial Services has devised the following top tips to
help small firms market their business successfully without it costing the
Earth.
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Go back to basics— think about what you actually want to
achieve and define your objectives clearly. Make sure you target the
right people in the right way to maximise results. It is imperative to
focus on your customers and really assess their needs in order to ensure
that your product or service satisfies their requirements.
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Get listed — consider placing your business in a
directory, such as the Yellow Pages, local business directories such as
the Chamber of Commerce or local web directories. It may seem obvious,
but with a one-off payment each year you can target anyone who is
directly looking for your products or services. Be clever about what you
say about yourself, however. Look at existing listings to see what is
effective and eye-catching.
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DIY PR — PR is a great way of getting free publicity.
Just because you can’t afford a full service PR agency doesn’t mean you
have to avoid it altogether. Write your own press releases in the manner
of a news story and send it to your local papers and business magazines,
whose contact details can often be found on their websites.
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Be creative — creative services do not have to cost a
fortune. Agencies that specialise in working with small businesses can be
found in directories such as Yellow Pages and are often more flexible, as
well as being cheaper, than larger agencies. In order to reduce the
outlay even further, try sharing costs and creative ideas with other
local firms you don’t compete with who are in a similar situation. In
addition, don’t forget that many publications will help you create the
advert you place with them. Simply supply them with a logo and the
wording you have drafted and they will often design it for you at no
extra cost.
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Improve your website — constructing a website can cost
as little as a few hundred pounds but is a vital marketing tool.
Customers now expect to see a website as much as they do a brochure, so
if you don’t have one, get one! However, a bad or out of date website is
as bad as none at all, as it leaves your customers confused and
frustrated.
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Keep in touch — newsletters and emails are a very
effective way of reminding your customers of your presence, as well as
giving you the chance to promote new products or impart news about the
company. However, be aware of recent changes to ‘spamming’ laws and only
contact those by email who have specifically given you permission.
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Encourage word of mouth — offer your existing customers
incentives to recommend you to others. Send out a referral form with each
delivery or invoice, making it as easy as possible for your customers to
do so. Including testimonials from existing customers on your website and
business literature will also improve the way new customers view you.
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Try something new — the Internet is a fantastic resource
for marketing, but due to its size you have to make your business stand
out. Try using a pay-per-click service on a search engine. Each click can
cost as little as a few pence, but targets those looking specifically for
what you have to offer, making a negligible cost really worthwhile.
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Show off — Trade exhibitions not only provide an ideal
place to meet your customers and potential clients face to face, but you
can also check out the competition. Looking at what works and what
doesn’t for others can help you avoid making expensive mistakes yourself.
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Learn from your past — try to analyse which marketing
tools were effective and which were unsuccessful and ask yourself why, in
order to refine and improve next year’s marketing strategy.
David Robertson adds:
”With an increasing number of marketing mediums available, from traditional
direct mail and telemarketing to on-line presence, creating a comprehensive
but cost-effective strategy can be difficult. However, marketing is vital
for companies wanting to boost their brand profile and improve their market
position. The opportunity to reassess and re-evaluate the basic objectives
of a company’s marketing should not be ignored, as complacency will only
result in lost business. You don’t have to spend a fortune, but it could
cost your business far more by avoiding marketing altogether.“
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