One of the challenges of starting out in business is finding customers. Much as you wish they would come running to your door, battering to get to your business it doesn’t really work like that. If you have just started a business you’re probably looking for cost effective ways to promote your business – so here are a few ideas.
1. Networking
This is using old contacts and making new ones through online and offline forums. Online forums include Ecademy.com, SoFlow, LinkedIn and UKBF. Offline events spring up from these forums and there are also more formalised networking groups such as BNI, BRE and Business over Breakfast. Networking takes time and requires your input; don’t expect something for nothing or an immediate return.
2. PR
About the cheapest and best publicity you can get. If you can build good relationships with journalists and provide newsworthy stories then this can be a great way to build your brand. And if writing a press release leaves you scratching your head then drop us a line.
3. Letters and phone calls
Ok, they aren’t very sexy but they do work. Write a really good sales letter (or get a friendly copywriter to do it) and follow it up with a phone call and you will gain new business.
4. Working your contacts
If you have worked in an industry and then set up in a related field you probably already have a few contacts tucked away in your little black book. Now is the time to look them up and tell them all about your new business - you don’t have to try and sell to them - they can be a useful source of information and advice and one day hopefully sales.
5. Partnerships
Think about companies that offer services that fit with yours. As copywriters we have a natural fit with graphic designers, marketing consultants, web designers and developers. We’ve spent a considerable amount of time building contacts and informal partnerships with trusted contacts. The one thing to remember is that you have to trust, respect and know these companies because you are putting your professional reputation on the line by recommending them. You can always formalise partnerships and offer a complete service to clients where you make an ‘extra’ profit.
6. Search engine listings and free online advertisements
Listing your website on google, yahoo, etc is free and doesn’t take very long. This is the most basic thing you can do to increase your visibility on the web. It is also worth checking out any free listing directories and sites that offer free advertising, so when someone does a search there is a higher chance of your company details being returned.
7. Blogging
Just like this one! You can link from your website to a blog and then use it as a vehicle to talk to your customers and the wider world. You can talk about topics that will interest your customers or answer commonly asked questions. It is a great way to keep customers up to the minute informed of changes in your company or industry.
8. Business cards
It never fails to amaze me how many people don’t have what they do on their business card. It is a marketing tool and how can you expect people to know or remember what you do if your card doesn’t tell them. I get cards from people that have just their name and no contact details. Cheap business cards project a poor image as do home designed ones - getting professionally designed and printed cards is not expensive and is vital in making that good first impression.
9. Existing contacts
Bet you have a bunch of business cards and names at home of people you have met over the last 6 or 12 months. When was the last time you contacted them? Do you ever call them or email them to see what is happening in their business? Could you send them a newsletter or PR piece which keeps your company at the forefront of their mind? If you have established a relationship with someone then nurture it!
10. Articles
If you have the inclination to write short articles on your industry they can be a great business generator. You can post them on your website and many other ‘article directories’ across the web. I’ve done this and it has attracted customers and people wanting to republish my articles, increasing my exposure. Just be careful not to duplicate content as it can affect your ranking on search engines such as Google.
11. Free advice
I’m not suggesting you ever giveaway things for free. We’ve all got bills to pay. However, advice generally costs nothing. Be prepared to help people out. Giving advice can be a constructive way to find out more about a business and their needs and explain fully how you could meet those needs. Think of it as a selling opportunity rather than time lost.
12. Online forums
Online forums are a way to demonstrate your knowledge and promote your business. The one note of caution is that most forums are picked up by Google, Yahoo etc. So anything you write is likely to be all over the internet. If you don’t want prospective client stumbling across your rantings then be careful to moderate what you write.
