We are all too aware of the challenges new businesses face getting off the ground, especially when adding in the mine field of deciding where to invest your marketing efforts for best return. When we started 10 years ago in a basement studio with only a team of two, we faced exactly the same dilemmas.
If you have a new or small business you may think that marketing and promotional activities are an unnecessary expense. But, in fact since your business has little or no real storefront to attract attention, you actually need more marketing and promotional efforts than traditional businesses do.
So with Small Business Saturday on 5th December it got us thinking. What are the most basic but also cost effective ways for a new business to market themselves?
Logo
We urge all owners of small or new businesses to “brand” with a logo and a basic set of marketing materials as soon as possible. Apart from it being an excellent way to build an image, a logo allows you to convey your commitment to your business and your clients, it builds trust, it provides a visual anchor for potential clients, helps you stand out and it differentiates you from your competition.
Website
A website is a powerful first impression. In order to succeed in today’s world, you must have an Internet presence. With more people surfing the internet everyday and billions of user’s world-wide; there are many reasons why a business, even a new one, needs a website.
A websites gives your business invaluable advantages including:
- Greater exposure to potential customers.
- Greater customer convenience as your business can be more easily and quickly reached, plus your customers can always keep in touch with your business and you in touch with customers.
- Improved promoting possibilities. People are unlikely to buy from you unless they know you actually exist. A website allows you to tell so much more than an advert or leaflet.
- Low cost, efficient advertising. As long as you keep it updated, customers are able to always obtain up to date information about your business or offerings any time they wish.
- 24 hours a day, 7 days a week, 365 days a year advertising.
Business Card
Whatever your occupation, company, industry of target market, there are countless ways a business card can improve your overall business prospects. First and foremost, a business card gives off an air of competence and professionalism.
Secondly, if you find it tricky to make a good first impression, a business card could help you leave a lasting one. A good business card should convey the right message and should leave an impression that reflects the nature, ethos and aim of your business.
Lastly, by keeping a few business cards on hand you are in a prime position to grab any networking opportunity – after all you never know who you’re going to meet so why not be prepared?
Brochure
We might be in the digital age but never underestimate the impact and importance of a company brochure. They are fantastic at capturing the attention of potential customers, especially for small and emerging businesses that might be on a tight budget.
A printed brochure is easy to access, read and come back to when compared to emails and online mailers where messages can often get lost in the huge amount of email traffic and digital ‘noise’ contacts have to wade through each day.
Like any piece of printed information, brochures are incredibly versatile and can be used for promoting all kinds of products and services, and in different settings from promotional events to reception desks. They can also take many formats including menus, guides, newsletters, flyers, postcards, booklets etc.
Social Media page
Small businesses all over the world are fast discovering the ways social media can contribute to success and growth. Why? Because it’s an optimal solution for businesses that have a tight budget but still want to communicate with its customer and potential customer base.
From Twitter to Snapchat to Facebook, the number of social media platforms available is increasing so its key that you choose the right channel(s) for your business. Twitter for example, is a very popular choice and when used correctly is effective at driving traffic to your website. However unless you are planning to populate Twitter on at least a daily or 48 hour basis it’s unlikely that you will benefit.
For a small business we suggest to start with a Linkedin company page at the very least and work your way up to other platforms, if suitable, at a later stage. LinkedIn, unlike Twitter, is low maintenance and requires less frequent interaction so you don’t need to worry about constantly populating the page. Not only does it help your search engine results but it still allows you to interact with potential customers, raises your company profile, drives traffic to your website and helps to generate leads.