Marketing is a three-syllable word
that seems so simple, yet encompasses so
much. Marketing is a multi-faceted approach
to promoting a product or service. Both
traditional and unconventional marketing
methods have a place in the small business
world. Marketing helps small businesses
focus on building their brand and identity.
There are few limitations to
marketing options, and the opportunities
listed here are just a few that will
generally result in a decent ROI (Return On
Investment) for most small businesses. That
said, do not be afraid to be creative -- no
one knows or understands a small business
like its owner, so think outside of the box
and don't be afraid to experiment.
Identity Continuity
Create continuity between an online
website, logos, letterheads, business cards,
and packaging. Create an identity that will
make your business stand out from the
competition, and leave a good initial
impression on potential customers. A
professional image associated with your
company or product will remind customers of
their past brand experiences, and will
reinforce your product line.
Trade Publications
Niche publications are journals or
magazines that focus on a specific market.
If your product or service is appropriate
for a specific market, then advertising in
their trade publications will allow you to
immediately drill down and target that very
specific audience.
Promotional Items
Branded giveaways have long been used by
marketers to attract potential customers.
Products that have a long shelf life will
help keep your business in the forefront of
a customer's mind. Weeks, months, and even
years after a product is purchased or
service is performed, promotional items will
remind the customer of your brand.
Reviews
Solicit product reviews from reputable
industry sources, magazine reviewers,
bloggers, or industry journalists. Product
reviews lend credibility to a product or
company.
Keyword Advertising
In order to help your website's search
engine ranking, use keyword advertising.
Focused and targeted keyword advertising
will drive web traffic that has a genuine
interest in your product or service.
Niche Directories
Use online niche directories to promote
products or services. Visitors who frequent
topical directories have a strong interest
and are more likely to purchase.
Viral Marking
Once known as "word of mouth" marketing,
viral marketing has taken on a life of its
own. Encourage product buzz, as well as
customers referring customers.
Opt-In Email Marketing
Use email as a marketing tool to notify
your existing customers about specials, new
products or services, or product releases
and updates. While some say email marketing
is dead, others say that measured results of
email marketing tell a very different story.
Opt-in, targeted email marketing works, and
produces results when done correctly.
Partnerships / Strategic Relationships
We see large companies leveraging their
assets every day, and small online
businesses should too! Whether it be as a
partner, an affiliate, or a strategic
relationship, all of these relationships can
benefit small businesses. Businesses can use
strategic relationships to penetrate niche
markets. Affiliates can expand their reach
and tap into the customer bases of similar
products. Partners can provide additional
value to existing products or services.
Determine what types of relationships could
be beneficial to your small business.
Online Classifieds
Craigslist is likely the best known
online classified system. Classified systems
increase visibility and are often overlooked
by small businesses. Consider posting
classifieds that relate to product or
services, and monitor the results.
Sponsorship / Contests
Contests not only encourage customers to
have fun, but also generate publicity and
draw attention to your company and brand.
Sponsor industry events, run contests, or
donate prizes to industry contests in order
to increase visibility and generate
goodwill.
Newsletters
Communication is critical to all
businesses, and small businesses are no
exception. Be sure to establish a
communication channel with customers and
potential customers. Newsletters are a very
popular communication channel for software
developers.
RSS
RSS is growing in popularity. It is an
alternative communication channel that has
the benefit of reaching a larger audience
through syndication. Supplement and enhance
email and newsletter campaigns by providing
an RSS channel for their content.
Forums / Newsgroups
Participation in newsgroups and forums
will result in building credibility.
Business relationships will often result
from online dialogue in industry forums and
newsgroups. Actively participate and always
behave in a professional manner.
Forum / Email Signatures
All forum posts and emails you send
should contain a "signature" that advertises
your business name, tag line, and URL.
Blogs
Blogging and posting comments on blogs
can result in an increase in web links and
traffic. Socialization and engaging others
with well thought out comments can establish
a business reputation and generate product
interest.
Videos
YouTube is a boon to business. If you are
creative, consider compiling an educational
or humorous video. YouTube is a huge
distribution channel and can generate
product or industry interest.
Press Releases
The avenue to inexpensive press! Write a
press release to promote new products or
services and reap the benefits with media
attention.
Article Syndication
Writing articles can help lend
credibility to your product line and improve
your business reputation.
Local Newspapers
Contact local newspapers and pitch a
unique story to them. Publicity is free and
can generate discussions and interest.
Consider exploring alternative
channels for advertising and marketing. Keep
in mind that advertising need not be costly;
creative marketers can often find
inexpensive avenues that will result in a
great return.