Advertising Your Business
When someone uses the word 'advertising' immediately you think 'expense'
. Managed correctly, however, it doesn't have to be expensive. Here are some guidelines for small business owners looking for ways to advertise/market without going over-budget.
The first vital tip in advertising is to become centered around the 'web'.
This places your website at the center of all other marketing campaigns; its purpose is to push traffic to your website. For instance, if you do a radio spot, your website needs to be stated clearly; if you place a print ad, the website needs to be in sharp, bold print; if you do a mailing, the focal point of the ad needs to be the web address-the major purpose is to generate hits on your website.
The reason this is the most practical strategy is because changing the content on your website is very fast and inexpensive, while changing printed materials is time consuming and costly. By making the purpose of all your other marketing and advertising just simply to get people to your website, those other printed materials never go obsolete, since your web address is yours as long as you want.
Make the focus of your website the accumulation of contact information.
Many small businesses think that the point of their website is the get people to order right now. The purpose of a website is to generate lists of contact information in order to generate leads and multiple follow-up sales. In creating a contact list you can send prospective clients promotional material, specials, and sell product to them multiple times without worrying whether they will bounce right back to your website or store.
The question is, how do you convince people to give you their contact information? The answer is simple: offer something of value in return. For instance, if you own a rental company, or a retail outlet, offer a coupon for 15% off their next store purchase. Do what it takes to get the contact info of your web visitors. Doing so greatly increases the likelihood that they will become customers some day.
Be sure to follow up with intension.
One area small businesses notoriously fail in is the area of following up on potential customer leads/contacts. As a result of neglecting this area, it is as if the business is squandering easy money! Even beyond the monetary factor, in aiming for excellence with follow-ups you will set your company apart from others who are likely falling short in their follow-up solutions, thus, giving you a competitive edge.
Set up an immediate mailing system for visitors who enter their contact info on your website. Put effort into designing a professional autoresponse series in order to keep in contact with your potential clients for a set period of time. Depending on your business you should plan for a period of a couple weeks or months. And, if you have their phone number, phone them with a special offer of some kind. Make them grateful they left their contact information. If someone asks a question, especially online, make it a priority to get the answer to them as soon as possible. Again, your care of their concerns will set you apart from your rivals and gain you clients.
Advertising Your Business
By: Ed Grose
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