Your business may offer amazing products and a fantastic service. It may have a clear, determined vision of what it is doing and where it is going. But if your potential customers don’t know it exists, your wonderful business is likely to disappear without trace. As Alan Sugar put it: “Your start-up will be a cock-up if you don’t learn marketing communications”.
But what can a small business do to get themselves noticed?
There are two options: pay lots of money to a marketing company, or do it yourself. The DIY route costs less (if anything at all) and lets you use your unique insight to create the kind of personalised, precision-targeted marketing message that an external marketing consultant could never pull off.
So let’s dip into the marketing communications pic ‘n’ mix to see what methods are at your disposal;
When you’re starting or running your own small business, you have an endless list of jobs to do. One of the most crucial is generating interest in your business and creating awareness of your products and services.
Big companies can have a team of people to do this and hire a PR agency but as a small business you will probably need to do all your PR yourself. There’s nothing more demotivating when you’re doing your own PR than spending hours getting the perfect press release put together… only for it to be completely ignored by all the journalists you’ve sent it to.
But don’t take it personally, it’s a very common occurrence. And when you hear that 99% of all press releases sent to the media end up in the bin you realise it happens a lot more often than you think.
When it comes to promoting your business, the focus these days seems to be almost exclusively on online marketing. Of course, since the social revolution it’s important for businesses to have a strong ‘digital footprint’ but what about the traditional offline marketing methods?
Does the proliferation of Twitter, Facebook and co. mean that you should stop all forms of offline marketing? Of course not, particularly if your business is B2C (Business to Consumer) and especially if you have a clearly defined geographical reach.
They might seem low-tech, but traditional methods of marketing your company such as, leaflets, targeted advertising, local PR and local awareness campaigns can have great impact.
Most people think that to effectively promote their new business website, they need to do all the marketing work online.
In fact, that’s only half the story. Yes, driving traffic online is easier, as people are already using the medium. But there’s a lot of clutter online and standing out is hard. Promotional activity in the real world can be just as beneficial for publicising your new business website.
Badly planned communications can be the quickest way to waste a lot of money. To avoid losing money on ineffective ads, think about the following points: