Marketing Your Small Business

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When it comes to getting the word out about your business, smaller businesses often experience a more challenging time than their larger competitors.  Big businesses with large advertising budgets play audience’s psyche with constant brand bombardment.  This is an extremely expensive, but effective, way to market a business provided that the advertising dollars are large enough to compete with the budgets of other big name competitors. Small businesses, however, are more likely to succeed with a different approach - playing to the heart of its audience. Just as driving sales is imperative to any successful business, it is equally as important to tell your story.  Studies show that consumers appeal to heartwarming stories and will tend to root for the underdog. Small businesses typically do not have the large advertising or marketing budgets that large corporations do, but they can still compete by using other proven techniques.

Traditional Print

With the prevalence of the Internet today, it’s easy to forget about other forms of communication and media.  Many business professionals still prefer to get some of their daily news from the physical newspaper.  Local papers are a small business owner’s marketing dream come true.  There are countless opportunities push press releases about your business.  Obviously, when you first open you want to alert the public, but what other news could your local business take advantage of?  How about the major promotion of an employee, gaining a certification, or a business anniversary?  You may have to toot your own horn a little, but this is a great way to get your name out there.  Consider having a local journalist or columnist write a human-interest story on you and your business.  Neighborhood newspapers are all about featuring their locals doing great and interesting things.  Formal advertising space in newspapers can be extremely cost prohibitive and should be timed and budgeted accordingly but you can always submit your human-interest piece for free.  

Giving Back

Take advantage of the media in another way to market your business.  You can sponsor a charity event, close the office for a day to take part in a community service project or open up your doors to host an event.  The media may be happy to pick up this “good-will” story.  Not only can you garner some free publicity/free press, but non-profit support is an excellent way to make business connections and build long-term relationships.  This is often a quiet marketplace that will help put your company on the radar screen.  Other examples of marketing through community service include:  sponsoring a little league team to get your name on the t-shirts or donating enough to get a sign at the local hockey rink.  Small businesses gain the most return from grassroots innovation, personal stories and leverage.  Don't be afraid to change it up if one technique is not working in your favor.

 

 

 

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