Create a multifaceted plan to promote your business.
Advertising and promoting your business should involve a multifaceted plan that spans many types of media. Before making any investment in advertising, however, be sure to make the decision based on your key marketing goals, the audience you want to reach and your budget. While some advertising opportunities can be costly, there are also low-cost and virtually free ways to get publicity for your product or service.
Instructions
Advertise and Promote Your Business
1. Get on the Web. One of the most effective promotional tools is a professionally written and designed website. It should be hosted on a reliable server with enough bandwidth to handle heavy traffic, especially if you will be selling products online as well as at your business's physical location. Optimize the site's content with relevant keywords so that search engines will find it more easily. Include an option to sign up for notifications of sales, arrivals of new products, or specials on discontinued products. Develop an online newsletter with tips and information about using your product or service--customers can "opt in" or agree to let you contact them via email if they want to receive it.
2. Create print advertising materials. Make a lasting impression and provide information with professionally written and designed brochures, product sheets, business cards, and stationery. Use this print collateral as "leave behinds" during sales calls, service calls, and community or industry events.
3. Use radio spots. Find out the listener demographics of your local radio stations and determine which ones best match your customer base. Work with the radio station's creative team to develop a professional, memorable radio spot. Add an offer for a discount or free gift if customers mention the radio spot and/or the station's call letters.
4. Show your products on TV commercials. Find out which local station draws the most viewers that fit with your target market demographics. Work with the station's marketing team to develop a professional commercial. Build a relationship with the station's news team and make yourself available as an expert source for news and feature stories--a great way to get some "free" publicity.
5. Create a public relations strategy. Introduce yourself to the editor of the business section of your local or regional newspaper. Send professionally written press releases with photos when your business introduces a new product or service, or celebrates a milestone, such as 10 years in business. Some newspapers publish separate monthly business tabloids that feature local businesses. Make yourself available as an expert source for their writers, or volunteer to write a monthly column on your business area of expertise.
6. Be visible in your community. Sponsor a community or school event, or a local softball team. Your business name and/or logo will be seen on signs or on players' jerseys. Sponsor a charitable or fund-raising event. Volunteer to be a speaker at a meeting of the Chamber of Commerce or another community organization.
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