As I've mentioned before, it's harder to reach people than ever before. The reason is there are so many more ways to communicate. Because of this, more traditional forms of advertising are not working as well as they have in the past. One way to get your message across that does still work is direct mail. The key is a solid mailing list. This could be your customer list or a purchased list - take the time to have it cleaned and sorted. Most printers can do this for you. Then make sure you have a fun mailing piece that promotes your business, product or service. Don't forget a strong call to action and remember postcards! They're small, fun and cost less to mail. Consider putting a direct mail campaign to work for your business.
I'm going to get some hate mail for what I'm about to say. I'm encouraging all of my customers to downsize their yellow page advertising as soon as they possibly can. The yellow pages are dying - and dying fast. Take a look at how much you're spending on yellow page ads - you're in for a shock. Use the money you save on something that works harder for your business. This week do a fun, informal poll - ask anyone under 40 where they go to find phone numbers. They'll say "the internet." Have your job shadower, intern or favorite 10 year old update your internet yellow pages to make sure your business name, phone and address are correct. The advertising world is changing - make sure your business changes too.
There are so many ways to promote your business. It may seem overwhelming trying to decide which marketing tool is the most productive. You may be surprised but the answer is right in front of you. Your customer list and email list is the most valuable marketing tool you own. Are you using it in the best possible way? Can you even find it? Look at your customer list today and start adding emails. It's important to ask for permission to communicate with customers through email. This is the best way to stay in contact with customers - at no cost. With a good list you can communicate better than ever. Send out invitations, announcements, and updates. Just remember to make all your messages beneficial to the customer.
You want to give all the information you can to a potential customer about your company. Hours you're open. Your unique services. Specials. Telephone. Web site. Email. Location. You get the idea. you also want them to be able to keep this information for reference. A simple brochure highlighting your company is the perfect way to do this. You can tell your customers everything they need to know in a handy, usable format that can be looked at whenever needed - and maybe even passed on to another customer. Make your brochure stand out with a fresh, new design. Color printing is more affordable than ever before. Today take a look at your company brochure. Give customers information they can use, keep and share.
I've been told recently that business cards are dead. I disagree. Sure, people are beaming and bumping their contact information to each other on their smart phone. However, you can give your potential customer all the information they need to start doing business with you by having a well designed business card. Take a look at yours. Is it time for an update? Include your logo, services, phone, web site, email and more. Think of it like a mini brochure. Make your business card stand out by using affordable full color printing on quality paper - and use the back of the card. Look at your business card today. Help potential customers remember you. Hand them a business card worth keeping.
Make your marketing work harder by using or developing a company logo. A logo is a powerful tool when used correctly. Your logo design must be able to be used virtually everywhere - from business cards and websites to ball caps and billboards. A creative design can help brand your company for decades. Can't afford a uniquely designed logo? Then begin by using the same type face consistently. That goes for color too. Stick with one color. Your building a brand that will become recognizable without even reading the words. Get more attention and make your marketing materials work harder by using a great logo.
Unless you've recently returned from a long stay on a deserted island, you've heard about 'Facebook' and 'Twitter'. These are just two of the many websites specializing in social networking. Social networking isn't just for staying in touch with family and friends. It's a powerful tool helping you connect people to your business. It's really simple to set up a personal account or an account for your company. And just like your personal account, your business account is a totally free tool. After you've signed up for Facebook and Twitter, visit Linked In. Linked In is a great business to business networking site. With a little bit of effort, you can help build greater credibility and stronger business relationships.
If you don't already have a website, it's time to take the plunge and get one. You've probably figured out that online marketing isn't a passing fad. Web-marketing is here to stay and you need to be part of it. Early adopters have at least a decade of experience. Start by getting more comfortable with your online marketing efforts. Take a look at what the world around you is doing. Research other businesses. See what they're doing. You don't need to mimic your competition, but at least learn by being a part of the game. Get started today. Don't give the competition another day's advantage.
In case you haven’t noticed, advertising doesn’t work like it used to. Large national companies are turning to targeted relationships. They’ve found this works much better than interruption-based advertising. National clients are leaving airways in droves and television networks are scrambling to make up lost dollars. That’s why you’re seeing your local plumber on television.
Why not take advantage of the research done by these national companies? Target your message to reach your precise market. It takes time and finesse - not a lot of dollars.
Delve into some of the social networking sites this week. Some of the best for business are: LinkedIn (the largest network of business professionals in the world), Twitter (track trends, or make a few of your own), YouTube (one of the top search engines now – surpassing Google) and Facebook (a Harvard project started in 2004). Next, read a blog, subscribe to a RSS, or do a “social search” on yourself and your business.
Just remember what gets put out there, stays out there – and can be read by the world. Social networking is one very powerful double-edged sword. Start sharpening your networking skills today.
