Six Ways to Market Your Business on A Shoestring

Very few businesses thrive or even survive without marketing.  But it can be an expensive process. There are several options that businesses can utilize that won’t break the bank. Start with the simple stuff.

1) Business cards can be a quick way to introduce your business and pass the information on.  Use your cards wisely, don’t just put your basic information on it.  Come up with a line or two that you can put on the card that explains who you are.  Use it as a way to promote yourself and your business.  Then get the cards out there.  Come up with a gameplan to get your cards in as many hands as possible.  See if there are places where you can have your cards displayed, or boards they can be added to.

2) Network. Join civic and business groups.  Do some homework and find networking groups in your area that you can join.  These are places where you can pass out your business card, but more importantly, these can be great places to make contacts.  If the people you meet at the groups can’t utilize your services or products, they very well may know others who can.  Also develop your verbal business card.

3) Find a way to deliver your pitch in less than a minute.  Ann Convery (www.anncovery.com) is the expert at this.  Utilizing her Speak Your Business in 30 Seconds or Less technique you can develop much more than an elevator pitch; she helps businesses craft their verbal brand.  Once you’ve developed this you have a powerful and effective way to describe your business and give prospects a call to action.

4) Once you developed your 30 second verbal brand, build on that and come up with stories and pitches that you can send to the media.  When pitching the media, position yourself as a resource instead of a sales force. This is particularly important to keep in mind when calling producers or editors to follow up on a PR pitch. When defining your media message, be specific. Sharpen your story. You may have numerous talents, you may have several stories to tell, but don’t try to tell them all at once. You don’t want a one-note campaign, but you do have to play each note individually. If you slam all of the piano keys down at once, you don’t get music, you get noise. What you’re looking for is melody, music. You can tell your various stories, but don’t try to give them to the media all at once, tell them sequentially.  Come up with five or six different topics or hooks that you can comfortably and expertly address. Now put them in order. Prioritize them. Don’t pitch all of our stories to the media at the same time. You want to be targeted and succinct in you media pitches. An effective public relations campaign can be your strongest marketing and branding tool

5) Offer your services as a speaker.  Offer to speak on your topic for free. Your objective is not to make money from the speeches themselves, but to make contacts, establish yourself as an expert and have prospects find you via your speaking engagements.

6) Create an attractive, functional website to drive prospects to.  Make sure and have your URL on your card.  Consider creating a blog and position yourself as an expert in your field.  Go on various social media sites such as Facebook and Twitter and post your blogs.  Also post information that would be of help to your clients and prospective clients.

Bonus tip) Post and traditional media coverage that you land on your site, your blog and on the various social media sites.  This is one way you can maximize your media coverage and turn a local story global.

There are countless other ways to market your business.  But these are some good tried and true ways.  Start here and start to build your business.  After awhile review your marketing mix and see what’s working the best for you. Soon you’ll find the right fit for your ultimate marketing campaign.

Copyright © Anthony Mora 2010