As Business Editor of a newspaper, I often received phone calls from people who had started businesses and realised that they hadn’t thought about how to tell everyone. Promotion is vital for start-ups and there are many ways of doing it when you don’t have a big budget. A business will never bloom if it’s kept in the dark.
Maybe you’ve opened a shop or an online store, launched a service or started manufacturing products. You’re good at what you do and you know it, but potential customers need to know too so they start buying fast.
Getting people to notice your business can be a big challenge with so many options available, but which ones should you use? At first, you won’t necessarily know what works best, so monitoring responses as you go along is important.
Start . . .
What’s available? Paid advertising, social media, PR, leaflets and brochures, direct mail, email marketing, blogging, radio and TV, events and exhibitions, networking and more, but it’s unlikely you’ll be able to manage or afford everything, even if they do all work.
First, it’s good to have contact points for anyone who hears about your business and is looking to find out more or wants to buy. If you’ve got a shop or premises, you can do a lot with signage or otherwise a web site is the most obvious start. While you may want a big, sophisticated site, even a holding page giving your contact details – premises address, email and phone number – will help people to contact you. It’s also easy and free to create a Facebook page or open a Twitter or Instagram account. You can decide whether you want to build your presence on these networks as you go along. You can also give out business cards or printed leaflets to people you meet.
You might not be able to start with all the materials you would like, but, don’t worry, you can always build a bigger, better web site and get better brochures and business cards designed and printed. Few people start businesses with everything they want and marketing usually evolves.
Word of mouth
The main thing is to start, whether it’s simply telling your family and friends. Word of mouth is always effective. The more people who know, the more they are likely to tell people they know and spread the news about you even further. It’s free too and you can do it quickly. You don’t have to sell to everyone, so don’t feel anxious about people thinking you’re putting pressure on them. Think of the excitement you feel at starting your own business and use this to tell people your good news. Many people will be genuinely interested. Of course, if you have a special offer, an event or other activity you think they’ll be interested in, do mention it.
Networking meetings, where you meet up with other business owners to learn about and support each other, is another form of word-of-mouth promotion. There are usually one or two groups meeting in most areas and costs will vary from the price of a breakfast at an early morning meeting to annual membership, which could require you to attend regularly. Do bear in mind the commitment to attend weekly or monthly. Networking works well for some types of business and some people love it, while others can’t stand it. Most groups allow you to go along as a guest for one or two meetings to try it out.
When it works well, you can build a far-reaching network so that when you talk to fellow networkers, they can recommend you to all their contacts with the potential to reach hundreds and even thousands of people.
PR and advertising
Unless you need just one or two customers, it’s likely that you’ll need a lot more people to know about your business. Also, your market might not be local and need you to reach customers across the country or abroad. That’s where you’ll need to distribute publicity or advertising messages through printed newspapers or magazines or on the internet via your web site, social media services and directories.
There is so much you can do here, from free activities, such as sending a press release and photo to your local newspaper, to complex internet advertising campaigns. If you have little budget, you can run social media campaigns yourself, writing your own posts and sharing photos or video. Many small businesses do this themselves very professionally, although it does take a lot of time and effort. You may also want to advertise in local magazines or newspapers or in industry publications.
Persistence and patience
Whatever you choose, be persistent and patient. If you are extremely lucky or establish your expertise quickly, you’ll get an instant response, but for most of us it takes time to establish awareness of a business.
Whatever you do, keep doing something. If one activity doesn’t work, give it a chance. It’s unlikely that people will respond to or even notice one advert, social media post or other form of contact. They’ll need to see your brand again and again before they remember you.
You can carry out most of these activities simply at first and develop them as your business grows, eventually reaching a stage where you need to employ specialists to build web sites, manage online advertising and handle the complexity of more advanced promotional activity.
But when you’re starting out, it’s important to get your business out there as soon as you can. Only then can it start to bloom.
• Robert Zarywacz writes for and about businesses as a partner in Zarywacz. His experience includes Technology Correspondent for a business magazine and Business Editor of a local newspaper. He co-developed the pressme service of fixed-price article, blog and press release writing for small businesses.