24 Cost Effective Ways to Promote Your Small Business

After thinking long and hard you have decided that is time to launch your own business.  You have a great product or service, you’ve come up with a compelling business name, all the paperwork has been filed and you have picked out the perfect location (or setup a snazzy new home office).  All pieces are in place for your new independent life as a business owner.  And then you realize that nobody except your spouse, family members and possibly your cat knows about your new venture.   So, how do you bring your fabulous new product or service to your target market's attention?  One way is to use the “build it and they will come” approach.  This is usually not particularly effective (even Google, who historically launches products with little fanfare, could benefit from a little more marketing).  The other, more effective approach is to get out there and promote your business.  Of course in the initial stages, marketing budgets tend to be minuscule.  On the other hand, many new business owners have time on their hands (while waiting to be deluged by orders).  Below is a list of 24 cost effective ways to promote your small business:

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 1.       Google places

Setting up your business on Google places takes very little time, is free and is an outstanding way to direct potential customers to your product, even if you don’t have a website. It is also essential if you expect customers to use the internet to find you. They essentially provide you with a page where in addition to product and location details, you can post special events, photos and videos. Customers can also post reviews, which can be helpful in determining the ranking of your business in google search results..   

2.       Business Website

Having a website is pretty much essential for almost any business these days.  Although it doesn’t have to be fancy or expensive, it should provide details about your business and specific services and have an about page as potential customers are interested in the faces behind the business.  If you cannot afford a web designer, there are numerous free and low cost website building resources that are fairly straightforward. The starting point for setting up a website is to get a domain name and a hosting company. 

3.       Google Ads

Google ads , particularly for small business owners, is an excellent way to get targeted traffic.  There is no minimum amount that you need to spend except for a setup fee and you are charged on a per click or per impression basis.  You can set a daily budget, allowing you to cap how much you spend per day or campaign.  It is important to research your keywords carefully general keywords tend to be more expensive.  The more specific your search terms, the more cost effective your ad will be with less competition.  If possible, localize your keywords eg.  if your business is located in Montreal, include Montreal in your keywords.

4.       Business Blog

Having a blog that is regularly updated is one of the most powerful ways to improve the ranking of your website.  Blogging can be a great way to present your expertise on a subject.  By helping potential customers, you encourage them to connect with you.  Writing about a topic also helps you to cement your understanding of it, thereby improving your communication skills.   To get started, it can be helpful to look at competitors’ blogs, determine your own objectives and message and review one of the many blog posts on how to start (business) blogging ! 

5.       Search Engine Optimization (SEO)

With a website and blog comes the need for effective SEO i.e. ensuring that your website ranks high for relevant search queries otherwise a lot of effort will be wasted.  You can improve your SEO by including key words that are pertinent to your business (the more specific, the better).  Other ways of ensuring better website ranking is to build backlinks.  There are an almost overwhelming number of resources to help guide you through the process, which can be found with a simple search on Google.  It is important to note that SEO should happen organically and is ongoing process.

6.       Facebook Business Page

For certain types of small business, a Facebook page can be an invaluable and FREE source of advertising.  You should use the many resources available to share information about your business, industry and niche, link to blog posts and stimulate discussion.  You will want to encourage friends and customers to “like” and share your page to extend your reach and ask satisfied clients to leave positive review. When sharing information on your Facebook page,  It is also important to avoid being to self promotional as this can alienate your audience. Rather you should share articles and updates that would be of interest to your core audience.

7.       Facebook Ads

Advertising on Facebook, similar to Google, can be a cost effective way to spread the word about your business to an extremely targeted audience. You can select the location, education and interests of your audience and like Google you can pay for clicks or impressions as well as set a daily budget. This can often be done at a fairly low cost.

8.       Linkedin

As a networking platform, Linkedin allows you to build a networking group, advertise your expertise and your business and generate new business through online recommendations.  Linkedin for small business owners is similar to having a resume where customers can see your experience and hopefully some recommendations. It is important to make your linkedin page as detailed and targeted as possible. Additionally, you can set up a Linkedin company page where you can showcase details about your company, share relevant posts and updates. There are several other ways in which Linkedin can help your small business which are worth looking into.

9.   Twitter

Setting up a Twitter account is free, but like most social media takes time to build a following.  It is important to use your twitter account for more than just advertising your product to avoid being labelled a spammer.  It can be a very effective tool to communicate with potential customers , provide useful information about your industry and niche and garner valuable information. You can share blog posts and updates about your company, but it is also important to interact with and/or share/retweet other authoritative sources. It can be a great way to build interesting and engaged relationships.

10.   Business Cards

Since you never know when a networking opportunity will arise, it is useful to have business cards with you at all times.  I recently sat next to a small business owner on a flight and was glad that I was able to give him a business card (it was my last one - be sure to replenish your stash.) There have been other times when I have met some new people and did not have any cards on me which certainly reflected negatively. These days this type of information can also be shared online, but it seems that business cards have endured.

11.   Email List/Signature/Newsletters

It is important to start the process of building an email list comprising customers and leads.   This should be used to send updates about your business, and can be a very effective, targeted method of advertising.   You can also send out a monthly newsletter, although (once again) you should avoid being too self promotional.  Mailchimp is a great way to get started and their basic account is free which can be very useful when you are starting out and only have a small number of customers.

Creating an email signature that includes links to your website, blog, facebook page etc. can be a good way of generating traffic and buzz for your business.  Be selective in what you choose to link to, however.  An overlong signature can be off-putting and take long to load (or result in a bunch of annoying attachment). 

12.   Yelp/Local Business Directories

Setting up a listing on Yelp is free and has a significant audience.   Similar to Google places you can put details about your product and set up promotional offers. Positive reviews on Yelp can help you rank higher in search engines. In additional to Yelp search for other business directories in your target geographic region eg. Hot Frog, as well as anything industry specific and submit your business details and website.  Many of these are free and list high on search engines, providing greater exposure for your business. Po

13.   Community and College newspapers

Placing a classified or even a block ad in community and college newspapers can be fairly cheap and an effective way to promote local businesses.  One of the best examples are the daily commuter newspapers  that are read by thousands of people every day.

14.   Promotional Items

Anyone with access to decent printer can put together a flyer .  Of course it helps to get the input of an artistic friend or someone in marketing to help brainstorm some creative ways  to make it as eye catching as possible .   From customizing stamps to postcards to turning your vehicle into a giant ad for your business - the ways to turn in an everyday object into a promotional item are only limited by your creativity.   Tried and true items like pens and key-chains and stress balls are other popular promotional items that also provide utility.  

15.   Word of Mouth

Getting family, friends, neighbours, colleagues and pets to spread the word about your business venture is going to be one of the most immediate and important ways of building a presence for your business.  People tend to ask other people for recommendations for most products or services  (except for perhaps things like hemorrhoid  creams and adult products), and as such is an invaluable marketing tool.  Every situation is a potential networking opportunity, and should be used, when appropriate, to maximize your exposure.

16.   Incentive/Contests/Rewards

People love bargains and saving money (many tubs of ketchup of mayonnaise, that will  never be finished, have been sold on this principle).  Offer a discount or a referral bonus on your product to generate buzz.  Once you have signed up a customer, you can use the opportunity to promote loyalty, sell to their friends and family and (hopefully) provide them a superior services which will keep them coming back.

In addition to saving money, customers love to win.  Creating a contest can get people talking about your business (Tim Horton's roll up the rim to win contest has been a resounding success) and at the very least, get them through the front door. Alternatively, you can offer rewards on purchases which can be a powerful way of generating repeat business. Some people will shop at a higher priced location with a well crafted rewards program just to see their points accumulate.

17.       Craigslist/Kijiji

A regular ad on Craigslist and Kijiji is one of the best ways to advertise your business for free.  Ensure that your ad is descriptive and includes all the relevant details that your customer will need to find you.  You can also include a link (to your website etc.) on Craigslist, although you need to pay a small fee on Kijiji. The downside of this method is there is a higher susceptibility for spam or price hagglers.

18.   Press Release

Writing a professional and succinct press release can be a cost effective way of increasing your visibility and sending traffic to your website.  Additionally it can give you backlinks and increase your credibility.  Ensure that your press release is submitted it to targeted publications.  Newswire and WireCanada are two services that help you distribute your release.

19.   Radio Advertising

Local businesses can enjoy  significant exposure through advertising on the radio, although it is not necessarily cheap. If you are a car mechanic advertising during a car repair talk show, this can be geared towards a highly targeted audience. Common wisdom is that having a jingle to accompany your ad can make it significantly more memorable.

20.   Media Mentions

Having an article written about you in your local newspaper or a publication in your niche has helped propel the fortunes of many small businesses.  Sometimes, even a reference to your business in a magazine or on the radio has been known to generate interest Restaurants featured in one of the many shows on the food network can change the fortunes of these businesses.

21.   Networking groups

Most cities have networking groups for small businesses.  Joining one of these, passing out business cards and getting to know other small business owners can be quite valuable in getting referrals.  Of course,  one must give to receive.

22.   Community/Charity events

Participating time or sponsoring community or charity events is an excellent way to advertise your services and be involved at the same time.

23.   Research Your Competition

By searching on the internet, analyzing their website, looking at their advertising and testing out their product (and customer service) you can probably find out a lot about your competition.  This can be very helpful when setting up your own promotional strategy.

24.   Customer Service

The importance of excellent customer service in your small business cannot be emphasized enough.  People, in the long run, tend to favour businesses that provide outstanding customer service even if they have to pay a little more.  The word of mouth promotion that accompanies great customer service is also invaluable.  When building your brand, your reputation is everything.  Even with a somewhat generic product or service, exceptional customer service can be an excellent way of differentiating yourself. 

Promoting a business can be a challenging, particularly when you start your business, and is an ongoing effort although promotion strategies will likely be honed as your business and budget grow.  In the beginning business owners have to try a few different methods to see what sticks. Patience and effort are usually rewarded as momentum starts to build.  There is nothing quite as exciting for a business owner as the sight and smell of new customers.

Ronika Khanna is an accounting and finance professional who helps small businesses achieve their financial goals. She is the author of several books for small businesses and also provides financial consulting services.

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