Innovative Ways to Market
Marketing is a three-syllable word that seems so simple, yet
encompasses so much. Marketing is a multi-faceted approach to
promoting a product or service. Both traditional and unconventional
marketing methods have a place in the small business world.
Marketing helps small businesses focus on building their brand and
identity.
There are few limitations to marketing options, and the
opportunities listed here are just a few that will generally result
in a decent ROI (Return On Investment) for most small businesses.
That said, do not be afraid to be creative -- no one knows or
understands a small business like its owner, so think outside of the
box and don't be afraid to experiment.
Identity Continuity
Create continuity between an online website, logos, letterheads,
business cards, and packaging. Create an identity that will make
your business stand out from the competition, and leave a good
initial impression on potential customers. A professional image
associated with your company or product will remind customers of
their past brand experiences, and will reinforce your product line.
Trade Publications
Niche publications are journals or magazines that focus on a
specific market. If your product or service is appropriate for a
specific market, then advertising in their trade publications will
allow you to immediately drill down and target that very specific
audience.
Promotional Items
Branded giveaways have long been used by marketers to attract
potential customers. Products that have a long shelf life will help
keep your business in the forefront of a customer's mind. Weeks,
months, and even years after a product is purchased or service is
performed, promotional items will remind the customer of your brand.
Reviews
Solicit product reviews from reputable industry sources, magazine
reviewers, bloggers, or industry journalists. Product reviews lend
credibility to a product or company.
Keyword Advertising
In order to help your website's search engine ranking, use keyword
advertising. Focused and targeted keyword advertising will drive web
traffic that has a genuine interest in your product or service.
Niche Directories
Use online niche directories to promote products or services.
Visitors who frequent topical directories have a strong interest and
are more likely to purchase.
Viral Marking
Once known as "word of mouth" marketing, viral marketing has taken
on a life of its own. Encourage product buzz, as well as customers
referring customers.
Opt-In Email Marketing
Use email as a marketing tool to notify your existing customers
about specials, new products or services, or product releases and
updates. While some say email marketing is dead, others say that
measured results of email marketing tell a very different story.
Opt-in, targeted email marketing works, and produces results when
done correctly.
Partnerships / Strategic Relationships
We see large companies leveraging their assets every day, and small
online businesses should too! Whether it be as a partner, an
affiliate, or a strategic relationship, all of these relationships
can benefit small businesses. Businesses can use strategic
relationships to penetrate niche markets. Affiliates can expand
their reach and tap into the customer bases of similar products.
Partners can provide additional value to existing products or
services. Determine what types of relationships could be beneficial
to your small business.
Online Classifieds
Craigslist is likely the best known online classified system.
Classified systems increase visibility and are often overlooked by
small businesses. Consider posting classifieds that relate to
product or services, and monitor the results.
Sponsorship / Contests
Contests not only encourage customers to have fun, but also generate
publicity and draw attention to your company and brand. Sponsor
industry events, run contests, or donate prizes to industry contests
in order to increase visibility and generate goodwill.
Newsletters
Communication is critical to all businesses, and small businesses
are no exception. Be sure to establish a communication channel with
customers and potential customers. Newsletters are a very popular
communication channel for software developers.
RSS
RSS is growing in popularity. It is an alternative communication
channel that has the benefit of reaching a larger audience through
syndication. Supplement and enhance email and newsletter campaigns
by providing an RSS channel for their content.
Forums / Newsgroups
Participation in newsgroups and forums will result in building
credibility. Business relationships will often result from online
dialogue in industry forums and newsgroups. Actively participate and
always behave in a professional manner.
Forum / Email Signatures
All forum posts and emails you send should contain a "signature"
that advertises your business name, tag line, and URL.
Blogs
Blogging and posting comments on blogs can result in an increase in
web links and traffic. Socialization and engaging others with well
thought out comments can establish a business reputation and
generate product interest.
Videos
YouTube is a boon to business. If you are creative, consider
compiling an educational or humorous video. YouTube is a huge
distribution channel and can generate product or industry interest.
Press Releases
The avenue to inexpensive press! Write a press release to promote
new products or services and reap the benefits with media attention.
Article Syndication
Writing articles can help lend credibility to your product line and
improve your business reputation.
Local Newspapers
Contact local newspapers and pitch a unique story to them. Publicity
is free and can generate discussions and interest.
Consider exploring alternative channels for advertising and
marketing. Keep in mind that advertising need not be costly;
creative marketers can often find inexpensive avenues that will
result in a great return.
Sharon Housley manages marketing for FeedForAll
http://www.feedforall.com software for creating, editing, publishing
RSS feeds and podcasts. In addition Sharon manages marketing for
RecordForAll http://www.recordforall.com audio recording and editing
software.
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