Anyone who owns or runs a business knows that marketing is one of the key pillars for survival. It doesn’t matter how good your product is or how incredible the service if people don’t know about it then it will never get the chance it needs to shine. But failing to invest in marketing is one of the biggest mistakes people make in business. Marketing needs to be thought through and strategic, not just an afterthought or a place to spend a bit of cash in order to pay less tax. There is a perception in certain areas that marketing is an unnecessary expense – but this could not be further from the truth. But, if you still need a degree of persuasion, here are a few simple and easy ways to generate good exposure without costing a fortune.
You don’t need to be loud, but you should be proud. Make sure that people know who you are and where they can find you. Print or commission some hard-to-miss outdoor banners Melbourne has a number of potential suppliers of these. Erect them in hard to miss places that are close to your operational area. Awareness is critical because as soon as people are aware of what you do you will be on their radar – and opportunities will arrive.
Do not be afraid to use your existing customers to help promote your business. Platforms like Facebook, Twitter and Instagram are hugely popular and influential, so why not ask satisfied customers to post about their good experiences to their followers. Offer them a discount in exchange for a mention. You will be amazed at how many people you can reach through this medium and it won’t really cost you anything (aside from a discount on whatever it is that they are purchasing). But you might be surprised at how influential this type of marketing is.
It doesn’t matter how big or small your business is, it will always be rooted in a community. Make yourself know too that community by being involved in whatever ways you can be involved. Schools, churches, community groups and sports clubs are always looking for sponsors and for companies to get involved. Find a way to get involved and see how your brand grows locally. Once you have local support from the community you can use that as a launchpad for greater things.
If your goal is to get people through the door then look to do so with a loss leader. If you run a restaurant offers a free coffee – and hope that guests stay for a bite to eat. Offer free labour to first-time customers or give discounts via coupons in the local paper. You don’t have to give much away, just enough to incentivise people to walk through your doors and see what you are all about. Once you have them on site then you have a chance to turn them from leads into customers – and ideally repeat customers.