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No matter where I speak, who the audience is or even the topic I am supposed to address, this same question comes up:
How do you market your business if you don’t have a lot of money?
Well, the short answer to that is….you’d better find some resources for marketing or you are in a lot of trouble. But, that doesn’t mean they all have to cost an arm and a leg.
Here are five of my favorites and none of them will break the bank.
Hang out where your potential customers hang out and be helpful. Do your clients read certain blogs? Then be there and share your expertise. Do they all run in local marathons? Be there, handing out clean, dry socks with your logo on them. Do they go to industry trade shows? Be there and host a free Q&A about their biggest problems. Don’t wait for them to come to you. Go out and find their watering hole.
Know your perfect customer and only take work from them. This requires incredible discipline but pays big dividends. Rather than taking clients for cash flow, ONLY take on those clients that you can delight. And who delight you by paying you a fair price.
Create a referral network by delivering the first referral. When you help someone, it is human nature that they want to return the favor. Why not set the example by making an incredible referral. Now of course to do that…you need to know who their perfect customer is. Which means you get to have a very meaningful conversation that’s all about them. See how the human nature thing is going to work?
Use handwritten thank you notes to show your appreciation. In today’s high tech world, a personal gesture like a handwritten note means a great deal. It doesn’t have to be long or fancy. Just from the heart. And if you can’t thank a client from the heart, you should fire them before they fire you.
Let them have a taste. Sampling is one of the most effective marketing tactics around. There is no substitute for actually experiencing your product or service. And don’t give them a dumbed down version. This is your greatest opportunity to earn their trust and their business. So do it right.
Want more? Check out Lewis Green’s Marketing for Consultants on a Shoestring post.