Business promotion is an integral part of any
business's success, as it is through promotion that a business expands its
customer/client base and opens new windows of opportunity. There are many ways
to promote a business, and each varies in regards to time, labor and costs.
Many business plans use a combination of methods, based on individual needs and
circumstances. Here are suggestions for how to promote your business.
Create a brand image, or logo. Widespread brand recognition is your goal, as it will give
your business credibility and inspire others to spread the word about your
business. Grow your brand by placing your logo in your business stationary,
business cards, email signatures, brochures, signs, website and merchandising
materials.
Network. Meeting professionals from other, related businesses is an
effective form of business promotion, as it provides you with opportunities to
learn about your competitors, ask for referrals, form mutually beneficial
partnerships in complementary industries and spread awareness about your
business throughout a group of like-minded people. Network with other
professionals in the following ways:
- Attend networking group meetings. You can find networking groups and clubs on the Internet, in newspapers and in trade publications.
- Introduce yourself to people at the meetings. Explain what it is your business does, what you offer that makes you stand out from your competition and what you are looking for in business relationships.
- Ask relevant questions during group discussions. In addition to promoting your business, you can learn a lot at networking meetings. Additionally, asking open-ended questions encourages others to participate in the conversation, and sets you up for more introductions.
- Hand out your business cards. Set up private meetings with those who express an interest in getting to know more about your business.
Advertise. Consider these methods for advertising your business:
- Signs. You may opt for storefront signs, billboards, marquee boards or street-side yard signs.
- Print. Place print ads in magazines, newspapers, coupon books, trade journals and industry magazines. Choose print mediums that are suited to your business. For example, if you run a technology parts recycling warehouse, then you may consider placing ads in computer classifieds and technology magazines.
- Commercials. Television and radio commercials are effective ways to promote your business to a broad audience, but they are relatively costly forms of advertising.
- Advertisements. You may opt to pass out promotional materials at trade shows, at store fronts, in parking lots or in any other highly-populated areas. Some businesses, like nightclubs and entertainment venues, hire street crews to hand out advertisements and attract new customers.
- Direct mail. You may purchase mailing lists targeted to your segment of the consumer market, then mail out letters, brochures, catalogs or postcards. This method is effective when you want to provide potential customers with paper coupons, vouchers, business cards or promotional merchandising.
- Public relations (PR) firms. You may hire a PR firm to create publicity for you in the form of news write-ups and press releases.
- Internet. Promoting a business online involves setting up a business website, participating in industry/trade forum discussions, running a blog , setting up accounts on social networking sites, using pay-per-click and banner ads, listing your business information in business directories and employing search engine optimization (SEO) techniques. Every business, regardless of its size or scope, could benefit from Internet marketing, and many Internet marketing mediums are free to use.
- AR Advertising. Short for Augmented Reality Advertising. It enriches the user experience by bringing life to the prints, when it's enhanced with extra layer called a digital layer.
Build business partnerships with
other organizations. In effect, piggyback off the
success of another business. Taco Bell has recently unveiled the Doritos Locos
Taco, which is a branding coup for both Taco Bell and Doritos. Whenever you
think of one brand, the other brand comes to mind, and vice versa. Business
partnerships can be very effective advertising tools.
- Note: it's tough to build a business partnership with an established company when your company isn't yet established. Businesses understand the value (or lack of value) you're giving them, and may want something in return or simple avoid business with you in the first place.
Build business partnerships with
other organizations. In effect, piggyback off the
success of another business. Taco Bell has recently unveiled the Doritos Locos
Taco, which is a branding coup for both Taco Bell and Doritos. Whenever you
think of one brand, the other brand comes to mind, and vice versa. Business
partnerships can be very effective advertising tools.
- Note: it's tough to build a business partnership with an established company when your company isn't yet established. Businesses understand the value (or lack of value) you're giving them, and may want something in return or simple avoid business with you in the first place.
Build business partnerships with
other organizations. In effect, piggyback off the
success of another business. Taco Bell has recently unveiled the Doritos Locos
Taco, which is a branding coup for both Taco Bell and Doritos. Whenever you
think of one brand, the other brand comes to mind, and vice versa. Business
partnerships can be very effective advertising tools.
- Note: it's tough to build a business partnership with an established company when your company isn't yet established. Businesses understand the value (or lack of value) you're giving them, and may want something in return or simple avoid business with you in the first place.
Offer freebies.
Pass out merchandise with your company's name and/or logo on it to everyone you
meet at networking events, trade shows, client meetings and even personal
social gatherings. Things like pens, magnets and calendars are good
merchandising ideas, as these tend to stay in use, and within view, for
extensive periods of time.
Develop relationships with your
customers. Customers are people — not numbers
— and it is important that you put consideration and effort into building
personal relationships with them. For example, when you send out Christmas
cards each year, you not only gain customer loyalty but you also inspire
customers to promote your business to the people they know.
Encourage customers to talk about
their experience using your business.
There is no tool more powerful than people talking with their family members or
friends about your product or the quality of your work. If your customers are
fully satisfied then you should ask them to refer you or your product to their
family or friends. It is important to realise that your customers may not do so
automatically and sometime a little poke requesting them to refer your business
may work wonders. Go ahead, be bold and ask for more work.
