Looking for some free and easy ways to reach customers?
These aren’t new, but probably worth revisiting. Incorporate a few of them into
your marketing and results will follow.
• Get a tagline if you don’t already have one (this is
a short phrase or sentence that captures what you do). And then use it all the
time. Print it on the back of your business cards. Put it on every piece of
marketing collateral. Use it until customers won’t hear your business’ name
without mentally reciting it.
• Remember the golden rule of marketing: repeat,
repeat, repeat. People simply don’t register a marketing message the first few
times. Or the first few dozen times. You must repeat your message to the same
audience in the same place, over and over again.
• Make sure people can find you on the web.
Learn about social media, and consider getting a Facebook page and Twitter feed.
Pay attention to your reviews on Yelp or other customer feedback sites. Set up
your free business pages in Google Places, Yahoo Local, Yelp, and others.
• Constantly think of filling your customer pipeline.
Make a list of your top 10 prospects or referral sources and keep it on your
desk, your mobile phone, or use it as the “wallpaper” on your computer. Contact
each of them no less than once a month.
• Get out there in person. People do business with
people they know, so build your business network. Attend industry conferences,
join community organizations. Be visible. Connect in person and not just
• Establish a strong company brand and identity. Create
a distinct graphic image—logo, colors, typeface, etc.—that conveys what you’re
about and use them consistently and on everything. This includes your website,
business cards, packaging, newsletters, marketing materials, job ads.
• Tell people what they get (benefits), not what you
and your product/service do (features). All of your materials need to focus on
the benefits the buyer receives—rather than just long lists of features of your
products or descriptions of how you perform your services. Of course, customers
compare features and services, so you’ll need to include those, but always
emphasize the benefits those features bring.
• Get on the email newsletter bandwagon. An email
newsletter is one of the most effective and inexpensive ways to communicate with
customers, prospects, and referral sources. Make sure your newsletter provides
some value for the recipient, such as useful information, details on sales, or a