Marketing is the key to success for just about any local business.
In fact, it’s often the only difference between a business that flies or one that dies.
A great idea, product or service will ultimately fail if your audience isn’t even aware you exist or fails to understand why they should choose your company.
Big businesses have big dollars to throw at marketing campaigns. But I’m guessing you don’t have that luxury?
So what can you do to outfox long-established, cash-rich competitors? What are the marketing strategies that really work for small businesses? And what can you do to get noticed and increase your customer base on a small budget?
Well, if you look carefully, you’ll notice that many locally established businesses continue to invest – conservatively – in traditional platforms, paying a small fortune for copycat full-page print ads and distributing generic leaflets in their thousands.
But they’re often found wanting when it comes to digital marketing and struggle to create meaning at scale.
And by relying too heavily on reputation and branding, they leave the door open for ambitious entrepreneurs willing to be different and stand out.
Here are next 5 low-cost local marketing ideas to help you reach and convert your target customers without blowing your budget.
16. Send flyers
Flyers can still work very well.
But they must stand out in order to get noticed and contain a compelling reason for the recipient to act.
It’s called a call to action.
Simply mailing out a generic flyer with a bland special offer (everyone does it) and amateur stock graphics won’t cut it.
It has to be different or it’ll go straight in the trash can without so much as a cursory glance.
And that would prove to be an expensive mistake.
17. Be different
Find something – anything – that distinguishes you from your competitors.
And then promote the hell out of it.
The difference could be in your product, service, slogan, brand or positioning.
Your sole aim should be to position your company as an intelligent, logical choice in your industry.
Whether you do it better, faster, lighter or more exclusively – you must tell your story.
Become known for doing something exceptionally well.
18. Create bundles
Do your customers know that if they order additional services or products it can be more cost-effective?
Offering packages that provide incentives will increase your sales and save the customer money.
Maybe you can split your services into Bronze, Silver and Gold packages, thereby offering your customers a budget, improved and premium service?
Don’t leave money on the table!
19. Become an expert
People resist being sold to. Instead, offer free advice at every opportunity.
Help people out on message boards, social platforms and in-person, Quora is a great place to help other people for example. Create ‘How To’ guides, post instructional material and videos and offer free advice over the phone or via email.
Make yourself available for any media interviews and public speaking if you’re so inclined. You won’t always get an immediate sale, but you’ll be remembered, appreciated and referred.
20. Charity work
Admittedly, it seems like every business is jumping on the charity bandwagon; often just for the publicity.
But you know what? – it’s hard to criticize anybody for raising money or donating a percentage of profits to a worthy cause.
And the publicity can be dynamite.
Just bear in mind that the big charity organisations will usually favour marketing the larger companies and events that are likely to raise the most money.
So you’ll need to market and promote your charity efforts just like any other part of your business.
