The resourcefulness and resilience of small business owners is best measured by their ability to orchestrate marketing campaigns with little or no money. Human capital in the form of education and actionable ideas is far more lasting and efficient than money, as money only meets a quantifiable need, defeating its own usefulness as it is used. The following methods, while free to learn and use, are worth thousands of dollars if not millions in savings as well as revenue.
Free Advertising Outlets
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The simplest way to find free advertising avenues is to apply the concept of mutual symbiosis; look for an environment in which both the business and the advertising entity benefit. Blogs and online classifieds both benefit from offering free advertising by receiving page views, thus increasing their prestige and ad revenue. Many web hosts also cater to small businesses by offering free advertising as a bonus for signing up. Finally, by requesting links from other reputable websites, business owners strengthen their image while breaking into new demographics.
Word of Mouth
Word of mouth is the oldest and most widely acclaimed marketing method because of its trustworthiness and effectiveness. Consumers know that businesses and advertising agencies have obvious incentives to tell them positive things about small businesses. When the same commendations come from their long-time neighbours, friends, and family members, however, they are several times more potent. To achieve this coveted level of recognition and praise, businesses must offer impeccable customer service as well as products. Even if things begin to go awry in a consumer?s experience, maintaining integrity throughout can convert a possibly unhappy customer into a loyal and hopefully talkative client.
Newspapers
Appealing to local newspapers and other media outlets also optimizes the image of a business while giving it a raised platform and increased visibility. Whether the piece announces new products or the formation of the small business itself, being featured in and endorsed by a newspaper also increases legitimacy while forging an important relationship that may be beneficial in the future.
Organic Search Engine Optimization
Learning free SEO or search engine optimization techniques is a prime example of the monetary value of preparation and research for small business owners. Free or ?organic? SEO involves the strategic insertion of trending keywords, links, videos, and other aspects into websites to best attract search engines. While small business software is available to streamline these efforts, organic SEO is the best way to achieve massive exposure without spending anything.
Email Marketing
Email databases are marketing campaigns of their own. Whether on the business website or in-store forms, providing an opportunity for current or prospective customers to provide their email addresses is free as well as rewarding. In fact, business owners should conceive email marketing as virtual word of mouth, as Internet users forward more emails to their friends every day.
Publicity
Finally, businesses can advertise and make positive statements by attending or supporting public events. This is an ideal way to align a business with a positive image at charity or fundraising initiatives. Especially when combined with one or a combination of the above methods, public appearances can seal a business?s reputation as a reliable provider of the perfect customer experience.
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Bio: Rashed Khan has an MSc in Software Engineering and in the past has been involved in running a small business. Rashed enjoys guest blogging on business/technology related topics and is currently guest blogging on behalf of Iris software who offer small business software.
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