Creating promotional campaigns and efforts for your business is a great way to reach more customers. You should perform some research and try several types of promotional content to see which techniques work best for your business and audience. The more methods you learn, the more success you can find.
Why is it important to promote your business?
Promoting your business helps you grow your customer base and increase sales. When you promote your business effectively, you reach a wider audience, helping you build stronger connections over time. In turn, a strong customer base can provide more word-of-mouth promotions, which continues to expand your business.
You have a variety of options to promote your business, both online and through print. Many promotional tactics are relatively low-risk and low-cost, making it easy to begin building your business network.
How to promote your small business - Here are some ways to promote a small business:
1. Create a website
An easy-to-use and informative website can help you establish your business and ensure consumers can learn more about your products and services. You can use a variety of services to create a simple, cost-effective website that requires little to no technical knowledge. Optimize your website for both computers and mobile phones to make it easy for customers to find the information they need regardless of the device they use.
Depending on your business, you should have the following information available on your website:
Store hours
Location
Products or services available
Menu
Phone number
Email address
Contact form
Mission and values
History and background
Staff information
2. Order stationery and business cards
Stationery and business cards serve as a physical reminder of your business and what you do. They also help you look formal and established, which can help build your brand. Include your business name, logo, website and contact information on all stationery and business cards, and add the individual employee name if you create separate cards for key professionals in your business. If you have a brief slogan or mission that can make your business more memorable, add it to business cards, too.
3. Write a blog
A blog can expand your website and enable you to connect directly with your customers. Blogs also serve as a chance to increase your search engine rankings, especially if you use best SEO practices. Regularly write about topics that relate to your business or community, and encourage customers to leave comments or contact you for more details on a specific topic. For example, a local plumbing business could write a blog post about how to winterize pipes, and then encourage readers to contact them for more tips toward the end of the article.
4. Develop social media presence
Most consumers have at least one social media account, so it's a good idea to create and maintain social media accounts on multiple platforms. Promoting your brand on social media is more effective if you continually create posts, which helps you regularly connect with consumers and gather more followers.
Make sure your posts are consistent on all platforms to maintain your brand. Your messages and tone should engage your followers, which may require some additional research to ensure your voice appeals to your intended audience. Some posts that get attention from all audiences include information about specials and discounts, updates about new products and fun content that relates to your brand or community.
5. Connect with your community
If you operate in a specific area, connecting with your community can offer a low-cost way to spread information about your business. Many communities also try to support small local businesses, so establishing yourself in your town or neighborhood is an ideal way to build a strong customer base and spread your brand by word of mouth. Seek local events to network with groups, such as professional support meetings or events that relate to your business, like trade shows or seasonal markets.
6. Network often
Networking helps you build connections with those that could support your brand and may be willing to provide referrals. Attend business-related seminars, and seek networking events that allow you to converse with like-minded individuals. Hand out your business cards to give others that physical reminder they need to visit your website or contact you for details about your business.
7. Build a relationship with your vendors
Developing relationships with your vendors can provide several benefits, and increasing the likelihood of receiving more referrals is one of them. Most vendors have strong connections with other local businesses, so you can ask if they know of any mutual clients who would be willing to work with you. Give them several business cards that they can give to other clients who might benefit from your services.
8. Get your business listed
To increase your ranking on search engines, get your business listed on the major listing services. Submit your website, hours and location to these services to ensure consumers can find your business when they search for a specific term. For example, a home renovation service would rank on search engine results pages when a customer searches for terms like "home renovation" in a specific location.
9. Become an authority in your niche
When you become a trustworthy source in your niche, consumers may be more likely you recommend your business to others. To establish authority in your field, write knowledgeable blog posts on your website. Choose topics that pertain to your business, and create content that provides supplemental information that helps consumers. For example, a local mechanic could write blog posts about learning when to change tires or understanding dashboard warning signs.
You could also host webinars to instruct others on a specific topic. Choose a subject that you're well-versed in, and send invitations to industry professionals and interested individuals. Webinars allow you to connect with a variety of people who could promote your brand by word of mouth.
10. Send press releases
Whenever your business does something newsworthy, send a press release to local news sources or niche websites and publications. Press releases help get your business's name in the news, reaching a wider audience outside of your typical consumer base. Choose a special business event, a service you provided to your community or another unique occurrence, and craft a press release that you can send to local news networks.
11. Ask for honest reviews
Whenever you make a sale, ask the customer to leave a review either on your website or listing services' websites. Positive reviews are great sources for promotional content, though negative reviews have opportunities, too.
Highlight positive reviews on your website and social media accounts, which serve as promotional content. If you receive a negative review, take the time to craft a personal response to the consumer to show you read the review and care about their experience. Responding publicly to less-than-favorable reviews shows you're eager and willing to improve your business.
12. Invest in advertising
Paid advertising is one of the most effective ways to promote your business. Though paid advertising can cost a little more than other methods, performing research to create a focused campaign can help you maximize your return. Use both print and online advertising to reach a wider consumer base. Mail flyers that advertise specials and discounts, and add your logo to your vehicle to passively promote your business.
Online advertising requires more trial and error. You should experiment with pay-per-click ads and advertising in different spaces to see what's most effective. Use metrics to determine how much website traffic you earn after trying different ads to determine where you should continue your efforts.
13. Work with similar businesses
Collaborating with similar businesses is a great way to reach consumers who are willing to try your brand. Seek businesses that provide complementary products or services that could provide a mutually beneficial relationship. Offer to promote their brand if they promote yours, which can help boost promotion for both of you.
For example, a local cafe could collaborate with a specialty home-goods store. The cafe sells the home-goods store's mugs, and the home-goods store sells the cafe's branded boxes of tea or bags of coffee.
14. Offer discounts
Discounts are a cost-effective way to gain more customers. Select products or services that aren't selling especially well, then create discounts to encourage customer visits. Send mailers about the discounts, and post them across your social media accounts. Not only does this method help you clear out underperforming inventory, but it also helps spread the word about your brand.
