Let´s say you own a business or you plan to start one. Regardless of its size, one of the hardest and most expensive things about running a business is developing a recognizable and enduring brand – that’s why we have marketing methods. But if you own a business, you know that traditional marketing techniques – advertising, leaflets, and radio and television spots – can quickly consume a budget.
With some hard work and dedication, however, you can make your business widely known for much less money than expensive advertising requires.
Here are a few suggestions for doing just that:
1. Make Customers Your Priority
Customers who feel appreciated and welcome will provide repeat business. In addition, they will help spread the word about your products or services. In today’s world of social media, a single customer’s experience, good or bad, can be almost instantaneously shared with a wide audience, which can either damage or bolster your business’s reputation. You don’t want to be a company that people hate.
If customers come to your social media channels to complain, own it. Apologize, express empathy and then offer to make it right. Not only will current customers appreciate your willingness to respond to their unique situation, potential customers will perceive you as an ethical, honest business person.
Becoming known for excellent customer service is one of the fastest ways to grow your business, particularly among busy consumers who don’t have time to do extensive research. Always respond quickly to customer concerns; doing so will help boost your brand, which equates to free marketing.
2. Connect with People
Wherever you go, you should try to connect with lots of people and represent your business. That means you must be your very best self, both in public and online – but hey, there is no cost involved!
For example, you can join your local Chamber of Commerce and go to the monthly luncheons to shake hands and grow your network. You can also attend community social functions and become an active volunteer for worthwhile, visible causes that have a positive impact on your community – this might include serving on the board of directors for a local non-profit. You should also be active on social media platforms. Grow your fan base by posting compelling content related to your business, but also share memes and (politically correct) jokes that draw people in.
The more they enjoy it, the more they will share it, thus exposing your business. Comment on your customers’ posts, thank them for their business and ask them how they are enjoying the purchase. By making friends, you will also make customers!
3. Learn and Teach
A great way to draw new customers to your business is to hold free, informational sessions that educate consumers about your industry. However, to get people to listen, you need to be perceived as a true authority in your field, and to achieve that, you need to be committed to lifelong learning.
For example, you can attend trade shows or free mini courses, and then share new tips and tricks that you’ve learned, either through classes that you host, webinars, blogs, or informational videos on your website. Today’s consumers expect frequent updates and a constant stream of knowledge, and establishing yourself as the go-to expert in your field will increase your word-of-mouth referrals. Cost? Only in terms of time and effort, but not in terms of money.
4. Be Great and Friendly
Lets’ face it: There is a lot of competition in the marketplace, and consumers have choices. While many others may operate businesses similar to yours at a competitive price, you have the opportunity to stand out from the crowd by displaying a relatable personality.
Whether you’re crafting an email reply or speaking to a customer over the phone, be open to feedback and sincerely friendly. Always stop to chat with a customer and show genuine interest in their experience with you. Try to be someone who makes them smile!
In too many industries, people seem aloof and care only about money. Do the opposite – demonstrate a true commitment to people! Imagine two restaurants, both serving equally excellent food. Where would you rather eat – at a restaurant with cold and distant waiters or at the one whose staff makes your day? Which one would you recommend to your friends? The answers are more than obvious.
Conclusion
There is common misperception that you need to spend lots of money to make your business known, but that is simply not true – there are other options. Instead of blowing your budget, try committing to things that business people usually take for granted. This means caring about your customers, connecting with people, teaching them valuable things, and giving them what they want, while being pleasant and friendly. The results might just surprise you.
Bottom line:
You are the face of your business. By making a personal investment of time and energy, you can earn and continue to grow customer loyalty for a long time. And you will save a few bucks along the way.
Helen Eagleton
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- 4 Great Tips to Make Your Business Widely Known for No Money - March 27, 2017
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