Even a home-run business needs advertising. And it is just as important as it is for large multinational corporations. Only the marketing budget is significantly lower. So you can try to use the following advice that does not cost that much, but can have significant impact.
- Tell everyone about your business. People close to you are the best source of potential clients and other contacts. Ask for them. Go wherever you can find customers, whether it is the Chamber of Commerce or a party at your neighbors'. If possible, inform colleagues and business partners from your last job discreetly about your new activities.
- Avoid approaching the wrong group of people. Entrepreneurs usually have an idea whom to offer the product. Often they are thinking of small businesses, which, although the service is good for them, either underestimate its importance or ask their friends or acquaintances to provide it. Therefore, before you start a business, ask directly those whom you want to reach, whether your product or service will be really of interest to them.
- Be sure to target companies that can afford your services. Or offer services to people with high income. Emphasize that, based on their hourly rate, it is better to buy the service from you.
- Do not get ruined by advertising. If you're starting with a low marketing budget, it makes no sense to spend all the money for a single marketing tool, such as a mass mailing. A single effort has little effect, so it is better to combine different low-budget solutions as listed here.
- Understand what you are selling. Adapt marketing accordingly. What you are selling is not always what the customer is buying. The perception of the product may be quite different from different people's perspectives.
- Ensure that the target group learns about your product and demands it. A good example are specialized foods. On the shelves of a hypermarket, noone notices them, even when there are new products. If the manufacturer arranges sample food tasting, people will start to ask for it.
- Get referrals from competition. Do not be afraid of large competitors as they may be a source of clients for you. Sometimes it happens that they get too busy to serve all customers, or perhaps it is not financially attractive for them to serve certain segments. Maintain good relations with them, it's worth it.
- Give as many referrals as you want to receive. Recommendation works in two directions. So if you want others to recommend you, make sure to recommend your partners whenever possible. References also positively affects customers - they believe that you want the best for them so you tell them where to go if you cannot meet their need. This perception increases chances that they mention you to their friends.
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