Advertising, marketing and site promotion are not frivolous or secondary expenditures -- they should be included in your overall budget and receive as much attention as your technological functions.
You don't have to break the bank with a big, splashy marketing campaign to get noticed. After all, some of the companies that spent lots of money making a big splash got washed up instead.
However, if you are just starting out or you are looking for ways to lower expenses, there are a number of inexpensive alternatives for marketing your company.
- Take advantage of any free advertising that's available. Check your local community and alternative newspapers to see if they allow a few lines of free promotion within some sort of professional directory.
- Depending on the circulation, trade publications frequently have inexpensive listings or classified advertising. Ads in industry magazines can be very effective as they are directed to your target market.
- Carry a lot of business cards since you never know when a promotion opportunity will present itself. Tack one up on any bulletin board or community posting area you come across in your travels.
- Attend trade shows, seminars and events that those in your target market may frequent. Even if you can't afford to be an exhibitor, it's a good place to network, shake some hands and pass out business cards.
- Join your local chamber of commerce or civic organization. Involvement with a community association can generate some valuable sales leads and networking opportunities.
- Make sure that your company name, phone number and URL are on every piece of collateral material that you create. If your company doesn't have an identifiable vehicle, invest in some sort of removable signage for your personal car then make sure to be seen in as many places as possible. If your site sells used textbooks, drive around the parking lot at some college football games.
Each individual business can generate some unique possibilities for marketing and promotion. Use some creative thinking when brainstorming and you'll be surprised at how many low-cost options are available.
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