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The promotion of your business is a continuing strategy, whether your business is just starting or has been running for years. Attracting new customers can be a challenge, especially if you are working to a tight budget. Before launching any marketing strategy, consider who your potential customers are, and where you will find them.

Business cards and business stationery are crucial to your business success. Your business cards should become an integral part of your day, ensuring anyone you come into contact with has your business card. Business stationary not only looks professional, but will remind the recipient of your business. If you have a business website, include the website address on all communications including business cards and stationary. If you don’t have a website, outsource to a professional who will create a website that is effective, in addition to optimising for the search engines.

Press releases are an effective method of promotion, with local and national publications always interested in a promotional event. If you are holding an opening ceremony, coincide your press release with that date. Online press releases are also an effective method of advertising your brand name.

Direct marketing is making contact with potential or existing customers, using direct mail or leaflets, email marketing and telemarketing. Using this method of business promotion requires a great deal of careful preparation to ensure you maximise investment with high response rates, while not contacting individuals who don’t wish to be contacted. Whether you create a direct marketing campaign in-house or outsource to professionals depends on whether you have the necessary skills and resources. Outsourcing is usually the most cost effective option.

Social networking sites are useful for a business with promotional offers, or providing news and information about your business. If you have an online business, Pay Per Click advertising works well for a number of businesses, often offering a limited amount of free advertising to start.

If you are considering the use of direct marketing, like email marketing or sending flyers or catalogues, there is legislation that has been developed to prevent spam. This is the sending of information to people who haven’t requested it, so sending emails promoting your business to thousands of unknown sources will result in complaints.
There are a number of ways to successfully promote your business, both online and offline. The methods you select will be dependent on the business type and resources.

About The Author

Lee Murphy

MAAT and ICPA accountant, with a passion for making accountancy and bookkeeping accessible. Other interests include cloud-based software development for web and mobile access, keeping fit, reading, and entrepreneurship.

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