Many companies look at advertising and marketing in general as multi-million dollar campaigns that global companies created in partnership with advertising agencies. But what about the largest employers in the U.S., the small and medium enterprises?
Small companies may have limited resources, but there are many cost effective solutions which can be very rewarding in the end. The key to any marketing activity is consistency because it builds an invisible trust with potential clients. Managers when looking at new vendors want to be sure they are reliable; that is why carefully choosing your advertising channels is critical. You do not want to change the medium in which you advertise every month. So what can you do to make people more aware of your company and consequently create more business?
Internally
In order to launch a successful marketing/advertising campaign, the first thing you need to do is consider who and where your clients (your market niche) are. Although it may seem obvious at first, many companies appear to have forgotten this basic concept. The majority of small businesses rely on referrals for their business, but in order to grow, other strategies need to be considered. Referrals are great, but client feedback and surveys will help you to determine what you do right and what can be improved.
You need to get your entire staff on board because they are the ambassadors of your company. They represent the company every time they meet a client. Employees are usually the primary contact, so they know firsthand the company's needs. This could help the marketing/ business development department to promote a certain service to them if the right information is gathered.
Create, review and update your marketing materials periodically. An introduction package/ letter, which includes a tri-fold brochure and newsletter, are common, but the creativity of the design and the content will make it stand out from the competition.
Print
Adverting in newspapers can be very costly for small companies, but more and more you will find that business and industry-focused journals are proposing small business programs. In addition, writing articles in your local newspaper or industry-focused journals could help you to avoid that barrier of entry.
Internet
Today, an internet presence via a web site is the minimal requirement. Having your company listed in every major web site will not only increase your brand awareness but also your credibility as a business. Being a sponsor link on Google and/or some industry specific web sites using key words to describe your business are also good ideas. The internet can create many opportunities and your company may be able to widen its geographical work range.
In order to acquire new clients, you need contacts, and this is where online database services such as Hoovers could be very helpful. You will be able to access companies in the industries and locations that you have previously selected.
Networking
More than ever, knowing just the right person will open doors. Here is a sample list of what a small business owner should consider:
1. Create events such as user groups or product demos and advertise them
2. Attend industry conventions (often with clients)
3. Send postcards to remind people about your services
4. Be an active member or sponsor of sports and/or business associations
Project management or CRM software
In order to facilitate the communication between the different departments of your company, small business owners should consider implementing a project management software or CRM (customer relationship management) system which will allow the company to record contacts, track marketing campaigns and develop opportunities.
To conclude, small businesses always have the possibility of doing many marketing incentives that will not break the budget. In order to be consistent and build awareness, your advertising push should be planned, creative and updated. The first thing you should do before spending any money on any campaign is to decide on a detailed plan/strategy to know exactly what the marketing campaigns should accomplish. Then, track and report the evolution to make the necessary changes in the future
Guillaume Deflers has 5+ years professional experience in marketing, advertising, and strategic management working with companies in the US as well as abroad
His international background and MBA in Marketing & Management give him a unique perspective on the challenges facing businesses in the current environment. He aims to help companies develop new business and expand their client base through branding with an international touch. Feel free to join his network on LinkedIn
Guillaume is currently the Marketing Specialist at DMC Systems Group, an accounting and CRM consulting firm based in Boston, MA. Visit us at http://www.dmcsystems.com
Article Source: http://EzineArticles.com/?expert=Guillaume_Deflers
Tidak ada komentar:
Posting Komentar