1. Media Availabilities
This means making yourself available for speaking to the media, for example, if there’s an important issue relating to that may affect your business and you’ve got an opinion on it, you talk to the media. You can also ensure your press release has a strong news angle and targets the right publications and beat reporters.
2. Monthly Columns
Writing monthly columns for a local newsletter or mainstream publication will help increase your visibility and establish your reputation in your area of business and can often serve as the backbone if your marketing strategy.
3. Seminars/Lectures/Networking Events
Speaking at seminars and offering lectures or workshops will also help you expand your professional network, increase your visibility and build your personal brand. Attending networking events will help you connect with prospects. Despite the growth of social networking and virtual communication, building relationships through face-t-face networking is one traditional marketing technique that will never go out of style.
4. Traditional Advertising
Among traditional advertising tools, you could also consider advertising in daily newspapers and speciality publications. Through television advertising you can target niche markets or demographics with special programming. This offers you the advantage of reaching a larger audience at a lower production cost.
5. Online Advertising
With more people spending more time on the web, online advertising offers great opportunities for reaching your target audience. Google AdWords, a pay-per-click advertising programme, allows you to target your ad based on keywords people type in the Google search engine. You pay Google a certain cost per click whenever people click on your ad and visit your website. – And not how often your ad is shown. You can also buy pay-per-click ads on Facebook or LinkedIn, targeting your ad based on demographic criteria such as age, gender, education, profession, geography, etc.
6. Web Marketing
Your website is one of the first impressions people will get of your business, so it’s important to plan carefully what your site is going to look like and include, keeping in mind your target audience. Most organisations, regardless of size, have websites now but most ignore the importance of using search engine optimisation (SEO) to ensure that their site is easily found when people look for them online. Using on-page and off-page SEO techniques, you can improve the volume or quality of traffic to your site from search engines; the higher the site ranks in search results, the more traffic it usually receives from search engines.
7. Social Media Marketing
Before the growth of social media, most businesses needed to either buy expensive advertising or receive media coverage to attract the attention of their customers. Using social media tools like blogs, Facebook, Twitter and LinkedIn, you can easily network and connect directly with potential clients and deliver information about your services. Social media can also be used for driving people back to your website by posting your latest events, company news or even informative articles of issues that may serve as a useful resource for your target audience.
Newsletters, whether printed or sent through email, can be useful for delivering relevant information to your target audience and keeping them updated on your organization’s services or recent events. E-newsletters are especially helpful for generating leads through email programmes; you can identify and track recipients who click on your e-newsletter. To convert these leads into prospects, you can then follow up with them by sending a brochure and making a follow-up phone call about your services.
Creating a printed booklet or an e-book with informative articles or whitepapers on relevant issues that may be of interest and of use to your target audience is a great way to start engaging with your prospects and create an image of being a leader in your field. E-books can easily sent in a PDF through e-mail or social media. You can also make them available for download on your web site through a contact form that your prospects can fill. This will allow you to follow up with them and keep them informed about your services.
10. Direct Mail and D-Cards
Direct mail can be quite effective for localised businesses, especially if you purchase highly targeted mailing lists. If you are targeting a specific demographic profile in a particular geographic are, consider direct mail. Another recommended option for direct mail is to use detached address cards or D-cards with your advertisement printed at the back. D-Cards can be distributed through weekly publications in your local area at a very low cost. If you wan to saturate a zip code, and you are not concerned that all the residents will receive your mailer, you can use D-cards.
1. Media Availabilities