Small business promotion - more than just advertising
Posted Sep 30, 10:56 AM
A key part of starting and growing a small business is promotion. After all, how can you generate business if nobody knows you exist? Successful promotion of your business will probably include advertising, networking and creating interest through word of mouth.
But consumers today are a savvy bunch. They seek out many sources of information before deciding how to best spend their money. Some other key aspects of effectively promoting your small business include:
Logo
Image is a big part of success in business. A logo is just one facet of building a brand and a reputation, but it’s an important one. A simple logo is effective because it distinguishes your business from your competitors. A logo should visually reflect the nature or tone of your business, but most importantly, it should provide easy recognition for customers. Think McDonald’s, and those golden arches.
An essential part of achieving this recognition is using your logo on all materials you use to communicate with customers. This will also create a cohesive look and feel to your business. This is important even for businesses that target very specific markets or industries where such attention to detail might seem too elaborate. Everyone is affected by image – if your promotional materials are consistent and professional, that is how your business will be perceived, both internally and externally.
WWW
Can you be ‘Googled’? In 2008 the Australian Bureau of Statistics reported that more than half of all Australian households had a broadband internet connection. According to the 2007 Nielsen Online Internet and Technology Report, Australians are consuming more media than ever before and spending more time online.
The value of a website does not lie solely in e-commerce; people do not necessarily want to shop online. But they may expect to be able to type in your business name and find out more about you. Browsing a website has appeal to customers because:
There’s no pressure: no sales people, no questions and no hassles.
Its available 24/7: you can do it anytime, and with mobile devices - anywhere.
There’s more detail: websites offer space to provide lots of extra information that might influence someone to use your business like: Who runs the business? How much experience do you have? How many staff you employ? Where do the products come from?
Providing your contact information and brief business details requires a basic site only – the important thing is to have a presence on the web.
Media
If your business appears in the news, it instantly gains increased exposure and credibility. However, it’s not easy to convince the media to spruik about your business. Issuing a media release or approaching media outlets directly will probably not work if it’s purely a self-promotion exercise on your part.
You need to provide newsworthy story opportunities. Does your business fill a niche in the market? Is it meeting a previously unmet demand? Do you offer a product not available anywhere else? Are your products developed in a unique way or from special materials?
Remember that human interest stories are also valued by journalists. Is it your first foray into small business or a particular industry? Do you have an interesting background or unusual work history? Do you have a touching or motivational tale about why you chose your particular business activity? You might think your business is the best thing since sliced bread, but journalists will only care if they think it will interest readers.
For some people, the word promotion is synonymous with the word advertising. But when promoting your business, take a multi-pronged approach that includes enhancing your corporate image, an online presence and media coverage for the best results. This will ensure you reach and influence potential clients through as many channels as possible.
