Many small business managers are wasting fruitless energy pursuing mass marketing tactics — aiming to blanket their local area. In addition to newsletters, there are plenty of other ways to promote yourself and your services to a narrower, more interested audience.
1. Publicity in the local newspaper, if you are new in town, have just joined another partner business, are hosting a seminar, or are in the midst of inventing something.
2. Put on a low cost event that resonates with your target market or a free seminar night at your office. (Or at Redcliffe Hive / event hire space). It’s often worth it to rehearse your presentations among friends or your own networking club first.
3. Ask a supplier or a noted author/blogger to feature your story on their website, if your goals and markets align nicely.
4. For those who write articles, there is a wide range of digital magazines cropping up which you can be a part of. Many of them are women focussed or location focussed, e.g. Samara magazine (women), ROOOAR magazine (women), MyTown magazine (Moreton Bay), etc. Some of them offer quite low cost advertising as well when compared with print.
5. Similarly, there are a growing number of communities which help connect people businesses, such as LocalSmile.com.au, SavvySME.com.au, and FlyingSolo.com.au. You can interact as a community member or choose to upgrade to a premium member. Often networking groups also allow you to post articles on their site if you’re a paid up member.
Whichever tool you use to get the word out, make sure you consider your target market and their reader habits. Explaining things at their level of understanding, without being patronising, is a fine art… so don’t slop that paintbrush!