Marketing your business – tips & tricks
Posted: Tuesday March 2 2021
By: Ad Venture Programme
Here Daneile Moore, Communications and Marketing Officer for Leeds City Region Ad:Venture Programme, looks at what you might do differently in 2020. The New Year has is now a fading memory and January been and gone (Was it just me or was that the longest month!) but, there is still plenty of time to make a firm resolution to grow your business through marketing.
This time of year is a perfect time to start something new or do things differently. So, how about taking a good look at how you market your business?
Did you draw up a marketing plan way back in the mists of time? Are you still doing what you have always done, wondering why your sales have stagnated? Are your competitors starting to creep ahead of you, even though you know your product or service is better than theirs?
Or maybe you have never actually planned how you market your business. Maybe it has been down to luck so far. Well done if so, but I guarantee with a few select tactics, you can increase your business visibility and growth.
So now is the time to draw up a plan. For the purposes of this blog I am going to assume that what you sell is good and there is a demand for it. If not, you’ll need to go back to the drawing board with that before you can even think about selling it (Fear not though, help is available if you think that’s where you are at, and I strongly advise you take it before going any further! I’ve included a few links at the end of the blog)
The plan does not need to be a huge strategy. Keep it simple and focus on some key basics initially. You can then build on the areas you see success in.
It needn’t cost money to market your business. Many early stage businesses take the boot strap approach, and if planned well, it can be hugely successful. I want to focus on the ways you can get your name out there without paying over the odds for advertising or loads of leaflets.
Start by working out who you want to sell to. That might be in terms of: business or consumer, geographical reach, age of customer and economic status.
Then work out where those people inhabit. Are they on Facebook, Instagram, LinkedIN or Twitter?
Are they reading the business press or hanging out at networking or trade events?
Then target those areas. It might mean getting up to go to breakfast networking events or putting together a press release to send to business reporters.
The great thing about press releases is that they do still get used by reporters, even if this age of digital news and social media. Journalists like a story that they can just use rather than write, especially as they are usually spread quite thinly and it saves them time. When you write a press release, it needs to be a story.
Basically, you are trying to get the reporter to run it like they would run a story they would write. Take a look at the style they write in and copy that.
New products, recruitment, charity work or new contracts are always good stories to share. Remember to always provide a high res image too. Pictures really do say a thousand words, and it’s more likely to get your story featured. Make sure it’s relevant and well shot. A smartphone camera will work just fine.
People work well, but make it interesting (Not just a person on a boring backdrop!) and try and include your products and branding. It can mean you getting a nice big spread in your local paper and getting featured on their website. That has a lot of kudos as it looks like someone else is saying you are good. Far more powerful than paying for an advert.