Ask any entrepreneur that’s just starting out what the most difficult aspect of their business is and they’ll likely point you to the challenge of reaching and retaining customers. Yes, marketing a new business or product can be a time consuming, costly endeavor -- something many entrepreneurs don't have.
Small businesses and startups generally don’t have the luxury of outsourcing their marketing needs to professionals. However, there are a handful of marketing practices available to entrepreneurs that don’t require them to burn through valuable resources to get this challenge under foot and get their business humming.
As the co-founder and CEO of a media technology startup, I’ve learned a few helpful secrets on how to market your business for free.
1. Create local awareness.
Gaining coverage in local papers, trade magazines and websites can greatly increase name recognition and educate people about your business - driving new customer acquisition. While many growing businesses in competitive landscapes may want to hire an expensive public relations firm, startups and small businesses can start off with some simple “do-it-yourself” PR.
Start by researching publications and writers that cover your industry -- or local business. Once you have a grasp on the writers you want to reach and the stories they typically write for their publication, craft a pitch around your business that will pique their interest.
For example, if you’re in the widget business, explain how your widget business is impacting the local economy -- or your industry. Entrepreneurs and small business owners can also subscribe to Help a Reporter Out. This free service provides queries for upcoming articles -- allowing you to contact the writer directly.
2. Increase lead generation and customer engagement with email marketing.
According to a recent survey conducted by Ascend2, email is the most effective digital marketing tactic, the one that delivers the best ROI and the least difficult to execute. Start a customer newsletter that offers timely information about the business, special promotions or an inside look at the company. This helps build a community with your customers, and it keeps your product and business on their minds.
Entrepreneurs don’t need to pay an agency or marketing consultant to develop an email campaign either. You can do it yourself with free services, such as MailChimp, which allows small-business owners to send marketing emails, automated messages and targeted campaigns to customers. If you want to get more personal and send one-on-one messages, use a new free product called Sidekick that automatically notifies you when someone opens an email you sent them.