Are you a company that
has a low advertising budget? If so, there are a variety of fairly new low-cost
advertising and promotional tools that you can use. If you have a business and
you want to expand your territory but cannot afford to plant stores all around,
you can take advantage of the Internet's many free or low-cost tools. Nearly
everyone in business is on the Internet now, and they enjoy the convenience and
ease of buying from or learning more about your business online. Give your
customers what they want by having a sound presence online.
Set up
your own website.
You can either set up
your own website or you can pay someone to set it up for you. You can usually
have a nice website designed by yourself for as little as $5.00 per month plus
yearly registration of your domain name, the website address. Most importantly,
your website needs to have easily navigated layouts, be filled with useful and
interesting information and be free of junk or unhelpful things. Avoid using
anything that will discourage a customer from lingering; this is one time when
some upfront paid advice from a web designer can be well worth it and will pay
itself back in no time.
·
Besides just information about your
business and your sales basket, what else can you offer? Think of adding
articles, individual stories about staff and company events, how-to information
using your products or services, lessons learned anecdotes, freebies such as
downloadable craft tutorials or a free ebook, etc. Be generous and your
customers will be impressed, checking back regularly for more.
·
Submit your website name to many website
directories. You can search the Internet for free website directories and you
will find quite a few links to places where you can advertise.
Use pay per click advertising.
Advertising
online has a large reach and is the way many sites thrive or even survive
online. You can set a price that you would be willing to pay every time someone
clicks on an ad that you write. You only have to pay this when someone clicks
on your ad. If no one clicks on your ad, you do not have to pay. These ad
formats allow you to set up a daily advertising budget and you have the freedom
to cancel and restart your ads any time you want.
·
Use 'sidebar ads'. These display ads
while people are playing games. Consider also expanding into ads on apps for
smartphones and electronic tablets.
·
Use Google ads on the side of your
Google bar. If you type in something, then it will come up on the right side of
your search results as small ads.
·
Be considerate about placement of ads on
your website and be careful about the types of ads you're willing to have shown
on your website. Do you really want your competitor's ads showing up?
Use
YouTube to promote your business.
Perhaps one of the most popular and creative
way to show more information about your business is to use videos. Some
examples of how to do this include:
·
Upload a video of your company, and put
on as many links as you can from all sorts of topics so as many people as
possible see it.
·
Videotape launches and other public
events promoted by your business so that clients who couldn't make these events
are still able to catch up on what happened.
·
Video how-to information related to your
business, so that when someone is looking how to solve a problem your business
has knowledge of, they find your video answer and learn more about you.
Self-help videos on common, basic problems can be a great way to show your
business's sharing side and to garner interest from potential new customers.
·
Create an ongoing storyline showing
customers using and enjoying your products or services. This may require a
little more work but stories rope people in and they're far more likely to
remember your business if there's a regular mini soap opera to tune into!
Participate
in forums and blogs.
This is one way to help
promote your product or services, showing yourself as an expert and as someone
who genuinely wants to help resolve people's problems. Often you can do this
for free. However, this option has one huge caveat––be sure to post in forums
that are website promotion friendly if you intend on using your URL or
emblazoning the post with your business details. Not all blog sites or forums
allow promotion blog or forum posts and breaching this could see your business
blocked and even badmouthed. In some cases you may have to pay a fee to
advertise on their sites but usually you do not.
In many cases, simply stating
that you're the founder/owner/director/community manager, etc. of a certain
site can be sufficient to alert people to the good your company is doing
online. Let them do the rest of the adding up and finding of you––consumers are
intelligent.
·
Make
use of user pages on sites that allow this. It can be a great way to promote your
business, especially if you contribute information to the website that in turn
leads readers back to your user page for more details.
Use email marketing.
You can create lists of customers, or potential customers
that you can keep in touch with on a regular basis. However, be aware that many
recipients regard this as spamming and may complain. Always seek to get the
agreement of customers to be emailed first, and always take into account
spamming laws, which detail that you're not allowed to send people information
they do not want. It makes good business sense to only send information to
people who want to hear about your products or services and not to those who do
not. These e-mailings can all be sent out in bulk, as if you were sending them
through postal mail.
Get on
Facebook if you're not already there.
Even if your business
does have a Facebook account, make sure it is optimized to get the most from
it. Use Facebook ads, updates and Fan pages to keep fans posted on your
business happenings
·
As a business, just be careful to get
your business a Facebook Page and not a Profile; profiles are for
individual people only and they are limited in what you can do as a business.
Moreover, if Facebook discovers you using a profile as a business, you stand to
lose the whole profile and all the friends your business has accrued.
·
Keep updates relevant and interesting.
Don’t just talks about your business though; share anecdotes, news items,
comments about things seen on fan's pages, images, etc.
·
Hold little competitions for customers
to win small prizes. For example, if your business makes eco-friendly items,
have fans answer a quiz or send in photos of themselves doing something
sustainable in order to win one of your eco-products. Follow up with a photo of
the winner holding your product; make use of every opportunity to interact with
fans online. Do not involve Facebook buttons such as "Like",
"Share", and "Tag" as part of any contest though; this is
against Facebook terms of service.
Take your
business to Twitter.
Get a good Twitter handle for your business
and start tweeting updates. However, remember that Twitter is a conversation,
not just a place to push your products or services. Be sure to instruct
employees to interact with online fans.
Become a
part of Pinterest.
Pinterest has created
an platform for visual social media input and your company can make the most of
this by feeding in well taken photos of your business products and other
relevant images. Make them interesting, compelling and shareable though; some
creative effort will need to be put into the photos to make Pinterest users
want to share the photos around. As with any advertising, focus on what makes
your products interesting and desirable and try to capture that in photographs.
Go on
Google+ Business Pages.
A more recent stream of
consciousness in the world of social media, your business really should be here
as well as on Twitter and Facebook. It's still unfolding and this is a niche
time to establish your business' presence. Join groups, share photos and
information and link up with your customers in Google Hangouts.
Use survey
monkey to get much needed insights for your business.
You can link to survey
monkey surveys using your website, Twitter, Facebook and Google+ accounts. And
get this––almost every person loves a survey. Ask people directly what they
want and you'll find out in no time.
·
Ask
for feedback on products, services and promotions. Be prepared for honesty!
·
Keep
the survey short and interesting.
Keep
social media interactions meaningful and considerate.
Social media is a great
tool for businesses but it can also be misused and create follower fatigue,
unlikes and unfollows and general annoyance if misused. As part of this:
·
See your fans and followers as people
first, customers second. Make that vital connection as human-to-human because
this is what online social media acolytes expects and they're far from
impressed from a business that assumes superiority. Befriend people, follow
them and take an interest in them as much as you expect the same back. Interact
and talk the talk with them; don't simply assume that because you're selling
something that they want that that is all you need to do online.
·
Provide meaningful content that matters.
What you share, say and produce online must have resonance for your followers
and not be a slavish reproduction of "buy our product". Link with
people and organizations that your brand should be linked with and share their
content around too, and converse with them openly online.
·
Be knowledgeable rather than jumping on
bandwagons. Hashtags on Twitter and Facebook campaigns can be compelling. But
do they match what your brand is trying to say? Often it's better to wait until
all the facts are out before throwing your weight behind a cause that simply
springs up online overnight.
·
While it is important to trust those of
your employees who are representing you on social media, be sure that they
"get" what it means to connect and interact with others online. Don't
force employees to do it if they're uncomfortable or show any signs of
irritability or cynicism. Your business cannot afford rudeness or faux pas
caused by lack of motivation.
·
Learn from errors made using social
media and online resources. Mistakes will happen and your business will recover
from them. Learn the lessons these incidents teach you and don't repeat them.
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