15 Budget Friendly Ways of Marketing a Home Business
When you start a new home business one of the most obvious and urgent challenges is how you are going to get the word out about your business to prospective customers. The more obvious forms of advertising such as newspapers, radio, and the yellow pages are often too expensive for a start up business. As I was starting my first home business I faced this dilemma, but soon found there are plenty of other options available to the creative business owner.
Here are a few to get your started:
1. Bookmarks. Create bookmarks with your business logo and information and tuck them into books at the local library that are relevant to your business theme.
2. Local Stores. Place fliers at local stores and restaurants – of course permission must be given by owner, but many will be happy to have a small counter display.
3. Notice boards. Post fliers at apartment notice boards (often near mailboxes), notice boards at community centers, and notice boards at local stores.
4. Apartments. Approach apartment complexes to ask if your flier can be put into welcome packets for new residents.
5. New resident welcome services. Many cities have people who deliver baskets or welcome packets to new residents. Contact the local Chamber of Commerce to see if this type of service exists in your city. These businesses usually charge per packet delivery, and most supply a list of contact information for all residents visited so that you can follow up.
6. Business Cards. Professional business cards are essential for networking but can also be left in doctors and dentists waiting rooms, posted with bills or left with a tip at restaurants to increase exposure of your business. Cards can be sourced from local printers, made at home using Avery printable business card papers, or purchased online eg www.Vistaprint.com.
7. Car signage such as a web decals and magnetic signs attract attention while you are out visiting customers or doing the family shopping. Shoppers will often stop you to ask about your business, or call you while you are driving. The rear window or tray of a pickup is the best place for advertising on your vehicle as drivers behind at stop lights have little else to do but read them! The signs you see atop pizza delivery vehicles are also a high visibility option.
8. School directories. The production of school newsletters, directories, and programs for student events and are funded by advertising from local businesses. Contact the school PTA group to get details of advertising opportunities.
9. Community groups. Become involved in community groups such as sporting clubs, gardening clubs, book clubs, Rotary or similar groups. Find something that interests you. Build relationships in the community and you will receive referrals for new business.
10. Chamber of Commerce. Becoming a member of the chamber is a great way to meet other business owners through referral groups, mixers, and monthly luncheons. Most chambers also offer advertising in monthly newsletters and on their website, allow fliers to be left at the office, and offer educational seminars for members.
11. Charity auctions. Many organizations hold silent auctions at charity events. Donated items or gift vouchers are tax deductible and fliers and business cards can often be left with the item to advertise your business more widely than to just the winner of the item.
12. Garage Sales. Hold your own garage sale and have fliers or a display table, or frequent neighborhood sales and ask if you can leave fliers or business cards for display.
13. Join professional associations. Become a member of associations that are relevant to your business. Look for associations on the internet or ask other business owners if they have suggestions. Professional associations typically have directories on their websites where consumers can search for businesses in their local area. Associations also offer conferences and other educational or networking programs where you can gather ideas from other business owners.
14. Direct mail. This is one of the more expensive options for a new business but it is a way to reach a large number of residents at a relatively small charge per resident. There are a few different formats available such as coupon magazines, packs of loose fliers, or door hangers. In some community’s church or youth groups offer to deliver fliers door to door in return for a donation per flier. This can be more cost effective than using a commercial service. Of course you can always print door hangers yourself and hang on doors in your neighborhood. Like other forms of advertising repetition is the key to new business with direct mail so a certain neighborhood should be targeted repeatedly to get the best response.
15. Ask for Referrals. Make sure that when you discuss your business you ask for referrals. People you talk to that can’t use your product or services are sure to know people who can. At the end of the conversation just ask “Do you know anyone that could use my product/service?”
A good exercise for all business owners is to seek to describe your ideal customer. For example, how old are they, are they married or single, do they have children, do they have a low, moderate or high income, etc? Think about the places they visit, places they network, associations to which they below, magazines they read etc. This information will guide you to the right advertising mediums for your business.
As you market your business, monitor the performance of your advertising. Ask new customers how they found your business and use this information to direct your marketing budget. If one form of advertising is not bringing in customers then try something new until you find the right mix of advertising formats.
As you network within your profession and community you will gather many more unique ideas for advertising from other small business owners. Once you get your name out advertisers will start to call you with new opportunities – but be careful and always make sure you know the distribution (or how many consumers will see your advertising) so you can compare the cost per unit with other advertising methods.
Danielle Chonody is the owner of 2 successful home businesses. She is dedicated to helping other entrepreneurs realize their dreams of financial independence and time freedom. Visit her site at http://www.ScentedCandleClub.com
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