Very few small businesses have a huge marketing budget, but there are plenty of simple, free and low-cost ways to get the word out that are also highly effective. Here are five ways to promote your local business without breaking the bank.
Get (free) media exposure
Advertising rates for local newspapers and radio can be costly, so instead think about how you might generate a story the media will want to share – a grand opening, anniversary, partnership, community fundraiser or special event can be the perfect hook for an interview or article. Remember your story needs to be of value to readers, so lead with an angle that captures attention, not a sales pitch.
Cross-promote
Partnering with a non-competing, complementary local business for a product release, project or service bundle can dramatically increase your exposure. Cross-promotion lets you reach each other’s mailing lists, add each other’s name to email campaigns, share information in store and on social media, and even team up on an event you can invite all of your customers to.
Support a cause
Create or get involved in a local fundraiser. Giving back benefits the community and increases your brand awareness – schools, libraries, hospitals and not-for-profits all benefit from volunteering and fundraisers. Customers are increasingly conscious of corporate social responsibility and want to support businesses that care, so demonstrating genuine interest in your community’s wellbeing will likely win you new fans.
Host a workshop
Contact your local library, chamber of commerce or small business bureau to arrange a free educational talk on a topic of interest to your target customer. Providing valuable information builds credibility and trust and initiates customer relationships. Consider a prize draw and have promotional material to take away, including details of any loyalty program to entice a first purchase.
Run a contest
A prize giveaway is a fantastic way to generate buzz online and in your community, and to build a mailing list (with permission). Team up with other local businesses to extend your reach, with each donating a prize – so, with little investment, you can offer a more valuable prize and reach far more potential customers with everyone helping to spread the word.
Final tips
Marketing locally needn’t cost a lot, but it does take a long-term commitment, and consistent brand design and messaging is key. Build promotional activities into your annual business plan and get strategic about timing your marketing.