Owners of home-based businesses sometimes view marketing as an unnecessary expense, but nothing could be further from the truth. Because a home-based business doesn't have a storefront for passers-by to notice, with no opportunity to generate walk-in business, home-based businesses need marketing more than other types of businesses, not less.
To not market your home-based business will almost certainly doom it to failure. Here are 10 good ways you can advertise your home business on a budget:
- A well-designed website: Your website is the first impression of your company for many of your customers. Make it a good one. Your site should provide information about your product or service in a clear and intuitive format. Many people prefer to do their research online before making a purchase, so make sure that your site leaves your customers and prospects with the right impression. See Building a Website for Your Home-Based Business
and also Website Quick-Start Guide.
- Direct mail: With the rise of e-mail marketing, direct mail has fallen out of favor, though it is still a cost-effective way to advertise in many industries. To be successful, your direct-mail piece should look professional and feature well-written copy. Hire a professional copywriter and designer if these skills are beyond your ability. You may even be able to barter for design or writing work.
- Brochures: Brochures are still an effective way to present your product or service to new customers. They are relatively cheap and easy to print, and you can distribute them by mail or by leaving them at locations where they will be noticed. A professional-looking brochure can help convince potential customers who are still on the fence about your products.
- Press releases: The only thing better than cheap publicity is free publicity, and well-timed, professional press releases can result in just that. By timing a product launch or promotion to coincide with a related local or national event, you may be able to convince editors to include your release in their media vehicle, be it newspaper, radio, or television. Read How to Write an Effective Press Release for more information.
- Case studies: Case studies aren't just for scientific applications. Studies of your products in action can help your potential customers learn more and make an educated decision before they buy.
- Referrals: Referrals are probably the single best way to attract new customers. If you do something well, people will talk about it. Offering incredible customer service to your clients will ensure that you end up with satisfied customers who are willing to share your information with their friends and colleagues.
- Expertise: If you can speak knowledgeably about your product or service and tie it effectively with current events in the newspaper, on television or radio, or in blogs and websites, you can reach a wide audience and improve your customer base. When you are perceived as a knowledgeable expert, potential customers know that they can rely on you for quality information and quality products.
- Newsletters: Communicate regularly with your clients or customers. When you provide interesting and informative content related to the products you sell, you can turn a subscriber list into a frequent buyer list. If you do not have the time to run your own newsletter, you can submit articles with information on new products and services to different publications.
- Affiliate programs: Online affiliate programs are one of the most cost-effective ways to market your products to a wide range of potential customers. You have the benefits of a commission-based sales force but without any of the hassles of managing actual employees.
- Voice mail: Don’t neglect this important part of your business. Even the outgoing message on your answering machine or voice mail system can help promote your business when used correctly. Make sure your message provides additional product or service information so that it works for you, even in the middle of the night.
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