
Starting a new business is both exciting and nerve wracking at the same time. There are many intricate details involved, from filing formation documents to setting up utilities and hiring and training employees. Certainly, you want to succeed and success can be dependent on the first impression of your business. While it may seem logical to shortchange the marketing budget when money is tight, studies prove that effective marketing from the outset will enhance your image and improve the likelihood of success. When planning your new business, keep in mind these
8 key marketing elements that can set you apart from a "fly by night" new business. And here is the best part, some of these are FREE!
1. LogoCreate an identity. Your logo defines what your business is all about. Using your logo consistently across all your marketing materials will distinguish your company and aid in building your brand. Make sure to include it on your business cards, brochures, website, front door, signs, email signature, advertising and yellow page listings.
2. Business cardsUse your logo and your color scheme on your business card. Avoid using "freebie" business card sites that offer you "free" business cards. Many of these sites add their logo to these "free" business cards. This does nothing to build your credibility or your brand. Also, consider the backside of the business card. The current trend is to add some additional information about your business to the back of business cards, such as calendars, appointment information or even how people can contact you via social networks, like LinkedIn, Facebook, Twitter, etc.
3. Website and/or BlogCreate a website or write a blog for your new business. Even if you start with a one-page information-only site, you can market this "online brochure" relatively easily and inexpensively. Your website needs to be consistent with your overall look, colors and logo. Additionally, you can start with a blog. Setting up a blog is easy and free. Write tid-bits of information about your business that others will consider helpful. Remember, you are the specialist in your field - write about it (just make sure you fix any spelling or grammatical errors before posting).
Create an email account with your new website address. Don't use free email accounts, these tend to lower your credibility. Also, stay away from accounts associated with your internet service provider. These companies have been known to change and when they do they leave businesses scrambling to let all their customers know their email address has changed. This happened with Time Warner, for example. The houston.rr.com email addresses disappeared when Comcast purchased selected Time Warner ISPs. You can avoid these hassles by creating an email using your new website domain.
4. SignageOnce again this should be consistent with your overall message. Your signs should contain your logo with your color scheme. Keep your signage simple. If you clutter your sign with too much information, you will not generate the same impact as a clean, crisp sign with your logo. Here again, you logo is working for you to create awareness and build your brand message.
5. Join local networking groupsJoin the Chamber or other local industry specific groups. These are great networking groups where other business people can learn about your business. Oftentimes, the local chamber will perform a ribbon cutting at your grand opening and may provide an opportunity for some free PR via newspaper or radio coverage. Other industry-related groups can provide resources for marketing and developing your business.
6. Write a press releaseStart by writing a press release announcing your new business. Send it to your local paper and radio stations. This is a great free way to advertise your business. In fact, written articles may even provide more credibility than a paid ad.
7. Sign up for your FREE local listingsMany companies are not aware that the local listings in Google Maps, Yahoo Local, Merchant Circle, etc. are FREE! Not only are they free, they are great tools for members of your local community to find your business. You simply have to create an account online and create your free business listing. These listings will appear in search engines when someone in your local area searches for your business type. Also, you can link your website or blog, giving your prospective customer additional insight into your company. Add your logo, and here is another opportunity to build brand awareness.
8. Join Online Social Networking GroupsFREE! Join LinkedIn, the professional networking group, join Facebook, the social networking group and join Twitter the newest messaging group. These groups will help you re-connect with old friends and co-workers and allow you to network with new business prospects. Social networking is the new face of marketing. Start your business with some social networking tools and your business may have an early advantage over your competitors!
Hopefully this serves as a guide to start your marketing initatives. This is not meant to be a comprehensive list of marketing elements for new businesses, but a list of considerations when planning your marketing strategy. Invest in your marketing and your branding from the beginning and your will reap the benefits in the long-run.
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