PrintEmail

ans Serif">Advertising is the biggest item in most marketing budgets, usually overshadowing all other marketing activity.  So it's easy to ignore other strategies, many of which make advertising more effective. I'm not saying you should stop advertising, just that your marketing can be more effective if you spend some of your budget on lower cost techniques.

ans Serif">Here's seven ways (of more than 60) in which businesses and not-for-profit organisations can get their message across. None of them involve paying for advertising space or time.

ans Serif">I use these techniques (among others) for clients and in my own marketing:

ans Serif">1. Write articles
Research shows articles have more credibility than advertisements.

ans Serif">The objective

of writing an article for publication is not to sell. You may generate some inquiries, but the real purpose is to build awareness and credibility as a basis for other forms of marketing.  By giving away information, you demonstrate your knowledge and build your reputation. It's one of the most effective PR strategies, useable by home businesses and big corporates. The key is to provide useful information and insights in a way that's relevant and interesting to the audience. Don't risk your credibility by trying to sneak advertising messages into an article. Editors (and readers) don't like that sort of thing.  Most media have strict guidelines about what they'll accept. It is worthwhile looking at the Homebizbuzz guidelines. They are typical of editors' requirements.

ans Serif">2. Exploit speaking opportunities
Speaking engagements are an opportunity to get your message across to greater numbers than is possible by meeting with individuals.

ans Serif">Like writing articles, speaking is not a "sell job". Rather, the audience expects to be informed and entertained, maybe even challenged.  It's important you're able to do that. If you're not totally confident of your ability to "stand and deliver", you should consider using a specialist coach. I can recommend one who can help improve your presentation skills and provide a system to turn your information and knowledge into compelling presentation material.

ans Serif">3. Networking and encouraging referrals
This is the process of meeting with other people on a regular basis to make use of their "who knows who" knowledge (and for them to make use of your's).
It works best when the people in the group have contacts among your target market.

ans Serif">Be prepared to give first, without necessarily expecting anything in return. If you first "make things happen" for others, they will be more willing to help you, perhaps in answer to a request for a specific introduction at a later date. Homebizbuzz advertises events which are networking opportunities. There are lot's of others, and even organisations which meet regularly for that very purpose.

ans Serif">4. Publish a newsletter
A newsletter is essentially a means of keeping in touch with customers, potential customers, referrers and other important audiences.