9 Low Cost/No Cost Marketing Tips & Techniques

Copyright 2006 Sandra P. Martini

Do you need to get more clients?  Are you trying to get your first client?  Is your marketing budget equivalent to the cost of a Happy Meal?   The following tips and techniques are not by any means hidden secrets, but they are some of the most overlooked ways to market a small business today.

1.  Know your target audience.

As silly as it sounds, many small business owners kick off a marketing campaign without regard to whom they want to target.  If you send out a coupon for NASCAR tickets to the first 1,000 people in the phone book, some will undoubtedly be thrilled and will do what’s necessary to earn the tickets  (akin to dropping 1,000 mailers from an airplane -- some will hit the target).  But just imagine the response rate if you sent out the same 1,000 NASCAR ticket coupons to only those people who attended a NASCAR event in the last year.   You’ve gone from wildly shooting to steadily aiming your campaign, thus increasing your response rate and decreasing your cost per customer.

2.  Publish an e-zine (or newsletter).

Publishing an e-zine or print newsletter (even as short as a page) is a great way to keep in touch with your customers and clients.  You can produce one online using a program such as Constant Contact for little to no money and can even set your e-zines up in advance using easy-to-understand templates.

3.  Have a website and keep it updated.

All businesses, no matter your size or field, need a website these days.  You can get a domain name for as little as $2.95/year and, using templates, have a basic design done in a few hours.  Once your customers, clients, and potential customers and clients have visited your website, they will find fresh, quality content in the form of new e-zines, articles, blog posts and tips.  This will keep them, and the search engine spiders, coming back for more.

4.  Opportunity is calling.

While not usually viewed as a marketing technique, answering the phone and follow-up is critical in this day and age of limited valuable time and impersonal service.  Have you ever called someone only to not get a call-back or sent an email and waited days for a response? More clients and prospects become lost revenue these days due to inadequate, or non-existent follow-up.   If you receive a phone call from a prospective client or from an existing client, call him back as soon as possible or, better yet, immediately!

5.  Get involved online.

Find out where your target audience hangs out and participate in those online discussion groups and forums.  Yahoo Groups is a great place to find a wide variety of discussion groups.  Several business owners also belong to Ryze -- an online networking forum. By consistently offering your help to others, you will position yourself as an expert that others will turn to when the time is right for them.

6.  Get involved offline.

Getting involved with local organizations can help to build your reputation as a “doer”, a “go getter” or just a really dependable individual (all things which will help your business). Just remember that you are representing your business in everything you do and act accordingly.

7.  Word of Mouth/Referrals.

We’ve all heard the saying that a happy customer tells somewhere between 1 and 3 people about her experience while an unhappy customer tells up to 12 people about hers.  Keep your customers happy,   ask for feedback as to what you could do better, and once you know they’re happy, then ask for a referral.  People generally are willing to help those they like.

8.  Use postcards.

Whether you are an online-only business, a brick & mortar establishment or a hybrid, you can effectively use postcards to market your business.  Postcards are easy to do, inexpensive to mail and have a high readership.  Many people associate postcards with personal notes from friends and family and don’t even think before they turn it over to read the message.   With this method, you have already gotten into the hands of many people that wouldn't take the time to open junk mail.

9.  Have others do it for you or with you.

Never underestimate the power of cooperation and reciprocal agreements.  Is there a vendor that has a related, but not directly competitive, target audience to yours?  If so, form a strategic alliance where you recommend his products/services and he recommends yours.  For example, a movie theater and a restaurant could share customer information and play off each other for promotions.

While many of the above tips and techniques will arouse the “DUH” response, it’s constantly surprising to me how many businesses – small and large – overlook these basic items in their day-to-day marketing and operations.

3 Tips To Building A Responsive List

I just bought a product after being on a list for over two years. I hadn't spent one red cent with this guy for two years, but like clockwork, his e-mails just kept coming.

Day after day after day. Week after week.

I finally gave in and purchased his product recently (it's in a field WAY outside marketing).

Why did I stay on his list for so long? And why did I finally pony up the cashola for his product?

It's because he had taught me to respond. Just like he taught everyone on his list to respond.

How did he do it? Lucky for you, I'm a sharing guy.

Here are three things he did to build a responsive list...

1. He Built Rapport With His Readers

2. He Created Excitement And Anticipation

3. He Expanded His Line Of Products

Let's look briefly at each one


1. He Built Rapport With His Readers

The guy told stories. He made it personal. Over the two years, I got to know him through his emails. And here's the clincher...

I look forward to getting his emails! Even though I get hundreds a day, I read his first.

That's powerful. If you can get your readers to look forward to getting your stuff, you can tap into that monee tree like a faucet.

So, build rapport with your readers by making your stuff personal.


2. He Created Excitement And Anticipation

It never failed. He told me all the time...

"Hey, watch out for what I've got planned next Wednesday."

or...

"During the last week of this month, I'm gonna do something really special for you. Watch your e-mail."

He got his list excited about things he had planned. I caught myself always wishing the day would hurry up and get here so he'd uncover his surprise for me.

My buddy Jeff Walker does this brilliantly. If you're not on his list at...

http://www.sixinseven.com

... you should be. Read the e-mails you get from Jeff. You'll know EXACTLY what I'm talking about here.

When you build YOUR lists, try to excite and ignite them by making 'em look foward to your stuff.


3. He Expanded His Line Of Products

One thing that always made me envious about this guy is how fast he created products for his list. The dude was like a machine!

It seemed like he was coming out with something every couple of weeks for us to buy.

Now, this is important, so listen up here...

If you want to teach your list to RESPOND, you have to give them something to respond to over and over.

Read that last sentence again.

Give your list something to buy (either your products or affiliate products). Give them something to do (fill out surveys, tell you what they want, tell you where to stuff your latest product).

Then, do it over and over. Train your list to RESPOND.


Last Thoughts

Building lists is great. But, if you build a dead list, you're just wasting your time.

You have to build RESPONSIVE lists. You want people to WANT to buy your stuff. You want them to look forward to buying your stuff.

I have a friend who makes more moolah with his list of under 1,000 than other knuckleheads make with lists of 100,000.

I'm serious.

A responsive list can support your entire business.

3 Reasons You Should Attend Seminars

If you have never gone to an online marketing seminar, you're missing out.

I know what you're thinking...

"Seminars are expensive."

That's true. They are. Some of 'em cost over $5,000. Even the lower-priced parties are around $2,000.

"It's a pain in the butt to attend."

Again, that's fair. In order to go, you have to get on a plane and fly somewhere. And you have to take time from your work and family to do it.

But, there are at least 3 reasons that attending seminars should be on your priority list (even if you DON'T plan to do a major product launch).


1. You Are Surrounded By Like-minded People.

Scoff if you want. But, I'm telling you, there's huge POWER in being around folks who are driven to the same goal as you are.

To this day, my friends and family don't really get what I do. They nod their heads and smile, but I can tell their eyes are glazing over.

Well, picture being at a party with a few hundred people who not only know what you do... they do it, too! You'll be amazed at how inspiring that can be.


2. You Meet People Who Inspire And Drive You.

I know it sounds flighty. But, when you're downing drinks with someone and sharing strategies back and forth about what's working, your mind ignites.

You find yourself wishing you'd brought your laptop so you can start taking action that moment!

And here's something better... you exchange phone numbers (yep, remember that thing you used to use before becoming a recluse?) and follow up with each other.

That's accountability, baby and it can drive you to major success.


3. You Remove Yourself From The Daily Routine.

Ever wake up and have trouble getting your engine started? (I'm not talking about your car here.) And if you ever DO get the thing to turn over, you can't seem to get any speed?

It happens to me all the time. I'll wake up and the day will pass without my having done one truly productive thing! It stinks.

I'll tell you why it happens to me...

I get bored of my routine! Now, don't get me wrong. Routines are good. In fact, they're CRITICAL to your success. Humans need routine.

But, it's JUST as important to get OUT of your routine. And going to a seminar does that for you. It makes you leave your boring daily routine behind.

Going to a seminar can give your brain (and motivation) the jump-start it needs.


Last Thoughts

I'm not trying to sell you on a seminar here. I'm only trying to get you to think about going to one.

There are a lot of benefits to going. Benefits that aren't always clear until you're there, in the hallways, in the bars, at lunch... talking with folks who are doing EXACTLY what you are doing.

It's empowering. It's inspiring. And chances are, one you attend a seminar, you'll be excited to go to another.