All businesses have finite resources and, when cash is tight, marketing is often one of the first areas to be squeezed.  Also, if a business is in a phase where other priorities, like net profit or an owner exit, are more important, marketing spend can drop into the relegation zone.  But if you are looking to increase sales volume and value, there is no avoiding the need for promotional activity.  However, this does not necessarily mean spending big. 

Corporate behemoths rely on retaining market share as part of their ‘defensive moat’ strategy and, in doing so, feed and clothe a multi-billion advertising sector.   But that doesn’t mean you have to. 

My view is that to understand what selling and promotion means in your business, you need to strip it back to those essentials which are appropriate for the products or service you are seeking to offer.  At a basic level, marketing is understanding, defining and communicating with your market in the most effective way. 

Start with analysis –

• Identify your product or service type – very personal and touchy-feely or a more rationally-based proposition?
• Create shortlist of appropriate marketing channels which can be developed and prioritised into activities.  Consider what has been most effective in the past.   
• Review the competition – what are they offering, how are they offering it and how are you going to do it better. 

Free and low cost marketing tactics

1. Social media. Facebook, Instagram, Twitter, Linkedin etc.  Each platform appeals to a different demographic, work out which is the right one for you.
2. Email marketing.  Despite the rise of social media messaging, the number of email users continues to grow.  In its most basic form, your existing email client can do the job – Apple, Gmail or Outlook.  But if this becomes a primary communication method, you will need to think about using a paid platform like Constant Contacts or Mailchimp
3. Video. Short form video is an effective and low cost way of capturing attention.  All you need is a phone, an internet connection and to set your imagination free.
4. Telesales.  Professional telemarketing services are one option but of course you can get on the phone yourself
5. Give free stuff away.  This can be a great way to build trust and a relationship, popular with software vendors who have already sunk their costs.  Free guides are also a well-established and effective approach.  
6. Testimonials.  Consumers and business owners alike are paranoid about making wrong decisions.  Genuine testimonials, either online or via a personal referral, can be an effective cure for paranoia.  
7. Informational Webinars.  Not a sales pitch but providing authentic and useful content which demonstrates your expertise in your particular niche. 
8. Paid search.  Pay per Click and PPC advertising offered by Google and other social media sites.  Not free but you control the budget which can be set at a very modest level. 
9. Collaboration.  There are often businesses which offer products and services which are complementary to each other.  Common examples are an accountant who recommends a solicitor or a plumber who can recommend an electrician. There will be similar such collaborations within your niche, all at no cost.       
10. Search Engine Optimization.  Plain daylight can be shed on the dark science of SEO by ensuring that your web-site is properly structured, the right keywords included, relevant links (reciprocal where possible) added and all your other marketing and service activities point back to your website.

For more details or ideas about free/low cost marketing activities that will boost your sales lead generation, Contact Us now for a Free Consultation