Three steps to cost-effective marketing

Your customers are your livelihood. You need them to buy your products and use your services on a regular basis. They know who you are, but do they think of you when the need arises? How can you market your company without breaking the bank? This step-by-step guide will help you grow your business through marketing in a cost-effective manner.

Step 1: Define yourself
The first step is to determine your brand. A brand is the identity of your shop. It is what people think of when they see your company name.

No one element makes up a brand. It’s a patchwork of multiple factors, some tangible and some not, that tell your customers what you stand for and the type of products or services they will receive when doing business with you. Whatever you do, define your brand and ensure it’s conveyed in all materials.

Step 2: Use your logo
The logo of your shop is often the first thing someone sees. Do not take it for granted. It should communicate the values of your company — dependable, dedicated, customer focused, etc. — and be on all of your marketing and branding materials.

This step includes creating:

• Business cards;
• Letterhead;
• Brochures;
• Note cards; and
• Post cards.

Consistency is key and all materials should have the same look and feel.

Make sure your business cards are high-quality, full-color and make an immediate impact. Use the back side of the business card for a map to your office or special coupon to drive more sales. If you leave the back of your business card blank, it’s a lost marketing opportunity.

Step 3: Promote yourself
Once you know who you are as a detailer and what you want to convey, now it’s time to promote yourself. This should be done in several ways.

• Stay in front of your customers every day and look for cost-effective options with staying power. Business card magnets are a great way to ensure that your customers will place your business and contact information in a frequently viewed location like the refrigerator.
• Consider other giveaways listing your shop name and contact information. The more you can stay top of mind, the better off you will be. Pens, calendars and key chains are all great ideas.
• It is important to go the extra mile and distribute your contact information anywhere you can. Design bright, colorful postcards that can be posted on bulletin boards all around town or handed out at tradeshows, conventions or networking events.
• Design a direct marketing campaign to existing customers that makes an impact. Align your campaign with your brand and look for high-impact, full-color postcards that inform customers of your latest successes or upcoming sales. The frequency of the communication is important. Mail your customer base twice a month for the best response.

Build your business
Let’s face it, there’s no substitute for a handwritten note. They are inexpensive and have a strong impact. Sending handwritten cards to key customers for special sales or discounts is very effective. Handwritten thank you notes are also appreciated and make a lasting impression because they show that you go the extra mile.

Also, don’t forget the holidays. Holiday cards are an important way to let your customers know that you appreciate them. Pick high-quality, cost-effective, color cards. Make sure your logo and company messaging are integrated into the cards.

Consider sending cards for Thanksgiving or customer birthdays to stand out from the crowd. If your business is seasonal or cultural, use holiday cards to celebrate related holidays like St. Patrick’s Day or the beginning of summer.

While handwritten communication really enables you to stand out, do not forget to communicate with your customers via email in addition to regular mail. Match your e-signature to your business card with unique e-business cards — electronic versions of your business cards that are included in every email.

And finally, encourage referrals. Your customers are your best sales force and getting them to speak for you is extremely effective. Encourage customers to forward contact information via email or in person. This is an excellent way to increase your customer base. Consider a referral program that offers a discount or entrance into a contest to anyone who refers a successful sale.

No matter your budget, these simple tips will enable you to keep your company’s name in front of your customers and get your name in front of new customers to directly impact your bottom line for years to come.