If you’ve just launched your own business, your number one concern is most likely acquiring new customers. If you’ve followed our blog for a while, you are probably familiar with the most popular marketing tools, like Pay Per Click advertising, SEO, and email marketing. However, if you’ve tried all these methods and still aren’t seeing satisfactory results, there are a few other methods you can try. Below are a few creative marketing strategies to get your name out there and grow your small business.
Narrow your target demographic
If your answer to “who is your target demographic?” is “everyone,” it might be that you are casting your net so wide that no one feels like they belong in it. Narrowing your target demographic can actually help hone your brand voice, which in turn can build trust with your audience. Instead of aiming for anything and everything, try honing in on a few small, specific audiences, with the goal of eventually converting them into die-hard fans.
Leverage your network
You’ve likely heard it since you were in school: network, network, network. You might even be sick of hearing it. But the reason networking is usually on these type of lists is simple: it works! People are much more likely to trust the recommendation of a friend over an advertisement or a sales pitch. So, take a good look at your personal network, and don’t be afraid to reach out. A short, simple message can be all it takes to open a new opportunity.
Build a network
If you feel like you don’t have a strong personal network, don’t be ashamed. The vast majority of adults have little time to devote beyond work, personal care, home maintenance, and family responsibilities, and our social lives tend to take the biggest hit. If this is the case for you, you will have to build a network from scratch. For example, if you sell bikes, join as many cycling-related groups as possible. Don’t see this time spent socializing as a waste. Even if you don’t manage to build up business connections, devoting some time to things you love can still give your mental health and energy levels a huge boost. This in turn will help you drive your business to success!
Speak at an industry event
Public speaking isn’t for everyone, and for some people, it can be downright terrifying. But if you’re up for the challenge, speaking with authority on an industry-related subject can really help get your name out there. In addition to growing your business connections, speaking at an event can also help establish you as a thought leader in your industry, and give you more credentials to place on your website, LinkedIn page, and resume.
Host an event, competition, or workshop
If you cater to a very niche market, there may not be any events for you to speak at. In that case, you could create an event yourself! While this takes a lot of time and commitment, it can be a great way to introduce yourself and your business to a niche audience. Just make sure that your event is focused on promoting something besides yourself, like independent film, or animal adoption, or sustainable business practices. No one wants to attend a sales pitch, and people are much likely to participate in your event if you’re sharing something that can help the community as a whole.
Offer free stuff
People love free stuff. Water bottles, pens, and bag clips are just some of the handy gifts that people keep and use for a long time. Coffee, wine, and chocolate are less permanent, but tend to delight and surprise new customers, giving them a strong, positive association with your brand. Whatever you decide to give, make sure that it is actually free. Many small business owners offer discounts, promotions, and coupons for their products, but none of these are really gifts. The item you give out should offer you no personal benefit in return. If you can’t afford to give out promotional items, you might offer a free service at your company for first-time customers.
Do charity work
Donating your time and energy to something like St. Baldrick’s Brave the Shave will help promote your business and make you feel good! You could also join any a local civic club/organizations in your area, like a food pantry or youth mentoring program. Donating your time and energy to a good cause is a great way to boost your mental health, and meet like-minded individuals while you’re at it. Work doesn’t have to all be about hustling 24/7—sometimes it’s nice to give back!
Try guerrilla marketing
Guerilla marketing aims to surprise or intrigue consumers in unexpected ways, often outdoors or in public places. For example, when a bike share program in the Twin Cities launched in 2012, advertisers froze several bikes in blocks of ice and distributed throughout the city. As the ice melted, this guerrilla marketing campaign generated more word-of-mouth publicity than billboards would have. Just make sure that you research local laws before launching your campaign—being arrested or sued is not going to give you the optics you need.
Make the most of online business sites
Online reviews are one of the biggest factors that consumers consider before making a purchase. In a survey commissioned by Yelp, 93% of respondents said they read reviews before making a purchase, and 70% said they rarely frequent a new business without reading reviews about it first. Make sure to stay on top of all the reviews you receive across the web, and incentivize happy customers to leave good ones. If a customer leaves a negative review, use it as an opportunity to display how respectful, understanding, and responsible your business can be.
Get more small business tips from SSI!
We hope that this article helped show you some great, unexpected ways to grow your small business. As a small, family-owned packaging company, it’s our goal to help small business owners in every way we can! Be sure to check out our blog for more tips on growing a small business from scratch. We also offer we offer everything small business owners need to pack and track their image, from bubble wrap to industrial printers. To learn more about how we can help you optimize your business, contact us here.