Marketing a small business on a budget

Cookies & Java is nearly a year old and like most small businesses it was started on a very frugal budget which required some strategic marketing tactics to generate new business. Looking back has given us the chance to look at those communications avenues we explored and analyse how successful they were, plus gives us the opportunity to pass these ideas other small businesses. Please note our strategy back then was target small local businesses so the message and communications mix reflect that.

For specifics on suppliers we use and ideas of cost please email us as info@cookiesandjava.com and we’ll try to help where we can.

Vehicle advertising

This has proven a very rewarding method of advertising for us, not only does advertising on your own vehicle mean you are promoting your company everywhere you go put it also gives potential customers the opportunity to talk to you face to face. We’ve found that with some strategic parking in restaurant car parks local punters have been keen to approach us for a business card or quick chat. Vinyl graphic cutting is quite cheap even for a large sticker and if required most vinyl cutters can layout a sticker design for you, we designed our own and ordered it online, attaching it to the car was easy (don’t try to fit it in the wind!).

Local media advertising

Most areas have a localised publication which circulates around the residents and advertising rates in these are very attractive. You have to keep in mind that even in a business to business market your potential customers might glance through publications like this so it’s always worth considering them. It’s also worth considering the national print directories such as the Yellow Pages and BT Phone book which also offer great deals such as a 50% discount.

Shop window advertising

As above if you are targeting local businesses your potential clients are likely to be shopping in the local shops and a lot of these have a notice board you can advertise on for a very good price. Most we’ve spoken to will be happy to do a deal on holding your advert there for 12 months. To make our advert stand out we had a box of postcard sized leaflets printed which fits nicely in the typical notice board format most local shops use.

Branded clothing

Similar to vehicle advertising branded clothing gives you the opportunity to promote your business wherever you go. We find some of our clients like to meet in coffee shops which are often busy with other business people who are likely to catch a glance at your message and talk to you. There are a few clothing printers who have very impressive online design software which allows you to layout your clothing design exactly how you want it. The cost of one off custom designs might seem high but we feel these items not only work as a promotional tool but also help build your brand image.

Online directories

Even if you don’t have a Web site online directories can be a powerful way to promote your business. There is now an abundance of local business directories on the net, most of which offer the option a free listing. Even if you do already have a Web site there is a chance these directories will be listed above you in the search engine rankings so it’s worth registering with them. The most important one in our opinion is the Google local business directory which is free to join and often appears on the first page of Google listings. At this current time we haven’t seen an online directory that can demonstrate any conclusive figures to justify any cost in being listed on their directories and do not advise paying for an enhanced listing unless there is a very significant discount.

Online Social Networks

While on the surface online social networks might seem to be a place for teenagers to tag drunken photographs of their mates these sites are being used more and more by business professionals to network and promote their businesses. The likes of Facebook and LinkedIn are an invaluable way of staying in touch with business colleagues while many specialist niche networks allow you to focus on specific market places. One of the more powerful features we’ve seen on Facebook is the option to create a company page for your business which you can promote to other members and link back to your Web site.