It is essential to let potential customers know what the business offers.
 
There is a choice of marketing  methods or tactics. The cost of using some – especially media like television and major newspapers – is very high. However, for a new business there are other ways to reach customers at little or no cost.

The first thing to identify the right strategy or tactic to reach your customer. The choice will depend on who your target customers are and where they  look for a product/service. Some simple market research can help here.

These are some of today’s main choices:

• media – from the big players like television and daily newspapers to the smaller like trade magazines and community-based radio stations
• direct contact – such as letterbox drops (direct mail) or leaflet hand-outs
• the internet – either your own website, via online advertising or new forms of social media
• industry and professional associations – via newsletters, member offers or networking opportunities.

Successful and inexpensive marketing is created with a flair for publicity. By smart thinking, it is possible to get free or inexpensive publicity in the local media or on the internet. Speak to your web hosting supplier about internet advertising options such as click through optimisation.

But one of the best ways to promote a business is by word of mouth. Satisfied customers will refer others to your business so think about referral incentives.

Visit the marketing module of the Small Business Tool Kit for further information, quizzes, case studies and interactive market planning tools.