How to Market a Small Business

When you start a new business, you need to develop a customer base through marketing. Marketing consists of branding, advertising, promotions and public relations. Marketing is also sometimes talked about in relation to the 4 P's, which are product, pricing, promotion and placement. With research and hard work, you can develop ways to market your small business while spending a reasonable amount of money.

Instructions

Difficulty: Moderate

Things You’ll Need:

• Capital for advertising
• Business cards and flyers
• Web designer and web host

1. Conduct marketing research. Through interviews, questionnaires, surveys and focus groups, analyze the market for your small business. Figure out what demographic group is most interested in your product or service, and focus your initial marketing and advertising efforts on that particular demographic. Also through market research, you will be able to figure out if your pricing model is feasible.
2. Set a marketing budget. Allocate funds for packaging, promotions, advertising and publicity. Even the smallest business needs to have funds for flyers, business cards and other promotions.
3. Market your small business through word of mouth. The cheapest way to promote your business is word of mouth. Tell all your family and friends about your new business venture and encourage each of them to tell their friends. Hang up flyers at local establishments and give out business cards to everyone you know. Attend local events, charity functions and civic meetings to network with potential customers and fellow business people. Getting your name, your face and your business name out to as many people as possible is the best way to start marketing your new company.
4. Build a website for your small business. If you cannot afford to hire a web designer, enlist in a friend or family member to help you start a business website. Even if the site is very basic, make sure that it is free of typographical errors, broken links or anything else that will make it seem unprofessional. Use a reliable web host--nothing is more frustrating than to visit a website that is slow or does not load.
5. Market your small business using online display ads. Place banner ads on popular websites that are related to your business.
6. Get in the press. Find ways to be interviewed by local newspaper writer or broadcasters. Make yourself easily accessible. Promote yourself as an expert in your field, and be available for interviews at anytime.

Tips & Warnings

• Purchase ad space a month at a time in case you find it is not worthwhile.
• Do not be afraid to self-promote. Take every opportunity possible to promote your new business.