Marketing Your Small Business

When you first start a business, you have to pinch every penny. You will be looking for ways to cut corners and you might look first to marketing communications and marketing materials. Why do you need business cards or marketing brochures?

No matter how small the business, your marketing strategy is important to your growth. If you run into a prospect in a store or at a cocktail party you don’t want to have to write your phone number on a piece of paper. A professional business card or brochure will make an impression and get you started on the right foot.  

You can market online for very little money by using one of the marketing and advertising plans offered by large search engines. These plans allow you to build your marketing materials step-by-step, making decisions about company colors, logos and content as you go. If you are overwhelmed by the details, these programs are a great and inexpensive way to develop your marketing materials.

Remember you will have to design and plan a marketing communication program to reach out into your community. You don’t have to start big! Marketing at small community events and in local retail store partnerships may be a good way to get your information out there.  

Find a good freelance writer to help you write your basic materials. Local graphics artists can help you design a logo and stationery but you may want to spend some of your start-up business budget on a professional marketing and advertising strategy. Start small. You don’t need glossy, tri-fold brochures but you do need business cards, and perhaps a one page product description. A simple web site would not be a bad idea. If you do not know how to sell with words and images, you really should get someone to help you.  

When you interview marketing, graphics or web design professionals, ask for references and look at other sites designed by the site designer. Consider whether the style and content of the web site and marketing materials would be appropriate for your product or service. Avoid flashy colors and language in your marketing materials. Avoid animated web sites. Unless you are selling video games or D.J. services, this kind of marketing strategy is likely to turn prospects away!