Tweets can bolster your bag of tricks
Q: Are social media the only game in town when it comes to marketing? I’m not necessarily trying to attract the younger set.
A:
Even though social media are the latest trend, other timetested strategies still work. But don’t rule out social media as being just for the younger set— potential customers of all ages are engaged these days. Even if you’re not quite ready to create a Facebook page, tweet about your business or connect on LinkedIn, you should be building your online presence. Be sure your website is fresh and interactive so that visitors keep coming back. Develop amechanism to capture their contact information so you can stay in touch. Use tactics such as sending an e- newsletter or flyer, or start a blog. Online marketing takes time, but the cost is minimal.
Another low- or no- cost strategy is referral marketing. If your customers are happy with you, ask them to pass along your business cards to their colleagues and friends. Also take advantage of networking opportunities where you’ll meet potential customers or people who can refer customers to you. Choose the right venues and talk up your business.
Print media are another option. Direct mail postcards and fliers still attract business, as do newspaper and magazine ads. Or try for free publicity. If you have newsworthy stories about your business’s history, one of your long- term employees or a new or specialty product or service, you might get the attention of the press. If you have the budget for the right time slot, look into radio and television ads. Testimonials from satisfied customers lend credibility.
The key to any good marketing strategy is to knowyour target market and develop the right message and method to attract them. It also takes repetition— you need to keep your business on your customers’ minds so that when they need your product or service, they’ll come to you instead of your competition. You’ll also want to track results.
To get a handle on the latest marketing trends as well as tried and true methods, attend the University of Houston Small Business Development Center’s special workshop on “What’s NewandWhatWorks inMarketing Your Small Business.” Geared toward service businesses, the workshop features USA Today columnist and author Rhonda Abrams. The $ 49 workshop is 9 a. m. to noon on Tuesday, and includes breakfast and a copy of Abrams’ “SuccessfulMarketing: Secrets & Strategies.” Advance registration is required at www. sbdc. uh. edu.