Digital route isn’t the only effective one
Q: Is digital marketing the only game in town when it comes to marketing my small business? Do people still respond to print and other media?
A: Think about how you make buying decisions. Say you had a minor fender-bender and need to find a collision repair shop. You would most likely go online to find a shop near you. You’d check its website for its hours and phone number, and visit its Facebook page to see if it has posted pictures and testimonials of work it has done for other customers. You’d make your decision based on the information that’s available online.
Although having a robust online presence is critical in today’s world, it doesn’t mean there isn’t room for other options. Depending on your budget and goals, a direct mail campaign can still be a cost-effective method that can yield positive results, and it can be a good approach for a specific offer like a sale, contest or special discount.
To do it right, you’ll need a well-designed, eye-catching piece, your offer will need to be compelling, and your mailing list has to be targeted.
You’ll also need to be able to track responses. If, for instance, you’re announcing a special sale, require the customer to use a coupon code or bring in the flyer when making a purchase. Then, be sure to follow up with everyone who responds to your piece, even if it’s just to say thank you.
If you’re just interested in simple promotion, that is, in getting the word out that you’re open for business, there are other non-digital ways to go. If you have the budget, print advertising can be quite effective, as can radio or TV spots. Print advertising tends to be less expensive in local publications, as are TV and radio ads in smaller communities, but it’s only worth the cost if you know those ads will be seen or heard by your target customers.
You can also try for free or low-cost promotion. Industry publications may be willing to run a guest article where you could plug both your know-how and your business. Also let local journalists know you’re available to comment on news related to your area of expertise. Ask another business owner to display your brochure in his or her shop, and do the same for them.
But no matter what methods or media you use, don’t forget to circle back to your online presence. Always try to drive traffic to your website and social media pages, where customers can check back frequently to find out what’s new. Jacqueline Taylor is deputy director of the Texas Gulf Coast Small Business Development Center Network, a partnership of the U.S. Small Business Administration and the University of Houston C.T. Bauer College of Business. Information is intended to provide general guidance only. Send questions to jtaylor@uh.edu.