Small Business Marketing Techniques

Many small businesses cannot afford the techniques persued by larger companies. The following techniques are ideal for individuals and smaller businesses.

• Conduct demonstrations, classes, and workshops. A restaurant’s chef can teach a cooking class for a continuing education program or for a department store or cooking supply store.
• Speak at conferences and for professional associations. Join your local chapter of the National Speakers Association and register with speakers bureaus. Publicize your speaking engagements.
• Hold contests.
• Write articles for newspapers, periodicals, and professional journals.
• List yourself as an expert (e.g., in Radio-TV Interview Report; the Yearbook of Experts, Authorities, and Spokespersons; Broadcast Interview Source, Inc.; ProfNet). Connect with journalists (HARO— Help a Reporter Out). Post your press releases on PR distribution sites (PressReleasePoint, PitchEngine, PR Newswire, PRWeb, etc.).
• Host a local radio or television show on your area of expertise, or be a guest on one.
• Network online and offline (in professional associations, conferences, trade shows, benchmarking groups, chambers of commerce and popular social media channels).
• Publish newsletters (online or offline).
• Write a book.
• Hire a publicist.
• Maintain relationships with the press.
• Get involved in civic organizations.
• Donate money to local charities, especially complementary causes.
• Volunteer to judge competitions.
• Wear branded shirts and other clothing.
• Cross-promote with complementary or nearby businesses.
• Give away insignia merchandise (featuring your business’s name, logo, tagline, and contact information).
• Write letters to new residents introducing them to your business (perhaps offering them a free or reduced-price trial).
• Script your customer service and tech support people to cross-sell and upsell products and services as appropriate. Be careful not to over-incent people. They should only cross-sell/upsell in the most helpful way as appropriate.)
• Include your brand identity and website address in your email signature. 

Excerpted from Brand Aid, second edition. © 2015 Brad VanAuken.

Order your copy of Brand Aid here.