Business Start Up Guide To Marketing

Without customers, you have no business, so think about how to get some paying punters. The best way to do this depends on the type of business you're in, and your target audience. At the risk of unfairly stereotyping, old people won't read your social networking blog, and young people won't hear your radio 4 advertisement.

Are you looking at selling to the local market only, or could your product be bought nationally, or even internationally? Marketing to a local market is often cheaper and easier than to an international market.

Think who are your products or services aimed at, and how you can reach them.

Some of your possible marketing weapons are listed below. Many are obvious, but some you may not have thought of. As this guide is aimed at new businesses, I have only listed cheaper options, although some can be time consuming:

• Cold calling – nobody likes to do it, but if done right, it does work


• Direct mail – either by letter drafted to a targeted market, or by mass leaflet drops


• Advertising in parish magazines – parish magazines offer very affordable advertising


• Getting a story in your local newspaper – free, but will need to be a story, not an advert


• Door to door – a smile and a kindly manner will get you far


• Website – could have a whole page itself. Consider search engine optimisation from an early stage


• Networking events – show an interest in others business and hope they reciprocate


• Online forums – you may learn a lot, and following giving free advice, you may pick up paying clients


• Online blog – if you have something interesting to say, say it


• Complementary services – team up with people selling things that work with your own


• Get involved – do things in your local area that will get you noticed (in a positive way!)


• Viral marketing – get you and your friends to wear T-shirts with your business name on it

Marketing can run from incredibly cheap to incredibly expensive. More expensive isn't necessarily better, but to do things well on a budget, it often takes a bit of thinking outside the box.