It is common knowledge that marketing is an important part of running a business. What is often misunderstood, however, is how much it costs for marketing to be effective. Contrary to popular belief, it doesn’t have to cost a lot of money; there are plenty of cost-effective ways to get your message out. In our latest post, we share 4 budget-friendly local marketing ideas for your small business.
Talk to People
Getting out into your community and meeting people is one of the most effective ways to grow your business. Face-to-face connections build trust and rapport. People do business with people, and if they know you, you’re going to be the business they choose when there is a need.
How do you meet people? Consider the following ways:
- Join your local Chamber of Commerce: Get involved by attending the great networking events those organizations hold. (If you’re located in Monroe County, Indiana, check out the Bloomington Chamber of Commerce and the Greater Ellettsville Area Chamber of Commerce.)
- Join a networking group: Groups like BNI (Business Network International), or other local networking groups, provide networking with individuals across various industries.
- Speak at local events and clubs. The first business I ever started was in my hometown of Jasper, Indiana. It is a nonprofit called Volunteer Dubois County, and we gained a lot of traction in getting the word out by presenting to local civic clubs. It was a great way to teach the community about our organization while also meeting new people.
- Partner with fellow local businesses: Collaborate with complementary local businesses on community events or shared social media campaigns.
Provide Great Customer Service
Customer service is often overlooked as a component of marketing, but it very much is. This is because the service that customers receive determines whether that customer will return, and it also shapes the experience those customers share with others.
Word of mouth is the “holy grail” of marketing. This is very true in local marketing, but it is also true for large businesses—after all, what are testimonials and reviews if not word of mouth? When we delight customers, they are generally eager to refer to someone looking for the same products or services.
Excellent customer service is achieved in several ways:
- Train your team well. While some employees have a natural talent for working with people, other employees may benefit from clear guidelines on how to ensure a customer has a great experience. Additionally, equip your team with answers to frequently asked questions about products. When I worked in marketing for a home medical equipment company, the supervisors encouraged customer service and marketing teams to get hands-on with the products to build familiarity.
- Make the purchasing process easy and enjoyable. Get to know your customers by name, and make personalized recommendations.
- Provide impeccable follow-up. Deliver on promises. If a roadblock comes up, reach out and let the customer know the status and when they can expect the product they are paying for. Answer phones. Respond to emails promptly and thoroughly. You’d be surprised how often a customer reviews a business negatively because they simply didn’t answer the phone. None of these efforts requires substantial cost, but they do require some organizational skills and a customer-first mentality.
Get Involved in the Community
Getting involved in your community is local marketing for your business, and it is also good for your community. When we say “get involved,” this means sponsoring local events or sports teams. It means making donations to local charities, whether you donate products or make financial contributions. It also may be company owners or employees taking part in civic clubs, serving on nonprofit boards, or volunteering for area causes. These efforts build trust in the community. It demonstrates a commitment to the community, which builds a positive reputation. Additionally, interaction with people in your town opens up networking opportunities, which could lead to new sales.
Leverage Social Media Content
It is important to have a presence on social media. The marketing channel offers a means to interact with your audience and to show them what your business is about. Post behind-the-scenes glances about how your products are made or your services are completed. Highlight your expertise by providing your followers helpful information that will solve their problems. Use your social media profiles as an opportunity to provide customer service.
It depends on your type of business whether your social media presence lends well to direct sales. For some businesses, this is very much the case. (I’m looking at you, delicious donut shops!) For others, such as business-to-business (B2B) companies, your social media may be more about relationship-building, which is just as important.
If you’re not too active on your social media channels, start small. Aim for a post per week. Consider blocking off an hour a month to get these posts written and planned. Use tools like ChatGPT to help smooth out your writing, if you need that, and Canva to find images to use. But don’t worry too much about immaculate writing. Social media is a place to be social and authentic, and no one is on there to read professional speech. Have fun with it!
Conclusion
Marketing your business doesn’t have to break the bank. By following these cost-effective local marketing ideas, you can drive success for your brand. If you want to learn more about boosting your marketing game, visit our website for further resources, or we welcome you to get in touch with us.
