One of the most crucial questions every woman with a small business has to ask is how their company's marketing efforts will stand out in a world that is crammed full of competitor's ads. This is especially challenging for those who own a small business given the fact that smaller companies rarely have the resources their larger, more established competitors have.
However, one of the best parts of the current digital era is that there are more resources with more reach than ever before. Not only are there options, but many of those options can be utilized with little impact on one's budget. So if you're a woman trying to get your business noticed don't dismay. Instead, read on and see how you can spread the word, without jeopardizing your budget.
Network Within Your Industry
Despite the fact that business is happening with increasing frequency on virtual platforms, building relationships in-person is an irreplaceable part of effective networking, and by extension effective word-of-mouth publicity.
According to Ben Scalco for Inc., "Today, more than ever, marketing is all about relationships. We are continuing to shy away from the traditional practice of just pushing products and, instead, putting an emphasis on building real connections with customers."
Taking the necessary steps to cultivate meaningful relationships both with your customer base and with other like-minded professionals in your field can make all the difference in your business's potential for success.
Go to networking events:
In their overview of effective networking, the business experts at the University of Maryland write, "Many people underestimate the importance of networking while searching for their ideal job or looking to expand their business. In the modern era, the lines between digital and face-to-face networking are often blurred, yet each aspect is vital when marketing your greatest asset - yourself."
Networking events grant the opportunity to be surrounded by like-minded professionals who are also interested in cultivating professional relationships.
Trade shows provide the means for smart career girls to present their product to others in the same or similar industries. Trade shows not only bolster your chances of making a sale and checking out the competition, they also grant exposure.
"Floor space is at a premium at trade shows, so the bigger your booth, the more you're going to pay for it. If you can't really afford an overly large booth, a good way to attract attention is by going high," writes Bella Zee.
If you can't afford a large booth at a trade show, it is extra important to work creatively with the space you do have.
Utilize the Internet
Internet marketing is where it's at because it is not hindered by most of the traditional challenges to physical marketing. However, even on the internet, marketers need to be strategic. Don't allow the relevant ease with which you can reach your target audience distract you from the value of making smart choices.
Some key elements to pay attention to in the interest of ensuring your internet marketing works for you to spread brand awareness include:
Content is king, and according to Steve Olenski for Forbes it always will be. He writes, "It centers around the customers rather than itself. It attracts people rather than interrupts them, and it's more about them than it is about you."
Without content that makes sense for your target audience, you won't receive more than a passing glance from the majority of them.
Establish profiles on all major social media platforms; it is worthwhile to take the time to establish which customers frequent which social media channels the most frequently. The more you know about how they utilize each channel, the better prepared you'll be to effectively use them in a way that will get you noticed.
Two years ago a study found that for the first time ever mobile internet usage surpassed that of desktop. If you don't prioritize it, you'll miss the majority of potential customers.
As Manasa Reddigari writes for MileIQ, "'Mobile first' is not simply a mantra for designing websites in an era of smartphone ubiquity; it's also a strategy for marketing to consumers who increasingly rely on a smartphone or tablet as their first (and in some cases only) digital point of connection to the outside world."
Give Google AdWords a Try
AdWords is not a free service, but it still makes the cut for budget friendly marketing because for every $1 spent on AdWords, organizations make $2. So, while there is certainly an upfront cost, there is a proven gain on the other side.
"Can you think of another form of advertising where the intent to purchase is higher? Your potential customer is literally typing what they want into Google and your advertisement will only populate based on the keywords you select and you will only get charged when someone clicks on your ads," writes Jason Parks for Entrepreneur.
AdWorks can be set up in a relatively short amount of time, and when used correctly it has the potential to create substantially more brand awareness for your business. In turn, that brand awareness will become profit as your target audience sees the value in the products and services you have to offer.
Career girls who run companies that offer innovative products and services know that a large part of growing their customer base is simply getting those customers to see what they have to offer. However, the reality is that in a marketplace overly-saturated with marketing campaigns and PR efforts, it doesn't always seem simple.
Promoting a business effectively is usually the result of tapping into trends creatively. The messages you send should reflect that you're aware of where the interest is, but without tired methods. If a business manages to do this, and utilizes the right channels, it will be effective no matter the budget.
About The Author
Brooke Faulkner is a writer, mom and adventurer in the Pacific Northwest. She spends her days pondering what makes a good leader. And then dreaming up ways to teach these virtues to her sons, without getting groans and eye rolls in response.
Ms. Career Girl was started in 2008 to help ambitious young professional women figure out who they are, what they want and how to get it.
