Started your own business? Want to ensure that opening day is not filled with tumbleweeds and disappointment? You need to perfect your promotional strategies sooner, rather than later, so that everyone knows who you are and what you have to offer, of course, but also so you can start getting people excited for your company’s launch and the products and services that are going to be able to purchase from you.
With that in mind, let’s take a look at some of the must-haves of every small business marketing arsenal. These are the things you simply cannot do without:
- Flyer Printing: Old School but Gold
Okay, okay, I know what you’re thinking—flyers? Really? Isn’t that a bit… old school? Well, yes. But you know what else is old school? Cheese toasties. And they’re still delicious. Flyers are like the cheese toasties of business promotion—simple, reliable, and guaranteed to leave an impression. The key is to make them look professional and enticing enough that people actually pick them up rather than tossing them straight into the recycling bin.
Design your flyers to reflect your brand personality. If you’re a hip, modern brand, go for bold colours and snappy text. Running a local yoga studio? Think soothing pastels and clean lines. You can leave them at strategic places: local cafés, community noticeboards, even the village post office. Anywhere your potential customers might be hanging out. And no, printing them off on your home printer isn’t going to cut it—invest in professional flyer printing to make sure they look as sharp as your pitch.
- Get Social (No, Seriously, Get Social)
If you’re not promoting your business on social media, do you even exist? The first step in nailing your promotion is figuring out where your target audience is hanging out. Instagram? LinkedIn? TikTok? Find your people and dive right in. The beauty of social media is that it’s free (yay!), but that doesn’t mean you should be random about it. Make sure your posts have a purpose—whether it’s educating, entertaining, or giving people a behind-the-scenes look at your business.
The trick is to balance self-promotion with actually giving your audience value. People don’t want to be bombarded with “BUY MY THING NOW!!!” (well, not all the time), so mix in some helpful tips, fun facts, or even a meme or two. And let’s not forget about those stories—they’re a great way to engage with your audience in real time without worrying about perfect aesthetics.
Pro tip: get comfortable with video. It doesn’t need to be Oscar-worthy—authenticity wins on social media. Whether you’re giving a tour of your shop or sharing how you make your product, video content gives your brand a human touch. And people buy from people, not faceless businesses. So, don’t be camera shy!
- Build a Website That Works (and Actually Looks Good)
You know the saying, “You never get a second chance to make a first impression”? Your website is that first impression, and if it’s clunky, outdated, or impossible to navigate, people will click away faster than you can say “bounce rate.” So, what’s the key to website success?
First, it needs to be simple and intuitive. Think of your website as your digital shop window. Make it easy for people to find out what you do, how much it costs, and (most importantly) how to get in touch with you. Nobody wants to play detective to figure out how to book your service.
Second, don’t skimp on design. Just because you’ve mastered Paint doesn’t mean you should be designing your own website. Hire a professional if you can, and make sure the look and feel matches your brand.
And lastly, make it mobile-friendly. We’re living in a world where everyone’s glued to their phones, so your website needs to look just as good on a tiny screen as it does on a desktop.
- Email Marketing: Not as Boring as It Sounds
Email marketing might sound like the digital equivalent of junk mail, but when done right, it can be one of your most powerful tools. The trick is to make your emails so valuable, interesting, or entertaining that people actually look forward to receiving them.
Start by building a mailing list of people who are genuinely interested in what you’re offering. And no, buying a dodgy list off the internet isn’t going to do the trick. Offer something in exchange for people’s email addresses—a discount code, free guide, or exclusive content.
Once you’ve got your list, don’t just send them a sales pitch every week. Mix it up! Share useful tips, funny anecdotes, or behind-the-scenes snippets of your business. Make it personal, make it fun, and give people a reason to open your emails instead of letting them rot in their inbox.
- Collaborate and Conquer
Who says you have to do this whole promotion thing alone? Collaborating with other businesses can be a great way to expand your reach without doubling your effort. Find businesses that complement what you do and team up for a promotion, event, or giveaway.
For example, if you’re a wedding photographer, why not collaborate with a florist or cake maker to create a package deal? If you run a bakery, team up with a local coffee shop for a joint promotion. Not only does this double your exposure, but it also gives you credibility by association.
- Local Events: Be Seen, Be Heard
Even in this digital age, face-to-face interaction is still invaluable. Getting involved in local events—whether it’s a market, festival, or networking event—puts your business in front of real people. And real people are more likely to become real customers.
Set up a stall, offer samples, or run a competition to get people engaged. Plus, local events are a great way to build relationships with other small businesses and potential customers in your area. Don’t forget to bring those flyers we talked about!
- Giveaways: Because Who Doesn’t Love Free Stuff?
People love free stuff. It’s just a fact of life. Hosting a giveaway is a brilliant way to get your business noticed, build your audience, and encourage engagement. Whether you’re giving away one of your products or teaming up with another business to create a killer prize, giveaways create buzz and excitement around your brand.
The trick is to make it easy for people to enter and give them a reason to stick around after the giveaway ends. Ask people to follow your social media, tag friends, or sign up for your email list. And while we’re here, be sure to follow the legal guidelines for hosting a giveaway (nobody wants their fabulous new venture to crash and burn because they didn’t read the small print).
- Paid Ads: A Little Investment Goes a Long Way
You’ve probably seen those “Sponsored” posts all over your social feeds. Well, they’re there for a reason. Paid ads are one of the fastest ways to get your business in front of a new audience. And the best part? You don’t need a massive budget to get started.
Platforms like Facebook, Instagram, and Google Ads let you target specific demographics, interests, and locations, meaning you can reach your ideal customers without wasting your cash on random clicks.
But before you throw money at ads, make sure you’ve got a clear goal in mind. Are you looking to drive traffic to your website, get more social media followers, or promote a new product? Knowing what you want to achieve will help you create an ad that delivers results.
- The Power of Reviews
People trust other people. In fact, potential customers are way more likely to trust the opinion of a random stranger on the internet than they are to believe your shiny sales pitch. That’s where reviews come in.
Encourage your happy customers to leave reviews on Google, Facebook, or Trustpilot. You can even offer a small discount or freebie in exchange for an honest review. Just make sure you respond to every review—good and bad. It shows that you care about your customers and are willing to make things right if something goes wrong.
- Get Blogging
You might be thinking, “I’m not a writer!” but hear me out. Blogging is one of the best ways to showcase your expertise, connect with your audience, and drive traffic to your website. Write about things your customers care about, like how to solve common problems, trends in your industry, or a behind-the-scenes look at your business. Blogging gives your brand personality and helps build trust with potential customers.
Plus, it’s great for SEO—Google loves fresh, original content, so regular blog posts can help you climb the search rankings.
Promotion is really important for helping a new business get off the ground so it is not something you can just skip or do half-heartedly. But, as you can see above, getting the basics right is actually pretty simple, and once you have achieved promotion perfection, the success you seek will follow, so time to get started!
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