Marketing a small business

The post-recession period presents a great opportunity for the expansion and growth of small businesses

. However it is unlikely that business leads will come knocking on your door without a degree of marketing activity. Budget is a factor that constrains us all, but utilising a series of cost effective marketing techniques can really pay dividends.

Email marketing is one of the most successful and easily measurable ways to attract prospects, whilst being more sustainable than using mail shots. One of the most effective online marketing strategies, email marketing allows you to reach large audiences with tailored, targeted messages. With the help of an email marketing agency, you can even track when people have received the email and clicked through to your website, buying a product - ie a return on investment.

With your website the gateway into your business, a user-friendly, eye-catching and informative site is paramount. Enlist the services of a web designer to help you make any necessary changes to your site, and ensure that these are SEO friendly, ie: won't affect your search engine ranking position. Don't be afraid to visit lots of prospective web designers and make sure that they have had experience in designing websites for your industry sector.

Visiting local business networking events is another good way to make contacts across your field, as well as attracting new prospects. Attend conferences, breakfast events and anything in your area that you feel relevant to your business. Getting your name out there as an authority in your industry is a vital part of increasing your revenue and who knows, you could even find new partners to grow your business with.

Another useful way to get your name ''out there'' is to brand all your products, stationary, signage and website. Maintaining a solid brand identity throughout your business will help you become well recognised in the community and beyond. If you don't already have a company logo and strapline, a branding expert should be able to help, taking into account your type of business and your future plans.

Marketing a small business

By: Lewis Mossman

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