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Small Business Marketing: Diversify, Diversify, Diversify!

Most of us know that diversification is a good thing; whether it’s in regard to our professional training and skills or our financial investments, it’s usually wise to not “put all of your eggs into the same basket.”

The same is true for marketing your business – you should always use a variety of methods to promote your business. Studies show that consumers mentally integrate information from a variety of sources, so make sure you get your message out by using as many different techniques as you can.

The internet has become a major information source for many people (including your customers), so that may be a good place to start diversifying your marketing efforts. The obvious place to start is with your web site – is it up to date and current? Can customers find out how to contact you? Do you offer useful information for visitors? Whether your site is big and sophisticated or small and simple, a good web site is a valuable asset and an important part of any company’s marketing strategy.

Some other ideas to consider:

·         Get your site listed in the major search engines (yes, it can be done!).

·         List your business on quality online directories and related-industry web sites.

·         Post your online coupons not only on your web site, but re-use them on other sites who offer this type of service.

·         Re-use your existing marketing materials (brochures, flyers, menus, etc.) on your web site.

·         Turn your marketing materials into email campaigns that you can send to customers and prospects.

·         Take advantage of the programs offered by your local Chamber of Commerce. They often provide networking events and other services that can help you promote your business.

·         Start a company newsletter that you can send to clients, either by postal service or via email.

·         Send out a press release to announce interesting news or events about your business.

Be creative – a good variety of marketing techniques can go a long way. By diversifying your marketing efforts, you give customers the opportunity to hear your message in several different ways, making them more likely to remember you the next time they shop.