GGR Marketing I Public Relations

I don’t think that advertising is the best way for small businesses to generate more leads and sales here is why…….

I think that advertising should be a part of your marketing strategy not the entire focus of the strategy.  These days there are much more effective and by that I mean cost effective as well – ways to generate leads. 

For most small businesses Advertising is just too expensive to fit into their budget on a regular basis.  Have you looked at the cost of tv, radio and most print ads?   If you wanted to place your ad in a magazine with  national reach you can just forget it.  Your business won’t make it out of the starting gates saddled with that load.

Most people are disappointed with the results of their ads.   You can afford to run it for a few months and then you lose motivation when the pay off in increased sales is barely anything.

It’s hard to find your own ad between the tons of marketing messages you see every day. I personally tivo all of my shows and then fast forward through the ads.  I listen to satellite radio so that I don’t suffer through ad messages.  It’s hard to get me to pay attention and respond to your ad.

My eleven year old is jaded and doesn’t believe half the ads that she sees.  How do you market to those consumers?

I’m not bashing advertising. I’m just pointing out that you have to plan it out so that it works for you.  You can’t invest in a few magazine or newspaper ads and expect that your ad campaign should be bringing in tons of customers to you.  For many small businesses this is just not the case.  Don't get me wrong, advertising can work, if you know when and how to use it but there are better ways to generate leads and sales that you should be focused on first, before you turn to advertising.

Think of these simple PR solutions to incorporate into your marketing plan

1. Give Away Something For Free
People love getting something they want and need for free. Customers have to come in to your business and they get a chance to judge the place and people for themselves.  Let them sample your ideas or your products. It’s the fastest way to help people understand the value of what you provide, to trust you and to want to do business with you. Chipotle has leveraged this strategy to become one of the fastest growing restaurant chains in the country.

2. Get Free Publicity
When your prospects read an ad you wrote, they tend not believe it. When they read an article by you in a magazine or newsletter that is published and distributed by a third party, you have instant credibility. Write and distribute your articles widely and people will see you as the expert to turn to.

3. Use Email To Build Profitable Relationships
Once you have a lead, write and send series of emails that give your prospects information they can use. Demonstrate the value of your products and services. This simple strategy can convert a high percentage of prospects to new clients within one or two weeks. After a networking event, send a follow up email out to the people you met. It cements your name in their mind.

4.  Improve you Image

You can do this by simply updating your logo and stationery tp reflect the image you want to project. Improve the lighting in your office, get rid of clutter in your business, improve the  front of your building by clearing it of debris and improving the landscaping.  Does your receptionist sound happy to greet your clients, take the time to call in to your office to find out.  Is your staff focused on keeping the customers you have happy, step back and assess these things once a month and you'll be on a sound track to growing your business. 

Ask me about your company's to do list to improve their image.  It's absolutely free.