One of the biggest challenges for home based entrepreneurs is marketing their
business. So many of these talented entrepreneurs have the passion and know-how
to run their specific business, but they lack one crucial skill--marketing.
Having started my own business more than 12 years ago, I was fortunate to have a
bachelor's degree in PR and a master's degree in marketing and PR. I believe
it's been a huge boost for getting the national and regional exposure that has
made my business successful.
But what about all those talented, educated women whose background and
experience lies elsewhere. Is there still hope? Of course. Especially when there
are so many wonderful women entrepreneurs willing to share their insights and
secrets to marketing success.
Karen Reddick, owner of
V-And-E-Services,
was thrilled to recently be featured on the Today show. She landed the priceless
PR spot almost by accident--an NBC news correspondent became interested in
virtual assistants after working with one on a story and found Reddick through
the International Virtual Assistant’s Association, an online association Reddick
belongs to. It just happens that she fit the bill for the story.
When you see a PR opportunity, you have to seize it, but you should also be
taking proactive measures. "The first step to marketing your business is to get
your name out there," says Reddick. "Don't just join networking groups; get
involved with them." She also says to go above and beyond with all your clients,
since a satisfied client will never hesitate to refer you to others. And stay on
top of technology, like blogging and podcasting, to keep your name in front of
your audience.
Becca Williams, owner of
WallNutz Mural Kits, has been featured in numerous media outlets and sells
her product on QVC. "Most of WallNutz's publicity has come from sending out
press kits," she says. "I always research the person at each media source and
follow up with them." Her press kit includes catchy press releases, a list of
past press, a company catalog, customer reviews, printed photos, a CD with
web-optimized and high-resolution images, her business card and product samples.
Williams' other PR tactic is crafting great responses to media requests via
e-mail. "I always respond with a description of WallNutz's products and history
tailored to meet the needs of the request, links to our homepage and an online
media kit, as well as photos and an offer to provide more information," she
says.
Susan Payton, managing partner of
Egg Marketing & Public
Relations, shares some of her best marketing tips:
- Create a marketing plan and budget. Budget a portion of your
revenue to your plan and lay out how you'll market and advertise for each
month, quarter and year.
- Network. Networking isn't about making a sale; it's about growing
relationships. Over time, you'll build trust with your new contacts, and the
sales will be automatic.
- Marketing doesn't have to cost an arm and a leg. With Web 2.0,
there are many affordable interactive marketing tools you can take advantage
of. Look into blogs, e-newsletters, podcasts and webcasts as ways to boost
your business.
Here are some more great marketing ideas to help you get out of your
marketing slump:
- Volunteering is a great way to make contacts, and it doesn't have
to mean cleaning up litter or other community activities. You can volunteer
to do something related to your business. If you're a caterer, volunteer to
help with a conference or make food for the needy. If you're a desktop
publisher, volunteer to work on a community publication. As an added bonus,
the local paper may publicize your kind effort--if you let them know about
it.
- Know your audience. Who is most likely to want or need your
product? Why should they buy your product or service? Know the motivation so
you can target your optimal customer base with a message that appeals to
their specific needs.
- Offer a special incentive to encourage new customers. You may
want to offer a buy one, get one 50 percent off deal, let clients get their
first hour of your service free or offer free shipping with every order.
Give people a reason to buy from you.
- Have superb customer service. Nothing beats great customer
service. When you work with a company that treats you well, accepts returns
when needed and provides a good product or service, you're sure to return
and refer others.
- Use testimonials. People love to know that others have used your
business and have been happy with the experience. If you have a satisfied
customer, ask if they'd write a short testimonial for you.
Differentiate your business. Make your business unique, offer something
different and make buying from you memorable. With a little planning and
persistence, you, too, can make your marketing sizzle. Marketing doesn't have to
be complicated; it just needs to be consistent.