Marketing Your Home Based Business

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.