Whether you're just starting a new business or are branching out, advertising is key to attract new clients. But what happens when your marketing budget is small and you can't afford to run hefty ads in glossy magazines? It's still possible to get your business into the media… sometimes for free. All you need is a creative spark and the willingness to do the legwork necessary. You'd be surprised at the many opportunities available for those on a tight budget.
Network
Make word-of-mouth your primary source of advertisement. Tell everybody you know about your business. Attend related seminars and lectures and bring business cards to pass along. Don't launch into a monolog about the wonders of your business. The last thing you want is to send people running. Just make a comment, pass along a card or flyer, and answer a few questions (if they come). Even if the person you're talking to is not interested in your business, he or she may know somebody who is.
Speak Up
Do you have the type of company where you can offer an educational but entertaining tour? Contact local schools and colleges to do just that. Can you organize a workshop or lecture around your product? Have a craft business? Teach people to make bead jewelry. Own a bookshop? Invite a local author for a signing.
You could also contact business organizations and offer yourself as a speaker. The local Rotary Club may be a good place to start, but don't stop there –Community colleges, non-profit organizations, local civic groups, libraries, the YMCA… The possibilities are truly endless.
Participate In Community Fund-Raisers and Charity Events
Do you have a product you can offer as prize in a local contest? Can you make your service available for free to the winner? Do you have a physical location for your business that can serve as the presentation site for an event? It's common practice for charities to promote sponsors in their brochures or banners, and you should be allowed to distribute promotional materials (brochures, business cards, etc.) on the day of the event. A variation of this may be to offer your product or service on a charity auction.
Send Out a Press Release
Whether you're opening your door for business, moving to a new location, or revamping your services, spread the world. Learn how to write a press release by reading your local newspapers, or do a quick online search for examples. Include information about your business, what makes it special/different/innovative, what can you give customers that nobody else can… If you live in a small community or if you truly have a unique angle, you may even get the newspaper interested on a profile piece.
Collect Emails
Ask everybody who walks into your business to share their email addresses. For incentive, organize a raffle among those who leave their information. People love getting something for free, not matter how small your prize actually is. Anytime you have a promotion or a new item or service is offered, send a quick email to everybody in the list announcing the special. Give them an extra five percent discount if they bring a printed copy of your email.
Join the Chamber of Commerce
Not only does it offer you the opportunity to interact with other professionals in your area, but it also has some interesting perks, including a book of members you can use to contact local organizations.
Invest On a Few Essentials
Business cards, letterhead, and fliers. Design an eye-catching logo and use it in all your paperwork. People will start associating the image with your company. Do not settle for plain white business cards from a local printer. A quick online search will bring you plenty of options. VistaPrint, for example, offers 250 glossy business cards for less than $20. Think bold and unique. Give business cards to everybody. Leave fliers everywhere you go. You never know who may be a prospective client.
Use Your Email
Include a catchy announcement on your signature line. Keep it to one sentence, though. People will probably not read anything over a dozen words. Include your website URL link or your business' phone number.
Write for the Web
Do you know enough about your business to write an article? There's bound to be a free e-zine or website related to it. Find them and see if they accept articles from freelancers. Do you have a flower business? Write an article about creating the perfect centerpiece. Are you in real estate? Write an insider article about finding the best deals. You're not expecting pay from these websites, but most would let you include a link to your website as part of your byline. Find a fresh angle and make your article interesting and useful, and people are likely to follow you to learn more. If you're a good writer, you can try trade magazines.
Take Advantage of Bulletin Boards
They are everywhere: Supermarkets, Laundromats, colleges, even grocery stores. Post a flyer in every one you see, or target specialized ones in areas where you think you may attract the type of client you're looking for. Take into consideration your costs: If you have one-color fliers that cost you cents, be generous with postings. If you have more expensive fliers or if your business could only be afforded by affluent people, post in relevant areas and businesses.
Advertise For Free On The Internet
A quick Google search will bring up dozens of websites that let you advertise your business for free in exchange for a link on your own website. Yes, it's a closed circle, but remember, you want your name out there. The more places you can get it into, the more chances you have to land a new client. Ecki, self-dubbed "The Grandfather of All Links" offers a database of over 10,000 websites where you can advertise for free. Free Advertising Forum lets you post your ad (visible to all visitors to the website) and gives you a free basic webpage of your own.