The How-To Library

More Marketing Tips

• In the UK the Yellow Pages runs a separate business-to-business directory, Business Pages. The directory is free of charge to all businesses and covers a larger area than the Yellow pages. The issue for my area will cover the whole of Scotland rather than just the Edinburgh area. The directory is solely aimed at businesses, and rates are similar to those for advertising in the Yellow Pages, enabling a more targeted campaign and (hopefully) less nuisance contact and marketing.
• If you have a website, and don't want to/can't pay to have it optimised and submitted to search engines, there is a lot of free information on the web about doing so — it just takes time. Another avenue that is often overlooked is using business listing pages (not search engines) on the Internet. The "virtual" form of paper directories. These often cover your local area, two or three that I've found so far are all Scotland directories. It's usually free to place a small add with a link to your website, and even if it doesn't generate a job in itself, it will help your site appear on search engines. Reciprocal linking also helps with search engine placement, however, make sure that you are happy with the links, and they are relevant to your business.
• Consider low-cost pay-per-click advertising on the Internet. I believe that most of the major search engines offer this. Some of them, like Google Adwords, let you set your price.
• Join your local chamber of commerce, interact with other small businesses and use their services if it's cost-effective. They may one day decide to use your services, or know someone who will.
• PR is also important. Consider donating your services in return for publicity. I'm not talking free translations here, but small things, like community involvement, collecting for a local charity, sponsoring a local event, or donating language books to a local school. For example, I've done Japanese tutoring for adult learners with learning difficulties in the past, if you can do something like this and get it in to your local newspaper, it raises your profile.
• Let everyone, and I mean everyone know what you do, they could mention it to a potential client.
• Try to win some direct clients, look through your local business directories and send mailshots to those you think might want to use your services. It doesn't cost that much.
• You may have a local business advisory service that can help you with issues such as tax, accounting, marketing, competition in your area etc. In Scotland we have the Small Business Gateway, all their services are free, they have lots of useful information and will even carry out analysis of your potential market for you, you get a dedicated business advisor, can attend workshops and networking events and apply for grants.
• For women (sorry guys!), there are many business directories, mailing lists and local groups aimed solely at businesswomen, these help with publicity and networking.
• Don't stop marketing just because you have a full workload, this may not always be the case, especially in today's economic climate. Just as it takes time to reap the benefits of any marketing strategy, it will take time for you notice that you need to step up your efforts, and it is easier to carry on slowly and steadily "feeding" yourself into the market than to keep stopping and starting your promotional activity.
• Remember, you have to speculate to accumulate.

Marketing/sales related thread links on TC forums

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