When I started my BlogTalkRadio show on cost-effective marketing, Piggy Bank Promotions (PBP), in 2011, I was disappointed (though not truly surprised) to see how many small business owners and entrepreneurs still didn’t understand what marketing their business meant.
Today the biggest mistake everyone still makes is believing that marketing is advertising…and that, in turn, makes it unaffordable.
Well guess what? Marketing is NOT simply advertising. Let me show you why.
A Plethora of Opportunities
This is especially critical for small (often one-person) businesses like those many of us here in ASJA run. Very often we don’t have the kind of dollars of big agencies or other competitors. But look at things like these:
- A professional-looking business card—Preferably one people can write on, and that ties in with your image as a whole
- Your website—Don’t slap WordPress or something together yourself if graphics is really not your style.
- Classes—Teaching in-person and now online
- Lectures
- Op-Ed writings
- Brochures
All of these are marketing, setting you aside as a professional. And many are extremely cost-effective…as long as they’re done right. (Can’t tell you how many weak-looking business cards I’ve seen.)
Yes, some marketing you pay for, but generally the fees are a heck of a lot less than most ads. That op-ed piece you wrote? You can often promote it later on your website, on my radio show, via Twitter. Some marketing avenues actually pay you, like the lectures just mentioned.
Believe it or not, you can (and should) still direct items to print outlets, like your PTA’s newsletter or weekly newspaper. You never know where a paying client is hiding or what, at the very least, will enhance your visibility. And again, THAT is marketing.
Conjuring A PR Mindset
Most dollar-savvy marketing falls under the umbrella of Public Relations (PR), such as the classes and op-ed pieces I just mentioned. Timely, specific events, are good PR options, e.g., “My book has been published,” and “I’m hosting the ASJA’s ‘Don’t Forget Radio!’ seminar this April”. (Yes, total lack of modesty in the latter.)
Your ethnic background, religious affiliations, et al., can make you newsworthy. Let’s say there’s an outlet like a local newspaper dedicated to an African-American audience. If that’s your heritage, you could make especially sure that they get your news items. You don’t even need a news item; simply set yourself up as an African-American expert on XXX (caregiving, gun control, the battle of Corregidor?) to be interviewed as needed. Maybe you’re not African-American, but your work is directed to this ethnicity and that’s why you should be interviewed. All of this happens with nothing more than a properly-directed press release.
This is obviously very simplistic advice; I’ve actually lectured on understanding marketing, and written a short guide on PR that you can download from the PBP site (the Small Business Booklet to the left). But I trust this gives you some ideas.
One caveat: be honest as to whether you have the time and/or skills to handle your own marketing. Then get out there!