Promoting Basics – how to promote your product/service effectively:

   When you start a business, it's easy to be drawn into the misconception that once the phone line is connected, it will start to buzz with potential customers asking you to provide your services to them. We all know this isn't going to be reality, but we can always hope! Here are a few things to consider when thinking about promoting your business.

Firstly, you need to establish where your market is.  Is it in Southampton? What is your ideal customer? What do they look like? Where do they spend their money? Then think about how you can help them.

Then, you need to tell your potential new customers that you exist. Not only that, you have to encourage them to visit you and enquire about your service. Once that's done, marketing switches to sales, and you start your ‘pitch'. Enticing people to that point is one of the hardest nuts to crack.

Having a presence on the internet is becoming more and more integral to successful businesses, even small businesses. Not only is it a tool for providing information on your business, it's almost like it confirms you exist - gives your business an air of legitimacy. To a potential new customer, an essential point. Those without a web presence in today's market are fighting a hard battle to keep their reputation alive.

Having a website done doesn't need to cost the earth. Make sure you research it well before choosing your provider. Things to consider are concept design, site build, coding (will it perform), update charges, user access, hosting packages, functionality, inclusion of email and domain name ownership. These factors (and more) are what differentiate web companies.

Then set about marketing it - get it listed on as many free sites as you can, and chose a small selection of directories to pay for good pages that can get you good publicity. Don't rely on only one, a good mix will be more successful in the long run.

Although having a web presence isn't the only way to market yourself, so keep in mind other steps you should take:

Business Cards:

One of the first things someone sees. Helping to build the image of business in that persons mind - and we all know first impressions count! Make sure it's reasonable quality, the best you can afford at the time, although it doesn't have to break the bank. If you don't have a card when meeting someone new, you can be forgotten quickly. Make sure the cards get onto as many desks as possible.

Speak to people:

Network, go to meetings with an open mind - aiming to meet new people and build relationships. I network at as many event as I can in Southampton.  Try to contribute some sort of help or knowledge and expertise whenever you come across someone new - don't go for the hard sell. If you try to help someone, they will help you in return, it's a natural process. Vary the meetings you go to while at the same time avoiding situations that are draining. You should always end up feeling positive coming away from a network event - do it right, and you will achieve this feeling every time.

Share the knowledge:

Whenever you can afford the time, try to note down some of the knowledge and expertise you have gained in your field. Share this information with others - it's not about giving away your trade secrets, it's about sharing something interesting with others. This will help to build a lasting impression of your business.

Know your USPs:

It's inevitable that you're not the only one doing what you do... and whenever you meet someone new, they will be asking themselves - "what makes you different to the other people I know?". Be confident about selling what makes you different - nail it down and have it to hand ready to demonstrate at a moment's notice. That may be a deal clincher.

There is so much more that can be said for basic promoting tips - but there's a good place to start. Think about the first impression - what would you think of you if you met you for the first time?