Define a Target Market
Especially when working with a tight budget, research the potential buying audience and define the common elements first. Choose marketing vehicles that only cater to the identified target group or potential buyers. Start by looking at your current customer list and note the common elements within the list, such as vertical industries like healthcare, tech services, retail, etc. Think of target markets as customer group categories.
Profile the Typical Consumer
The best way to define your audience is to go right to the source. Surveys are a great way to collect information and find out what your customers want from you. After tightly defining your audience you can market to them more effectively. To determine your audience, ask yourself the following:
- What is the age range?
- The Gender?
- Marital status?
- Level of income?
- Role in company?
- Motivation for purchasing?
- Is your product or service a necessity or luxury?
- What value does your product bring to the consumer?
- Are there any specific vertical industries?
Communicate to Your Identified Audience
Once you determine your budget, utilize the internet to reach your intended audience. There are free or inexpensive ways to communicate your product and/or services:
- Website – even a basic starter business website with blog can communicate your message and build credibility.
- Facebook business page – free publicity for your company. Be sure to link to your website and “Like” your own page, and invite other to do the same.
- Twitter – Twitter is not for everyone, but you can use both platforms through Facebook by setting Facebook posts as feeds onto Twitter where they appear as Tweets.
- LinkedIn – Network with others to demonstrate your expertise and join like-minded groups to share ideas and flow of information.
- Membership business listing – if you are a member of the Chamber of Commerce and other business groups, be sure to take advantage of their member listings.
- Free business listings – there are many industry specific listing that are free, or low cost.