The Top 10 Ways to Market Your
Business or Professional Practice Without Advertising
Every business and professional practice MUST be in the public eye.
You need clients! They need your goods and services. It's a mutual
alliance for mutual benefit! However, if potential clients don't know
you exist, or can't find you, you will go bankrupt! They won't benefit from
your services and you won't make money. This makes marketing a necessity.
Advertising is one form of marketing, but it's terribly expensive. Here are the
Top 10 alternatives:
1. Contact 5
past customers or referral sources to thank them for their business and ask
them to evaluate the quality of your service. Let them know they are the most
important part of your research and development program. Listen to their
suggestions!
2. Re-do your
business cards, brochures or letterhead. Up-date your slogans, be certain your
use of colors, textures and headlines is appropriate and represents precisely
the image you want to convey. Hire a graphic designer. Don't skimp on your
first impression!
3. Announce a
new program, new products, new hours, new personnel or new policies. So long as
it is real and improves the quality and level of your service, this is news
that customers, clients and the media will want to know about.
4. Attend and
participate in networking opportunities. From business open-houses to
neighborhood picnics, to greeting people you've done business with when you see
them around town, always look for ways to remind people of who you are and the
services and benefits you provide.
5. Cooperate
with other organizations to achieve name and brand recognition you couldn't
achieve on your own. Sponsor a local softball team, join with a radio station
to sponsor a contest, or participate in a charity golf tournament. Partnerships
can bring huge rewards!
6. Offer a
seminar, class or workshop. Local news media will often cover an interesting
topic, and it's a great way to make people aware of your services. Charge
little or no admission, have great handouts and materials, and get a crowd
together.
7. Use direct
mail. Typically, we think of this as "junk mail" going to thousands
of people, but more often it's a matter of using your word processor to write a
personal letter to 200 past customers, colleagues, or even competitors. Make it
interesting, personal, and remind them of your special niche or unique
services. Include a coupon or certificate. Make sure your direct mail is not
"junk"!
8. Form an alliance
with your suppliers, colleagues or even your competitors to offer a
"combo" package that neither of you could offer alone and share the
marketing expenses. Attorneys and accountants can offer compelling packages. A
massage therapist might pair with a Chiropractor, a gym, or a weight-loss
program. Who can you team up with?
9. Review
everything a potential customer sees or hears when they do business with you.
How do you answer your phone? Do your signs needs re-painting, is your lobby
attractive and comfortable? Is your desk a mess? Do you take pride in your
appearance and take time to make clients comfortable? It's all in the details!
10. Re-submit
your web page to at least 5 search engines this week. Each search engine has
it's own rules and you don't want to flood them, but it is wise to up-date your
listing at least every few months. (And, if you aren't on the web, well, that's
tip #11.)
By Philip Humbert
Photography by Photoeuphoria
© Copyright
2003 by Philip E. Humbert. All Rights ReservedWritten by Dr. Philip E. Humbert,
writer, speaker and success coach. Dr. Humbert has over 300 free articles,
tools and resources for your success, including a great newsletter! It's all on
his website at: http://www.philiphumbert.com
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