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Secrets of Low-cost Marketing
Author: Lou Bortone  | Posted: 13-01-2008 | Comments: 0 | Views: 16 | Rating: (53)  (?) 
 It's a dilemma that most small businesses and startups face: You must market and advertise, but you're strapped for cash. Fortunately, ideas, energy and imagination can make up for meager marketing budgets. Whether you're an established company or a nascent business, the marketing formula is the same. You'll need to start with:
1. The right message
2. To the right audience
3. At the right time
Here are a few secrets to getting the most bang for your buck:
* Maximize Internet marketing opportunities
The Web has opened up a world of low-cost marketing opportunities, from email and e-newsletters to blogs and podcasts. Also, consider search engine marketing and programs like Google's "Ad Words," which charge on a pay-per-click basis.
More Ideas: If you want to send an e-newsletter or conduct a low-cost email marketing campaign, try Constant Contact (as low as $15 per month). To get a great list of prospects, sign up visitors to your Web site (a no-brainer) by offering a gift (a short report, 10 tips from an expert, or something humorous) or rent a targeted email list at Postmaster Direct. Find out more about pay-per-click ad opportunities at Google.com.
* Seek publicity
Send out press releases and look for "hooks" to get your company covered in print or on TV or radio. Also, make the most of trade showsby speaking on industry panels to position yourself as an expert in your field. (Speakers and panelists at trade shows often receive free registration.)
More Ideas: PR Newswire.com details the components of a press release and offers other tools for publicizing your business. This Marketing Sherpa article provides tips for getting on panels at conferences and trade shows.
* Adopt Guerrilla Marketing techniques
Guerilla Marketing is described as "a proven method of achieving profits with minimum money." After 14 million books in 41 languages, Jay Conrad Levinson's low-cost tactics are still going strong. Some of his tried and true tips include writing a column for your local paper, sending "off-season" cards (instead of holiday cards), and even slipping your business cards into relevant books at the bookstore or library.
More Ideas: Learn more about Guerrilla Marketing at gmarketing.com.
* Harness the power of Word of Mouth marketing
Word of mouth, or buzz marketing, has been generating buzz of its own as a powerful and inexpensive marketing discipline. Create your own customer evangelists and let them spread the good word.
More Ideas: Visit Bravenet.com to add a free "tell-a-friend" tool to your Web site, e-newsletter, or emails, or try the low-cost Tell-a-Friend Wizard. For more ideas on how to generate buzz, visit WOMMA, the Word of Mouth Marketing Association.
* Consider low-cost, "do-it-yourself" media options
Before you invest in an elaborate direct mail campaign, consider sending less expensive mail such as postcards or birthday cards to clients. Piggybacking on existing community promotions such as participating in town days, and developing loyalty or frequent-buyer programs are other "frugal" methods.
More Ideas: Try a low-cost postcard service such as ModernPostcards.com. Your business can join an existing loyalty program such as MyPoints.com or establish a custom loyalty program with companies such as Maritz. Find dozens of frugal marketing tips at FrugalMarketing.com.
Tips & Tactics:
In a world of spam and impersonal emails, try sending personal, hand-written notes.
Find a related but non-competitive partner and join forces to share marketing efforts.
Do "grassroots" marketing research by talking to your customers one-on-one.
Join newsgroups and online discussion groups to position yourself as an expert.
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Article Source: http://www.articlesbase.com/business-articles/secrets-of-lowcost-marketing-303013.html
About the Author:Lou Bortone is an award-winning writer and video producer with over 20 years experience in marketing, branding and promotion. As an online video expert, Lou helps entrepreneurs create video for the web at http://www.TheOnlineVideoGuy.com . In addition, Lou works as a freelance writer and professional ghostwriter, with a ghostwriting site at http://www.GhostwriteForYou.com .
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Response to: The Golden Age of Digital Marketing - 23 July 2008
By: Ray | 25-07-2008
89N The Golden Age of Digital Marketing - 23 July 2008
It was with much interest that I read the report on the Netimperative Directors? Dinner discussing the golden age of digital marketing.
I completely agree that the marketing profession faces many challenges in its ambition to be taken seriously at the highest levels of business. As the various speakers highlighted, one of the key challenges is the perception of what marketing is.
Recent research carried out for The Chartered Institute of Marketing by Ipsos MORI revealed that 73 per cent of working marketers surveyed believed there was a large gap between the reality of what marketing does and how it is seen by other parts of the business.
Until marketing is recognised as a key driver of value in organisations, it will struggle to gain the respect of other professional business colleagues. However, marketing must earn that respect.
As highlighted by several speakers, marketers must reach out to colleagues in other functions and those at a senior level, and communicate clearly with them the value they create for the organisation, in terms they understand ? which in boardrooms is predominantly financial.
The Institute continues to promote the profession and attempt to change attitudes towards marketing in the wider business community. It has established links with various government departments to promote professional marketing, and has developed professional marketing standards that employers can benchmark their employees against.
The drive towards proper recognition and respect for the vital role marketing has to play in today?s organisations has to start with greater accountability and clearly demonstrating the value marketers create.
I am in no doubt that digital marketing, with its greater measurability, will be in the vanguard of marketers? increasing acceptance at the top table.
Ray Jones
The Chartered Institute of Marketing
25 July 2008
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