Marketing When You Really Can't Afford To

Marketing When You Really Can't Afford To

Sometimes "No Cost" can be as effective as "High Cost"

Even when times are tough and money is tight, there are still ways in which you can get your message out in front of your target audience. A little creative thinking and some 21st-century elbow grease can help keep you in the minds of clients and prospects. Here are just a couple examples:

Create a Customer Advisory Board. Invite representatives from both large and small customers, and host periodic meetings either in-person or via webcasts. Get real-time feedback on what you're doing both right and wrong, and you will build a tremendous amount of goodwill. Consider inviting outside participants (analysts, reporters, partners, thought-leaders) to demonstrate how seriously you take customer satisfaction, and you will win, big-time! Initiatives like this are also a great PR story.
"Beta Test" Your Products or solutions with influential customers and those who would be willing to provide compelling testimonialscase studies.
Get Customer Testimonials Up on Your Website. A few good words from a satisfied customer go a long way toward making new customers. They should also be a part of every Press Release that goes out for your company.
Participate in Industry Associations and Forums. Actively seek industry committee assignments for industry association. You'll help to bolster your credentials as a thought-leader, and maybe even find your next great hire (or job, for that matter).
Sponsor Conferences and Seminars. Host small conferences and seminars, either at your site or at a local restaurant. Invite current and prospective customers, as well as internal and external industry experts. Discuss the latest industry news, allow the "experts" to weigh-in on the industry and innovations, and allow time for networking.
Follow Your Industry — as well as your clients and prospects — using Google Alerts, and drop them an email whenever you see their name mentioned in the press, or whenever you come across an article of note about their industry. Half of the process — the research — is essentially automated, so all you really need to do is send a note whenever you receive an alert. It shows the recipient that you are really interested in their business, and that you are conscientious enough to follow-up without prompting. Cheap, easy, and effective!
Participate in group discussions on Social Networks like LinkedIn and Facebook. Social Networks have taken hold and are becoming extremely useful for for not only general networking, but also for sharing insights into what works and what doesn't. Find a LinkedIn group (or several) that appeals to you, and participate, both answering and asking questions. You'll be surprised at how quickly these groups "move," and you'll gain valuable, real-world advice from you industry peers. And, you will raise your profile as a thought leader, in the process!

As you can see, the number of ways in which you can maintain top-of-mind awareness with clients and prospects is limited only by your imagination. Got a tip you'd like to share, or maybe a question about any of the ideas presented here? Feel free to drop me a line at david.orban@oydesign.com.

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