How can I promote my small business?

Sales has never been my thing. When I was a kid, I joined Olympia Sales Club so that I could earn the amazing prizes they offered: Sell 6 items and get a Barbie Doll; sell 12 items get a mini lava lamp; sell 20 and get an inflatable arm chair! I was motivated by the cool stuff I wanted, but never wanted to actually do the work to sell. I walked to my neighbors’ homes and asked them to buy something. I’m pretty sure my script was, “Hi, I’m selling this stuff. Do you want to buy anything?” They did, but it was because I was the scrawny neighbor girl, not because of my sales prowess. Most of my sales came from my dad and mom taking the brochure to their work and sitting it in the lunchroom for their co-workers to browse.

While I did earn a purple inflatable armchair at one point during my tenure with Olympia, marketing for business owners should involve a bit more than walking up to someone and saying, Hi! I’m selling this thing. Wanna buy it?”  But have booming sales, what should you say, how should you say it, and where should you say it?

What to say when promoting a business?

Brand Voice Guidelines establish what you say about your business in a consistent and authentic way. We like to call these “voice anchors” at Crafted Voice Communications because they include messages that serve as the anchor for all other marketing and communication that comes from your business. Brand Voice Guidelines should clarify your brand personality, tone, style, dos and don’ts, core values, unique value proposition, and much more. 

Need help with crafting your own Brand Voice Guidelines? We can help. 

When it comes to face-to-face promotion, an elevator pitch is a short and sweet way to overcome your anxiety about selling. 

One of our favorite clients at Crafted Voice is JenniferJ NIA. She is passionate about networking and connecting people through her Network In Action. Here is her expert method for an elevator pitch, which can also serve the purpose of promoting your business:

Use this framework for your business’ elevator pitch:

Introduction | Who are you and what’s your business? 

Experience | Describe your relevant experience/credibility in one sentence. 

Problem | What problem can your business solve?

Solution | What is the solution to the problem you just mentioned?

Plan | Share your specific plan to help those with the problem overcome it with your solution.

Name | Restate your name/business name in case they forgot!

How do I advertise my local business online?

Knowing when, where, and how to advertise your business is critical for success. While the this direction should be dictated by your marketing and communications strategy, here are a few of our favorites strategies for small, local businesses:

• Encourages satisfied customers to leave positive reviews on review sites like Google My Business, Yelp, or Trustpilot. 
• Produce a high-quality website, blog posts, articles, newsletters, videos, infographics, or podcasts to set your business up as the solution to the problem your target audience is struggling with.
• Optimizes your website content and structure to boost organic search engine results. You can also run paid ads on search engines (such as Google Ads) or on social media platforms, to drive traffic, leads, and sales.
• Build an email list and send newsletters, promotions, and updates to subscribers.
• Connect with customers through sharing relevant information and running targeted ads on the social media platform where your target audience hangs out. Before considering ways to promote your business on social media, be sure to do yourself on which platforms are relevant to your customer persona.  

How to promote my business online for free

You can promote your business online for free by:

• Engaging with your audience using an organic social media strategy through captivating storytelling and relevant hashtags.
• Establishing expertise and enhancing SEO by launching a blog on your website.
• Networking with fellow entrepreneurs at local events or free online events.
• Collaborating with influencers or experts to widen your audience.
• Joining online communities to share insights and build credibility.
• Incentivizing referrals from satisfied customers with discounts or freebies.
• Building an email list of interested subscribers for marketing purposes.

If you are looking for even more ways to advertise your business for free, check out our low cost marketing ideas for small businesses.

How can I promote my business with no money?

If you are just launching your business, you might have ZERO dollars to use on marketing. I get it; I’ve been there. You have to be creative and really look for ways to spread the word without paying hefty fees for ads. 

A few cheap ways to promote your business include:

• Listing your business on online directories, both locally and regionally. If you spend some time doing your research, you’ll likely find out there are many more options than you think!
• Optimizing your website for local, niche keywords. 
• Claiming a Google My Business listing.
• If you are a non-profit, explore free Google Ad Grants, which provides free advertising money each month to those who qualify. 
• Hang flyers around your local community, and leave business cards in the lobbies of other businesses that allow it.
• Ask your friends, family, neighbors, and anyone else you know to help spread the word. 

I’ve found that word of mouth referrals are the very best form of marketing. If your business provides quality services or goods, has great customer service, and an attractive brand, that is the best way to ensure people keep talking about your business – and keep coming back!

Explore even more low cost marketing ideas for small businesses.