This afternoon, I will be presenting to the Grand Rapids Opportunities for Women organization on Marketing on a Shoestring Budget.
This is one of my favorite topics to chat about, mostly because I truly believe it takes more time and energy than it does money to launch and maintain a successful marketing program. Marketing is every bit of contact your company has with anyone in the outside world. That means a lot of marketing opportunities. It does not mean investing a lot of money.
Don’t get me wrong, money still needs to be invested, and I recommend it is a percentage of your projected gross revenues. You, as a company, need to decide what percentage will be allocated to marketing.
- Your product or service.
- What are your product or services benefits? How are they different than a competitors?
- Market – become an expert.
- Industry – spot vulnerabilities and opportunities.
- Competition – know them, understand them, learn from them.
- Customers – your customers and your competitors customers.
- Prospects – identify and locate them.
- Media – know the best ways to reach prospects.
- Technology – how can this propel you to your goals?
- The purpose of the marketing
- How you’ll achieve this purpose
- Your target market
- Your niche and your position
- The identity of your business
- Your budget
Now, define the tools you will use to accomplish your marketing goals. Email us for our list of low-cost marketing ideas.
Sources: Guerilla Marketing, Jay Levinson