Generating awareness is a major concern for any burgeoning business. Just getting eyes on your brand isn’t enough either, it has to be the right kind of eyes. Making sure your brand’s message cuts through the noise and speaks to your target demographic is extremely difficult, but there are tried and tested ways to do it, even if the constantly evolving nature of the marketing landscape means the guidelines are constantly being redrawn and redefined. To give you a solid grounding in a number of the most consistently effective techniques, we have compiled this list of three ways to promote your business.
Events – workshops, conferences and fairs
In every industry, there are a number of events that bring together all of the industry’s movers and shakers into one convenient location – it might be for an hour, an afternoon or even a weekend. Whenever they are, you should try to involve yourself in some way and spread the word about your brand. Sponsoring the event can have attendants walking round with your branding on their custom tyvek wristbands. In this environment, there are a number of ways to go about achieving this aim but nearly all of them are contingent on demonstrating value to your potential customer.
For example, relying on nothing more than your own experiences and knowledge, you can cobble together a presentation or workshop that those attending the event find interesting or useful. Even by taking a less hands-on approach and engaging in some networking can prove effective. Introducing yourself and your brand to the right people can help secure the pivotal business relationships and may even catalyse your business’ transition into a bigger role.
Branded promotional gifts
If you have a stall at a conference or fair, you might end up speaking to someone who is interested enough in what your business has to offer from its branding might prompt them to speak to you for a few minutes. Your business is likely to stick in their head for little more than a few days, if you’re lucky maybe a few weeks or even months. An inexpensive way to afford this conversation some staying power is to present them with a branded promotional product. It’s easy to dismiss this kind of thing as little more than a disposable trinket, but something practical like a pen will circulate around their office or home for ages.
Today, social media is an inescapable part of business. Your brand’s social media account is an online reflection of your brand’s identity – what your ideals are, whether your tone veers casual or formal and even how your business handles and responds to customer queries – positive and negative. Besides fielding feedback from customers, social media is also an important tool for piquing the interest of new customers. Competitions, viral challenges and engaging in industry debates are just three of many ways to increase the likelihood of potential customers stumbling upon your business and its services. Social media also provides businesses with an opportunity to target users in a hyperspecific manner. You can tailor ads by gender, age, location and even interests.
The landscape in which businesses operate will continue to evolve and change over time but the basic principles of marketing will remain unchanged: get your brand in front of as many potential customers as possible and convince them of the merits of your product or service. Whether you choose to do so using one of or all of the techniques listed in this piece, we are confident that you will begin to reap the rewards of implementing them into your marketing strategy.