Building A Marketing Plan On A Shoestring Budget

Any successful business owner understands the importance of marketing, but most small businesses don’t have the money to invest.

In the second in a series of business seminars, 30 people Wednesday learned how to build a marketing plan on a shoestring budget.

Ana Gutowski, CEO of the Rim Country Regional Chamber of Commerce, presented a range of low-cost options. One free tool is the elevator pitch, which she called “the simplest, most powerful tool for a small-business owner.”

The pitch is a short speech about the business or service given during face-to-face networking.

If a business owner can’t clearly articulate who they are, what they sell and why it is better than the competition, customers won’t know either, she said.

But networking is more than just talking about your business. Like dating, owners should ask questions and listen before spouting details about their great business.

Gutowski suggests networking at beer and wine festivals, civic events, chamber and library events, fundraisers, festivals and service group meetings, like Rotary and Kiwanis.

Kiwanis and Rotary meetings are also great places to speak. Most of these groups welcome speakers at their meetings and the library will often host a talk in its meeting room. A construction worker, for example, could hold a talk on how to winterize your home.

“You are not selling stuff, but offering information,” she said. “This builds your brand and reputation.”

Other low-cost ideas include sending out press releases to the Roundup and local radio stations. Releases can cover anything from an employee promotion, a new product or service or an event.

If money is tight, share the cost of a Roundup ad with another business. A landscaper could team up with a nursery and they could also split the cost of a booth at the chamber’s annual Business Showcase.

One place that likely will cost money is building a professional website. A website is the central marketing hub for a business and should have updated and accurate information presented in a way that is appealing and tailored to the product. It should also be on par with or better than the competition.

The website should include links to the business’ Facebook and Twitter profiles. Facebook offers a free way to promote events and sales and hear back from customers instantly.

If a customer leaves a comment on a business’ Facebook page, they should always respond, even if the comment is criticism.

For loyal customers, ask for referrals. If the customer responds, reward them for their help. Barbara Hartwell, who owns Tax & Bookkeeping Service, LLC, said she offers a discount for every referral a client brings her business.

Leverage those helpful customers and ask them for testimonials, which you put on the website.

Whatever you decide to do, build a plan. Gutowski created a free Excel 12-month marketing plan for business owners to use. Visit the Roundup to download the file.