Home Based Business
Marketing StrategiesEffective home based business marketing is the key to a successful business. It
requires special strategies because of the unique circumstances of the business.
The regular brick and mortar type business can simple hang up a sign on a busy street and generate walk in traffic.
Most of the advertising and promotions they do is aimed at getting people to come to their business. A
home business, unless they are in a commercial zone generally cannot do so.
ObjectiveThe home based business marketing strategy must
be designed to have as little impact on the neighborhood as possible while promoting awareness of the business.
Since the physical location of the business is rarely seen, the marketing must establish the appropriate
image for the business.
"Marketing is an organizational function and a
set of processes for creating, communicating and delivering value to customers and for managing customer
relationships in ways that benefit the organization and its stakeholders."
The objective of your marketing campaign is to create a public awareness of your business and it's products
and services. There is a common mistaken belief that marketing and selling are one and the same. A
good marketing campaign presells-sells your product or service. It creates within your target market a desire
to buy it. People like to buy, they hate to be sold.
You can make the most wonderful widget in the world, it can be a time saver, money maker / saver, life enhancer
but unless you run an effective home based business marketing campaign, no one will know it even exist.
Traditional MarketingStart with the business card.
Even if your business is all on line, you will still want to use to drive traffic to your site and when
dealing with potential business associates. It is very inexpensive, but care should be given to it since it
is the one marketing piece that tends to stay around for a long time.
Same holds true for the business stationary. Make it attractive and professional. Other home based
business marketing tools are fliers and brochures. The emphasis is to get the business name out along
with your phone number, email and web address.
Trade shows, art shows and other special events can be very effective in attracting customers. You have a
chance to give massive exposure to your business's products and services. Very important that you collect
names. Today you especially want the email address, since it gives you the opportunity to communicate to your
potential customer very quickly at virtually no cost to you.
NetworkingNetworking is another very important home based
business marketing activity. Success is very often dependent on not what you know but whom you know.
The value of knowing someone who can open a door to an important contact, or being able to discuss with
someone a business idea with experience in that area is immeasurable.
Another popular function, particularly of organized networking groups, is lead sharing. People in
non-competing businesses provide qualified leads to other members.
- Chamber of Commerce - They generally hold many networking events. They provide a chance to get to
know other business owners.
- Networking Groups - Organizations like BNI are set up for the specific purpose of helping local business
people share leads. Often the leads that come through these events are high quality because they are a
referral.
- Charities and Civic organizations. Astute business owners have long recognized the value of serving
in these organizations. They often provide the ideal environment for getting to know other top leaders in
a non-threatening context.
There is no such thing as a "self made" man. We are made up of thousands of others. Everyone
who has done a kind deed for us, or spoken one word of encouragement to us, has entered into the make-up of our
character and of our thoughts, as well as our success.
-George Burton Adams
Internet
Has revolutionized home based business marketing. It has taken many small local home businesses and given
them a global reach, all from the comfort of home.
Every business today needs a website and it's own email address.
The website becomes your virtual brochure. You will want to list your website address every time you
give out your company name.
The website increases the effectiveness of your advertising dollar. Rather than paying for a large ad in a
directory, go with a smaller that gives out some key points and your web address. On your business cards,
list your address, easier than carrying a lot of brochures.
Having an email address with your company name looks more professional and conveys the message that you are
serious about your business.
Internet ads are an inexpensive way to meet a targeted market.
Web 2.0 brought in the social media. This has changed the way all businesses interact with the consumer.
The social media has given the consumer an active voice that must be listened too.
Some of the media and their use are:
- Facebook - You can establish friends throughout the world. You can target whom you want to become
friends with.
- MySpace - Same as Facebook, but appeals more to younger crowd and to those into music.
- Twitter - A concept rapidly catching on that allows instant communication to those who choose to follow
you.
- LinkedIn - A professional site for building up your network of contacts. Every business owner should
be on it.
- Stumbleupon - A site where people tell you which sites they like.
- YouTube - Gave rise to the sharing of short video clips. Has turned into one of the hottest ways to
market today.
For home based business marketing this gives you a short list of some of the most popular sites out there
today. Sites that all smart home businesses are becoming familiar with and establishing a presence on.
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