10 Small Business Advertising Ideas That Won’t Break the Bank

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Most small businesses struggle to come up with advertising dollars. But advertising doesn’t have to break the bank, if you’re imaginative and disciplined. Here are 10 ways to advertise that can be managed on a small budget. Start with the one that appeals most to you and for which you feel you have both time and resources.

1: Build a simple website

Canadians go online to research and shop for almost everything they want to buy. If you don’t have a website yet, your business is missing a big opportunity. Even a very basic site allows new prospects to find you online.

You typically need to secure a domain name www(dot)YOURBUSINESSNAME(dot)ca and hosting for your site. A number of inexpensive online tools provide these services, along with customizable templates to build your site.

Uncomfortable building your own site? 411.ca offers website design (including mobile sites) as part of its advertising packages http://411.ca/pages/advertise.

2: Get social

Did you know that more than 70% of online Canadians between ages 18-44 are fans of at least one company Facebook page?

Make it your business, by providing useful information to potential customers on the world’s largest social media network.

Already using Facebook to share photos with friends and family? You should find it easy to set up your own business page. If not, hire someone who’s familiar with the platform to get you started.

Try to create a Facebook page that you could imagine a friend or family member visiting.  Don’t make it all about you and your business. Provide useful information that relates to the product or service you sell. Keep it coming, and you’ll see traffic rise, along with customer confidence in your business.

3: Ask your customers for testimonials, reviews and referrals

Your existing customers – especially the happy ones – are your best source of new customers. If you’re a contractor, sit down with your clients after you complete a job to get some honest feedback. Then incorporate that feedback into refining your service. Don’t forget to ask for a referral if the customer gives you a solid thumbs-up.

Testimonials and online reviews go a long way towards converting prospects into paying customers. According to the 2013 Local Consumer Review Survey, 85% of consumers now read online reviews for local businesses, up from 76% the previous year.

Anyone looking for a restaurant, a plumber, cookware, or any one of a million other products and services will be drawn to the one with the most online reviews.

Encourage your customers to leave an online review. Find out how here: 4 steps to getting good reviews online – Get as many as you can.

4: Consider online ads

Online advertising is another way to help people find your product or service. Google Adwords, Facebook ads – even Twitter – offer advertising to Canadian small businesses.

Start small. Commit to a modest budget, put up an ad, and monitor. You’ll learn a lot, and ensure your business only invests dollars where you know you’ll get results.

5: Give back to the community

Giving back is a powerful long-term way to build and support your business. Consider sponsoring a soccer team in summer or a hockey team in the winter. You’ll get exposure – plus a ton of invaluable goodwill.

6: Team up with another like-minded small business

A joint venture with a business similar to yours is a way for both of you to benefit. Keep your eyes open for opportunities.

As an example, an interior designer and a contractor make a great match. The designer can refer the contractor (or bring them in under their own brand) for any major modifications that a client decides to undertake. And the contractor can refer the designer for clients who are contemplating a reno but struggling to define the look and feel that suits their tastes and lifestyle.

7: Offer an incentive

Discounting a product or service can cheapen your brand, increase downward price pressure, and hurt profitability.

Instead, offer an incentive to attract new customers and reward existing ones. The offer must resonate with your business – such as a punch card for a free loaf of bread from your bakery once a customer has purchased 10. A good incentive benefits both buyer and seller.

Consider creating something a bit more creative. One Washington area convenience store

lets customers collect digital reward points they can use for a number of kooky offers:

•       A fist bump for 15 points
•       A date with the store’s co-founder for 250 points
•       The chance to invent a sandwich and have it on the menu for a week

According to USA Today, the store owner claims the program gives “customers something to talk about by offering rewards that no other business could.” For a tiny investment and a touch of innovative thinking, the business is getting invaluable word-of-mouth and media coverage.

8: Hold a customer appreciation event

Loyal customers are your best customers. They help spread the word about your services and naturally refer people who are looking for a similar solution.

Show your customers you appreciate them. Hold a BBQ for them in summer or a holiday dinner in December. Either way they’ll remember the extra effort you took to say ‘thank you for your business.’

9: Run a contest

Contests increase awareness, improve customer engagement, and encourage loyalty. They build brands.

Consider a photo or video contest, a sweepstakes, or a Facebook contest. Pick a theme that fits with your business. A camera store, for example, can run a draw to win a free digital photography course to everyone who purchases a digital camera in a specified 4-week period.

If you decide to run a contest or draw, make sure you’re familiar with contest laws in Canada.  According to Canadian lawyer Steve Szentesi, most contests require official rules and regulations, winner releases, a skill-testing question and a review of creative materials.

10: Local listings

If your business has a physical presence – and even if you’re a virtual business with a focus on a specific geographic area – listings on major local directories will help you rank better in search engine results.

Local listings are simply online listings. They are similar to a listing you’d find in a Yellow Pages book, but with more information, including your website URL, hours of operation, services offered and products sold.

Local listings benefit businesses in several ways. Many local listings are free, have no recurring fees and stay online indefinitely. Local listing directories are high traffic sites so they’re a great way to promote your business for free.

Pick one

Pick one of the above – one that appeals and that you feel you have the time and resources for, and get started. A little bit of advertising can go a long way, if executed well.

And on the topic of executing well, consider signing up for a free consultation with one of our online advertising specialists http://411.ca/pages/advertise. You’ll  get tips and guidance that will help you make the best use of every online advertising dollar.

Contact:

Jessica Miller – Marketing Coordinator

Twitter/@411_ca | Facebook/411ca

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