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Women own 585,000 of the 1.9 million small businesses operating in Australia.

Women own almost half of all home-based businesses and one-third of businesses operating from other locations.

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Links > Business Articles & Resources > Marketing >

It’s All About Word of Mouth

By Debbie Beerling, Wild Streak - creative business perspectives

Standing out from your competitors and achieving sales targets in a tight market can do your head in. There is no such thing as a free lunch, but there is always a loop hole or two available when it comes to promoting your business.

Small business owners can easily get too involved in the day-to-day operations to spend time brainstorming marketing or promotional ideas. Some worry that marketing is expensive while others may find it too time consuming. Without announcing who you are, where you are and what you sell, how will anyone know? A combination of quick, traditional and left field ideas will help you gain that bit of additional exposure.

The goal now is to get people talking about your product or service and your company, and sending traffic to your website to drive business to you.

15 tips for integrating word-of-mouth techniques into your marketing strategy:

Ensure your product or service exceeds customer expectations. If a product or service fails to meet consumer standards, people will talk about it - in the negative.

Know your market. Learn your potential customers' 'triggers' and use strategies that target them. Highlight your unique selling proposition and your brand.

Set up a Facebook or LinkedIn page. Post a new product/service launch event invite online on your page. This works a treat as it creates great hype around highly anticipated launches.

Get Blogging. If you are not up to the commitment of setting up your own blog, participate in forums happening online in your target market. Add your website or email address to your signature to encourage visits back to your site.

Create an opt-in enewsletter for your customers. Fill each edition with specials, tips and other timely information.
Set up a YouTube video about an exciting new product/service. Link it to your website and Facebook.

Create a community on your website or in your emails where you ask for input about your product or service. In other words, market with your consumers.

Use 'forward to a friend' options wherever you can on your e-newsletter, in email campaigns, or on your website beside products or information of interest.

Write articles on relevant topics and offer them as free web or newsletter content to other businesses who also serve your target market. Include your contact information.

Offer free products or services on your site in exchange for an email address or answering a survey. Draw attention to your free offer in a newsletter or press release.

Promote yourself as an expert by writing articles or tips on your industry. Convince the local press to run it as a regular column.

Create an annual award and publicise it.

Join your local Chamber of Commerce or networking group.

Team up with a non-competing business in your area to offer a package promotion.

Offer your customers discounts for each referral they provide.

Author: Debbie Beerling
Business: Wild Streak - creative business perspectives