Business - Business Marketing

Business Marketing is very important and for a lot of business owners, they aren't really sure what works. Business owners report that having a system in place that asks new customers how they heard about their services was useful.  The purpose of this page is to give the new business some ideas about marketing. A lot of business owners have no idea what really works and they have blanket advertising.  This will cost a lot of money for the new business owner, and they won't have the budget.  Here are some tips and ideas that are cost effective.


The Business Plan.  This is extremely important.  Who is your market audience?  Is the market already full or is their room for a new entrepreneur who can do it better?   Have you done any market research?  What are the demographics of your area and who would be your competitors?  What will set you apart from the competition and what will be your start up costs.  You need a business plan and there are government agencies that will assist you at no cost.  You may be eligible for grants, incentives, and other assistance.  Are you able to start you business as a part/time venture and as business increases then make the full plunge?  Remember because you are good at something doesn't mean you can run a business and just about every business owner will tell you about the mistakes they made starting out.  Business Infosource is a good place for advice in your community.

The Business Name.   The business name should be unique and the name should readily tell what you do as a company. When you pick a business name, register it with Corporations Branch in your province.  What would be the sense of promoting a business name that someone else could use after you have built up the name?  You should also consider you future internet presence when selecting a name.  Ideally when you decide on a name, you would also check for domain availability at the same time.  The smaller the domain name, the easier it will be for consumers to remember you.

Email Address.  It is just the way business will be done in the future.  You need an email address to communicate information to and with clients.  It is very important that the email address be associated with your business name. Experts in marketing point out that Hotmail accounts are not used for business. Your internet carrier usually allows you to have several email addresses at no charge.  Make one of them for your company.  mycompany@shaw.ca is an example.

Business License. This is mandatory.  You need to be seen as totally above board in the eyes of the consumer.  If you are a contractor, you won't get a permit without a license.  A city license is under a $100.00 in the City of Saskatoon.

Business Address.  Today, more businesses that ever are home based.  This saves rental costs for office and allows you to deduct a portion of your home expenses. Home based businesses are reluctant to disclose their home address and many now use post office boxes as a business address.  A post office box number gives the business a professional address but still allows you to work from home.  A box number is about $125.00 with the GST. 

Business Cards.  This is often the first impression for a new client. It should be professionally done. You may want to have a logo on your business card.  This will usually cost you in the area of $100.00.  The same logo can be used for a website later which will save you web development costs in the future.  Most business owners will probably tell you that they changed their business cards 2 or 3 times before they got the look and the image that they wanted.  Pick a printer who can produce high quality images on high quality stock.  Allow at least $300 for your business cards with a logo.

The Computer.  You need to know how to use a computer, know how to label your business contacts, and to network.  If you think you don't need those skills, then guess again or hire someone who can do this for you.  The world is changing rapidly in business marketing.  Today your computer and the internet can do your banking, list your business contacts and can send your faxes and emails.  Yes a carpenter can still build a house using a hammer and a handsaw, but today the professionals use power tools.   Be a professional.  Will the computer be a desktop or a laptop is dependent on what you are marketing.  A laptop can be used at tradeshows, or on the road. 

Internet Listing  A web presence is the most economical way of presenting a business today. A website is the best employee you will ever have.  It won't book sick, accepts full directions from the boss, and after the initial cost, displays your business for about a $100.00 per year. The website is the reflection of the business owner.  Make sure the view is inviting and don't wait for extreme makeovers to have updates.  If however a website is not in your budget at this time or there are other priorities, use as many free sources to market you business as possible.  There are business directories like the one you are currently viewing that will give your business exposure at no cost. You will also want to use the Google listings for your business as well.

Business Insurance - This is part of marketing.  The consumer does not want to hire a contractor who isn't licensed and insured.  If you can't present proof, the smart consumer will pick another contractor.  Business insurance will cost you around $400 to $500 for a tradesperson just starting out and it not only gives you more business because of it, it can also keep you in business if disaster strikes.

Brochures and Fliers - Full color brochures printed in volume will cost you around 40 cents per brochure.  A PDF file sent to a client on the internet is zero.  The brochure in printed form is an extension of your business card.  The post office will help you target areas by demographics for mail outs.

Newspapers - Some business owners have reported that in smaller markets, newspaper advertising works.  One business owner will report that a newspaper they use for advertising really works and another will have the opposite opinion. Classified ads are more economical than display ads, but unless you have a way to measure the impact of any advertising you will never know for sure what has given you the best return on investment.

Network Groups - There are several who will allow you to attend once or twice as a guest.  Most will not allow two of any business category in a group.  There will be a fee to join, and you will be expected to give referrals as well as receive them.  Some network groups actually teach you how to network and present you infomercial.  The downside is that some groups will not allow you to miss a meeting, or you must have a replacement.  If you are a small business you may not have replacement staff. 

Organizations - You might need to belong to an organization to be accredited as part of your business.  Eg Massage Therapist.  A contractor may wish to consider a Home Builders Association Group or Better Business Bureau.  Consumers will often seek out advice from these organizations before final selection occurs. If you provide business services to other businesses then you will want to look at the Chamber of Commerce.  If you are in a smaller town, the Chamber of Commerce may be your only outlet to communicate and network with other business owners.

Coupons - Many stores use this as incentives or as lost leaders to bring you to the store.  Some coupons are on the internet and must be printed out by the consumer. 

Marketing Books - Marketing books give you ideas.  Buy them and read them often.

Check With the Competition - Of course the competition in your current location may not assist you in your marketing strategy.  You may get assistance from a competitor who is 2000 miles away.  Phone the owner; ask them what has worked for them.  Perhaps a successful marketing strategy is simply asking another successful business in your category.

Word of Mouth - Your customers are your best advertisers.  Testimonials and referrals from clients are the most effective advertising available to a business owner.

Your Competitors - Never speak negatively about your competitors in front of customers.  Always highlight you products and services, and steer away from bad mouthing your competitor. The greatest compliment you can receive is from a competitor who acknowledges that you run a good business.