Target Your Prospects Well

Orangeville, ON (Jason Mead) Are there ways you can get valuable marketing exposure without spending any money?

There is a simple trick to uncovering these methods. Think of creative ways you can get your products or services in front of, or in the hands of, your prospects. And that last part is critical. Valuable marketing targets the people you have identified as most likely to buy your products or services.

1) Share Your Knowledge
Think of ways to share your specialized knowledge or business expertise. Consider writing a regular column for a website or publication targeting your audience. Become a regular contributor to a magazine or radio or TV program.

2) Create Information Products
Distribute your knowledge in an Ezine, Newsletter or Special Report. Build your contact list and distribute this valuable information on a regular basis. Use this as an opportunity to market your products and services. Be sure to include special offers or bonuses to recipients who act by a certain date.

3) Offer Seminars and Do Presentations
Do you offer a professional or personal service? Arrange speaking engagements where you can provide valuable information. Make sure the groups represent customers or clients most likely to use your services. This tactic serves several marketing purposes.

First, it gets you out in front of your prospects.  This is “generating awareness” and it is the first step toward making a sale.

Second, it allows people the opportunity to get to know you and/or your services. With a service business, it is crucial clients understand the services you provide. They must also get to know you. People like working with people they like.

Make sure to give attendees a special offer on your products or services at the end of your presentation. Give the offer a deadline to create urgency for them to take advantage of the offer on the spot.

4) Give Something Away
Find a way to give away samples of your products or services. Associations, group meetings or other events need door prizes.

Donate a package of your services or products. You will gain exposure. It’s a free advertisement to the entire group. Your package is either auctioned off, or announced and given away in front of everyone. You are also giving the person who wins the package the chance to sample your products or services at no risk.

Further leverage this marketing. Offer the “winner” an incentive to refer others to you. The “winner” might also be a great person to provide feedback to you. They might offer a testimonial of their feelings about your product or service. You can use this in future marketing.

There may be a hard cost associated with the product you are giving away. Or a “time” cost associated with the time you are donating. Weigh that cost against the number of people who are being exposed to your products or services. Usually it is well worth it. And it is cheap (and usually more effective!) in comparison to buying an ad.

My advice is to incorporate this sort of activity into your operational budget. Consider it a cost of doing business.

There are many ways to generate exposure of your products and services. Some do not involve paying for advertising space. Yes, it may involve giving away product or service, but I don’t consider that a hard “marketing” cost. I have found that the benefits always outweigh the cost of my time or my products.

The trick is to target well. Locate where your prospects congregate or what media they read or view. Then find creative ways to get yourself, your products or your services, in front of them in those places.

Leave a Reply

Please log in using one of these methods to post your comment: Logo

You are commenting using your account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s