It is undeniable that business promotion is a key factor for business success. Even for a start-up or a small business, having a strong promotion strategy is important to build your business’s reputation and to expand your customer base.
But where do I start? There is already a sea of information on the internet on the topic of business promotion. In fact, the existence of marketing degrees and majors at the tertiary education level reflect the voluminous information in this area. Fortunately, what we have provided below is a simple guideline to five real and practical business promotion tactics without all the complex marketing principles. It is also recommended that you consult a business lawyer to acquaint you on the legal aspects of business promotion.
1. Create a psychological link between your product and a core value
Regardless of whether you are using social media or traditional media outlets to advertise your business, true success of your advertisement campaign lies in how well you project your core values through your product.
Core values are the fundamental goals and beliefs of your business. It is crucial that you convey the core values of your business to consumers before you promote your products. This is because products change over time but your core values remain constant. And it is the constancy of your core values that build brand reputation and loyalty, thereby ensuring the longevity of your business’s standing and success.
Large successful brands excel at this value-based advertising. For instance, Nike consistently honours athletes in its advertisements, thus building a psychological link between athleticism and their shoe products. Similarly, Apple‘s advertisements often feature creative artists using Apple products for their work so as to build a psychological link between creativity/innovation and Apple products.
2. Establish a professional image
This includes building a website, using a branded email address and designing a logo. Another method is to follow up with past clients and asking them to share their experience on their social channels.
The more professional your business looks, the more authentic and well-established that it will be perceived as by consumers. This is critical to establishing brand reputation and loyalty.
Online tools that can help you start your website include WordPress and WiX.
3. Stay on top of consumer trends
Consumer trends represent the current taste and preferences of consumers. Therefore, to capitalise on trends is to capitalise on consumer demand. Indeed, this is a fast-track way to get your business name and products out to consumers.
To give a simple example, one of the key trends of 2017 was the fidget spinner (i.e. a small, ball-bearing toy that the user can rotate between his or her fingers). In response to this trend, an UK natural soap company Lush produced fidget spinner soap bars, known as the ‘Bubble Spinner’, which became so popular that they were sold out in one hour. Not only that, since the Bubble Spinner was the first of its kind, Lush effectively became the trend-setter of fidget spinner soap bars, resulting in its brand to be elevated to the forefront of the UK soap industry.
However, as most trends are short-lived, you cannot solely rely on trends for your business promotion. It is important that you also explore and apply other tactics in your promotion strategy.
4. Build partnerships
Establishing partnerships or liaisons with other well-established businesses, organisations or institutions is a great way to promote your business to a different consumer base which you would otherwise not normally access on your own. The key thing is mutual promotion, such as where you and your business partner distribute each other’s advertisements, flyers or business cards in their own respective venues.
Start with your past clients who own or work for a business or organisation. Since both you and your past client have done business before, this makes it easier for both parties to move into a business partnership/liaison.
Some other examples of businesses and organisations you could partner or liaise with include:
- Local restaurant
- Local gym
- Local library
- Local shopping centre
- Local school
- Charity organisations
5. Engage in side projects and initiatives
This is another effective tactic to indirectly promote your business. The idea is to initiate side project or initiative that will attract consumers, thus giving you a platform to promote your brand. Indeed, this tip can be applied to the previous tip as often or not partnerships involve running a side project.
Some simple examples include:
- Running a contest or challenge that requires social sharing
- Presenting at a professional conference
- Posting blogs
- Posting videos on Youtube (with monetisation)
- Running a charity or fundraising event
Conclusion
The above were some of the many business promotion tactics that exist today. A successful promotion strategy is one which combines multiple tactics that achieve both short term and long term goals. Establishing brand reputation and loyalty takes time so it is important that you promote your business consistently and live up to the image that you convey to consumers.
Need to find a business lawyer? Contact a LawPath consultant on 1800 529 728 to learn more about customising legal documents, obtaining a fixed-fee quote from our lawyer marketplace or any other legal needs.
