Did you do anything to market yourself today other than think about it?
Marketing doesn't happen by itself. You have to do it.
People don't find out about you on their own. They won't bring up Google and search for you unless they have a reason to do so.
So what are you doing today to create awareness?
If you need a jump start, here are some ideas that might be relevant to your customers:
1. Offer A Discount
Sometimes the easiest way to drive traffic to your website, or to retailer locations, is to offer a discount or a coupon. However, remember that spending money can be an incredibly emotional thing. The right price, or discount, can drive a person to spend money "easily" without any thought. 5%-10% off might not be the ticket. Don't be afraid to explore 20%, even 30-40% off. If you're concerned about your margins, make it a limited or exclusive offer to a select group of customers. Once they are in the door, they tend to buy more.
2. Hold A Product Demo Event
People love to research products, and price-shop online. But at the end of the day, a consumer that touches the product, tries it, and likes it, usually ends up buying it. Consider putting on a demo event in a location that contains your primary customer demographic.
3. Ask For Product Testimonials Via Social Media
Social media makes it very easy to connect with your customers. It can be a customer service haven and nightmare. One of my favorite uses of social media is testimonials. It's as easy as this: Ask users of your product to submit positive experiences of your product: video is preferred, text and pictures are great as well. Incentives are a must. Offer discounts off of new product, or free accessories to those consumers whose testimonial you choose to post. Post one a week for 13 weeks - the length of a typical television or radio ad buy.
4. Participate In Online Communities
This fourth option can take the most work, but it can reap some of the largest gains for building your brand's credibility. It's as simple as joining relevant forums and blogs. Put your name and company in your signature. Make it clear who you are. Offer advice and sensible solutions. However, you cannot blatantly advertise your product in your posts. It's best to offer sound advice that may or may not include any of your specific products. Over time you will see a few benefits:
- Community members will see you as an expert
- Community members will begin to explore your website and your product
- All of your posts will be indexed by search engines (like Google) and it will increase the amount of searchable, relevant content about you online.
It's a good idea to put one of your best PR reps or customer service representatives in charge of online community participation. Your Social Media Director is a great fit as well. You can take this a step further by becoming an advertiser in that online community. This allows you to blatantly post about your product and any specials you may be offering.
These four things are simple, yet highly effective ways to increase Brand Awareness for little cost other than labor and time. If appropriate, and if used in a focused manner, they are a great way to connect with current and future customers, and can provide a great ROI for a little marketing budget expenditure.
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