DIY marketing does not have to be costly or complex. Start with a simple marketing plan and incorporate one or more of these tips on a consistent basis.
Provide valuable information
1. Be interesting and informative online, in print, and in person.
2. Be quotable instead of egocentric.
3. Post valuable information in your blog, your company newsletter, and on your Web site.
4. Leave insightful comments on other people’s blogs.
5. Visit online forums and provide answers to questions in your area of expertise.
6. Share resources.
7. Help a reporter with information about your area of expertise.
8. Put yourself in your prospects or clients’ place and address their needs.
9. When you see an article or hear a news report that would interest a client, send a note or an e-mail.
10. Create a systematic guide, a how-to CD, or a video outlining how to solve a problem that your ideal clients currently face.
11. Donate your time to your favorite cause.
12. Mentor or share your expertise with a non-profit, student group, or Chamber of Commerce.
13. Share some of what you know without charging the recipient. Articles of interest on your Web site and self-assessments included in your newsletter are all good examples.
14. Conduct a free workshop focused on solving a common problem faced by your ideal clients.
15. Host a teleclass that gives attendees step-by-step instructions to achieve the same results as your current customers.
16. Encourage your employees to join you in volunteering and then publicize their contributions.
17. List the charitable causes your company supports on your Web site.
18. Publicize an event that supports your cause and mention how you and your company are involved.
19. Provide a prize for a charity auction, a trade show, or a networking event. Pick something that brands your company. Be sure to publicize both the prize and the winners.
20. Open up your facility for an event.
Stay in touch
21. Find out how each of your customers likes to hear from you (a telephone call, an e-mail, a letter delivered by the postal service, or a personal visit) and then make sure you follow up often. Use these opportunities to add value instead of just selling.
22. Forward information and news that lets prospects know you remember them and their needs.
23. Let past and current customers know when you are thinking of them, perhaps because of a special sale, the anniversary of your partnership, or “just because.”
24. Send thank you notes.
25. Recognize special events in your clients’ lives.
26. Be active in your community.
27. Network. Attend events sponsored by your Chamber of Commerce, customers, vendors, and your charities of choice. Get to know people and let them get to know you.
28. Follow through with what you promise. If you promised to send a checklist, do so. If you said you would call, pick up the phone.
29. Use your invoices and fax cover sheets to alert customers to specials, new products, and items of interest.
30. Give prospects and customers multiple ways to reach you. Make sure you respond in a timely manner.
31. Think outside the “marketing = selling” box and offer benefits.
32. Listen to understand. Good listeners stand out in a crowd of people talking about themselves and you want to be memorable.
33. Draw others out with leading questions. The answers often reveal needs you can fill.
34. Be funny; have fun. Celebrate even if you have to create the “holiday” yourself. See Chase’s Calendar of Events for directions on how to do this.
35. Sponsor a contest, a drawing, an award, a special prize—anything legal that lets you offer something that will get your target audience involved and excited.
36. Give interviews, write press releases, publish articles, and keep adding fresh content to your online presence.
37. Ask for referrals.
38. Offer an incentive or a cash reward to those who refer you to their friends and acquaintances.
39. Use a camera or a recorder to collect testimonials.
40. Set up an affiliate program.
Make it easy to take action
41. Prominently display contact information on your Web site.
42. Make navigation on your Web site, in your blog, and in your e-zine simple for the user.
43. Cut down on the number of clicks required to take action online.
44. Provide a top-quality free sample, a sneak peek, or a taste of your product or service.
45. Offer a guarantee.
46. Simplify purchases by accepting credit cards, PayPal, or other instant payment.
47. Be specific and up front about your policies, procedures, and affiliate marketing.
48. Publicize your privacy and security policy. Never share, sell, rent, or barter your mailing list or your customer information.
49. Answer the phone and respond to e-mail promptly.
50. Treat prospects and customers as you would like to be treated.
Start with a simple marketing plan that defines the demographic you want to reach, where you will find these individuals, and when (or how often) you want to contact them. Choose the DIY marketing tips that appeal to you and meet your needs. Implement them on a consistent basis for best results.