Too many people in the small business world believe in the saying, “It takes money to make money.” While it would be nice to have a huge ad budget, the truth is that most of us don’t start out with a big startup fund – and in some cases nothing at all. Going without any marketing though, is out of the question. The good news is that marketing can be done effectively on a very low budget. There have always been “guerilla marketing” techniques that any business owner could use, and thanks to the Internet, there are more ways to market for free or almost free than ever. But marketing must, above all, be effective, no matter how much or how little it costs. Below are seventeen characteristics of bootstrap marketing that will help you to grow a successful business without having to spend a fortune. Effective Bootstrap Marketing is marketing that’s… 1. Cost Effective. This is of course the first rule of bootstrap marketing! And as mentioned above, with the internet at our fingertips, there are more low-cost marketing options available to business owners today than there have ever been. It has become easier and easier to grow a successful small business on a very small budget. Think Social Media, comment marketing, blogging, guest blogging, forum posts, email marketing, and the list goes on. 2. Unwavering. If you want your marketing to be truly successful, you will need to be dedicated to seeing it through. Giving up in the early stages of your business is simply not an option when success is the goal. Have patience, because most marketing methods take time to produce results. Stick with it, and you’ll reap the benefits. 3. Branded. Providing your customers with a clear understanding of who you are and how your product or service can assist them is a must. Make sure your brand message is carried through in all your marketing. A post or profile on one site should be recognizable as being tied to your other posts and profiles. 4. Consistent. Your marketing campaign will be the life of your business, and needs to become part of your daily business routine. This is part of sticking with it, but it also means making a commitment to working your marketing every day, and for the long haul. 5. Focused on Customers. Your job will be to recognize any problems that your prospective customers have and offer them clear-cut solutions to these problems. Appealing to potential buyers by solving a problem or easing pain is the best way to make your marketing pay off. 6. Directed at Your Target Market. It’s imperative that you know precisely who is in need of your product or service. There was once a place for mass marketing, but that time has passed. Not only is mass marketing expensive, but it’s also a “shotgun” approach that doesn’t target potential customers in a focused way. Make sure you’re speaking to your niche. 7. Trust- and Confidence-Building. Increase the level of trust and confidence that your customers have in you and your business by creating experiences that will cause them to naturally feel more confident and trust in you. Consumers are much more likely to buy from people they trust and like. So make sure your marketing isn’t salesy or cheesy. Let go of gimmicks and be more direct and upfront. 8. A Boost to Your Visibility. Your prospective customers are bombarded by ads every single day. Utilize as many different marketing tools as possible. The more your prospective customers come across you, the more likely they will be to use your product or service. 9. Repetitious. Statistics prove that an average person will need to encounter a business in some capacity from seven to twelve times before they’ll be willing to purchase from it. With that being said, putting yourself out there as much as possible – in as many venues as possible – will result in real results. 10. Simple. You will easily confuse your prospective customers if any part of your business or marketing seems too complicated. If a person is confused, they won’t take the time to try and figure it out, and they won’t spend their money with you. Keep things as simple and straight forward as possible. 11. All About the Wow Factor. Are you doing everything in your power to get noticed? How do your tactics differ from those of your competitors? The fastest way to fail with your business is to blend in too well with the rest. Build marketing programs that are unique and communicate your brand’s personality in an interesting way. 12. Reassuring. The quality of your products and services is obviously of prime importance. And communicating that quality in your marketing is just as important. Reassure your potential buyers by providing warrantees, guarantees, and testimonials. Let people know it’s safe to go with your company. 13. Educational. Present yourself as an expert and take the time to educate your prospective customers so that they will understand why your business can offer them a solution to their problem. This is especially effective when using comments, forums, and social media for your bootstrap marketing efforts. 14. Personal. Create genuine relationships with your prospective customers. Answer any questions they may have, offer solutions to their problems, and help them if they find themselves in a bind. Showing your prospective customers that there is a real person behind your business will help you to build on your business relationships. And it doesn’t typically cost you anything! 15. Customer Nurturing. Attracting new buyers is important, but marketing to those who have used your company already is essential. Statistically speaking, over twenty percent of your current customers will purchase from you again, because they already know you. This makes the cost of acquisition of an existing customer far less than that of a new customer. Create new and different ways to bring your customers back and keep them happy. 16. Trackable. Knowing what works well and what doesn’t with your marketing campaign is crucial. How else will you know if your time is paying off? It can be difficult to track some forms of bootstrap marketing, but in many cases, link tracking software can be very helpful; especially if you’re sure to include a link in your social media posts. 17. Flexible. You never know when things will change, so you’ve got to be ready to adapt to those changes. Stay on top of the newest marketing methods, and when a new marketing platform pops up give it a try. Don’t jump all over the place, but add and alter marketing methods as soon as it makes sense. The more flexible you are with your marketing, the further ahead you will stay from your competitors. Following the rules above when implementing your bootstrap marketing plan will ensure that whatever you’re doing to get the word out, it’s as effective as possible. What other suggestions do you have for rules of marketing? Share with us in the comments!
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