Promote Your Business

Let’s start with a basic understanding of promotion and marketing. There are different types of marketing: digital, print, and those that fall in between.

Examples of digital marketing are promotions via social media, paid ads, search engine optimization, and email. 

Examples of print marketing are business cards, flyers, and newspaper/magazine ads, and novelty advertising like pens and hats. 

There are others that fall between digital and print, such as signage, referrals via word of mouth, and news coverage via radio or television.

Simply put, your brand tells others what they can expect from your products and services. Your brand is rooted in who you are, who you want to be, and who people perceive you to be. Your brand will also help you stand out from your competition. 

What kind of customer service do you want to offer?

Your brand is a culmination of the experience, perception, and reputation that people have of your services. Branding is the actions taken to build your brand. A brand identity is the tangible expression of your brand (logo, typography, colors, etc).

Your branding could be reflected in your uniforms, your logos, your website, and social media.

A logo is the first thing your customers see. It can quickly grab viewers’ attention and communicate what your business does in a simple way. 

It is imprinted on your products, your business card, website, social media, and most importantly, in the minds of your clients.

Your logo can include pictures, words, or both and should be something your clients can easily identify.

Building a basic website that communicates your business, story, and product can be quick and easy. Software services such as Squarespace allow you to purchase a website address (URL) and begin building your page using one of the templates provided

Your customer profile will determine what social media platforms you should promote your business in. Observe the social media platforms that your target market is using. 

Some social media platforms, such as Facebook, have Groups designated as spaces where people can connect with others based on their specific interests, such as mountain biking, baking, childcare, dance music, and thousands of other interest areas. You can join these groups to spread the word about your business, and learn from these prospective customers about how their interests, needs, and wants are changing.

Keep in mind that while anyone can use social media, there are trends in terms of who uses which platforms. For instance, Facebook is popular among users ages of 25-34. Instagram is aimed at users between the ages of 18-44.Twitter has a broad following across multiple segments, while LinkedIn is primarily used by professions of all demographics in order to network and share knowledge and opportunities. If you are providing a service, or offering products like food, we recommend you include the use of other platforms such as Yelp and Google for businesses. This way, when a potential customer seeks your product or service, they can learn more about your business through information you are providing and information other clients are providing as well. 

Many of these social media platforms will also offer services like ads. As a tip, consider ads only when your business is financially prepared for the investment, you have positive reviews potential clients can consider, and a specific goal in mind. Remember to have patience during this process. 

Elevate your business by using a professional email address instead of a personal one. If you have a website, consider matching your website URL with your email. For example, if your website is www.xyzflowers.com, then your email address could be yourname@xyzflowers.com. 

If it makes sense for your business, a monthly newsletter about your industry, craft, or expertise can add lots of value to your customer. You can also use this strategy as a way to follow up with customers after they’ve made a purchase to measure their satisfaction and encourage repeat business, such as by offering coupon codes or other special deals.

If you decide that you will use an email marketing campaign, we recommend that you use a service that allows you to manage your lists of newsletter subscribers, and allows your email recipients to unsubscribe or subscribe easily. Services such as Mailchimp, Constant Contact, Sendinblue, and Drip are currently among the most popular direct email marketing campaign software.

There are other ways to promote your business, including with print marketing like business cards. This may not be necessary for all businesses, like companies who do business online, however, if you provide products and services in person, business cards may be a good way to promote your business. Your cards should include your business name, logo, and how your clients can contact you. 

Carry your business cards everywhere you go! You may come across a potential customer and having a business card and your elevator pitch ready could help you gain a new client!

Here are some tips on how to talk with potential clients about your services as an independent contractor: 

• Set up a time to meet with new contacts, and offer to pay for their lunch or coffee. 
• Be prepared to talk about legal aspects of independent contracting as this offers some protection for both you and your prospective client.
• Talk about your previous work and academic background. 
• Talk about how your services match up with what they are looking for.
• Know your competitive rates for the services you provide.
• Ask a lot of questions and listen to their answers to the following questions:

• • What are their biggest and most immediate needs?
  • What has been their experience in working with consultants and contractors for this line of work?
  • What are their expectations in terms of the work product, time, budget, etc.?

• List out the next steps you both will take before you end your conversation.