All businesses, no matter what their type - office-based, retail-store based, or home-based need to implement a solid marketing plan. The difference for home-based businesses though is that they don’t have a storefront for people to notice, nor do they have the opportunity to generate walk-in business. These are just a couple of the reasons why home-based businesses need marketing. While finances are presumably one of the biggest concerns for most home-based businesses, it is important to know that plenty of low- and no-cost advertising techniques do exist. So instead of waiting until you have “more money to advertise,” learn about the advertising techniques you can use NOW.

1.) Business cards. We all have to have them, right? There are plenty of online printing companies out there who will design, print, and ship your cards for very low prices. Word to the wise though - don’t pick too standard a template if you’re opting for them to design. Try to go with something unique - and most importantly, something that is consistent with your business identity. If you have a logo, by all means include it on everything you hand out to clients/prospective clients. Hand out the business cards EVERYWHERE! (It’s often more cost effective to go with printing a larger quantity, so be sure to get a lot!)

2.) Flyers. Flyers can be created inexpensively on your computer, or by a local print shop. Include all of your business information in a colorful, appealing way that will draw people to the ad. Use the flyers as bag stuffers, inserts to include with invoices, or simply as a handout in public.

3.) Voicemail. Ensure that the outgoing message on your home office answering machine or voicemail system works to promote your business. The message should provide additional product or service information that may be useful for callers to hear when you cannot get to the phone. (For example, send them to your website, or advertise a new “special” you have going on.)

4.) Brochures. Probably one of the most effective ways to present your product or service to potential customers, brochures are fairly cheap and easy to print, and can be distributed either by mail or by leaving them with people and/or locations where they will be noticed. Just be sure not to skimp too much on cost with brochures - as a real professional-looking brochure conveying all of your business information can work wonders to help a potential customer make a decision about whether or not to buy your product or service.

5.) Press releases. Who doesn’t love free publicity? Well written, well-timed press releases can help you attain free publicity. For instance, if you time the press release to a new product launch or promotion to coincide with a related local or national event, you can convince several media sources to include your release - whether it be in the newspaper, radio, or even TV. Do your research on what makes a great press release, and how to go about syndicating it. (I will definitely post more on this in the future!)

6.) Referrals. I cannot speak highly enough about referrals. They are definitely the best way to attract new customers. If you provide a great product or service to an existing customer, it is very likely that the customer will tell others about it. (This is how my business thrived before we were able to spend more money on advertising! It was all about referrals.) Word of mouth can be quite powerful.

7.) Websites. A well-designed Web site is the first impression of your business for many of your customers. Therefore, it should be a great one. If you cannot afford the top designer prices, shop around. There are plenty of people and programs out there that can get you a great looking website for a great price.

8.) E-newsletters. Email marketing is one of the least expensive ways to make regular contact with your customers. As a previous Email Marketing Coordinator, I have many tips on this that I will include in future postings.

There are several more ways to market your business - all of which will be discussed in future posts. In the meantime, if anyone else has tips to share on advertising a home-based business on a small budget, please feel free to share!

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