It's not uncommon for me to hear a small business owner ask for some free and low cost tactic ideas. Makes sense since I tell them I offer advice on this. But there's an important piece that needs to come before we discuss tactics. It's the difference between decent advertising and advertising that moves the needle.
That piece is understanding who your niche target audience is. Develop a clear and detailed picture of who they are, what they do, what they think and more. Your definition should fill at least one page. Once you have this, the tactical ideas just come bubbling up.
People actually appreciate being advertised to when it's something of value to them. It's true. I've even received thank you emails from them. The trick is to find the right people to talk to and to deliver a compelling message. That comes from a deep understanding of your audience.
Small business owners have a leg up on this over many larger companies. Small businesses interact with their customers one-on-one on an ongoing basis while the bigger companies have lost touch with them; shielded in their corporate offices. Take advantage of this!
Have you written out a detailed description of who your target audience is? Have you done any research on the Internet or at your local business library? What about any primary research through surveys or interviews? The information is out there. Do the research your business deserves.
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