Free Local Advertising - Get it While You Can

Free Local Advertising For Your Small Business:

As a small business owner for years, I've come to learn that some of the best advertising I have gotten actually didn't cost a thing. Instead of setting aside large budgets for ad campaigns or branding strategies, there are a number of small business marketing strategies that will get you noticed for free.

1. Write a press release.

A press release is a document that establishes your company as newsworthy. Whether you are just opening your doors, hosting an event, working with a new company, getting a new and exciting product, or undergoing construction, there are a million ways to show newspapers, TV stations, and radio jockeys that there's a story they should cover. 

Basically, I write no more than one page, making sure to include the who, what, when, where, and why (making it relevant and exciting of course). Always write a press release in third-person (don't say "I" or "we" or "you") to make it sound objective and like a news article. 

Then, compile a list of e-mail addresses or fax numbers from your local TV, radio, newspaper and magazine websites and click send. Make sure to include contact info so they can obtain more information and do a story on you for free!

2. Submit articles to your local publications.

If you're not a writer, you should at least try. Many print and online publications don't have budgets to pay their writers, so here's your chance to write about something within your industry and become a regular columnist. 

If you sell health products, for example, write health articles and submit them to online health sites or local health magazines. Typically, you'll get a byline, photo and even a link to your website or business contact info. You'll be reaching your target market and establishing yourself as an expert in the field.

3. Book speaking engagements.

Since a lot of customers come from word-of-mouth or in-person referrals, speaking engagements are a  great way to go. Often, organizations will pay speakers to come present as an expert on a specific topic, or you can volunteer your time. Either way, you're likely to get in a good plug for your business services, meet key people, and network in person with a group of professionals, students, or potential customers.

4. Place business cards and brochures at other businesses.

Especially when you start up, you'll want to hand out a lot of business cards and literature. Place them strategically first, at places of business where your target customers are likely to hang out. In return, you can offer to have a community message or card board as well, to show the businesses you're willing to partner up.

 5. List your events in print or online community calendars.

Nearly every TV station, in addition to online social media and giant sites like Yahoo!, offers free directory or calendar listings. When you're having a sale or event at your business (even if you're just an online business), make sure it gets listed! This will put your business in front of many viewers and help improve your own website's ranking, as most listings link directly to your site.

6. Call your local news reporters.

In the back of my top drawer, I have a hand-made list of all of my local news anchors, newspaper writers and editors with their email addresses and phone numbers. Sometimes, I call one or two directly to let them know if I have something newsworthy. I save them valuable research time. If they're not interested in featuring me on the news, I move on to the next name on the list. Nearly 80% of the time, I get some free press out of it.

7. Barter.

I learned early on that many advertising channels will accept some form of bartering. A business owner with a startup company making organic T-shirts once told me that he wanted to have a booth and advertise/sponsor a Green Convention in his state, but couldn't afford the advertising. 

Instead, he worked a deal with the event host to supply T-shirts for the convention and landed a free double booth, a full-page ad in the booklet, and everyone wearing his product. Often, events will take product donation in exchange for cash, and a small business can often deduct the full retail price of the products (check your local tax laws).

8. Have a booth at a community event.

Vendor fairs, community picnics and festivals, industry trade gatherings, and themed conventions are always looking to attract new and interesting booths. Often, you're able to attend an event for free. Sometimes, in exchange for volunteering your time on a committee or agreeing to place a sign at your place of business, any small fee can be waived. You'll get the chance to network, sell, or be recognized within the community.

9. Make use of your window and building space.

Use the space you've got to put up (appropriate) signs, marketing materials, and eye-catching info or photos. If you're located on a busy street, take advantage of the car count! It can't hurt.

Perhaps the most amazing small business marketing tip I can give is: just ask for free advertising. You'll be amazed at what you can get for free if you only ask.

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What's Next

Next In This Guide
Part 13:
Staying in Contact With Customers - Ensure repeat business and a steady stream of profits by staying in contact with your existing customer base.

Previous In This guide
Part 11:
Taking Care of Your Customers - Your business is your customers—don't ever forget it. When you take care of your customers you are taking care of your business.

Table of Contents
Street Smart Guide to Small Business Marketing

 

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