One of the most daunting tasks of leading a company is knowing how to advertise your business. Making sure you do quality work and treat your clients well is the foundation of any good endeavor, but there are so many innovative steps you can take to pull in potential customers and increase your recognizability. Even better news—your marketing efforts don’t have to feel impossible or cost you half your budget. AD PRO is here to help you learn how to effectively and creatively bring in interest without spreading your budget thin so you can focus on maintaining connections. With over two dozen cost-effective techniques, you can find a few (or more) that work for your business and its needs.
“Successful advertising requires a delicate balance of varying yet complementary efforts,” says Benjamin Johnston, partner and creative director of AD PRO Directory–listed studio Benjamin Johnston Design, in Houston, Texas. “We’ve built our business through a comprehensive approach that maximizes the chances our firm will come to mind when clients are ready to build or decorate their homes.”
1. Attend trade shows and other local events
Knowing how to promote your business locally will help you to spread brand awareness while allowing you to take in new information—like getting to know what your community is actually looking for in your field.
“Locally, word of mouth is invaluable,” says Bethany Adams, based in Louisville, Kentucky, and principal of Bethany Adams Interiors. “I have several clients who have become great friends and are very generous about recommending me to their friends.”
She recommends volunteering for a committee offering pro-bono design work for a foundation and participating in in-person events like trade shows, trunk shows, or show houses. All of these tactics are low-cost options that involve your local community and word of mouth.
2. Hone your business profile
To ensure that your business is highlighted during a Google search or an alternate search engine, set up free profiles with Google My Business and Bing Places for Business. Yahoo Local ($8–$42 per month) can also help boost your search results in online directories, maps, and even voice-activated searches.
Adams also recommends getting listed as a trusted professional on sites such as 1stDibs, Freddie (through Schumacher), and the AD PRO Directory. You will attract clients tailored to your specific needs.
3. Build a website
One of the most important marketing tools is your website. If you don’t already have a website, building one can help your firm appear in searches, explain to prospective customers what goods and services you offer, present your portfolio, pricing, customer recommendations, and so on. To keep costs down, platforms such as Wix, Squarespace, and WordPress offer simple, do-it-yourself templates. Make sure to include a phone number, email, or a direct way to contact your business.
4. Create a strategy
One of the most important marketing strategies for how to to promote your business comes down to two key aspects: know who you’re trying to reach and figure out how to get in front of them. If you’re running a design business focused on coastal homes, for example, but you live in a landlocked part of Texas, the local paper won’t be your best bet. On the other hand, if you’re an interior designer who wants to make a splash in your local market, regional media may be the right choice. Any information you know about your customers—age, demographics, and income level, for example—can help you target them more directly.