if you don’t effectively market, your practice doesn’t grow. but say your business has not yet grown enough to afford professional marketing. don’t fret. you can market on a shoestring.
— you don’t need a public relations firm to spread the good word about what you do. be your own p.r. machine by sponsoring local contests, volunteering and making charitable contributions, becoming active in local boards and holding open houses and social events.
— get to know your local newspaper business editors, offer to be an information source, and submit articles; the clips can be powerful.
— actively pursue speaking opportunities at all appropriate business and industry trade association events and at local civic and charitable events. send out press releases in advance+; that gets coverage of the fact you are speaking and opens the door for the media to attend and publicize what you say.
— seminars can leave powerful impressions. make sure you provide in-depth information; network with existing clients on hand and get to know all prospects, and follow up with them. the more frequent the seminars, the better.
— market to existing clients through such simple things as occasional calls, letters, lunches, and sending holiday cards/gifts and occasional - like those useful office supplies vendors sometimes give out at conferences.
client satisfaction surveys show you care and can help you find what clients value most.
source: linda kranz and tim noworyta of pdi global