Many of the readers here are newbies, although there are also quite a few veterans of the industry who drop in from time to time. For that reason, I like to offer the occasional tip on how to make a newly-formed startup or small independent outfit run a little better, and especially when it comes to marketing the product or service in question. Today, we’re going to take a look at some advertising basics that can help put you in the spotlight, especially if you’re just starting out.
What price do you put on good advertising?
Some of us in the business of wholesale and retail are still in the Dark Ages, when it comes to advertising and marketing. You can see it when you visit a clumsy website, or enter a shop that doesn’t seem to fit in with the theme of the 21st Century. I’m being sarcastic of course, but you’ve seen it on more than a couple of occasions, and it’s unmistakable to many consumers who also stop by for a look. There’s a need for things to have a polished and tightened-up appearance, even for the smallest of independent retailers and sellers. The great news is that some of the most important things can be done at minimal expense and effort. One of the biggest time-killers for many new businesses is in the form of cold calling, canvassing, or making sales calls to surrounding businesses that you visit uninvited. This stuff worked great a few decades ago, but it’s been tapped out. One of the reasons for this is because even if you do dig up some good prospects from doing sales calls, you’ve spent an enormous amount of energy – and probably gas for your car – on something that didn’t have leads to begin with. It’s also a hit or miss affair when you’re looking for the decision maker in a company, if you didn’t have an appointment to begin with. And I’m not even going to begin talking about the dreaded gatekeepers.
The Internet is another tool that doesn’t always get the correct use. There’s more to advertising than putting a website out there, and waiting for the world to find you. Have you ever investigated the possibilities of paid search advertising? Have you ever heard of SEO? Vertical search companies that offer a range of products and services like banner ads, Pay Per Click campaigns, and cross-linking strategies will be valuable to you. On top of that, a lot of what you can do through Internet advertising will even cost you less than what a comparable campaign could cost you with traditional forms of media like print or radio. Don’t forget; the world is tuned in to the Internet, and radio spots or printed pieces can only be received by those in your specified market. If you’ve got a list of specific readers you’d like to reach out to, then by all means get a story or insert for the local paper or magazine… but if you want to bump up the numbers and get the law of averages working for you, then there is no comparison to the web.
Find a trade or industry organization, and join it. There’s a lot of them out there, and if you visit sites that cater to others in the business, you will quickly start running into the people who are on the front lines. Nothing can give you a better feel for what the trends are in the business, and you’ll earn high visibility over time as you show others that you’re not only learning about things as you go, but you’re also willing to become a source of information to the newest members who jump in after you’ve already become established. Does it really sound that crazy? After all, none of us are born knowing anything. The biggest names and experts in the field were once complete amateurs, too.
These three tips are just a little start to getting your wholesale or retail business off the ground, once you’ve opened up the doors and turned the lights on. All you have to do is research the trends, and look for helpful advice from trusted sources that are already making things happen today!
