Iain Scott, founding director of design agency Base Creative, offers more tips on how to market your business at launch, on a small budget.

Everyone uses the internet

I know websites can work wonders. I’ve seen them do it and they can really do it for your business too. Apart from you yourself, your website can be the best, most profitable piece of marketing you’ll have. This will be true for a long time into your business life. Make sure you have one.

Put some time and effort into getting good copy and good imagery into it. As you’re not doubt on a budget, try using a freelancer – someone who is looking to expand a portfolio. This might be a good opportunity to do some reciprocal work for a business person in your situation. So again, use time as a currency and get the most from each other.

Some tips for your new website

a. Make it visual. Give people something to look at and to keep them looking.

b. Make it textual. Give people something to read, to get to know you and your business. Good copy can really sell, so if you know a good copy writer, give them a call and make them your best friend.

c. Make it interactive. Good navigation that’s easy to use and straightforward works best. If you can put a small interactive demo of your product or service on there, then fantastic.

d. Understand its call to action. What are you asking people to do when they visit your website? Buy something? Become a member? Contact you? What ever it is, make sure all paths lead there.

Business Link runs some great courses on Planning and Developing a Website. The best thing is they are free. Sign up to one now www.bookevents.org

Be your own PR person

Get down to your local newsagents. Pick up all the local papers and read them. I mean back to back. Adverts and all. This will tell you three things: The types of businesses in your area – the adverts, the type of news people read – the editorial, and who to get in touch with – the credits.

Now, think of something newsworthy, something similar to the stories you’ve just read. What is it about you that people would want to know? Forget advertising, think interesting.

Is your service or product revolutionary? Are you doing something for charity (of course you are – see part III)? Are you running a launch event? Whatever
you’re doing, put an interesting spin on it and send it to an editor.

You’ll know who to send it to because like all editors and journalists, they put their name under the kinds of articles they write. Decide which kind yours is and email it over. Your press release will not have logos on it and it will be no longer than an A4. Include only your contact details and when it needs to be released. Simple.

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By LaunchLab.co.uk  on   Jul 11,2008

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Keywords

launch marketing    advertising    starting up    websites    PR    charity work    personal marketing   

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