Marketing on a shoe string

[DeanOrion]

I've been put in charge of marketing our software/website company and I've got zero experience and expertise, and also no budget.

What methods are there for getting the word out, drawing in new business? I've mainly being emailing and calling businesses but nothing has come of that at the moment. I've also set up a facebook and twitter page, though I've no idea what to put on there and to generate "likes" and follows. I've also set us up with stuff like Google n Yell.com too so we do appear on those.

What methods are there for at the very least getting word out there that our company exists, never mind generating any sales?

 

[Loppy42]

It is possible to do marketing on a shoestring if you know what you are doing, but your company may be using a false economy by getting someone already employed to do the marketing if you don't know what you are doing. You will spend more wasting time and not achieving anything.

I would suggest either getting some books on basic marketing and getting yourself up to speed with a bit of general marketing advice and techniques, or employing someone to direct your activities and give you guidance, even if they don't physically implement it themselves - it will save money in the long run.

 

[London Bookkeepers]

When you say you're set up with Google do you mean that you have started a Google Adwords campaign? If not this is something you can look at with a small (or larger) budget. You can get good results and response if you do things well.
You can set up a listing on Google Places for free as well.

 

[cjd]

You have no experience, no expertise and no budget. Yet you have been appointed to market the business? Are you a God?

The good news is that the company that appointed you is not expecting much so anything you do achieve is a bonus.

But in order to help at all, we need to know something about your business. You know, just a hint?

 

[Elliottc26]

A first stage of Marketing is research. Begin by looking at potential customers and finding out all about them and keeping a record of what you find. This will help in selling to them later on and defining what approach is best for each business when emailing, cold calling, etc.,.

Also research competitors to help differentiate your business to theirs.

With Facebook and Twitter, you could try liking and following all businesses, councils, charities, etc, you can find in your local area and begin to comment on and liking, retweeting, some of their posts. On your pages, put up interesting news items related to your business to try and generate comments and likes - make them positive/interesting/topical.

Register with all the business directories you can find - yell, scoot, uk business directory, etc.,.

Without a budget for promotion, advertising, and marketing, there is a limit and may mean you will need to begin being creative. Expect a long-haul.

 

[I Love Spreadsheets]

Pick up books on guerilla marketing. Look at the video podcast by Hubspot and "Help, my business sucks" for loads of ideas

 

[lynxus]

Well id suggest a few things you can do online:

- Post your site / business in local online directories.
- Post your site on forums that either have your target market using it or is about your kind of business ( NO SPAM ) Just add useful answers with a signature ( like a lot of people in here do, including myself )
- Maybe contact the local paper? Has your company got something worth shouting about to the local people? Something new and exciting?
- ANY changes / new things that your company do / software does, post about it on blogs etc. ( Ensuring you link back to your site ) - Tweet it, Post on facebook the news!
- Submit your site to "review" sites.. Ie: if its about making pancakes. Get a pancake website to "review" your site / business.

 

[webgeek]

I've been put in charge of marketing our software/website company and I've got zero experience and expertise, and also no budget.

Some movie quote comes to mind... "Game over man, game over"

Seriously though... no experience and no budget.... How about reading through the SEO subforum. Go back about 90 days and read every post there.

After that you'll conclude that you need a blog on your site and that you should be spending all your time writing valuable, informative articles relating to your niche. When that doesn't get the results you hoped, hock something valuable and make it your SEO budget - but use it wisely.

 

[Liybpg]

Shame OP did not share any more information, but if any online retailers are looking to do some free advertising, feel free to send me a PM!

 

[CoretiumMedia]

Well, if there is no budget then PR and Social Media might be the answer. Though this would be a short term solution as in order to be successful in marketing you need to combine various tools.

Considering the industry you are operating in, you want to appear as an expert so people would trust you. Why not to create a blog and promote it through your social media channels?

Meantime, as it was previously said - follow industry leaders and potential clients. Leaders for example and articles/news to retweet and potential clients, obviously, for communicating with someone who might be your next customer.

Good luck with learning more about marketing. Start with reading lots and lots of academic literature and latest trends/news!

 

[eventdomain]

I've been put in charge of marketing our software/website company and I've got zero experience and expertise, and also no budget.

This reminds me of that episode of the Apprentice where 'Andy' (Car Sales Manager) gets to be project manager eg: "We have decided that you should get the poisoned chalice".

Seriously, er free options will be limited, so suggest Public Relations (a lot of it!!!), Use the UK banner exchanges and a ton of link exchanging.

Also get a Bookmark Us link, Recommend Us tool set-up on your Co. website.