Marketing your business

There are a number of methods you can use to market your business, both online and offline.

Using marketing to reach your customers

Marketing is a broad topic. At its essence, you can think of marketing as speaking to consumers about your brand, your products, or the services you offer. Every point of contact with a consumer is a marketing opportunity. Your site, store, and business cards are all opportunities to let customers know what you have to offer.

Small business advertising

While marketing is an overall approach, advertising refers to the paid form of messaging designed to increase awareness and boost your sales.

How to advertise online

Social media channels: Creating social media profiles for your business is a simple and free way for you to show off your brand, engage with customers and share information about your products or services.

Social media ads: One of the most cost-effective ways to reach potential customers and grow your sales is to create paid social media ads. Creating these ads gives you the option to target specific audiences, optimize for reach or conversion, and direct consumers to your website.

Pay per click ads (PPC): PPC is a Search Engine Marketing (SEM) tactic and refers to ads on internet search engines. If you use PPC, you’ll have to pay to have your ad appear when certain keywords are searched for. Then, you’ll be charged for each click on your ad.

Cost per impression ads (CPI): With a CPI ad, you’ll pay a fee per thousand views your ad gets, whether or not the people who viewed your ad clicked on it.

Cost per action ads (CPA): With CPA ads, you only pay when someone takes a specific action, such as signing up for your email list or buying your product.

Learn more about advertising online

How to advertise offline

Word of mouth: Making connections in the community is still one of the oldest but most reliable forms of advertising. Reach out to friends or peers who offer a complimentary service to yours. Local small business groups can be an excellent way to connect to other small business owners.

Business cards: There’s still a place for business cards today. You can use them to connect with potential customers and give them out at events or your place of business. Make sure your card has your business’s name, address and contact information—including your web site and social accounts.

Newspapers: If your goal is to attract local customers, then advertising in a local newspaper can be an effective way to reach your target audience. The price of your print ad will depend greatly on the newspaper's popularity and the size of your ad.

Magazines: A local, regional, or niche interest magazine can help you reach a specialized audience. The price of magazine ads generally depends on the size of the publication and size of the ad itself.

Banners: Posters and banners are effective advertising options for small businesses because they don’t cost much to make. These can be printed and hung at your place of business or around your community.

Flyers: Consider creating, printing and passing out flyers in your community as a way to promote your business. You can place them on windshields, insert them into newspapers or hand them out at local markets or businesses.

Promotions

Knowing your customer and what they’ll respond to can give you great insight to developing promotions that deliver results.  As little as 10 to 15% off your product can be enough to help you drive new sales. Refer to government resources to ensure you’re complying with regulations involving promotions.

Offer special deals

A special deal can entice customers to buy. These could be a price markdown, two for the price of one, a free sample with purchase, or a flash, one-day only sale.

Bundle your products

All customers like the idea of getting a deal. Think about ways you could package complimentary products or services together to offer a greater value.

Coupons

These can be an inexpensive way to promote your business. They may be email coupons, coupon codes or exclusive invitations.

Offer free shipping

If you sell your products online, consider offering free shipping for purchases over a certain amount to encourage customers to buy more.

Consider online exclusives

Use an online marketplace or website and post your exclusive product for potential buyers—including a special discount.

Create a customer referral program

Word of mouth promotion can help you build your business. So, consider offering current customers a discount on your product or service for referring a new customer to you.

Business solutions that can help get you started

Build your brand on social media

Social media makes it easy for businesses to reach a broad range of customers. Get tips and find Visa-recommended partners that can help you with social media now.

Learn more about social media