Your home business may have gotten off to a great start, with your existing customer list. But, you shouldn’t forget about marketing in home business, and here is why.
Your customer base already knows your brand. Your brand, being your company name and product, is what will continue as your company grows. However, there is an old saying: “If you’re not busy growing you’re busy dying.” Even if you have a very consumable product, your original customer base is going to wane. Take, for instance, a covered parking garage in my town. The garage has been in business for 40 years, and is declining in inventory every year. Why? Because the owner, who was very popular with his clientele 40 years ago, has never expanded his demographics. He still has the same customer base that he started with; they are just an aging population, and no longer drive.
Build your brand recognition. Find a catchy slogan, a modern logo, or some other marketing device that will catch the attention of a new demographic. This will keep customers coming in as the old ones fade away, and keep your business vigorous.
Besides building brand recognition, you need marketing just so that people know you are out there. Marketing is another word for advertising, and many people do not want to advertise because they think it is too expensive. With the internet, however, that is a silly concept. With PPC, or pay per click advertising, you only pay if someone actually clicks on your ad to read it. You can even pay for PPI, which is pay per impression advertising. This puts your brand on the browser home page, reaching thousands. The great thing about this is that you can select where the ad is displayed. After all, unless you run an international business, you may not care to PPI for ads on another continent.
Your ad will, instead, appear only in your service areas. PPI advertising is quite affordable, and is almost a crucial marketing move in today’s cyber-world. Keep in mind that about 65% of people use iPhones or androids these days to shop. By doing so, they have rendered printed advertisements nearly useless.
If you do not have an ad apparent on browser pages when these people are shopping you will be skipped over. Studies have shown that 80% of people shopping on their handheld mobile devices will make a purchase that very day. If you business does not have an online presence, it will be overlooked. That is why you need to market, even if you think you have enough internet presence at this time.
Plan for the Future
Just as the parking garage has failed to plan for the future, so many home business owners fail to plan. You may have enough work today, but will you next week? With marketing, you can insure that you have a waiting list of customers, rather than a waiting list of creditors.