by Janet Sandford

Created on: December 26, 2009   Last Updated: December 27, 2009

You don’t need a massive budget to successfully market your home business. In fact, not having much money can even be an advantage as it forces you to think more creatively and really think about the return on your marketing investment.

Traditionally, people have thought of marketing as synonymous with the production of leaflets, brochures, catalogues and some kind of advertising campaign. Additionally, companies might produce freebie's like mugs and stationery to promote their business. In a small business, it’s very easy to delude yourself into thinking that you are running an empire when in fact all you have is a cupboard full of pens, so here’s a better plan.

If you are not an experienced marketer, read some books on the subject so that you understand basic marketing principles and processes. Define you brand identity, who your customers are, where they can be found and what would persuade them to buy. If you don’t answer these questions first, any expenditure could be wasted as you can’t be sure it’s hitting the target.
Next, think of the most powerful word in the marketing vocabulary; FREE!

Ask yourself what products or services you could offer free. If your service is information based, this should be easy. If you are offering a physical product that can’t be given away so easily, you could use ‘Free Trial’ or ‘Free Demonstration’. Your objective at this stage is not actually to sell but to raise brand awareness and build a base of potential customers.

In the age websites and on line sales platforms like eBay, it’s easier than ever to create a virtual shop where you can advertise your wares. Spend time, if not money thinking carefully about your website design making sure that it is easy to navigate and easy to buy from, remembering also to offer some services free. Encourage people to gain this information through free club membership and or a newsletter - on line of course, and effectively cost free.

This leads you to the next most important marketing process which is relationship marketing. Your objective should be to build an ongoing dialogue with your customer base. Think of the lifetime value of a customer rather than a one hit wonder. Don’t confuse this with spamming people; if your promotion and interaction is too aggressive and frequent, it will be counter-productive.

One of the best ways of picking up new contacts is through forums. This might be through on line organisations

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