Promoting a Start-Up Stage Business

by Don Kyle

In my last article, I discussed the life cycle stages of a typical business — Seed, Start-Up, Growth, Expansion, Decline and Exit stages.  This month, I would like to focus on the areas on which a Start-Up company should focus to promote and grow its business.

Unless you have started a franchise with a well-recognized brand name, the biggest challenge you probably are going to encounter is name recognition.  So what are some of the most effective ways to get your name out to your target market?  I have listed several ways you should to consider to do this.

1.       Prepare a press release about who you are, what you do, and how this is going to benefit your target market.  Then, disseminate it to all local media outlets, including social media channels.  It is important to note that news and information providers want to print or post information that is interesting and beneficial for their audiences.  Therefore, focus your press release on how you are going to provide a product or service that will do just that, rather than talking only about your company or yourself.

2.       Establish and cultivate a social media and web presence.  This is a great way to get your message out and allow you to extrapolate your person-to-person community involvement activities discussed below.

3.       Host a grand opening event with the help and participation of local business associations and local media.  Be sure to schedule your event for a time which will allow the optimal attendance, e.g., a Saturday morning when families are out and about in the community.

4.       Get involved with your community.  There are many ways you can do this, depending on the nature of your business, such as with local business associations, schools, religious organizations, civic and charitable groups, other businesses, sports leagues and groups, etc.  For example, if your company caters to children, contact local schools (both private and public), sports organizations, kid’s activity groups (such as dance studios, children’s theater, martial arts studios, etc.), and other groups and businesses that also cater to children.  Establish affiliate and referral relationships with those that are the most likely to help you spread the word about your company.

5.       Research and select effective channels to advertise your business, such as with local magazines, social media, etc.

Taking these steps should help build your name quickly.

Don Kyle works with business owners who want more customers and higher profits.  He offers a free consultation to business owners who are serious about improving their bottom line and quality of life.

(404) 580-6331, dkyle@smallbizzmbz.com