11 Essential Marketing Materials

Are you marketing your business properly? Have you thought about all the options when it comes to marketing yourself?

Running a small business, or considering to start one, will require marketing material in order to promote what you do and tell others that you are available for work or have products available. But do you know what you need? Here's a list that will help you get started and ways to obtain them fairly cost effectively.

Logo

Every company needs a visual representation of what they do. Your logo should reflect what you do as well as look professional. However, keep in mind that you may be charged an arm and a leg for your logo. A cost effective way to avoid this is to network with designers who may make a deal. This is, though, an important beginning of your marketing material. Going cheap may cost you more later on. This logo will be the basis for all your marketing material as you'll be splashing it on pretty much everything.

Business Cards

A great business card is said to be your most effective marketing tool. Quite often however, some are packed with so much information that you lose the focus of what the company does and the card itself is not visually appealing. You definitely do not want to write your name and number on a napkin from your meeting (if you happen to have met at a coffee shop).

There are a variety of ways to portray your company with a well designed business card. From both sides being utilized, cards that fold (for more space) to single sided simple designs. Your card should also be a representation of your company and what you do, making sure that your services are clearly stated in 1 line or so.

Some companies may even let you leave some business cards in a holder. My mechanic has a few business card holders sitting on a window sill in the main office with real estate and towing companies.

Website

The next big thing, in my opinion, would be your website. Your online presentation of your company. An explanation of what you do, what services or products you offer and ways to contact you. Presenting yourself on the web these days is big. Many people are more inclined to visit a site than to drive in. It's more convenient for them. Bottom line, make yourself as convenient as possible for potential clients to get information from you. The last thing you want is for someone to forget your phone number and can't find it on the web and end up going with "the other guy".

It is highly recommended to have this up and running before you begin or shortly after you do so that you can use the web address on all your other marketing material.

Another big thing with websites is to consider how you will push yourself towards the top rankings in search engines. Don't expect them [search engines] to list you on the top just because your website is new. Search Engine Optimization is one way that you can keep yourself at/near the top as well as many other methods (to big to discuss in this article).

The cost of having a website these days is fairly cheap. Whether you know someone who can design and build it for you, find a freelancer who will do it for cheaper than a large firm or if you're technically sound, perhaps give the "Build-It-Yourself" features in many web hosting providers. Keep in mind though, to portray yourself professionally on the web, you will need to make sure your site represents you well. If you aren't able to do it yourself, get someone else to.

Stationary

When it comes down to handing your 'potentials' an estimate/quote, invoice, etc. make sure that you also market yourself well. Single sided, clear and lots of white space for writing. Some items you may just need a template on your computer which you can adjust for each client and print out as needed. To save costs, decide whether or not you need some items professionally printed or if your own printer will suffice. Items such as envelopes may need to be professionally done depending on the design and your printer.

E-mail Signature

You might not have thought about it, but every time you send out an email without a signature, you are missing on opportunity to market your company. Have your signature display information about your company and what you do. Include items like your name, company name, contact information, short/catchy tag line, web address and possibly information about a new product or completed project you just released.

Quite often, you can create graphics for your email signature, but keep in mind they may not show up in every email provider that is available.

Brochures/Pamphlets/Flyers/Banners/Posters

Create a flyer and post it up around town. Some grocery stores have bulletin boards where you can post it. Place it on light posts around town (making sure they're very clear and readable). Consider putting out a flyer with your local newspaper. Contact your local newspaper for details (or advertise right IN the newspaper!). The latter will cost you a bit, but potentially worth it should you get a client or two.

Brochures and pamphlets are helpful as smaller explanations of what you do. Don't try to cram them with information. Just get the important stuff out. Planning to set up a booth at some event? Print off these items and have them set up for visitors to take.

Local Newspaper

Mentioned in the above section, you could call your local newspaper to figure out costs for advertising right in the newspaper. I don't know actual costs, but depending on your industry, you could have it paid off with only one new client.

Directories

From printed phone books to online websites, research where your target audience is looking for your kind of work and start submitting your company information and web address for them to see. Online directories (such as http://www.dmoz.org/) allow you to submit your website address in a directory full of other people like you. That's the only catch, you're not the only one doing this.

Company Apparel & Supplies

Ever thought about sporting your own company on your clothing? Going golfing? Get a nice golf shirt custom made with your company logo and information for a possible start of discussion. Hats, t-shirts, bags, pens, and much more. Each its own marketing tool for your company if handed out or shown.

Specialized Packages

Depending on the focus of your company, creating a specialized package to hand out may allow you the chance of giving a potential client all that they need right in a well presented folder. This folder may be focused on sales with brochures and spec sheets made readily available. Or Public Relations with some press releases and possible media kits.

'Elevator Pitch'

You will often read about the elevator pitch when looking around for marketing material. This is simply a short 30 second or so pitch that you have rehearsed and know inside and out that could convince someone to check out your company and consider using you above anyone else.

"This will do more to market a new business than the flashiest collateral materials," says J.W. Arnold, principal of PRDC, a Washington, D.C., marketing agency. "It's amazing how many start-ups are getting caught up on the 'things' of their marketing effort and forget exactly 'what' they are marketing."