Business development

Marketing tactics you can employ to develop growth opportunities for your business.

Competitor Analysis – analyse your direct and indirect competitors and develop a matrix of products and/or services they provide to identify gaps in their offerings that your business could manoeuvre into and take advantage of.

Industry influencers – identify the leaders in your industry and monitor their activities. What are they doing and saying, can your business replicate their behaviours? Follow and connect with your industry influencers via your social media channels and let your business be inspired by them.

Competitions – run a competition to increase awareness and recognition around your brand; generate new customer leads & email sign-ups; and create PR opportunities for your business.

Events – host events to officially open new premises, launch new products, offer seminars to educate current and prospective customers, network with stakeholders or meet and thank customers. Websites such as WA Business News, Community Newspapers, EnjoyPerth, Eventbrite, Gumtree, MeetUp, Tourism WA and Eventfinda will list your events for free.

‘Expert’ presentations – position your business and your brand as an industry expert by speaking on your area of expertise at events. You could also host your own educational events to attract potential customers. Your local Business Association and Small Business Centres (SBCs) are always on the lookout for guest speakers for their events.

Expos / tradeshows – exhibit at local expos and tradeshows to promote your business and network with potential customers. Collect business cards from attendees to add to your marketing database.

Sponsorships – align your brand with an event or cause and gain exposure to a new target market to increase brand awareness and positive rapport and increase propensity to purchase.

Brand ambassador – employ a actor/model/celebrity who embodies the values and personality of your business to represent you in marketing communications and at events.

Promotional products – free gifts for customers or as giveaways at events are always gratefully received and help to create traction with potential and current customers. Have some relevant products branded with your logo to give as gifts to your customers and/or to attract passers by to your display at an expo or tradeshow. Places like Vistaprint, EmbroidMe and BrandConnect have a range of promotional products to suit every business and budget.

PR / Public relations – create interest and spread information by sharing newsworthy stories about your business through media releases, company speeches and press interviews. The aim is create a positive image of your business through publicity. Email your media release to the editors of the news outlets you hope to target, follow-up by phone within a couple of days if you have not been contacted in return by a journalist or media representative.

Advertorials – create legitimacy in your business’ advertising  by shaping it in the form of editorial content. In printed form, an advertorial article looks like an independent news piece; in TV, this is an infomercial; and in radio, this is an on-air interview between the announcer and company representative.

Online communities – build a community of friends, fans, employees, partners and customers where members can post, comment on discussions, give advice and collaborate on topics relevant to your business. Also use this group to cheaply communicate your marketing messages. Create your community via social networking sites, chat rooms, forums, discussion boards or a blog.

Webinars – host online presentations or workshops to educate your current and prospective customers. Showcase your expertise or demonstrate your product to build relationships, generate leads and grow your business. Use programs such as AnyMeeting to host free webinars.

Surveys – ask your customers and stakeholders their thoughts and feelings about your business and ask them about ways you could improve. Could you improve your product or service offering to increase business? Programs such as SurveyMonkey allow you to run online surveys for free.

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