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If you're a member of the pajama set, dutifully plugging away at your job while
wearing your raggedy bunny slippers, you're not alone. The number of home-based
businesses is growing, partly due to advances in technology, and partly due to a
slow-down in the economy. (If no one will hire you, you hire yourself.)
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The advantages of a home-based business are obvious: no commute time, you can
set your own hours, increased job satisfaction. One disadvantage is that it's
hard to achieve visibility in your market. (You don't have a storefront or a
marketing department; it's just you and your slippers.)
Following are 10 ways to get the visibility you want for your home-based
business:
1. Press
releases. When you launch your business, gain a new client, offer a
new service, you're involved in newsworthy events. Write a press release, and
send it to your target publications (those publications that your potential
market reads).
2. Board of
advisors. Choose professionals in various disciplines to act as
your informal board of advisors. Compensate in some way (either with monthly or
quarterly lunches, free services or products, etc.) In addition to being your
sounding board, these people can be great advocates for your business.
3. Web site. Your web site is an excellent place to announce new products or
services. If you don't have a web site, several sites offer free or low-cost
hosting of single web pages.
4. Newsletter. Consider creating an e-mail based or off-line newsletter and
mailing it to potential customers and current customers. Make certain it
contains worthwhile information for your readers, not just marketing hype or
you'll do more harm than good.
5. Special Event. Consider hosting a special event, either web based or
onsite. A virtual "Open House" that introduces your customers and
potential to your business site can generate interest
6. Advertising. Several free and low-cost classified advertising avenues are
available on the Web. Make certain that any advertising you do is targeted (the
readers are your target market).
7. Sig
files. Make certain that your e-mail messages contain a signature file
that announces your business, its contact information, and a tag line associated
with your business (e.g., “Makers of all-natural gourmet muffins”).
8. Giveaways. A giveaway is a novelty item you give to customers and
potential customers. To be effective, a giveaway must contain your company logo
or name and contact information, and it should relate in some way to your
business. If you're a desktop publisher, you might opt for an attractively
designed mousepad with your company logo, for instance.
9. Networking. Join associations affiliated with your industry. Meet
potential customers, partners and suppliers. Make certain you give your business
card to everyone you meet. Take advantage of speaking opportunities.
10. Partnering. Consider teaming up with another home-based business who
offers complementary services or products. You'll each double your contact list
and can provide a more well-rounded package to your clients. Don't forget to
announce your alliance in a press release!
In short, getting the word out about your home-based business just requires a
little ingenuity and effort. The rewards will come in increased customers and
greater business growth.
About the Author:
 Yvonne Buchanan has
been a public relations writer, editor and freelancer for more than 20
years. She is an instructor at The PR Academy http://www.learnpr.com
, a
professional development institution that provides public relations
instruction and information.
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