Many newer local companies prefer to DIY their marketing, whether it’s lack of funding, wanting to be in charge, or they just don’t have the growth-mindset faster growing company owners have. Luckily around Bloomington there are ample opportunities to do your own advertising that can lead to quick turnarounds and long-lasting effects. You know, perhaps more than others, the cost of doing business. Nothing worth a damn is free. These are lower-cost, easy-entry ideas to run your own local marketing.
I’m covering print-shop provided, community-related opportunities and paid online advertising. All things that an informed and equipped business owner can do themselves if they’ve got the time. Expect to spend a little money, and a lot of time nailing these down. But if done correctly, DIYing your companies marketing around Bloomington is sustainable. Keep in mind, most ‘growth focused’ small businesses (Under $2mil/yr) spend 5-10% depending on ambition.
Printed Marketing Assets
Depending on your past marketing / business activities, if you have any of these laying around. Make sure they are in good shape, clean and have accurate information (current logo, same #, etc).
- Business Cards – $50-$200 per 100
Low return rates, incorporate a review-QR code on the back for Google Maps. When you meet anyone that runs, owns and rents; give them one. Anytime you give a final invoice or receipt, give one and ask for a review from the link on the back. This is the backbone of diy local advertising. If you can hand them something in person, they know you’re local. - Door Hangers – $0.50 – $3 Each
Can be crazy effective if used creatively. Don’t spam people, write a custom message on the back of each one. Best for services you can see by driving by. No one wants their house to have an ugly roof, damaged siding or an unkept flower-bed. For services that aren’t visible from the curb; look at aging neighborhoods (25-30 year old homes). Find the homes that just look like they aren’t well kept and write a personalized note for a free inspection of their septic, or breaker box. This can lead to a lot of smaller quicker contracts. - Yard Signs – $25+ each – REUSABLE!
Keep them clean, make sure they stand up straight. Place them in places you find yourself setting in traffic. Always ask the property-owner, just knock and ask. They’ll almost always agree if its a commonly-trafficked area. Also ask existing customers in key locations (near entrances to neighborhoods, busy-businesses, places of traffic), you’ve already got a reputation with them.
Yes, I do offer design & delivery services for business cards, door hangers and yard-signs, just contact me and we can get started on yours.
Community Advertising Opportunities
Towns like Ellettsville and Bloomington have strong communities; they thrive in the local feel. Keep your ears to the ground; show up to festivals fully branded in your clean vehicle with matching shirts and hats. Setup some simple advertising in the announcements / newsletters for them or make sure you’ve got a yard-sign along the way. DIY local advertising requires you to DO IT YOURSELF. There is no-one else you can expect to invest elbow grease and time to ensure your company grows.
Targeting commercial clients? Ensure your online-presence is strong and join the Bloomington Chamber of Commerce, get an Ad in the Bloomingtonian or perhaps join the greatest radio-station game ever on 105.1; these all cost a little money, but the potential ROI is worth it, depending on season, offerings & realistic leads.
If you want to target local commercial contracts you’ll need to participate in local commerce. A majority of the time, commercial clients check out new contractors before the first bid is accepted – don’t let your online presence (google, website, ai) be the reason they select a competitor.
Looking Into Paid Advertising
Paid local advertising is a crapshoot. Everyone will promise the world; every form of local ads doesn’t work for every service! Don’t waste time selling a remodel to someone at Bloomingfoods and don’t try to sell cleaning services to someone on the Cascades Golf Course.
Paid local advertising is a crapshoot. Everyone will promise the world; every form of local ads doesn’t work for every service! Don’t waste time selling a remodel to someone at Bloomingfoods and don’t try to sell cleaning services to someone on the Cascades Golf Course.
I’ll offer a free 10-minute paid-advertising consultation to cover your specific niche, learn about your customers and help YOU find out where to sell to them. This is a no-commitment effort from me to improve the quality of diy local advertising.