Q: My natural skincare products are distributed in Central Oregon retail and specialty stores.
I also have a small following on social media and through Etsy.
What are some low-cost ways I can further market my business?
A: Every year brings new trends. Here’s a summary of our favorite marketing tips:
1) Your best customers are the ones you already have! Marketing to this group doesn’t have to be expensive; it’s all about making customers feel special. Thank them, treat them to gift bundles and early access to promotions and loyalty programs. If possible, provide free shipping or small gifts and discounts for advance purchases and referrals.
2) Distinguish your brand using customized mailing lists and your Etsy page to offer valuable information and “insider” specials. Consider holding an open house or demonstration at the stores that carry your products. Offer in-store instant discounts, free samples or gift-wrapping services.
3) Review your website through a customer lens. Do you have a compelling tagline and call to action? Reformat your site or media posts to ask and answer your customers’ needs such as:
How can I protect my skin in a dry climate? Or how can I prevent wrinkles?
4) Offer an unconditional money-back guarantee. A colleague of ours offered this for 22 years, building immediate trust and confidence in his offerings. He only refunded money three times in 22 years!
5) Consider giving back to organizations that make sense for your brand, in your case preventing animal testing or promoting vegan products. Providing a portion of proceeds from a sale can help build your brand and your community.
About the Experts:
This month’s experts are Sue Meyer and Maureen Quinn of Central Oregon Community College’s Small Business Development Center. Meyer and Quinn each have decades of marketing and small business experience. COCC’s Small Business Development Center offers free, confidential professional business advising and a variety of low-cost courses to help entrepreneurs through the business lifecycle: cocc.edu/sbdc.
