In the digital age we live in, it is customary for small businesses to market themselves online. Why? Because it is relatively cheap. Tap into social media and the marketing of a business can in fact be done for free.

The potential problem with this approach is that you could be invisible to people who do not know that your company exist. This is because a poor digital strategy will effectively push your company to the bottom of search results and thus keep it out of sight.

Business owners should not forget that the ‘real’ world still presents plenty of marketing opportunities. And it is quite possible for these to be as cost effective as online solutions. The secret is in picking marketing devices that deliver a continued return on investment. That is, a device that is installed, launched or purchased once, but it secures money or interest for your business on an on-going basis.

Here are four such money-making machines:

Referral program

Few strategies are as effective as word-of-mouth. Take advantage of this by offering existing (satisfied) customers a reward of some kind for every new customer they send your way. The reward can be a discount coupon, free product or a saving off their next purchase. You will have more customers than you know what to do with in no time!

Brand your car

Brand your car with a vehicle wrap or magnetic signs and you’ll take your business wherever you go. This is especially effective if you’re on the road for most of the day. You’ll pass hundreds, if not thousands, of potential customers every month. Steer clear of trying to say too much, however – the simpler, the better.

Signage

If your business does not have a sign yet, it’s best that you soon contact signage manufacturers in South Africa to invest in one. A big, bold sign on the outside of your building increases awareness and attracts new customers. People might drive by your premises more than once before they pop in, but be sure that they will notice your shop and that the business name will slowly but surely settle in their subconscious mind.

Sponsorship

Look towards your community to see if there are any sports teams, events or other such initiatives to sponsor. The initial cost involved might be high, but your brand will enjoy attention whenever the team is playing or the event is happening. Do not pick a once-off event – go with something that happens on a weekly or monthly basis.