Sometimes Marketing Doesn't Have to be Expensive, Just Creative

Marketing is essential to a successful business. In fact, without it a business cannot survive. It doesn't have to be elaborate or costly; it just has to reach the appropriate market. Your target market is anyone that could use your services. By marketing specifically to those most likely to use your services, you can direct your message to reach them most effectively.

As I said, marketing doesn't have to be expensive. In fact, you could take out a $15,000 ad in The Wall Street Journal and not be as effective as a well-targeted networking event that costs little or nothing. Some of the most successful marketing I've done has cost nothing - except my time. It just takes a little creativity and perhaps, acting on an opportunity when it presents itself.

Here's an example of creative marketing that has been successful for me. Early in my Virtual Assistance career, I was featured in a popular national e-zine. This put me in touch with a very successful marketing coach to real estate professionals. Since 99% of my clientele are real estate agents, this gave me tremendous exposure to my target market. However, the marketing didn't stop there. I signed up for his e-zine and started receiving his notices for seminars. I noticed that one was being held in Charlotte, only about three hours from where I live. Since he is a HUGE advocate of virtual services, I e-mailed the speaker and asked if I could attend. I explained that it would be beneficial for his attendees to actually meet a VA who could be there to answer any questions they might have. He agreed to let me attend. I met several potential clients, networked with other VAs and learned a lot.

During the presentation, the speaker showed an example of an impressive e-mail he got from one of his students. I noticed in the e-mail that the coaching student was looking for someone to create a newsletter for him. So when I got home, I e-mailed him and told him I could do it and he hired me!

Those creative marketing techniques were very successful. Not only did I get exposure to the attending realtors - and obtained several long-term clients - but it went a step further. I was able to network with the speaker and his personal assistant. Because of that first meeting, I got subcontracting work from his assistant, invited to participate in the National Association of REALTORS® "Meet the VA of Your Dreams" conference and later, invited to author a new column for the marketing guru's e-zine - which currently has over 10,000 subscribers who are mostly in my target market. All this from a little creative marketing.

When doing research into this industry prior to forming my own business, I ran across the Military Spouse Virtual Assistants program. I wanted to join, not only because of the Request for Proposals (RFPs) that members receive but also for the networking opportunities. The problem, I found was that in order to join you had to complete the MSVA training. Not only that, but to attend the training it must be offered at the military installation at which you are currently stationed. So I had to contact my post's Army Community Service office (ACS) to see if they would be willing to offer the training. Let me tell you, that was easier said than done! After repeated attempts to call and e-mail the appropriate person at ACS without any luck, a fellow VA finally succeeded in contacting a representative. Once that was set in motion, we just had to wait for the ACS representative to finish the MSVA's T3 (Train the Trainer) course. Then they finally scheduled the training so we could attend.

Although I knew most of the material provided in the training, it was helpful in that I had the opportunity to network with some important people in the industry. Christine Durst and Michael Haaren are credited with starting the VA industry and they are often asked to do interviews. When this happens they offer a chance for VAs to "tell their story." I never pass up the opportunity to answer their questions or provide insight into the industry. Because of that, I was included in their best-selling book on Virtual Assistance called "The Two-Second Commute." There have been other publicity opportunities that I have taken advantage of and been included.

I cannot stress enough how important it is to network. It's not only free but also, in my opinion, it is the best marketing you can do for your business. Volunteer in national organizations. This piece of advice is important not only by providing name recognition with your peers but could possibly provide an opportunity to learn a new skill. Many organizations will train you for a volunteer position with their organization. I would have to say that volunteering with a major organization in the industry was one of the best decisions I've made in my business. I got to know several people and gained a mentor as well. She has taught me more about the industry, marketing and business than anyone I've ever met. My relationship with her is the key to my current success.

Now that I've offered you a glimpse into some successful marketing techniques I've used, here's a review of what you too can do to market your services successfully.

• Network with everyone and anyone
• Volunteer with industry organizations
• Join and participate in industry organizations
• Start a weblog (blog)
• Create an e-zine

These ideas can help you market your business. Along the way, try to add some creativity. Do something a little different from someone else. Act on opportunities and, most importantly, don't ever stop marketing.