Cheap and easy ways to advertise locally

Advertising locally allows business marketing professionals to get more creative in their efforts. Potential consumers walking down the street need to have a reason to stop at a smaller vendor on their way to a big box store, so make sure your local advertising initiatives leave a lasting impression.

The blog Parkland Chamber offers five suggestions for local advertising:

- Word of mouth
- Block parties
- Cross-promotion
- Volunteer work
- Adequate signage

For one, word of mouth (WOM) is the cheapest form of advertising your business, because after you influence a customer, the rest of the legwork is done for you. Also, if you choose to perform a social media campaign, realize that the best way to spread your company via WOM is by targeting smaller groups of trusted individuals rather than finding perceived influencers who have the most friends. While the latter may have befriended a certain number of individuals who will be influenced by your message, finding more niche customers and personally contacting them is more likely to deliver referrals and follow-up business.

"If you can wow one customer enough to engender loyal patronage, you'll no doubt get the unsolicited rave reviews that will prompt their family and friends to check you out," the news source states.

Block parties may be slightly difficult to orchestrate, especially if your business is still relatively unknown, but they're still a great way to introduce yourself to the neighborhood. If you can get a few other local businesses on board, you'll likely reap results from a party held in your name.

Along those same lines, working with similar companies (or cross promotion) is an excellent - if not underutilized - way to benefit your business. It basically involves finding nearby vendors related to your line of work and getting them to collaborate to reach a broad range of customers.

Advantage magazine points to a few successful cross-promotion campaigns, like how video rental company Redbox places its machines outside fast food chains and drug stores, or how Shell gasoline partnered with the Winn Dixie supermarket chain to offer fuel rewards for shopping at its stores.

Parkland adds that volunteer work is another free way to advertise your business, especially if you perform the task under the name of your company.

Finally, place attention-grabbing signage outside or in storefront windows to attract passersby. You'll want to make sure your sign is visible from the street for best results.