all business-to-business organisations should now have a web presence

If you are large organisation then you will likely already have had this in place for several years. If you are a small business you might imagine that having a presence on the internet is not important. It will be, if not already.

Particular styles and origination are required for a good website, and the medium is no longer passive, so you need to think about integrating promotion and advertising to attract people to your site. If you want technical information on the really esoteric stuff like search engine optimization (SEO), then an excellent free resource is at deadlock.com.

See the tips for creating effective websites.

guide books, hand-books and newsletters

Publishing your own information material is potentially very effective, and costs can be reduced by incorporating relevant supporting advertising from other organisations wishing to be associated with your services and to target your audience. Guidelines for Newsletters follow later. (Remember now that electronic media is able to extend the use and potential of newsletters far beyond traditional printed media.)

Alternatively you can advertise in a relevant guide book produced by another organisation. However, be careful to ascertain accurate details of circulation and profile if considering small or unproven publications.

open days and exhibitions

The advantage of personal contact is that you actually get to talk to your potential customers, which dramatically increases the chances of getting your message across. But there is a limit to how many people you can target and access using these methods. Costs of preparation and organisation can be big, and are rarely transparent at the outset so beware.

Events of this nature do nevertheless offer good possibilities for follow-up PR activity, which can contribute greatly to building a customer-friendly image.

word of mouth

Personal referral is unsurpassed as an advertising tool. It costs nothing and is the most believable type of 'advertising of them all. Encouraging word of mouth referral is therefore a good reason for sustaining excellent customer service and relations. If your customers are thrilled by the service you give they'll tell their friends.

You can encourage word of mouth referrals through the use of discount vouchers and coupons, loyalty and 'friends and family' schemes, introduce a friend incentives, and any other mechanism that encourages people to spread the word on your behalf.

networking and clubs

Using business networking methods to develop contacts and introductions is an especially cost-effective marketing method for consumer services and products, and more particularly for business-to-business services. A variety of networking opportunities exist in all sectors and regions, including trades associations, chambers of commerce and trade, networking websites, societies, clubs, breakfasts, lunches, events, and anywhere that potential customers and influencers gather, and the systems within which they communicate and socialise. Use your imagination. Always be prepared to speak to others enthusiastically about your business - the world is full of potential customers.

An increasing number of networking communities and services are now to be found on the internet too. Explore these opportunities, keeping in mind the particular target audiences most relevant to your aims.