4 Necessary Marketing Materials for Small Businesses

August 23, 2008 By Mary White

No matter what type of small business you own, there are several types of marketing materials you’ll need in order to effectively promote your enterprise to prospective customers.

1. Logo Design – Every small business needs an attractive logo. The logo that represents your business forms the basis of your corporate identity. Unless you have strong graphic design skills, you may want to hire a professional to create your company logo. This single piece of artwork will appear on all of your printed, online, and other types of promotional materials, so it’s essential that it sends the right message about your business. It should be attractive, professional in appearance, and make a positive statement about your organization.

2. Business Cards – Your business cards are your professional calling card. There’s no substitute for a well-designed, professionally printed business card. Avoid the temptation to save money by printing your own cards on your laser or ink jet printer. These types of cards never look professional, no matter how well designed they are. They send the message that your company might be a fly-by night startup operation without much chance of long term success. Professional business cards aren’t expensive, and this is one area where it’s just not a good idea to cut corners.

3. Website – In the 21st Century, it’s essential for virtually every business to have an online presence. Sometimes small business owners erroneously think that websites are only for companies that plan to market products and services through their websites. Today, even service oriented businesses need to have an online presence in order to be viewed positively in the marketplace. Modern consumers rely on the Internet to find information about the companies with which they are planning to do business. It’s essential to make sure that potential customers can find your company online, and that the website they see sends the right message about your company. As with your logo and business cards, don’t cut corners when it comes to your company’s website. People are likely to form their impressions of the quality of the goods and services your organization offers based on the professionalism of your online presence.

4. Promotional Items – Most businesses can benefit from having at least one type of promotional material. Pens that include your company’s name and contact information can be an excellent promotional item. They’re inexpensive and can be used for multiple purposes, including customer thank-you gifts and giveaways at business expos and trade shows. Imprinted notepads and sticky notes are also affordable and effective promotional items.

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