What are the Most Effective "Free" Avenues for Exposure

[Bayou Twin Mom]

As a new entrepreneur with little funds to spend on advertising and marketing, I spend hours upon hours researching companies to contact for link exchanges, possibly solicit for business, or to share with others they may know who would be interested. This has been very time consuming, but I have managed to book two online interviews, and an upcoming live interview on BlogTalkRadio. I have had a few product reviews with specialty boutiques and blogs, as well. I know that my traffic has increased, but are these avenue truly going to boost my bottom-line revenue?

I would love to ideas from other business owners and how they "kick started" their business on a tight budget.

Angelice
President & Founder
Gemini Greetings LLC

Tiger Twins In The Bayou
Top 100 Sites for Moms with Multiples

[Mary]

Hi Angelice
Tough question! I tried much of what you mentioned. I did see some traffic increase and some sales, but nothing drastic. Finding "free" exposure is very difficult, time consuming and in my opinion (from my experience) not much of a bottom-line booster... especially for niche products (like your greetings for multiples and my baby's first birthday kits). I've tried a LONG list of different avenues in the 2+ years of marketing my business, some were free, some were inexpensive, some a bit more than inexpensive. Just a few weeks ago I decided that I needed to put a bit more (actually a lot more) money into my efforts and have signed on to run a 12-month print ad campaign in Colorado Parent & b.a.b.y. magazines (partnership with national Parenthood.com). In addition to the printed publications I will also have an online presence (magazine, marketplace, etc). The rep I'm working with was good in helping me to find the best bang for my buck and offered me some additional introductions and leads. My ads will begin running in their June publications, so I don't yet have anything to report about the difference it's made. I do know that consistency is key, we need to remain "in front" of our target market ongoing, especially when trying to make ourselves known.

On the 'free' (or inexpensive) note.... have you tried: Popular Baby Products, Sk*rt, Mom To Be Depot, The Mom Pack, Design Mom Marketplace, Mommy Track'd, Whats Hot for Tots, Mommy Designers Blog, or looked at the numerous blog sites where you can run ads through blogads.com. These are many that I've either tried, or have been in contact with. Best of luck! Keep me posted on how it progresses, and if you hit paydirt with anything new. ~Mary

[Bayou Twin Mom]

Thank you so much for your thorough response. I do a presence on some of the sites, but more in the way of interacting with moms and sometimes through advertising (inexpensive) venues on their sites. Some of the ones you mentioned are new to me, so I have some homework to do tonight. I do send a monthly newsletter out to clubs for moms of multiples across the country and media outlets. I guess we all would love to have that magical moment of getting a feature interview with the Today Show or Oprah that will launch our business, but that is for the far and few between. That's okay. I am learning so much and meeting great people along the way. I just want to make sure that I am exhausting all avenues before opening the pocket book, which these days is just pennies.

Oh, and I have been in touch with a rep from Parenthood.com and am considering them for future advertising. They seem to over a great inexpensive package and to my target market. I have basically three publications I need to run ads in, but it is just not cheap and I know that consistency is key. A customer needs to see or touch a product 5 - 10 times before they may actually buy it!!

I'll keep you posted...

[Rob and Lisi Wolf]

One other point in addition to my diatribe below...

"A customer needs to see or touch a product 5 - 10 times before they may actually buy it!!"

That is a self-serving myth told by ad sales reps. Don't believe it. For a company that conducts most of its business online like you, you should be advertising online. People will be a click away from your product, and it's much cheaper than print advertising.

I have more positive things to say in my response below. :)

Rob

[Christie]

First of all...let me say, your products are just too cute!! I love the slide show on your HM page!

I agree with Mary that completely "free" is a bit hard to come by but there are ways (many she mentioned) of getting by without breaking the bank. I too recommend product review, etc.

I discovered a super duper low cost advertising avenue called Mommy Perks (www.mommyperks.com). Basically, it is a free membership club for moms to receive exclusive discounts (perks) from local and national Mommy Perks Partners (businesses). The advertising starts at $25 for 6 months (flat rate!) for a local ad in your state. Your product being something that could (and should) have a national presence, you could benefit from their nation-wide ad packages and they have tons of options for that...including a product review blog. I advertise on their site and I also became a rep for my state. I am passionate about helping my fellow mom-preneurs get the word out about their businesses and I more than understand about being on a budget!! Check it out!

Your product is so AWESOME that I see no reason people wouldn't just jump all over it! I wish I knew some twins (LOL). I'll be spreading the word!

[Rob and Lisi Wolf]

Angelice,

You're all over this network with questions, aren't you?

In the online world, getting people to link to you have both short term and long term benefits. In the short term, yes, you might get some traffic from them. In the longer term, those links are good for Search Engine Optimization (SEO). It's a long hard slog, but it'll be worth it in the long run.

Your task is actually a bit more nuanced than just finding free places to get exposure. You want free resources that will either bring you traffic or lay the foundation for good search engine rankings.

Remember that Google pays attention to the quality of sites that link to you. Getting linked by a well-trafficked site will sprinkle some of that sites' goodwill upon you. Linking to simple link exchanges that don't get much traffic or link to "bad neighborhoods" themselves will not help and may hurt. If you have the Google Toolbar on your computer, look at the little bar graph that says Page Rank. Try to get sites with a PageRank of 3 or higher to link to you. (and if you don't have the toolbar, install it for free here)

It's also important to understand how you want to be linked. What are the most important search terms for which you'd like to be ranked? Twins? although that term gets searched alot, it's too broad. There's too much noise. Too many people looking for the Olsen Twins and such. Twin greeting cards? Well targeted, but I doubt many people are searching for them, since they don't know they exist. A good mix of targeting and traffic might be somthing like "Twin Baby Cards." It's relevant, and alot of people are searching for twin baby gifts, twin baby names, and twin baby shower invitations (if you don't have shower invitations, you should).

Armed with that knowledge, you want to find people to link to you using that term as part of the "Link Text." Link text refers to the words that are linked with a hyperlink, not the hyperlink itself. So, it's better to be linked as Twin Baby Cards - Gemini Greetings LLC. than just Gemini Greetings LLC. Doing the former will further enhance your ability to rank for a term like "twin baby."

Now that I've gone off on that tangent, here's the answer to your question:

DMOZ.org is a free directory to which you can submit your site (then wait 3 months until it gets on there). It's got a PageRank of 8.

LinkedIn is also a PageRank 8. You can add links to your own businesses, and edit those links to include your key terms (here's mine as an example)

Local chambers of commerce

Alumni organizations

religious groups

Join every mom's social networking site. There are a ton of them.

Look for Facebook groups dedicated to twins.

Insert yourself into online discussions of parents with twins (but don't be crassly commercial about it)

Other free resources:
Use WordTracker's free version to reseach the popularity of Keywords
Google Analytics is free and a great way to track the sources of traffic coming to your site.

Keep at it!
Rob
Unique Baby Gifts - That Baby DVD
Music and video for kids...and the grownups who love them

[MicheleD]

In my business, HR consulting/training, giving speeches at industry events or relevant business organizations works best for me because it puts my expertise in the spotlight for a room full of potential clients. Alongside this, writing articles and blogging helps too.

For a product-based business, I've found that providing samples works well, but they have to be strategically well-planned samples, otherwise you're just throwing money out the window; you've got to get your product in the hands of some highly influential people who can connect with your target market.

I'm not an expert in the parenting of multiples department (thankfully, I just have three singles...couldn't imagine them all coming at once! But I digress...), but here are some ideas to get your business name out:

- Leave business cards, brochures and/or samples at doctor's offices that specialize in fertility treatment or OB/GYN services (strategic alliance);

- Contact hospitals to find out if you can insert your business card, flyer and/or sample in those maternity paks they give to new moms when they're discharged (strategic alliance);

- Submit your business to Working Mother, who features a "mompreneur" in each issue (PR);

- Even though your business is product-based, you have a great story to share with others (I read your About page), so find a platform and start sharing your story. You'll engage people who will not only come to like you, but your terrific products as well (visibility; brand recognition).

- Get out there and start connecting personally with people. Although technology certainly helps to connect you with people outside of your geographic area, you might consider having some "parties" that are reminiscent of Mary Kay gatherings. Get a group of girlfriends together, ask them to invite one or two guests you don't already know. Then, talk about your story, share samples of your product and tell them how they can be rewarded for bringing you business or strategic alliances (rewards can be monetary, but don't have to be). Of course, have product to sell on the spot too! The point is to minimize your time, but maximize your visibility...that's why the "party approach" is effective (visibility; brand recognition).

Well...those are just some of my ideas...I have more, but I've gotta go eat dinner (gosh...I feel like a web-addicted teenager).

Michele

[Bayou Twin Mom]

Michele,

Wow! Thank you for all of this great advice. Some I have touched on and some I will implement in my plan. Since posting my question, I have received some great exposure and am continuously searching for new ways to put my products in front of moms and retailers. I have also added a few specialty gift items to my website that would give others a reason to visit more often.

If you think anything else, please do send. I thrive on others input and suggestions. Even if I may already be doing it, that confirms I am doing the right things. :-)

Thank you!

angelice

[Katie Danziger]

I have been spending hours upon hours searching sites, trying to get the word out. I did have some success with Jen's List, and she just happened to have just had TWINS. She now has 5 boys. You might want to try her. She has a list that she sends out every day with different listings from products to services to classes, etc. We emailed back and forth, she's very nice, and she did post nomie baby on her list. I will be interested to see if I get anything from that. It's worth a try - [e-mail]

[Bayou Twin Mom]

Hi Katie,

Thanks for sharing! I will be contacting Jen's List tonight. I actually received an email from an editor on Type A Mom.net yesterday requesting to do a feature article on my business. I was so excited!! This was a first for me. Most of the exposure I have gained is from my requesting or suggesting GG for a blog or website.

You are a doll! Have a great weekend ~

angelice
Gemini Greetings LLC

[Shannah]

This is such a great thread. Will be coming back on here later today and hitting all the suggestions. I really hope we can keep this thread alive and update as we find things that work for us and things that don't work for us.

Thanks all!

Shannah Pace
The Flashcard Zoo - Custom Flashcards
The Flashcard Zoo Blog - "I See The World In Flashcards"