Bizstartup.ie - I am struggling to decide how to advertise my new business called Dog Grooming by Phyl. I have a website, but need to target a specific market, ie people with dogs who get them groomed.

Congratulations on setting up your new business. You are absolutely right about the importance of targeting your customers and as a small business no doubt you are looking to market your business on a very small budget.

One of the things I recommend that you focus on is ‘word-of-mouth’ marketing – many of us find that referrals from other people are one of the most impactful and cost-effective ways to attract more clients. So here are a few ideas for you:

• Could you offer a referral programme to your current customers? Give them a business card or a flyer about your services to pass on to their friends and colleagues who also have dogs who might be looking for your services. In return, when you receive a referral through them, reward them in some way, perhaps with a special discount.
• On the back of your business card, make sure that you promote the special offer that is detailed on your website for new customers.
• Change the copy on your website, so that people see a reference to your special offers when coming to your home page of the site rather than having to search for them.
• Ask your current customers if they would be happy to give you a testimonial and add that to your website so that people coming to visiting your site will how great your customers have found your service.
• Look for strategic partners to help you promote your business – think about who else provides services for dogs and would they be prepared to tell their customers about your services, ie  the local pet shop, your local vet.

Set up a marketing plan for the medium term

I’d also encourage you to establish a marketing plan for the medium term for your business, so that each week you are taking action to increase the visibility of your business and the services you provide. Getting into the habit of taking action to market on a consistent basis will help you attract customers so you have a thriving business.