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Sussex Trichology

Contact: Shuna Hammocks
Address: Naldred Farm Offices, Borde Hill Lane, Haywards Heath, West Sussex, RH16 1XR
T: 01444 708122 | M: 078 6038 7332
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I am Shuna Hammocks, an experienced Trichologist, qualified member of The Institute of Trichologists with over 15 years experience in the profession. I…

Listed in: Hair Loss Treatments

When you are starting out in business it can be difficult to get the marketing of your product or service right first time round. There are a number of marketing channels available to small business owners and these could include social media marketing, search engine optimisation, printed advertising as well as online adverts. A number of business start-ups operate within niche markets as this provides an easy entry point into sometimes crowded markets and a niche market is often more price sensitive than the more mainstream and longer established wider market. This is where it gets difficult. Do you shout about how cheap you and your business are? Or, do you persuade potential customers or clients that you are simply more affordable. There is a subtle difference between the two that can really pay dividends for you and your business if you get the marketing of “cheap” right.

 

To demonstrate the point to this article I will focus on online marketing for the professional services industry and reflect upon the experiences of a firm of cheap accountants. This is a great example of marketing cheap that can apply to any strand of professional services. I have chosen this particular group of businesses as it is certainly more difficult to market yourself as cheap when you want to also give the impression of the upmost professionalism. After all, most people are used to paying a premium to a professional expert and a lot of people may assume that you offer a lower-grade service if you’re cheap.

 

When marketing cheap and advertising your services as cheap you need to consider the psychological choices that are likely to be made by someone searching for a cheap professional. The individual in question may well type “cheap” into the search engine but he or she is unlikely to want to find what they associate with cheap. Cheap is often associated with an inferior service or an unqualified or unprofessional service. As I write this, the cheap services offered by Dr Nick (an inept physician from The Simpson’s) springs to mind as a great example. The searcher doesn’t want to find a Dr Nick but instead a more reliable professional who offers an affordable price.

 

With this in mind it is vital to get the wording right on the homepage of your website. You may feel compelled to mention cheap throughout your homepage or within the metadata section of your website with SEO in mind. However, this is likely to have very minimal or nil impact on your search results ranking and instead reinforce the wrong impression of cheap. By all means, target quality backlinks containing the word cheap as this will have some impact on the search results but limit the use of cheap on your homepage. Going back to the firm of accountants mentioned above: this company replaced cheap with the word “affordable” and placed emphasis on the fact that they offer a quality and highly professional service to clients at an affordable price due to the modern and unique online business model used by the company. This firm even took it one step further to explain that none of the expensive overheads associated with a traditional accountant apply to this company and these cost savings are passed on to clients by the way of reduced fees.

 

In summary, it is possible to market cheap and in turn to develop a very profitable business. The words you use within your marketing are key and particular focus should be given to the impression a member of the public receives when they click onto your homepage. Ask yourself if you come across as Dr Nick or do you come across as a trusted and highly professional outfit.