52 Fridays – #5 The Internet Is The Cost-Conscious Marketer’s Friend


52 Fridays is a year-long series for equestrian professionals and equine business owners and managers, with marketing and public relations information, ideas, tips, & resources shared here each Friday. New EMAIL blog subscribers receive a ’52 Fridays’ PDF when they sign up; existing subscribers and new RSS FEED & WORDPRESS subscribers can send a request for their own PDF here.

If you’re reading this, you probably already know: For a cost-conscious horsebiz, the Internet can be among your greatest assets when it comes to marketing and promotion.

Equine businesses used to have to rely upon pricey communication options such as printed brochures; magazine & directory advertising; horseshow sponsorships; and flyers on the tack shop bulletin board, but with the Internet the marketing options have become nearly limitless.

There’s also a lot of ‘what do I start with first?’ and ‘I can’t possibly do it all!’ that’s resulted from having all those choices, but that’s why you start with a solid marketing strategy, including things like your goals and your target customers, in order to guide your steps on the World Wide Web. Internet options mean that you can save money in some areas, and then spend bigger in others for a ‘wow’ impact that sticks in the mind of your audience.

In addition, many equine business expenses keep going up and up, but lots of things on the Internet remain 100% free:

  • Blogs that can be used as search-engine friendly Web sites
  • Social media of all kinds AND the tools to both manage them and assess how you’re doing
  • How-to-do-something instructions
  • Research on just about any topic, or any person
  • Equine forums and chatrooms
  • Classifieds for buying and selling just about anything
  • Email accounts to do business with
  • Calendars for listing your events
  • Directories for listing your business
  • Introductory or lower-level versions of paid services, that still might serve your needs just fine

And the list goes on. The point is that, with a well-planned marketing and promotion strategy and some free tools on the Internet, what used to be a big-budget expense is now something that can be done for the cost of your time, and a little sweat equity.

If you have a question or comment for me about Internet tools for your horsebiz, or want to share what you’re already using, please click on the Leave a Comment button to send it in. See you here next Friday for 52 Fridays #6!

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