On April 15th I had to file my last tax return for Bee Square Fabrics. I was pretty shocked at how much money I spent on advertising in 2009. I have also been cleaning out my email inbox and found this bit of advice I sent to someone explaining what my process of guerrilla marketing was.
Guerrilla Marketing is getting your name out there in a free and active way. It is making a name for yourself without paying money for it. Unfortunately, like all things free, it isn't really free, it is your time you will be paying in.
So it means you need a blog. You found me through mine right? See, it works. :) It's free, it's a place to post specials and deals and giveaways - and trust me, giveaways work! And then it gets your name in the Google arena. The more people who visit your blog and add your blog to their blogs, the higher up in the Google ranking you get.
You need to Twitter. You may already be blogging and tweeting and if you are, then you should have links on your website. (You need a website). The more places that link to you online, the more Google likes you.
You need to search out every quilting related group, message board, list... and get yourself in their directory. Like the Sewingmama's forum, and quiltinggallery.com and you need to make profiles everywhere. It's a total pain, but it works.
Then you go to wists.com and you list your own stuff there.
Then you go and find quilters out there who aren't yet working for anyone else, and who also have blogs and ask if you give them fabric to make something, will they write up a tutorial for your blog which they can also post on their blog.
Then you host a competition of some sort with some sort of prizes. And people will participate! And they'll ask their friends to go to your blog and vote for them, which will bring you more traffic.
But you'll need a Flickr account to host the images, which you'll learn will bring you some traffic as well if you up load images of your fabric there. (But be sure to read the terms of Flickr because they shut you down if you try to mention your shop there).
And if you sell, say, Jennifer Paganelli's stuff and she has a blog, ask her to link to your shop. A listing on a designer's blog could be your number 1 traffic driver. Designers want their fabric sold so they are asked to design more fabric. They will help.
And while you're doing all this, listen to the Indie Biz Chicks podcast (download to your computer on iTunes) she has so much great advice to give. http://indiebizchicks.com/wp/
Oh and then set up a Facebook fan page or group. Facebook is getting bigger and bigger and it quickly targets an audience.
I found I spent 60% of my time filling orders and 40% of my time marketing myself.