How to Stretch Your Small Business Marketing Budget

There are many advantages to being a small business. Unfortunately, having a large marketing budget isn't one of them. Here's some advice on how you can get the most out of your marketing expenditures.

Market Tactically

Rather than spreading flyers across your entire city, try to focus on zip codes that you believe fit the specific demographics of your target market. Most delivery companies that deal with commercial flyers can help you with the important demographic trends in each neighborhood.

Market Locally

If you have a storefront then do not waste the opportunity to use your store window to attract the attention of people who are walking or driving by. It is important that you follow the city sign bylaws but its most important that your message is clear, professional and motivating.

For permanent signs, make sure your sign not only shows your business name and logo, but also describes what it sells. If your business name is already descriptive, like 'Zaza's Evening Apparel', it is obvious. If instead, your store name is 'Lady Gaia', be sure to use a tag line, such as 'Apparel and Gift Boutique'. This triggers ideas as people pass your store, perhaps reminding them of a need or want.

For other signage, keep messages short and to the point with the most important thing being a message that is actionable. Let your it state what you do, but include a benefit. "We are proud to offer Chicago's best pizza" is good. "$5.00 Medium Pepperoni Pizza - Hot & Fresh" is better. "$5 Med Pizza Hot & Ready..." you're getting the point!

Market Clearly

Even the most carefully planned and worded ad doesn't mean anything if it is not read by your potential customers. Remember, people have busy lives are not as likely to digest your message if it is too long, too wordy, or obscure in anyway.

Study ads that catch your attention for products that you are likely to purchase, but that are not in the forefront or your mind. Use easy to read fonts and do not overload your ad with dizzying colors. Big lettering is generally good, and limit your fonts to one or two styles.

Small businesses have the advantage of being able to react quickly to changes in the market. Develop and test new messages to learn what is most attractive to customers. Take advantage of your agility and maximize your advertising investment.