Don't Stop Marketing Your Small Biz...

In an economy like this, many small businesses are looking for ways to not just maintain sales, but to cut costs. And many will decide that the first to go will be any "extra costs", such as marketing. But I would encourage you to not cut your marketing, but refocus it. You may not have the resources to do a big promotional campaign, but grassroots efforts are usually more effective and are less expensive. I recently came across an article by Bob Leduc discussing low-cost marketing tactics. They are all sound strategies that have worked well for other businesses...

1. Don't Advertise Like a Big Business
Remember what got you the business in the first place--developing relationships with your customers. Big campaigns are all about interrupting your day to get recognition. Small businesses succeed when they develop ongoing relationships with customers
2. Offer a Cheaper Version
In tough economic times, one approach that many consumers take in purchases is to settle for a lower cost item. If you can provide the same great service and support for this lesser choice, you can create a relationship that can be capitalized on when things aren't so bad
3. Offer a Premium Version
This may fly in the face of #2, but realize that a diverse group of people are your customers and that this captures the other type of consumer--the value-added consumer. They buy less often, but they are willing to spend if the value matches or exceeds the price.
4. Try Some Unusual Marketing Methods
Known as guerilla marketing, grassroots and unusual marketing methods are usually low cost and highly effective. Some may not cost you more than the time you spend on them. For some great ideas, try Jay Levinson's Guerilla Marketing website.
5. Trim Your Ads
Make your ads smaller and more to the point. This will not only save you some money or get you more spots, but you can create some buzz which can drive traffic to your location or website.
6. Set up Joint Promotions with Other Small Businesses
Ahhh, the power of synergy. Joint promotions are a great way to spread the cost and get more exposure to new client bases. If you own a landscaping business, you could partner with other home improvement entrepreneurs for increased reach. They aren't your competitor, but they have customers that could use your services.
7. Take Advantage of Your Customers
Don't reinvent the wheel...your customers have the exact relationship with you that you want to develop with other customers. Given them a reason to talk up your business and they will. And you'll be happy with the results of your efforts here.

Regardless of if you do any or all of these things, I urge you to do at least one thing...think about how you are marketing yourself before you decide not to market yourself as much. It may take a little more effort, but you will be glad you did in the long run...

Your Humble Moderator,

Aaron