Budget Marketing: Maximizing Your Exposure
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Every small business knows the importance of exposure to get customers in the door. And while execution of this basic marketing principle comes in varying degrees of complexity and cost, you do not have to empty the bank account to get your company’s name in front of a targeted audience.
Following the old, basic marketing model – putting a sign with your company’s name on the door; sprinkling your advertising budget across print, radio and television campaigns; and paying a graphic designer for a slick brochure or pamphlet – minimizes your impact in the marketplace. An important step in expanding your customer base is gaining exposure to generate interest in your brand. And if you were thinking that you couldn’t get a lot of exposure because of a limited budget, keep in mind that there are always effective, low-cost marketing options to attract potential customers.
Here’s a look at a couple of ideas to stretch your advertising dollars.
Website
Just under a decade ago, only the large companies were using their websites as effective marketing tools. Today, almost every business needs one. Your website serves as an essential piece of your overall marketing plan that fuels a sense of legitimacy for your business. If you don’t have a website, potential customers may be turned off because these days, the perception is this: if you are a legitimate professional, you have a website. It’s as important as having a phone number for your business.
The options for the size, appearance and functionality of a website are endless. But a presence on the Web is essential for you to take your company beyond your word-of-mouth customer base. As you look into planning your website, remember to budget for website design, development, hosting, maintenance and content management.
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