Maximizing marketing budget

Here are three money-saving marketing success tips:

1. Focus. Your marketing efforts must focus like a laser on the segment of the market that is likely to do business with you. If what you sell is typically used by people over 40, don't buy radio or TV time without making sure that your spots are going to be aired when that demographic is listening and watching. The opposite of this, "shotgun marketing," is one of the biggest marketing mistakes made by small business owners.

2. Be creative. Big companies can throw money at a marketing campaign and fine-tune later. Small business owners must squeeze six cents out of every nickel in the marketing budget. Look for the free publicity opportunities. Announce an employee promotion or addition in the section your local media sets aside for such things. Send the newspaper a press release about a new training certification one of your employees received recently. You get the picture.

3. Vision. Your marketing vision should focus on your customers - not you. It's not what you have to sell that's important, but rather what your products and services will do for customers. Here's an example that focuses on you: "We have moved into our new building. Come see us." Here is a message focused on the benefit to the customer: "Our new location is more convenient and will save you time." You must emphasize the benefits your customers will get from doing business with you, and take THAT story to the marketplace.