Marketing Your Business on a Tight Budget

One of the most serious mistakes business owners make today is marketing by “trying this or that and seeing what sticks”.  That may have been true decades ago, but in today’s world it’s necessary to create a real marketing plan that matches your overall business plan. It is essential for business owners to pay more attention to marketing, not just when they can find the time to do it. It’s tough wearing all those hats in business but remember – marketing is the lifeblood of your company.

The biggest challenge most business owners face is how to choose the right advertising media. Understanding this will save you a bundle of money.  Right here in northern New Jersey I often explain to clients the difference between primary, secondary and tertiary media. Depending on the type of business you own, primary media can be direct mail, PR, email, print, radio, TV, even signs. In some cases, online marketing (like SEO) and road billboards can also be primary. Social media is a strong secondary medium. There are numerous other types of marketing tools can be classified as tertiary.  

Primary advertising media is the category that can be a game-changer. In other words, it can immediately generate new business in a powerful way. Secondary media effectively supports your primary media. Tertiary media is usually inexpensive but keeps yours name out there. You are doomed if you’re only using secondary & tertiary media because business will just trickle in.

Determine your business plan and which marketing tools within your budget will work best for you? Then stick to it. Don’t just try it once or a few times and give up. Always remember to give prospects a really good reason why they should buy from you and convey that in your ads. It sounds so simple but you would be amazed to learn that 80% or more of advertising is not done properly. That’s why business owners get stumped over why some do well while many others struggle.