President and CEO at BreezeMaxWeb.
It’s easy for small businesses to fall into the trap of spending a lot of money on marketing in hopes of moving the needle. But in many—if not most—cases, using a small budget in a deliberate way is more cost effective and usually leads to more success.
Larger companies have the budgets to throw everything against the wall to see what sticks. But for smaller companies, less is more. Instead of trying all avenues, focus on two channels and do them well.
Set Clear Marketing Goals
Perhaps the most important first step is truly defining your marketing goals. These might change as the company grows or the business pivots, but at any given time, when kicking off a new marketing budget, it’s critical for small businesses to know what they’re specifically working toward.
For instance, at a very basic level, if a company is trying to bring new users to a…