by E. A. Mourn

Created on: February 20, 2009   Last Updated: March 02, 2009

One of the largest expenses the small business owner faces is marketing costs. Costly ads and TV spots aren't the answer. It is the creativity of the small business owner that will allow effective marketing efforts to continue. Networking, utilizing more user friendly technology, and bold moves can lead to a world of opportunity.

Networking is a powerful marketing tool. Honing your people skills can result in more customers, but can also result in making important connections that you may need to grow your business. A pairing of resources may also be a solution. Never forget that other business owners are in the same leaky boat in today's turbulent economic seas, and sometimes a symbiotic relationship works more effectively than the one small business alone.

A strong web presence is another essential tool for any business. If you don't have a currently updated website, you are being disqualified by many. Websites are easier to create on your own than ever, and for a low cost. When embarking on any type of internet endeavor, you must first learn the essentials, such as compatibility of software and browsers, so your site may be viewed in many different configurations. Blogging is the newest inexpensive techno tool in the information pipeline. For both websites and blogs, selecting the right keywords is critical, so be sure to give careful consideration to which keywords are the most effective.

A bold approach of taking steps to fill a need by direct intervention is another creative way of marketing your product or service. This scenario is one true life example of how this can be achieved: A writer has just published a book with such a unique storyline and plot that it can't be categorized into just one genre. The writer just happens to follow a genre of film that is similar to the book just published, but the book has more to offer than the filmmaker, who is in a creative rut. Realizing that the book may hold the key to the innovation that the filmmaker needs, the writer contacts the filmmaker directly, sending a benign correspondence which outlines the idea in a succinct manner (and mentioning a contact that the owner met just by using simple networking skills with the right person). The offer extended by the writer to send a complimentary book is graciously accepted by the filmmaker, and there you have it - an open door. This tactic can't hurt, unless of course, you are brash or pushy, and offend the people you are trying to establish a relationship with.

Creativity is the key to successful marketing. Do the unconventional, and make sure to cultivate as many positive relationships as you can. Turning away from the traditional marketing techniques now, as opposed to when they are no longer affordable, will give you the edge over others who don't have the foresight to understand that traditional marketing, as we have come to know it, just like everything else, is heading for the inevitable...change.

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