by Anna Cruz

Created on: July 02, 2009   Last Updated: July 09, 2009

Small businesses may not be able to advertise as much as larger companies, but they can still advertise effectively if they find a target market and cater to it. Smaller businesses don't have as much money to invest in advertising, but there are many ways that they can attempt to get the most return on their marketing investment.

Find your target market.
With small businesses, it's important to find a target market. When you know who you are trying to sell your products to, you can direct your marketing budget toward only those customers rather than wasting it trying to market to everyone. One you know who you're selling to, you can advertise in only the places you think you can best reach them. Then you can

print brochures or posters, or build a website, which specifically is designed to attract these customers.

Direct mail marketing.
You can print postcards or brochures to mail to your customers to remind them of your business, to tell them about promotions, or to inform them about new products. Direct mail marketing can reach people who may not see your other advertisements and may not use the internet, so mail may be the only way to make them aware of your business. Catalogs, brochures, and postcards can also direct them to a website with more information.

Advertise creatively with useful items.
Some people may not hold onto business cards, and if you want to keep them aware of your business, you could give out free items they will use daily, such as notepads, pens, or magnets with your company's name on them. A television commercial may be ignored or forgotten, but if they keep a pen with your name and address in their checkbook, the extra reminder may be enough to keep them interested enough to look further into your products and services. Likewise, a notepad with a small advertisement will keep them looking at our logo every day if they set it next to the telephone. These items are relatively inexpensive and customers appreciate being given something they can use.

Build a website.
Just because a website can provide a great deal of information doesn't mean you should bombard your visitors with all of it at once. Just like when you design and print brochures, when you design a website, you should make sure it catches the customer's attention immediately and tells them what they want to know about your product.

A website should be well-designed and tell them enough about your product in the first few seconds to get them interested. If it doesn't catch their interest, they will immediately move on to another website that does, and you will lose customers.

A website can also help a small business because it allows for advertising and opt-in newsletters. Pay per click advertising can be placed on websites, and newsletters can offer promotions and information on your products. Email marketing is relatively inexpensive to develop and by offering customers promotions, you can keep them interested in your products.

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