One of the first cuts to a small business budget after the economy starts to drift south is in marketing. I’ve seen it time and time again. Struggling businesses trying to watch their bottom lines typically kill the marketing budget just when they need the business the most.
I won’t talk about the folly in this. Instead, I’ll offer a suggestion, an alternative if you will.
It’s understandable that a business will want to protect its profits and slash its expenses when the economy is wavering. However, instead of killing the marketing programs completely, how about shifting your budget to less expensive marketing channels.
It isn’t news any more that Internet marketing is less expensive than traditional marketing. Television ads are generally rough on a small business budget. Radio advertising has become a niche form of advertising. And newspaper ads just aren’t effective any more. However, you can still advertise your business through some judicious budget cuts and redirection of your marketing budget.
PPC ads are a type of online advertising where you get to choose how much you are willing to pay for a lead. You pay when someone clicks on your ad and not before.
Other online marketing channels are just as effective as PPC, and just as cost effective. The key to getting started is to consult with someone who understand the needs and challenges that small businesses face. An online marketing consultant can help you build a strategic plan that fits into your budget and delivers results.