It’s rare to find a small business that does not need help with their marketing and advertising these days. Many small businesses simply do not have a large budget to work with while others do not know where to start or are afraid to spend any money because they don’t know the most effective ways to reach their audience. Reaching your target audience is the KEY to effective marketing and advertising.

Have you ever received door hangers, flyers, postcards, etc. offering services or products that you have no interest in? If you received some then you can bet that MANY others like you received the same offers. This means that someone is spending money (actually they are wasting money) on advertising and not reaching their TARGET market. If you spend money to have something printed, an ad placed, or any other method and it is directed at the general public then you are spending your money foolishly. Examples of this might be:

• Putting flyers on neighborhood doors
• Putting flyers and/or business cards on bulletin boards

Even though you are “getting your name out” you are not hitting those who are most likely to buy. Many small businesses use these tactics and wonder why nothing comes of it. I can’t say it enough, you must target your marketing and advertising dollars to your specific audience. So how do you do this? Let me give you a few ideas on how you can generate leads for your services and products very inexpensively.

1. Create a website. Your website is your online business card and more. The big difference between this business card and the one you hand out is that when people find your site it is generally because they searched for information that you are providing. Viola!! They are your target market, they are a qualified lead, they want what you have to offer!!
2. Teach a class. There are many opportunities to help others learn about what you do. Libraries, your local Parks and Recreation, your church, schools, etc. This is a great way to let people know you are an expert (even if you are not). Even though you will probably not be able to sell your services or products doing this you can have promotional material ready for the people who attend. Who are the people that attend? They are your target market, they are a qualified lead, they want what you have to offer!!
3. Write a press release. Whenever you or your business do something newsworthy you should create a press release and send it to your local paper(s).
4. Write articles. This is one of the most cost effective and easy methods of generating good leads. You can write for local publications, local newsletters, post them on your website, submit them to online article databases, etc. Articles are a powerful tool which allows you to promote anything about your business. Another benefit of writing articles is that you become known as an expert in your field. Experts are always able to command more money for teaching, creating or doing anything in their related field.
5. Start a blog. This falls in line with writing articles. Blogging has become big business. Many authors make a full time living simply by writing blogs. Once again you place yourself as an expert in your field and those who subscribe or read your blog are what? They are your target market, they are a qualified lead, they want what you have to offer!!
6. Offer to speak. There are many organizations, clubs, and groups who actively seek speakers to provide information to their members. Offer to give a presentation and give away a free scrapbook page for each member that attends, if it is a small group of course. What happens when they have one of your beautiful pages in their possession? They will want more!
7. Magnetic signs and/or vinyl lettering. Today you can purchase vinyl lettering for your car windows extremely cheap. Magnetic signs attach to your car body without doing any damage and allow for advertising EVERYWHERE you go.
8. Partnerships. Try partnering with businesses that your prospective clients may frequent. Places like scrapbooking stores, photo developers, and portrait centers. Contact photographers, wedding planners, event planners, anyone who might have a complimentary business in which you can help each other.
9. Join a networking group. Networking groups exist to give each other business and spread the word about their members businesses.
10. Referral bonuses. Offer referral bonuses to your existing clients, friends, businesses, etc. Anyone who can send you business can be offered cash, free scrapbooking or any other type of incentive you can agree to.

There you have it! 10 simple, cost effective marketing and advertising methods to get you going. Don’t be afraid to step outside the box. Be creative and look for opportunities, they are all around you.

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