How to Effectively Advertise Your Small Business

One of the most challenging aspects of operating a small business is getting your name out there so that potential customers can find you. If you've shied away from advertising your small business because you were leery of the cost and effort involved, it's time to accept that advertising is worth the money and the time it takes to find the most effective ways to put your business on the map. Effective advertising doesn't have to break the bank or take up too much of your time.

• 1

  Determine what you have to spend for advertising. If you don't have an advertising budget, now is the time to create one. Inc. advises using a percentage of your sales budget as a guideline, taking "a percentage of either past or anticipated sales and allocate that percentage of the overall budget to advertising."

• 2

  Consider where your customers will be most likely to see your advertising. If you are a B2B operation, billboards may be less effective for you than advertisements in trade publications; but if you are in retail sales, billboards will be more visible to your customers.

  Target your advertising to your potential audience. Specialty food stores and restaurants should look toward TV ads that run during food shows, while sporting goods businesses would do well to sponsor radio broadcasts of sporting events.

• 3

  Determine how your product or service is best presented to your potential customers. A printing service may be more effectively presented in a print ad, or in a radio ad that emphasizes the speed and efficiency of your product; while a cosmetic product can be better demonstrated in a print ad, billboard or television ad.

  "If your product is visually appealing -- such as an automobile or a Snuggie or diamond jewelry -- TV advertising may showcase that product better than other media, such as radio," Inc. points out.

• 4

  Look at how your customers find you, and purchase your products and services, to determine where your advertising dollars are best spent. If most of your customers come to you online, online advertising through Google Adsense, or even banner ads, may be your best option. If referrals bring you a lot of business, offer an incentive for customers who refer other potential customers.

• 5

  Take advantage of seasonal or special occasions for effective advertising. If you're a caterer, the fall and winter seasons are the perfect time for a media campaign. If you sell copiers, tax season and school terms are when business will need you most, and when you should concentrate your advertisement dollars.