LOCALiQ | Columbus Marketing Blog

Most small business entrepreneurs think they don’t have enough funds to create and implement complex marketing strategies, so they stick to handing business cards to customers and boosting one or a few posts per month on Facebook.

Since insufficient budget is usually the biggest issue for small business marketers, we’ve decided to help them with the marketing budget guide that focuses on channel optimization. This is not one of these articles about cost-cutting that will tell you to shift your marketing to the digital sphere since the secret of marketing budgeting lies in choosing the most appropriate marketing channels. So, which channels are those? They are the ones that can be optimized & customized to best reach your target consumer.

The best way to determine this is to use the Pareto principle. Find 20% of the channels that bring the 80% of the leads and sales. Businesses that use small marketing budgets can make this even narrower and choose 10% of all the channels they use. For most small companies, these would be the channels that allow them to target their best consumer in the local community.

By Emma Miller (guest DMG Blogger)

Choosing the best advertising channels for a product or a service is one of the most important tasks for every marketing professional. In recent years, marketing agencies have managed to incorporate the digital channels into their marketing mix, and now they are efficiently targeting their audience with both online and offline techniques.

Small business owners, on the other hand, are left stranded and confused. In most cases, they don’t have the means to finance complex marketing campaigns, so they use only the channels that offer free or affordable promotion. This kind of thinking affects their marketing ROI and slows down the development of their business. In this article, we are going to explain the process of choosing the best advertising channels for small business entrepreneurs.