Using Multiple Marketing Channels on a Budget

If you’re a startup or small business on a budget, you know you need to market yourself, but you probably don’t have a lot of money to throw around. Fortunately, there are a number of marketing channels available to you that can generate new business, without costing you an arm and a leg.

Yellow Pages

This is still a tried and true method of getting the phone to ring. Those who still have a landline usually have a printed copy of the Yellow Pages near the phone and those using smart phones now access the online version. While the printed version can be expensive, as you’ll need an attention-grabbing ad to stand out from your competitors, the Yellow Pages still represents good value for money in generating new business.


Sending periodic emails to your customer base, offering them your latest specials, is a very cost-effective marketing tool. There are no printing or delivery costs, so even a 5% response rate would make it worth your while. Remember to make these emails periodic rather than frequent, as too many becomes spam, which may be resented by your customers.


These are also a cost-effective way to advertise. While you will pay for initial printing and delivery, if you include an inviting offer in them, the response rate is likely to more than justify the expense. Remember that flyers are also a means of branding your business, so make sure your logo is prominent on them.


Your business name and logo on the side of your company vehicle(s) is a great form of free advertising every small business should make use of. Other ways to display your brand include company uniforms, promotional items and giveaways … anything that your logo will fit on can be utilised as a cost-effective marketing tool.


If you operate an online business or have an online component to your bricks and mortar business, then you’re already in the best place to advertise. Online advertising is relatively cheap and the results are more measurable than other forms of advertising. Ways to market your business online include banner ads, YouTube videos, pay-per-click tools such as Google Adwords and linking to social media sites such as Facebook and Twitter. You can also use your company website to promote your business and attract traffic through regular blogging, competitions, industry news and online offers.


Radio is still a relatively cheap way to market your business to a wide audience. Radio spots can be had for much less than television and as radio is a more personal medium, recall and response rates are usually good. Having an in-store promotion using radio can attract a lot of interest in your business, particularly in a local community setting.


This is a grass roots marketing tool that costs very little and can help you make valuable contacts, which often turn into customers. Networking involves joining industry associations, clubs and social groups frequented by your potential customers. Attending trade shows and expos and demonstrating your products or services is also a valuable form of networking that costs very little and can deliver good results.

By utilising multiple channels for your marketing, you are sharing your business and ideas with the world. However, it is important to establish a clear brand identity. If you’re looking for expertise and insights from within the industry, contact the friendly team at Dark Horse today.

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