Marketing on a tight budget

You don't need to blow your budget to keep your business in the public eye. Even a cash-strapped business can use public relations (PR) effectively and reap the benefits.

When promoting your business, it's important to be clear about what you want to achieve. For example:

• increased sales
• increased visits to your website
• more awareness of your product or service

Promote your business

Some of the more cost-effective ways to promote your business can be to:

• make your business stand out - eg by offering a unique product or service, or by offering savings
• join relevant professional or social groups so you can network with other people
• tell people or write a press release if your business wins an award or a contract
• specialise - you will be more attractive to customers if you are an expert in what you do
• promote yourself as an expert to local media, write an article or start a blog
• lead a trend or solve a problem that you have spotted
• volunteer to speak at meetings or seminars related to your field

PR ideas

If your budget allows, you could try these PR methods:

• relaunch your website, shop or product/service
• if you have a car or van, use vehicle branding or magnetic signs to advertise your business phone number or website
• get involved in charity - offer to host an event on your premises and invite the media
• get involved with the community - try fundraising or offer your product or service as a competition prize
• use corporate social responsibility (CSR) to set your business apart from competitors  
• survey your customers - get to know their needs and future wants

With time and creativity, you can quickly and cheaply create effective PR campaigns.