Even in a downturn, if you do not get in front of people and explain your unique value proposition then your chances of selling will be restricted to current customers or accidental passersby. Marketing is what prepares you for selling. However, there are three important things you should appreciate before you start.

1. Your target customers need to hear your marketing messages at least 7 times to influence a buying decision. You need to choose strategies that allow you to repeat them often enough to work for you.
2. Expensive campaigns do not guarantee sales – even when they are popular with the public. Every marketing dollar has to translate into sales.
3. A sure fire way to improve sales is to use multiple marketing channels. Your underlying message should be consistent, but you need to get it out in a variety of mediums.

If you are a small to mid-sized business on a limited budget, your tactics should be to optimize your spending so that you get in front of the right customers regularly and in a variety of ways.
To learn more about marketing on a budget, make time to come to the “All Things Sales and Marketing” summit on Wednesday, April 28th, from 8:30-11:30 at the Woodland Country Club. Visit http://dlvra.me/s/3ekLl for more details or to register.