Marketing on a Shoestring Budget? What NOT to Do

"I have many marketing ideas but no money to implement any. It's so frustrating!" If your marketing budget consists of the $85 left over after you pay bills, then listen up.

Following are three things you SHOULD NOT DO if you are marketing on a shoestring budget.

1. DON'T Cancel Existing Ads if You Are Marketing on a Shoestring Budget: If sales are not what you expect them to be, one of the worst things you can do is cancel existing advertising that works.

Many small business owners panic when things get tight. They figure they'll start advertising again "when things get better."

How do you expect them to get better if you pull ads? [Note: I'm only referring to advertising that has worked for you in the past - not new advertising.]

When things get tight is exactly when you should be marketing. This is what marketing on a shoestring budget is all about. Hit and miss advertising (ie, advertising only when you think you can afford it) is like yo-yo dieting. In the end, you're just throwing away money because you don't give customers enough time to find you if your ad is in 1 week and out the next 6.

DO Stretch Your Ad Dollars When You Are Marketing on a Shoestring Budget: Instead of placing large ads when you are flush with cash, pretend you are always marketing on a shoestring budget and place smaller ads all the time over a longer period of time. AND, place them early.

Ad takers are much more likely to offer discounts if you buy early for an extended period. This takes some of the heat off when you hit a rough patch financially.

2. DON'T Fail to Do Anything If You Are Marketing on a Shoestring Budget: Just because you can't afford to do what you want to do is no reason to not do anything.

DO Get FREE PublicityYou Are Marketing on a Shoestring Budget! One of the most effective things you can do when you are marketing on a shoestring budget is compile a list of journalists and e-mail them informative articles (you should do this even if you are not marketing on a shoestring budget). Smaller newspapers, especially, are always looking for newsworthy pieces to publish.