Keeping Careful Track of Your Marketing Money

If you have a small budget already, marketing can be seen as a very scary thing, especially if you aren’t careful about how you approach it.

It isn’t pretty, but I’ve seen the small business before who wasn’t really paying attention to their marketing budget at all. They wanted a whole slew of pricey marketing pushes and they poured all of the money they had into pushing all of them at once.

While they might have achieved what would normally be reasonable results from their marketing, they had just invested so much money into it at once that they couldn’t really wait for the results. Anything that took longer than a week to happen was simply too long for them because their budget had been drained on those marketing pushes. By the time the sales would’ve started to come in, the company had largely gone under due to bad marketing investments.

This is an easily avoidable problem if you keep careful track of what you’re doing. The thing to remember about marketing is that there are two different primary parts to marketing. The first is the active marketing that you see all over the place. When you get a postcard in the mail or see a poster on the wall you’re looking at direct marketing. It directly promotes your business to people, has the greatest impact on your sales, and costs the most money to make.

The second form is indirect marketing. This isn’t the type of marketing that has a core message, and instead is mean to get your company name and logo out there. Think of letterhead printing or envelopes or something similar. It gives people your company name to help them remember you, but that’s pretty much it.

Now, if your budget is limited you just can’t afford that much direct marketing, but indirect marketing is considerably cheaper. A single batch of letterhead printing won’t run you much and can last you for a year or more.

What you do is plan out all of your major marketing pushes. Spread them out to make sure you don’t drain your budget completely by trying to do too much at once. Now, in between those direct marketing pushes you make sure to keep a steady stream of indirect marketing going out there.

You don’t spend as much money and you can help augment the impact of both forms of marketing because they’re working together.

This is the best way to keep a steady marketing presence without forking over all the cash to do non-stop direct marketing. It might not seem like those letterheads are doing much to promote your company, but in the end they can make a much bigger difference than you would think, and they don’t cost you much money.

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