| David Robertson, chief executive of Bibby financial Services has come up with some easy and cost-effective ways for owners and managers to achieve marketing on a budget For many smaller businesses, marketing can be a major headache. On one hand, it is needed to build customer awareness and boost sales but on the other, it can cost a lot of money - something that most small firms have only in short supply. There are many business owners and managers who wrongly think that marketing is just another word for advertising and that anybody can do it. Nothing could be further from the truth. However, sound marketing is essential if a small business is going to succeed. David Robertson, chief executive of Bibby Financial Services has devised the following top tips to help small
firms market their business successfully without it costing the Earth. - think about what you actually want to achieve and define your objectives clearly. Make sure you target the right people in the right way to maximise results. It is imperative to focus on your
customers and really assess their needs in order to ensure that your product or service satisfies their requirements. - consider placing your business in a directory, such as the Yellow Pages, local business directories such as the Chamber of Commerce or local web directories. It may seem obvious, but with a one-off payment each year you can target anyone who is directly looking for your products or services. Be clever about what you say about yourself, however. Look at existing listings to see what is effective and eye-catching. - PR is a great way of getting free publicity. Just because you can't afford a full service PR agency doesn't mean you have to avoid it altogether. Write your own press releases in the manner of a news story and
send it to your local papers and business magazines, whose contact details can often be found on their websites. - creative services do not have to cost a fortune. Agencies that specialise in working with small businesses can be found in directories such as Yellow Pages and are often more flexible, as well as being cheaper, than larger agencies. In order to reduce the outlay even further, try sharing costs and creative ideas with other local firms you don't compete with who are in a similar situation. In addition, don't forget that many
publications will help you create the advert you place with them. Simply supply them with a logo and the wording you have drafted and they will often design it for you at no extra cost. - constructing a website can cost as little as a few hundred pounds but is a vital marketing tool. Customers now expect to see a website as much as they do a brochure, so if you don't have one, get one! However, a bad or out of date website is as bad as none at all, as it leaves your customers confused and frustrated. - news... | 
