Committing to a marketing budget can be difficult for a small business. There is always something else that needs the money. Inventory. Payroll. Equipment. Repairs. Insurance. The list goes on. Marketing can quickly become the thing we will spend money on when there is money left.

But investing in marketing is investing in your business.

Marketing is how people learn your name. It is how they begin to recognize your brand, understand what you offer and, eventually, think of you when they need what you sell. That kind of awareness is especially important during slower seasons, when you can’t depend on a holiday, event or busy weekend to bring people through the door.

So, how much should you spend?

There isn’t one magic number. Your industry, revenue, margins, goals and market all matter. But for many small businesses, I think the first step is actually much simpler: Decide on an amount. Then commit to it.

Choose an amount you can realistically dedicate to marketing every month for the next year. Not when business is good. Not when you have a sale coming up. Every month.

Then decide where you’re going to put it.

Maybe you start with paid social media. Build a brand awareness campaign, set a monthly budget and let it run. Maybe you partner with your local newspaper or another trusted local publication and establish an annual advertising agreement. Maybe your budget allows you to do both.

The exact mix will look different for every business. A good marketing partner can help you figure out how to allocate your dollars based on your goals and the audience you’re trying to reach.

And I can already hear the question:

“But what am I advertising?”

Maybe your sale changes every month. Maybe you don’t have an event coming up. Maybe there isn’t a new product to announce. Maybe you can think of a million reasons you can’t possibly run the same ad all year.

Stop it.

You are advertising your business. There is value in simply making sure people know your name, what you do and where to find you. Brand awareness has a purpose even when there isn’t a sale attached to it. And here’s the beautiful part: when you do have something specific to promote, you aren’t starting from zero.

You already have a campaign running. You already have a budget allocated. You are already reaching your audience. Now you update the message.

• Have a big sale? Promote it.
• Hosting an event? Promote it.
• Launching something new? Promote it.

Then, when it’s over, go back to telling people who you are and what you do.

Marketing shouldn’t be something your business turns on and off. In one form or another, it should be working for you 365 days a year. You don’t have to start with a huge budget. You don’t have to be everywhere. You don’t even have to have the perfect plan. Start by deciding that marketing deserves a place in the budget.

Then commit to showing up.

Main Street marketing, done right.

Until next time,
Alice