Optimizing Profits

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An Affordable Marketing Plan

If you think the only way to execute your marketing plan is with expensive advertising, you’ll be pleased to learn there are other less costly approaches.  

A good place to start is by spending some time researching your market. To better target your small business marketing plan, create a portrait of your ideal customers. 

For example: 

  • What is their average age?  
  • What is their average income?  
  • Where do they live?  
  • What lifestyle choices interest them? 

Set goals for your campaigns 

The next step is to create a budget and set goals for your marketing efforts. For example, you could decide you want to boost sales of a particular product; increase traffic to your website; or collect a specific number of new email addresses for your online newsletter. The most important thing is to be clear on what you want. Be clear on what you want to achieve. Have specific goals and objectives.

Be methodical to save money 

Here are a few tips on how to optimize your marketing efforts and avoid wasting your money. 

  • Be logical and methodical in planning your campaigns in keeping with an overall marketing plan. Random marketing has little impact and can even lose you clients.  
  • Test your campaigns before launching them.  
  • Focus on the benefits of your product or service and what sets your company apart from the competition. 

Use affordable marketing tools  

There are several economical ways to convey your message. Choose the ones best aligned with the nature of your business. 

Online marketing 

If you are aiming to expand your customer base at an affordable cost, marketing through your website and social media properties will probably give you the best bang for your buck. For information on how to do it, download BDC’s free eBook,  Boost your sales with online marketing: A guide for entrepreneurs 

Speaking opportunities 

You can offer your services as an expert speaker when a conference is organized on a topic related to your product or service. 

News releases 

Come up with a unique promotion or event and then publicize it by sending a snappy news release to local media. News media love home grown stories.

Direct mail 

Use direct mail to target specific geographic areas with information about your company accompanied by a special offer. 

Local advertising 

Advertising in local newspapers can be inexpensive and you can usually place ads on notice boards for free. 


They should be simple yet professional. A brochure that looks like it’s been produced by amateurs isn’t a wise investment. 

Trade fairs 

They are useful if your product or service is intended for a very specific market, like other businesses in a specific niche.  


Networking is a good way to meet potential clients and showcase your expertise, particularly if you offer professional services. Membership in associations for business people, for example, can help you to generate further business from existing clients and find new ones.  


Ask for referrals from satisfied customers. Consider offering a gift or discount to those who bring you new clients. 

If you need help to create and execute a marketing plan let us know, we would be happy to help. Drop us a line in the form below.


Chuck Groot’s CPA, MPA, MBA credentials as an author, teacher, business coach and entrepreneur are noteworthy. His clients credit their success to his uncanny ability to get right to the root of any challenge that they put in front of him.  He credits his success to his clients and their willingness to being open to new ideas and desire in pursuit of excellence. 

As an entrepreneur, his enthusiasm and innovative approach have garnered him both professional success and the recognition of his peers. But his greatest delight is being able to share these skills with others and enabling them to be successful on their own.


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