In a tight economy like the one we are experiencing many small business owners are cutting back on expenses, one expense they look to cut is advertising. Being more effective with your advertising dollars is smart, but if you don't know where to advertise or which media is most effective how can you be sure if you are making the right advertising decision?
Take a look at what the leaders in your industry are doing with their advertising dollars. What is your number one competitor doing? Where is the busiest company in your industry putting their advertising dollars? Make sure you are there too offering a choice to consumers.
Track your advertising, hire call tracking companies to help you figure out which ads are working best and which are not. Make sure you are funneling enough of your funds into the best media and cutting back on the media that isn't working. However, don't just guess when deciding on where to cut back, you may be loosing more business then you bargained for.
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