Recently Mr. Owens was asked to answer a few questions for a local newspaper, providing advice for small business owners.

1. What’s the most inexpensive yet effective way to promote your small business, and what type of platform do you recommend (print? Online? TV? Vehicle ads? Etc.)

Social Media and Public Relations is a great way to go when you have a limited budget. Neither has to cost a lot of money but both require time, effort and research. Both provide genuine value and cultivate supporters and promoters of your business. Another affordable option is Google Pay-Per-Click for online advertising.

2. What are the most common mistakes to avoid when advertising/marketing your business?

Relying on tactics without a strategic plan that has well-defined goals and objectives is the by far the biggest and most common mistake. Once the strategy is determined choosing tactics and executing the plan is easier and more effective. Getting outside help with the strategic plan is a great investment and usually saves money in the end.

3. What’s the best way to identify what advertising/mkting firm is the best fit for you?

Great marketing companies are based in philosophy. When interviewing them learn how they think and how they approach complex problems. Beware of companies selling speculative creative executions or tactics — they are trying to sell YOU not your customers. An agency should work to understand your business well before they make recommendations. Don’t forget to ask for and check client references.