Small business advertising can often seem like a balancing act: you need a cost-effective advertising campaign that doesn’t look tacky or cheap but by the same token is eye catching and memorable.

One of the most fundamental parts of successful yet cheap adverts is brevity. Ideally you need to condense your message into one punchy, short sentence that instantly lets your audience know who you are and what you do. Small business marketing thrives on the effective dissemination of your unique selling points and what differentiates you from the competition.

If you have the time and room to try to build consumer confidence, then do it. Your company might be making some pretty big claims, so offset this with testimonials,  independent research or anything in your arsenal that will help people to trust you.

Use your medium effectively. The dynamic nature of digital advertising can be used to give people temporary or highly localised special offers, codes and freebies. Again, the point is to be brief, but give people a reason to invest some time in your company.

Small business advertising can be as localised as you want it to be, even right down to a particular shopping centre or even store. Before constructing your marketing campaign it is wise to learn as much as you can about timing and the target audience, since different people will be around at different times.

Don’t be put off if your small business marketing campaign doesn’t take off st