Devising effective marketing for your small business may seem like a big job, especially when you add it to your regular responsibilities as a small business owner.

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Yet, by choosing your marketing strategies carefully, you can stretch your marketing dollar and avoid investing too much of your valuable time on activities that generate few (or no) new customers. “SMBs [small and medium-sized businesses] strapped for time and money cannot waste any effort trying to reach their core audience,” says Leah Taylor, Chief Communications Officer at Cast Influence, a provider of marketing and public relations services.

In fact, according to a recent Infusionsoft survey, over 20 percent of small business owners say their biggest challenge is finding enough time for marketing. At the same time, nearly half of business owner respondents say they handle the marketing for their business.

If you’re a time-strapped small business owner struggling to find time for marketing, these five marketing strategies could help.

1. Find Your Niche With Social Media

Social media has become an increasingly large part of people’s personal and business lives. According to the Infusionsoft survey, more than 74 percent of small businesses include social media in their marketing planning. Yet you may not know that, in addition to the standard, most popular platforms, there may be other platforms that present more targeted opportunities to find customers .

Taylor suggests identifying those communities where your target audience spends their time. “Most likely, it’s not Facebook or Twitter. The beauty of the social media revolution is there are niche communities for just about every interest you can think of,” she says.

Taylor’s advice is to put yourself in your customer’s shoes. When you have a problem, it’s likely you go to a search engine to look for a solution. What keywords or phrases do you search on? These phrases will lead you to sites, forums or social media platforms full of others with the same problems — problems your business can help solve.

There are a few social media platforms targeted to specific industries, from real estate to graphic design. Do your research to find one that could best fit your business and create a profile to reach potential customers in that area. It could be a more interactive and effective way to communicate with customers than spending all your energy trying to be seen on a mainstream social platform.

2. Sponsor a Local Team or Event

Sponsoring a local sports team or event is one small business marketing strategy that has been around for years, and with good reason: Local marketing works! Despite the rise of online shopping through national retailers, a recent study found that 55 percent of consumers say they prefer to shop locally and support area retailers. And, even in the new digital age, local sponsorship is such an effective marketing tool that SEO platform Moz recently published an entire online guide on it.

If you’re focused on growing your local clientele, look for sponsorship opportunities that align with your typical customer. For example, if your target market includes parents of school-aged kids, consider sponsoring a local kids’ sports team. Or if your customer profile includes individuals concerned about environmental issues, you might sponsor an annual park or beach cleanup.

Before committing to a sponsorship, consider the cost, the work involved and the promotional opportunities the sponsorship will provide to your business.

3. Become a Local Expert

Another effective local small business marketing strategy involves increasing your business profile with the help of local media. For example, answer questions in your subject matter expertise for a local radio station, television station, newspaper or website. Before you get the chance to do that, you’ll need to connect with your local media personalities and outlets.

“I recommend SMBs work to build relationships with their local reporters,” says Taylor. She suggests arranging meetings with local reporters, one-on-one, over coffee. Find out what they’re working on and how you can be a resource. “Share your industry smarts and story ideas, and proactively share your point of view on news of the day that’s relevant to your area of expertise,” she says. According to Taylor, building honest relationships in this way offers value both for the reporter and for you as a small business owner.

“Once you’ve established a relationship with a reporter, a news feature or profile piece is easier to come by,” she points out, adding that good PR is not only less expensive than paying for advertising, it’s more effective at gaining consumer trust.

4. Market Through Referral Incentives

What’s a referral incentive? It’s simple: Offer your customers a generous discount for a future purchase when someone they refer to you buys something. “For B2B and service businesses, there is no better way to earn new clients than through referral incentives,” says Taylor.

Businesses large and small use referral incentives to attract new customers because they’re easy to launch and maintain. Just advertise your incentive, such as, “Refer a friend who makes a purchase and get a [specify the percentage] discount off your next order,” and then track referrals through your customer management or loyalty service.

Compared to other forms of marketing, referral incentives may not require a big budget. “Oftentimes, referral incentives are much less expensive than advertising, email marketing or even content marketing,” says Taylor.

5. Cross-Promote With Other Businesses

If you’re looking for help with your business marketing strategy, consider cross-promoting with another business that shares your demographic. Do this by offering coupons, discounts, or free samples to the other business’s customers.

For example, if you’re a wedding photographer, you might team up with a wedding planner and agree to give their customers a coupon for 30 percent off on your photography services. In turn, your own customers will get a coupon for 30 percent off the wedding planner’s services.

This is a triple win. First, for the other business, which can offer their customer something of value at no cost to their own business. Second, for their customer, who gets to try a new product/service at a discount. And third, for your business, which gets exposure to a new customer base of individuals likely to be interested in what you’re offering.

Wondering where to find these businesses to partner with? Visit a business social media platform and search for other local businesses that share your demographic.

Depending on your location and business, you may find that some marketing strategies for small business work better than others. The key thing is to start somewhere, based on where you know your potential customers spend their time. Whether that’s on social media, hanging out at the ball park or watching the local news, choose a marketing strategy, implement it and watch your customer base grow.

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