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Advertising your mom-owned business can be a daunting task, trust me, I know. Just like everyone else you have a limited budget and limited time. You want to find the best options at the best price. {Isn’t that why Market Mommy ® is here?}

First of all, there are some things that you can do that don’t cost anything, or maybe anything more than postage. Check out our articles about blogs for hints about contacting bloggers to do reviews about your products. And, visit our public relations page to make sure you are networking with the media and your peers as best you can. These are a strong base to any marketing plan, no matter what your budget is. You can spend thousands of dollars to promote your products, but you need the personality and relationships to back it up.

Before placing any advertising, do your research. Make sure you have your budget mapped out and in place and then start looking for the places that make most sense for your target audience and budget. Searching the internet and talking with others in your field can lead to some great options. Research what type of readership they have, including number of readers and the demographics of those readers. Is it a good match for you? Do their prices seem fair for their reach?

The types of advertising plans are as varied as the venues that offer them. Traditional print pricing is pretty straight forward and their prices don’t fluctuate often. They often print the same number of copies each issue, so your audience is static. And, everyone pays the same price per inch of space. Radio advertising is similar in that everyone pays the same for a given amount of time, but it’s often hard to gauge an audience size because it fluctuates. However, any radio station, TV station or publication can provide you with the latest studies and demographics of their listeners, viewers or readers.

When it comes to advertising online, options vary widely. Some sites charge a fixed cost per week or per month. You pay a set fee and your ad appears in the same spot for the stated period of time. Some sites charge per impression. You pay a certain amount each time a visitor loads a web page and sees your ad. This is sometimes hard to measure, but can be more effective if your ad is in rotation with others in the same spot. Some publishers also charge per-click. Each time a person clicks on your ad you are charged. One of the most notable pay-per-click advertising programs is Google’s AdWords. You write your ad, choose key search words, and set your monthly budget, which all determines how many times and where your ad will be shown.

Each advertiser had to decide for themselves which venues and which plans work best for their business. There are several factors including location, products, budget and target audience that play a part in where you decide to spend your advertising dollars. Often, trial and error is the only way to learn what will truly work for you.

For more help navigating the advertising world, visit our Marketing 101 page for a quick reference of related terms. Or, if you are interested in having Market Mommy ® help you with some marketing consultation or media buying, visit our Marketing Services page or contact us at info@marketmommy.com.