Most businesses need customers or that wont stay in business. To get those customers they need to know you exist or find you in some way. The traditional way would be to get a yellow pages ad or maybe a billboard or TV commercial. These are all very costly routes.
Advertise your product or services on different web sites. Like Craigslist, MerchentCircle, etc. Are you a member of the chamber of commerce? Can they give you a link on their web site? Other local business that you could trade links with?
Get yourself a web site. Any more a web site may be more valuable than a yellow pages ad. Most people are so connected anymore they'll do an internet search for a business before physically looking in the yellow pages.
Assuming your market is local, look for local and/or regional publications to put a print at in. These will usually be cheaper than a national or widely circulated publication. Are college students a potential customer? Put an ad in the college newspaper.
First you will need to determine your target market as this will determine some of your avenues of marketing. Ask yourself several questions like: Who are our best customers? How did they hear about us? Who are we not reaching that could be good customers?
Post fliers or business cards anywhere you are allowed. Especially if local foot traffic is a good potential customer.
Does your industry have a special publication geared to towards it? Put an ad in it. People researching your industry/service will likely be looking at that publication at some point.
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