Too many small business owners focus on advertising as the only way to generate new business. Before you buy any advertising, you should know what you're trying to accomplish. That goal comes from your overall marketing plan.

Let's back up a moment. Start with your business goals. What would you like to accomplish this year? If you want 20% growth in revenue and a similar growth in profits then you'll need more sales. You'll need to attract new customers or get additional sales from existing customers.

Either way, marketing is what will help you reach your goals. Marketing is all about figuring out who you want to do business with and sending the right message to them so they will want to do business with you. It helps you create awareness of your product, service or brand among your target market, so they believe you can help them accomplish their goals (as they relate to your product or service).

Advertising is just one way to deliver your message. Depending on your specific business, you could have hundreds of ways to reach your target market.

The best marketing puts your message in front of your audience in a variety of ways. The more ways someone hears about your business, the more they will remember you and the more credible your message is. Try to find at least five different ways to deliver your message to your target audience.

Remember, your marketing system exists to deliver exposure. It exposes your target market (your audience) to your message. Your goal is to obtain as much exposure as possible within your budget.

If you have a huge budget then you have a lot of options. If you have a small budget, then you have fewer options. No matter what your budget is though, you should look at different options to deliver your message.

So, plan your marketing expenditures and think of them in terms of buying exposure. Make them all work together to get better results.