A prospective client recently shared her latest marketing brainstorm: to promote the launch of her new law firm through an advertising blitz in area newspapers. Nearly all her marketing funds would go toward this one effort.

It was all we do from screaming, "Don't do it!"

Of course, there's nothing wrong with some newspaper advertising as part of a marketing campaign. But to invest your entire budget in a single medium is just not wise.

Still, what's a small company to do? When times are tough and budgets are tight, what are your options?

For starters, you need a marketing plan. It doesn't have to be a phonebook-sized document filled with fancy data. You can simply write your ideas, budget, and timeline on a spreadsheet.

Just keep these three key things to keep in mind while developing an effective marketing plan:

1) Are you too ambitious?
Many small businesses make the mistake of launching too many programs at once when they don't have the resources to sustain the momentum. You're better off limiting yourself to fewer options — but doing them frequently and well.


2) Go for the mix.
Never rely on one medium to be your marketing workhorse. No matter how much you believe in, say newspaper advertising, be sure to diversify your marketing portfolio and deliver your message through a variety of media, like direct mail, word of mouth, networking, publicity, e-newsletters, Web sites, radio ads, and so forth.

This way, you're likely to increase your reach and number of impressions. Hey, they don't call it "marketing mix" for nothing!


3) Remember your core.
Sure, it's tempting to want to attract new clients, and many small companies invest most of their resources into doing just that. However, you've already got an important audience right in the palm of your hand: your current customers.

Make sure you devote at least half your time and budget to this key group. You've already won them over; now you can focus on promoting additional products and services to them.

Of course, you should also consider launching a client-referral program that encourages them to point their friends, colleagues, and family members to your doorstep.