Don’t think of your marketing as an expense; because it’s not. It’s an investment, and it should be budgeted for like an ongoing investment plan.
Businesses that treat marketing as an expense don’t budget ahead for their marketing campaign. To make matters worse they view it as an optional expense - if things are tight in a given month, the marketing budget gets cut. This approach leads to inconsistent results
There is no such thing as expensive advertising, as long as it works. If the ROI is ten-to-one, it doesn’t matter whether the ad cost $100 or $10,000. The trick is to learn what works for you and to keep doing it steadily, in the same way you fund your 401k, IRA, or retirement account. The marketing investment is just one more cost of doing business, like rent and other overhead, and is reflected in the prices for your products and services. It shouldn’t be treated as an afterthought, since it is the starting point of the relationship between you and all the potential new customers in your community.