Small local companies often have a limited budget and are not willing to spend money on advertising. But when it comes to promotion in a particular region, a small-scale local business has advantages over large companies: the extent of their market is clearly defined, and it is not difficult to manage it.
How to "kill" marketing and profit from it
Aaron Orendorff’s wrote an interesting article about the new book of Joe Pulizzi and Robert Rose Killing Marketing: How Innovative Businesses Are Turning Marketing Cost into Profit. Aaron Orendorff is the founder of iconiContent and a regular contributor at Entrepreneur, Lifehacker, Fast Company, Business Insider and more.
The book teaches to perceive as a source of profit what was previously perceived as expenditure. It emphasizes the value of content. “Audience is the asset” and “Content is the product”, the authors say.
“The first step is to take the first step into an owned media experience,” says Robert. “What can you do to make a change, start to build direct access to your audience, and provide for multiple lines of value? It’s not about throwing everything out. It’s about investing now in a process that will pay dividends years from now.”
You can read the article here: https://mashable.com/2017/09/21/kill-your-marketing-and-profit-from-its-demise/#A8hlDqsUzmql.