1. Know who your customer is and isn't
There is no reason to waste a single dollar on marketing towards the wrong audience. Get to know the demographics of your market, keep a log of who walks in if you have to. Casually ask how they found you, or offer a coupon for completion of a brief survey. All easy to do and cheap.
2. Turn your customers into brand ambassadors
This sounds like something only a brand with a massive budget can do, but by properly leveraging the power of todays technology it's very easy to amplify the reach of each and every customer for just about nothing.
3. Measure your ROI
Does that print ad in the local paper you've been running for 10 years still make sense?
4. Look big, act local
Just because you serve your local market doesn't mean you can get away with a website your nephew built 10 years ago. You need your brand to look polished by todays standards. I recently saw a local business still using an AOL e-mail address, couldn't help but to laugh.
5. If you're able to sell online, DO IT
Nothing will expand your market more if you are able to create a transactional website. And don't be put off by the idea, it's surprisingly easy to do.
After years of seeing awful local marketing on cable TV, on the streets, and online I've decided it's time to do something about it.