With marketing and advertising expenditures down significantly in the wake of the poor economy, many growing businesses are looking for budget-friendly ways to get their business noticed and reach their target audience as part of an effective brand-building strategy. Cher Murphy, president of Cher Murphy PR, suggests these eight proven tactics:

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1. Show them the love. Hold a customer appreciation day where you offer snacks and discounts.
2. Exchange services. For example, if you own a restaurant, offer a couple of gift certificates in exchange for an ad with a local newsletter or radio station.
3. Beef up your Web site. When it comes to building brand awareness online, make sure you’re finding ways to drive more traffic to your Web site, such as optimizing your content for the search engines, having an online media area, and offering relevant expert information.
4. Donate. Consider donating time, products, or services. For example, if you have a painting company, select a family or nonprofit organization each Christmas to receive free services.
5. Get writing. If you write articles that offer actionable advice to consumers, you can establish yourself as a subject matter expert. Send your articles to newspapers, magazines, and online article sites such as BizSugar.com or ArticleAlley.com.
6. Start talking. Offer to speak at industry conferences and seminars. Be sure to bring business cards, brochures, and media kits.
7. Network. Networking is a great way to spread the good word about your business. Join social and community groups, such as those on Meetup.com or the big social networking sites, or start one of your own.
8. Work the media. If you hold a fundraiser or promotion or launch a Web site, you should make every effort to inform the media. That’s the best way of getting on the air, in the papers, and mentioned on the radio — before, during, and after your event.

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