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A number of our customers read our FB page and follow our tweets. Maybe it the the Oregon food truck thing, but that is how we promote news items. I don’t discount, I believe in selling value not price, even at a food cart.
As we mainly go to farmers markets and events, we let those organizations do most of the spending for marketing. Saves me a bundle.
A couple of things: Know the difference between marketing and sales. Some of the ads you see are marketing ( e.g. brand positioning and brand awareness…) some ads are sales campaigns. Ensure that you understand which one you want to do and are willing to pay for.
One useful tool for sales is the sales funnel. i’m writing an article on our site (this is not trolling, I’m not in the ad business, just don’t want to type the same stuff twice). But there are some good articles on wikipedia and other spots that bear some review.