Someone recently told me “You can’t beat free” when it comes to marketing. This made me think a bit. I often see businesses settle for lower-cost options when investing in PR and outreach efforts.

I understand that many folks hit a wall when it comes down to available budget. Let’s face it, the cost of building a business does not come cheap. However, sometimes “more-affordable” doesn’t necessarily translate to “greatest value.”

For this particular blog, I’ll use the example of online marketing. At one point or another, most companies realize they can benefit from a Web site. Many of them shop around and discover, huh, it’s kind of expensive!

Overwhelmed with price tags and techno-dork jargon like SEO, back-end programming, etc. – the quest for Internet presence quickly turns into a journey of hellacious proportions. Confused and discouraged, the business decides to explore simpler options. Enter: the friend whose nephew builds Web sites in his spare time.

We all know someone who fits this description. They find out you’re in need of a site, and pitch a family member’s IT services. The real clincher: “He does everything for around $300!”

Now that’s what I’m talking about. No over-the-top lingo to decipher, no signed agreements, no four-figure fee… In short, no-brainer – right?

Listen, if you can get a professional-looking, custom Web site with clean aesthetics, strong market message and smooth navigation for less than $1,000, more power to you. Jump at that bargain and never look back. In fact, e-mail me the contact info of the person building the site. I want to use them as a contractor!

In my experience, it just doesn’t work that way. Yes, I’m one person, so please understand that I hope I’m missing out on something. I think every business owner deserves a fair shake to promote their products and services – whether it be through online or traditional marketing methods.

But the idea of delivering a company’s greatest asset – a steady stream of consumers – for pennies on the dollar…It simply doesn’t add up. I liken it to buying a new BMW for the cost of a pinto – it can’t happen. The fact is, we pay more for performance. The same goes in marketing, whether it’s a Website or other tool.

I talk to entrepreneurs every day who let price determine their marketing decisions, not quality or effectiveness. Those same folks tend to come back a few months later looking for fixes to their once “bargain” purchases. Sometimes we can help them without completely starting over, but those occasions are few and far between. More often, they must spend additional money to correct the situation – one that could have been avoided if they questioned: “Why’s the price so low?”

It seems the answer always comes back to the same three scenarios.

The contractor charges less because they:
A.    Do this just as a hobby (the son of a friend’s friend)
B.    Lack experience  (the portfolio builder, looking to get some work under their belt)
C.    Lack capabilities (a template seller – one size fits all)

Don’t get me wrong, there are cases when these folks step it up and provide a stellar product. But, you should at least review their track record before letting the low cost sway your decision. The main thing to remember is: if money’s tight, there’s nothing wrong with waiting for marketing. That’s fine. While the need might feel urgent, investing in useless or inferior tools and services won’t help. If anything, it will just make it more stressful. Take some extra time to build up savings, do research and purchase effective marketing. No matter the case, don’t dive head first into the grave that is frugality – at least when it applies to your growing your livelihood.