Foursquare occupies an odd spot for marketing small- and medium-sized businesses. The service links to social networks and allows consumers to announce where they are. For instance, a user who is at his or her favorite restaurant can log in and then post the establishment's name directly to Facebook. Companies could gain exposure through Foursquare, but they were entirely reliant on users. The website is now trying to help entrepreneurs advertise without the help of clients. 

According to Advertising Age, Foursquare recently launched a pilot program in New York City that allows SMB owners to create promotional content. Through the mobile app, a select group of entrepreneurs is able to target Foursquare users who are in the local area. The advertisements appear in the recommendation and search sections when customers open the app. 

The new feature isn't entirely free, but also won't put SMB owners in a financial hole. The news source reports that companies are only charged when consumers select promotional content, so entrepreneurs aren't paying just to post advertisements. 

Marketing Land points out that this is a serious step forward for Foursquare, as it usually only lets companies advertise through discounts and unique offers. 

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While many small- and medium-sized business owners focus on digital marketing efforts, direct mail remains one of the more effective options available. As email advertisements start clogging up inboxes and social media updates fill feeds, consumers have begun to tune out online promotional content. As a result, an analog channel can be a great way for entrepreneurs to connect with both loyal customers and potential clients.

That said, SMB owners can simply create and send sponsored postcards to leads. The advertisements must be highly personalized and feature attention-grabbing headlines to pique consumers' interests.

According to Direct Marketing News, Patrick Donahoe, the Postmaster General and CEO of the United States Postal Service, said that creating relevant mailers is a key to marketing success. Specifically, he stated at the National Postal Forum that advertisements should include personal information.

"Your mail should know you as well as your spouse does," he said.

Indeed, personalized content can make a world of difference for a direct mail campaign. Many consumers will dismiss advertisements that don't offer specific or relevant details. All mailers should include data that entices recipients to look into a business by researching new products or services. Donahoe pointed out at the National Postal Forum that social networks present a veritable wealth of customer information that businesses can use to improve their marketing efforts.

However, personalized advertisements likely won't be effective if they don't include engaging headlines. Under30CEO explains that captivating headers can ensure that recipients read mailers instead of dismissing them as junk mail. This tactic is successfully used by newspapers and tabloids, so SMB owners should learn from these publications to improve their promotional postcards. 

Direct mail may be an analog tool in a digital world, but it can still help an independent company bolster sales by establishing strong connections with customers and consumers. 

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Pinterest has become a popular marketing tool for small- and medium-sized business owners. The social network includes a multitude of features that help owners reach out to the public to generate leads while also supporting relationships with current customers. Unlike other websites, Pinterest is based entirely around pictures instead of text updates so entrepreneurs must develop unique strategies to effectively engage followers. 

The most important step is to ensure that all pictures shared on Pinterest are interesting and unique. According to Entrepreneur Magazine, some users might only glance at an SMB's page before deciding to seek further information or visit other profiles. Owners should share images that match followers' interests and don't seem overly promotional so that fans will look at other posts and start developing brand recognition. 

What's more, all pictures should include a company's name or logo. The Social Media Examiner explains that branded features ensure that consumers know what SMB originally created the picture when its shared by other users. Images that include promotional content will help an independent organization establish connections with new prospects. 

Pinterest can be an invaluable tool for finding new customers and fostering loyalty among long-term clients. Entrepreneurs should follow these tips to capitalize on the social network's marketing potential. 

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Small- and medium-sized business owners are still proponents of email marketing as highlighted by recent research. According to Constant Contact, 57 percent of all companies are consistently attempting to expand their lead lists. What's more, 44 percent of survey respondents stated that earning repeat business was the primary motivation for finding new email addresses. Christopher M. Litster, Constant Contact's senior vice president of sales and marketing, explained that entrepreneurs have realized how effective email marketing can be.

"List growth, and the business benefits that come with it, are clearly on the minds of small business owners today. They realize that engaging customers is a key aspect of both maintaining relationships and finding new ones - and one of the best ways to do that is through email marketing," Lister said in a statement.

Indeed, email marketing can help SMBs foster loyalty among customers. Clients who subscribe to newsletters are interested in learning about a company's promotions, which means these leads are likely to respond to new advertisements by buying merchandise or subscribing to additional services. Additionally, sending regular emails can ensure that recipients will develop brand recognition. 

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Small- and medium-sized businesses don't unanimously agree that Facebook is an effective marketing tool. Over the last few years, the social network has become a fixture in many advertising strategies, but now some entrepreneurs believe that other resources offer greater outreach to the public. For instance, Bethany Gonzalez Moreno, founder of B. EcoChic, recently started focusing more heavily on her own site than on her company's Facebook profile.

"We're keeping our page up, but we only update it occasionally with major news and have not spent a lot of time trying to build a large presence. I think the time is better spent getting great content up on our website," Moreno told PCWorld. 

Others still think that Facebook can be a valuable resource. USA Today reports that Jeff Glass, who owns Rider Shack with his wife, believes that new tools like Graph Search and Promoted Posts have improved lead generation on the social network. According to Glass, the key to SMB marketing on Facebook is consistent activity. 

"You need active involvement," he said. 

Ultimately, SMB owners need to decide if they should market their companies on Facebook. For some, other resources are more effective for connecting with consumers, but many entrepreneurs have found ways to reach potential customers through the social network. 

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Small- and medium-sized business owners will rely on budget-friendly and digital marketing options, according to a recent survey. In the 2013 AT&T Small Business Technology Poll, respondents stated that "inexpensive" platforms like social media and word of mouth would be important for future campaigns. However, participation varies for different social networks. 

AT&T found that LinkedIn's popularity among SMB owners is growing while Facebook's is declining. The survey reveals that 36 percent of respondents use the former for making connections and increasing brand exposure, which is a 16 percent increase over last year. Meanwhile, Facebook participation dropped from 44 percent to 41 percent. 

Perhaps most surprising is the resurgence of email marketing. Approximately 41 percent of SMB owners stated that they'll use the advertising medium this year, almost 25 percent higher than the findings from 2012's poll. 

"With a variety of digital tools such as email, websites and social media, coupled with the ability to both deliver and access them from mobile devices, small businesses are building new connections without borders," Cathy Martine, executive vice president of small business solutions, said in a statement. 

SMB owners are continuing to rely more and more on digital marketing options. The advertising channels allow independent companies to reach loyal customers and generate new leads. 

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