Until recently, most small and medium-sized businesses could survive, even thrive, without investing much time or money into marketing. A typical small business owner might place a few newspaper ads, attend some trade shows, or send direct mail with coupons or discounts to incentivize new business. Tactics like email marketing, social networking, search engine optimization, and large-scale public relations, however, were left to the big boys with the big budgets.

Today, thanks to the Internet, social media, and marketing software, the marketing game has changed for businesses of all sizes. Smaller businesses need to go beyond a single- channel marketing strategy.

This guide will help you apply 15 modern marketing and PR tactics to engage your key customers and the people who influence them. Each tactic will include the best practices, tips, and know how you need to create positive buzz in your marketplace and drive new business to your front door.