The most frustrating task for all small business people is attempting to creatively find new business. What do I mean by creatively? Creatively is a word I use for getting something done without spending a lot of money $$$.

Big businesses, large corporations, well-endowed universities, the government and other institutions spend mega bucks on obtaining new customers. It is not unusual for a business to spend hundreds to thousands of dollars only to sign one new client.

The marketing department spends it on marketing: social media, print/radio advertising, website development, direct mail, billboards, blogs and more. The sales department spends it on sales: travel to meet with decision makers, entertainment to court and persuade decision makers and dues to join organizations where decision makers can be found. Research and development spends it on R&D: new products that expand the brand and entice new customers and get the company into new markets.The problem arises when all of these department heads don't sit down and review just how much is being spent to attract, court and sign a new account. Marketing budgets at big companies are always being stretched, altered, increased, slashed, diddled with and sometimes totally revamped, particularly when a new marketing director is brought onboard to do magic.

Entrepreneurs in small businesses learn early on that finding creative ways to market their product and services is not an easy task. Many, especially women entrepreneurs, mistakenly spend marketing dollars on giving back to their community assuming that this will establish goodwill and encourage customers to appreciate them and support them. Confusing charitable giving with marketing is often the first big mistake for small business.

Let me explain. I completely believe it is important to do your part in your community where it can provide the most bang for the buck. For example, donating items for auctions if you are in retail or perhaps supporting a sports team or athletic activity by sponsoring the team or the event. Giving back to the community you operate your business in is part of being a good citizen. But, please do not confuse this philanthropy with your marketing. At the end of the year, whether or not you got business from your donation should not determine whether or not you make the same commitment the next year. If you care enough to help you need to care enough to help long term. Choose your charitable giving wisely and make sure you feel good about it.

So, here are my 3 tips for finding new business for women entrepreneurs using creative marketing:

(1) Network in New Places - Networking is essential for getting new business, but it only works if you are networking in places where you are actually meeting new people -- potential new customers. I coach many entrepreneurs who join the same organizations year after year with the specific goal of attracting new business. When I ask them to make a case for the expense resulting from the dues and events of the past year, many appear flustered. Often the expense is in the thousands of dollars and no new business can be linked to the participation. This indicates you are spending your money and your time (which is your money) in a place that is not effecting your bottom line. When I suggest that perhaps this money can be better spent, I am often told that leaving the organization will hurt the business. STOP here. Is this you? Have you been coerced into believing that not rejoining an organization will actually hurt your business? If so, you can learn something from the marketing person who convinced you. It's time to take your networking to new places...places that have new people to share your story with and other business people to learn from. These marketing dollars may even be better spent by cherry picking new clients and offering them something special to try your product and service. Again, creativity is the key to successful marketing.

(2) Social Media - There is no question that social media is the least expensive opportunity available to small business marketers. My guess is that if you are not taking advantage of it it is because you just don't know how. Hiring a social media expert works but, in my experience, is not in the budget for most small businesses. I recommend just jumping in with both feet! If I can do it so can you. Create a Facebook page for your business, get on LinkedIn and open a Twitter account. You can spend as little or as much time as you want letting everyone who connects with you know what you are doing. Don't obsess over doing it right - just do it!  A little goes a long way on the internet. I regularly hear from women entrepreneurs around the world and although not all of them will become clients that do share my blogs and services with like-minded people. What more could I ask for?

(3) Co-op Marketing - One of the most creative ways I know of marketing your small business is to find an small business owner whose business aligns well with yours. For example, a hair salon markets well with a nail salon - a fitness health markets well with a health food store or other health related provided - a elder care lawyer markets well with a elder care residential facility etc. Two small businesses marketed together to each others databases provides twice the exposure for half the cost. There is also a great opportunity to learn what's work and what hasn't from other businesses in your space. Women entrepreneurs are particularly good at finding ways to work together once they have identified the appropriate small business owner to work with. To get started ask yourself who else your current customer does business with. Now take that a step further and ask yourself if you would like to have all the customers that particular business is currently servicing. And, wouldn't they love to have the opportunity to business with your customers? Set up a meeting to discuss ways to co-op your marketing.

Finally, although referrals don't necessarily fall under marketing, asking for referrals is the cheapest marketing any business owner can do. The problem is too many women in business do not ask! I know personally once you start asking and start getting referrals you'll never go back to forgetting to ask. Referrals will always be your best way to get new business. Get your current clients to offer referrals and testimonials. Offer your current customers something in return for opening the door to that new prospect. They have firsthand experience working with you and your business and they know exactly what their friends and acquaintances want.

Stop burning your marketing dollars NOW and take time to review what has worked in the past and strategize creative ways of getting more business in the future. If you are spending more money on getting customers than what that customer will spend with you your marketing strategy will be your exit strategy....and that's not how to exit any business.