I talk with a lot of firms about marketing. My general philosophy is to be very conservative with the marketing budget. Most businesses would rather throw money than time at marketing. Oddly, this is the reverse of what will bring the desired results.
Two free activities will nearly always out perform advertising spend.
1. Regularly post something of value on the company website, Facebook page, or Blog.
2. Guest post as an expert on other sites.
I have seen a pattern here. The companies that do the above have far better success when they run paid advertising than those which do not.
And those that choose not to run paid advertising do better if and only if they do those two things.
It’s your money.