If you have worked for a big corporation before, you have probably heard this statement before: “we’ll just throw some money at it.” That’s really what most big corporations do with their advertising campaigns. They optimize for a while but then start throwing money at their campaigns. They overspend with their campaigns, consultants, conferences, and training classes. They keep throwing money at the problem until they get satisfactory results.

The big guys can afford to do that. They have money to burn, and how they use it is their decision. But it’s stunning that some small businesses follow the same path. They stretch themselves by spending more than they can afford on advertising. They keep investing in the latest and greatest PPC tools. Take Hitwise for example. Hitwise is a great competitive intelligence tool but it costs a ton. I doubt any early stage small business can afford those guys. But surprisingly, the more I talk to small business owners, the more I hear about them thinking about going with Hitwise to gain competitive edge! Hitwise is a great tool but it can’t run your business for you neither can it do magic. Running a business comes with uncertainties and can be stressful for most folks. But here is the thing. Hitwise may give you confidence for a month or two, but once you start stretching yourself and don’t see the results, you are going to end up in a worst place.

I personally believe that Guerrilla marketing is the best way to go for small businesses. Large businesses are less agile to compete with small business in the Guerrilla marketing department. If you are a small business owner, you are way better off spending your money on Guerrilla tactics than fancy tools or wasteful advertising habits.