Many people think of text messaging as the sole domain of teenagers, but it has some very useful applications for small business owners. Text messages can be an affordable and very efficient way of communicating with your target audience. Even presidential campaigns are using this media for announcements and marketing messages. Here are a few simple rules for using this media to its best advantage.

1. Be considerate. This form of communication is relatively low on spam, which results in the great majority of messages being read by the receiver. However, spammers do exist, and many companies consider using one of these services to blanket the masses with marketing messages. However attractive this may sound, there are harsh penalties if you are caught and most customers will consider it a total turnoff.

2. Support your texts with other marketing. Text messages should be part of your brand, not a contradiction to it. Your customers should read your texts and have ways of getting further information, either at your website or at one of your locations. You can even use your website to support your text campaign, allowing customers to sign up on your website for special text offers.

3. Hire a professional. If you are unsure about handling your own texting campaign, there are many companies willing to do it for you for just a nominal fee. For instance, there are several service providers that allow customers to opt in for promotional mailings; these tend to have innovative features that are more appropriate and interesting than their spamming counterparts. For instance, there are services that send customers coupons when they are in the general area of a given company. Others simply offer the coupons and allow customers to go to their site and download them to their phone. These are both excellent options because they require no wasted paper and target people actually near you and interested in your product. This can cost as little as a few dollars every day.

4. Avoid text-slang. Even if you are using a youth-dominated media, don’t resort to standard text messages. People see corporations that do this as disingenuous, and it certainly demeans your professional image. Always use adult, abbreviation free language that can be understood and respected by the public.

5. Focus on building long term relationships. As in all aspects of branding, it’s important to look out for your long tern interests. Don’t send too many texts (even five per month is too many) or begin replacing valued coupons with simple marketing messages. Simply offer clients things that they need—namely information and discounts—and let them decide how it is best used. Your goal is to become one of your customer’s contacts, not some annoying stalker.

With daily texting worldwide reaching 3.5 billion text messages and 97 percent of these messages read, this clearly has become a mainstream method of communication. By following these rules, this enormous audience can be at your disposal twenty four hours a day in just about any location.

Local is the new black. It goes with any marketing scheme, and people are more likely to deal with a company simply because it is local. Indeed, buying local is widely considered as the socially and ecologically responsible way to go. However, even with this advantage, there are disadvantages to going up against the big guys—the large, global businesses that have marketing budgets exceeding your gross income. Fortunately, there are several ways to market yourself that will turn your small scale into a strength rather than a weakness.

Come together. Sometimes two heads are better than one. Often, your vendors have bigger marketing budgets than you do, which can mean that partnering with one of them more than doubles your audience. Talk to the vendors who sell products through your store; chances are that at least one will be willing to go in on a branding campaign that will sell both your and their messages at the same time.

Offer incentives for local customers. Have you sent out a coupon allowing local audiences to try your product at a discounted price? Do you offer special deals for people in your neighborhood? These little things will only make a minor effect on your per-item profit, but they can have a huge effect on the way your business is perceived and your likelihood of success in your field.

Talk to local media. Many small business owners consider themselves above the local news stations, but they can be an invaluable advocate in your small business’s success. Being involved with your local media not only provides free advertising, it allows you to be viewed as an expert in your field. It gets your name and brand out into the public, where you need it to be. A short news story on your business will be more effective than a huge advertising campaign, and significantly cheaper as well.

Get involved. Be involved in a local event, a local charity, or other cause. This doesn’t have to mean giving large cash donations; sometimes simply selling event tickets through your store is enough to get a little free publicity and present yourself as a hometown favorite. You can also personally take part in local activities such as walkathons and holiday celebrations. Things like this reinforce that you are first and foremost a member of your community.

Sponsor local events. This may not be an option for cash-strapped new businesses, but as you grow and expand you should consider sponsoring local events. This will give people the impression that you are both local and involved. There is no better way to build an image of being a local, community-oriented business.

As you can see, marketing yourself locally doesn’t have to be difficult or expensive, especially if you follow the five new ways to build your brand online. Because buying local is the latest trend, a little goes a long way in this regard. By emphasizing your local roots, you can find success both in your community and beyond.