If you own a small business, you know how challenging it can be to keep customers coming back. Between intense competition, the changing economy and people’s transient nature, a business owner needs to be creative when it comes to maintaining a steady flow of established customers. For some business owners, offering loyalty perks is one way to keep the good vibes going and the Square app (or whatever a business uses for credit or debit payments) chirping.

While, “If you build it, they will come” worked in Field of Dreams, it’s far from reality when it comes to marketing your business. If you don’t actively promote your company, the results could be disastrous. Still, a lot of companies have marketing budgets that are tight. How do you know how much to spend, and where to invest those funds?