Small enterprises are using business advertising to accelerate economic recovery

A recent Valpak study conducted by independent market research firm Research Now found that more than half of surveyed small and medium-sized business owners believe their companies have either already recovered from the recession or will in the next six months.

Companies that have between 20 and 99 employees experienced an even higher recovery rate, with more than 60 percent of owners reporting recovery now or within six months.

In response to business picking up, entrepreneurs are considering increasing their business advertising efforts and expanding the number of employees in their workforce to encourage further improvements.

Specifically, nearly one-third (32 percent) plan to hire additional staff - a 5 percent increase from 2010 - and 15 percent aim to bring on temporary workers. When it comes to advertising, 67 percent will either create or expand their web presence and 57 percent plan to engage in social media marketing.

With regard to other business marketing channels, 57 percent of respondents said they intend to leverage direct mail and email advertising. Customer loyalty programs, deals, discounts and specials will round out many small enterprises' marketing campaigns.

"What's particularly interesting is the way our clients are adopting a multi-media approach to marketing their business - combining the best of direct mail, online, deals, mobile and social to create custom, measurable campaigns that fit their business and their target consumer," noted Valpak president Michael Vivio.

Tailoring business promotions to upcoming holidays and events can garner a higher return on advertising investment. Building two big events in February - the Super Bowl and Valentine's Day - into your company's deals and marketing efforts could be extremely effective.