To promote your business effectively, first, think about how much money you are willing to spend on advertising and how often you want advertising to happen. Second, make sure that your advertising reaches the right people - there's not much point in advertising to a stationary supplier if you're selling cakes! Third, think about how much risk you want with how often and how frequently adverts are shown. Finally, consider how many people will be able to see your advertising - for instance, Facebook advertising would be a good way to reach lots of people in your local area, it's easy to set up, and affordable for most small businesses too.