If you own a small business, you’ve probably struggled with the challenge of executing a go-to-market strategy. Often, resources are scarce, media vehicles are cumbersome and success elusive. Fortunately, the twenty-first century has plenty of media options, and, conveniently, the one most accessible is used by an overwhelming number of your consumers.

This past September, our annual local search study revealed that search engines are the most used resources for local business information, so they’re logical places to begin when jump-starting a product launch or market expansion. Search engine marketing (SEM) is also easily scaled and targeted, and provides a feedback loop that makes it approachable for small business owners.

Your goal with SEM is to achieve visibility on search engine results pages, or SERP. This doesn’t always require significant investment. And because visibility can be achieved with tactics you already use, it’s easier than you think.

Writing press releases is one example of an offline tactic that crosses technology boundaries. It still includes using traditional media contacts but also targets outlets that help achieve SERP visibility. These include wire services like PRWeb, as well as contacting bloggers of your subject matter and using your existing platforms to post content, such as on social media pages, personal or company blogs, or your site’s press room.

What you write will also be different. Like anything you optimize for search engines, you need to consider which keyword phrases are relevant and worth targeting. These should be included in all places that make sense: headings, body copy, links, etc. Your writing also needs to target an online audience, which goes beyond media outlets and includes consumers. This means your content needs to provide value to the reader and not just a story line for journalists. For example, if your primary audience is students, you might include educational materials in the form of white papers. Or if your business offers a service, you might include a link to a coupon.

This is just a quick example of what can be done when the budget for a comprehensive SEM program doesn’t exist. For more ideas, consider the ingenuity you use offline and how that might translate online.