Marketing on a shoestring budget
Have limited resources to invest in marketing? You are not alone, and it's feasible to have a successful marketing program on a tight budget. It is also an opportunity to maximize creativity and efficiency, and prioritize what must get done over what’s nice to have. Here are some tips:
Know your audience. Conduct upfront research and learn audience demographics, preferences, and pain points. With this information, you can tailor your marketing and messaging knowing you have a higher chance of resonating with your audience.
Create content. This cost-effective way to engage your audience and build brand awareness can include blog posts, how to guides, infographics, videos, and podcasts. Distribute your content through your website, social media channels, email newsletters, and guest blogging opportunities to maximize reach. Repurpose previously published content that is still timely and relevant. While Canva is not an apples-to-apples replacement for a graphic designer, its DIY templates and functionality fill a void.
Use social media to your advantage. Consistently share engaging content, interact with your audience, and leverage features like hashtags, stories, and live video to boost visibility and engagement. Audit your social media on a quarterly basis to ensure that the time and effort you are putting in equals what you are getting out of it.
Ask for reviews and testimonials. Consumers want to hear from their peers. They want to see current reviews on Google and Facebook, and watch proof of concept in action through snack-size video anecdotes. If your clients and customers are happy, they will help in a heartbeat.
Optimize your website. Search engine optimization (SEO) is a powerful tool for driving organic traffic to your website without breaking the bank. Use CMS tools to customize headings, metatags and other structural pieces, and refresh copy on a recurring basis, focusing on a small number of keywords you want to rank for.
Email is your friend, but don’t get too close! This type of marketing remains one of the most cost-effective ways to create and keep leads, retain customers, and drive conversions. Segment your audience and send targeted, personalized messages to them to keep them engaged. Build a strategy around how often you will email, to whom, and when.
Challenge accepted? Marketing on a shoestring budget requires you to be resourceful and savvy, and to think strategically. Take your time, don’t make (too many) snap decisions, and make the most out of every dollar.
