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Marketing on a tight budget

Money in business is always tight. And even more so when starting a business. There are so many initial costs, renting costs, monthly expenses and business expenses. Now you want to add in a budget for marketing?

The marketing department can easily be overlooked and brushed off as not a priority cost to the company. But the truth is, if you want to bring business in and find more clients, marketing is essential to do that. And there are budget-friendly ways to efficiently market your business so, cut down on the take-away coffees if you need to, it’s time to go for marketing courses, create a budget and get your business out there.

Piggyback

So there are shortcuts for most things in life. And when it comes to marketing, there are some shortcuts here too. Piggyback marketing is when you use the success of another brand to boost your own marketing campaigns. But it obviously happens in a more professional way.

Find a company with complementary products to your own, and they’ll end up incurring most of the marketing costs on your behalf, while your product offers additional value to the complete package.

Target

You’ll save yourself a lot of time and money if you thoroughly define and research your target market and audience. Focus on the market of customers that are near to you, it’s more cost-effective and, especially if you’re just starting out, it makes the most sense. Why spend all your marketing efforts on an audience who are miles away from you and not aware enough of your brand to drive all the way just to buy your product?

Newsworthy

Get involved in innovative or community-change projects that will be worth mentioning in the media. Call in to local radio stations, make your way into the local newspaper and get people talking about you and your business. There are many simple ways to get free publicity for the company which won’t require a cash budget, just some time set aside to put in a bit of effort.

Referrals

Love the customers you already have. It can’t be over-stressed how important it is to keep current and returning customers, well, current and returning customers. As a small business with a tight budget for marketing, these people are what keep your business afloat. More than that, they have the ability to serve as marketers for your brand.

Ask your customers for referrals or testimonials that you can put up online or have them share within their own circles. Word-of-mouth marketing is a traditional marketing method, but should not be underestimated. Words have power, as do satisfied or dissatisfied customers.

Internet

The internet truly is a wonderful medium for marketing. Three channels that we’ll look into include email marketing, website and social media marketing.

There are free email marketing platforms, like MailChimp and Constant Contact, that allow you to send out mass mailers to a customer database you create. They are painless, have free templates and are a great way to communicate and share with your audience.

Another marketing method made possible by the Internet is creating a website. Again, there are free website platforms for you to make use of and having a website linked to everything you market will drive traffic to the site and, ultimately, to your store. Use your website to create tailored content that is brand specific to your business and promote your business message.

And then we have social media marketing. Facebook, Twitter, Instagram, Youtube and LinkedIn are top social media platforms to work with to run organic or paid marketing campaigns (paid campaigns that work according to your budget).

In the online world (and the real world for that matter), quality is king and you’ll be wasting your own time and money if you skimp on quality to save a few bucks. It’s a quick way to establish your reputation as cheap and not be taken seriously or as a professional business. You need to be aware of what you put out there and how people respond to it.

Measure

Whatever you do end up doing with your marketing department, be sure to test different methods, measure success and analyse pitfalls. There will always be room for improvement, whether it’s from marketing during a certain time of day or knowing when would be the perfect time to extend your range.

Measure the statistics, change it up, and measure it again. It’s an ongoing cycle and you will learn what works for your brand and what you should never do again. Hopefully, you’ll start seeing an increase in ROIs from your efforts and you’ll be able to implement new marketing strategies that you couldn’t previously afford.