Most businesses understand the importance of digital marketing, but there can be so many factors involved that it’s hard to know how to create an effective budget. From apps and ads to campaigns and social spending, there’s a lot to cover.
Running all of these things can become expensive quickly. However, you may not necessarily have to invest in all of them to find success with your marketing, especially when you’re on a tight budget.
Whether you are a small business dealing with a recession or a large organization trying to scale marketing efforts within budget, there are ways to create a successful marketing plan when you’re trying to cut costs. You might be surprised to find that scaling back and focusing on a few basic tactics can go a long way.
The easiest way to get started is to find your brand voice and use it to engage your audience. Let’s dive deeper into what that engagement looks like and how it can help you find marketing success on a limited budget.
No matter your marketing experience, you can’t deny the importance of search engine optimization (SEO). However, it’s not uncommon for businesses to avoid using SEO because they think it can be overly complicated or cost too much money for potentially low returns.
It doesn’t have to be that way when you focus on connecting with your audience.
Think about your target audience. You probably have a basic understanding of whom you’re marketing to based on demographics — like gender, age group, and basic needs. Now, think about how your website appeals to those individuals. Utilize free or low-cost resources like Google My Business (GMB) to make it easier for people to find information about who you are and what your brand is about. GMB is usually the first thing a potential customer will see after doing a search for your business or using certain keywords. Make sure all of your information is up-to-date and relevant and you’ll form a faster, more trusted connection.
You can also boost SEO by constantly improving your website. You can give your site’s ranking a lift by implementing strategies like:
- Posting relevant content;
- Being authoritative with your information;
- Using metadata;
- Using alt text;
- Making sure your site is easy to navigate.
You can also attract attention and increase conversions with images, so make sure your site has plenty of relevant photos that will capture the attention of your audience and make them feel like they’re getting a clearer look into your brand.
Utilizing Email Campaigns
Not as many businesses utilize email marketing as they should. It might seem like a lot of work, but it adds a personal touch to your brand that customers love. Even if you only send out one mass email a month, it can make your audience feel more connected with you and what’s going on behind the scenes.
Plus, by utilizing certain email marketing platforms, you can personalize the content you send. This will boost your engagement and connection with your audience. Additional benefits of email marketing include:
- Collecting feedback;
- Boosting sales;
- Generating more traffic to your website;
- Giving your audience greater value;
- Reaching the right target audience;
- Honing in on specific campaigns.
Email marketing is a fantastic way to grow your audience. Since someone has to opt-in to receive email blasts, they’re already interested in your business. Sending personalized messages gives you the opportunity to convert them from an interested party to someone invested in your business.
Plus, most email marketing platforms are low-cost and have a high ROI. On average, your ROI will be $36 for every $1 spent. That’s one of the highest returns you can get when it comes to a digital marketing technique.
Connecting on Social Media
There is hardly a better way to stay connected with your audience than to get social. Most social media platforms, including Facebook and Instagram, are completely free. You can create a page for your business and start engaging with your audience without spending a dime. While you can choose to invest in advertisements, you might have better luck going “organic” and connecting with your audience through interesting content and conversation.
Social media allows you to maintain a strong, positive relationship with your customers. You’ll set realistic expectations, provide support, and give your audience the opportunity to glimpse into your company culture. That can create a better customer experience by humanizing your business in a way that makes you more trustworthy.
If you want to be successful on social media, don’t be afraid to get creative and have fun. Ask engaging questions on Instagram. Post realistic pictures. Get involved in conversations, and respond to any reviews or feedback you receive. The more social you are, the more your audience will feel like you’re building a positive relationship. They’re also more likely to tell others about your brand, and word-of-mouth advertising is worth its weight in gold.
As you can see, you don’t need to have a huge budget to create a successful marketing plan. Consider rethinking your current strategy if you’re trying to cut back on spending, and use some of these ideas to make the most of your marketing without cutting corners. Not only can you have fun with these suggestions, but you’re likely to end up boosting your profitability while reducing your spending.