Digital Marketing on a Shoestring Budget
We often have potential clients approach us without a marketing budget or a very small budget. While in some cases we can help figure out what your marketing budget should be, sometimes we advise businesses to look at some ways to maximize the impact of their budget.
Here are some low cost ways to extend the reach of your digital marketing despite the small budget.
Hire a Freelancer
A freelancer with a writing or communication background can often help you write blog posts and promote these for you on your social media channels. A skilled freelancer may already have some experience with both and looking to extend their skills or supplement their income. If your freelancer has a few clients then they may have the combinations of skills you are looking.
Before hiring a freelancer, know your objectives so that you can discuss this clearly and define metrics for results. Also remember, you cannot handover the marketing work completely to a freelancer as you would an agency, so stay involved in how things are progressing, monitor which posts seemed popular and ideate with your freelancer on new ideas for content.
Find Influencers in your Industry
There are several upcoming influencer websites both in India and the US, which can make it easier for you to find a person who’ll write and promote content for you. An influencer is someone who covers a particular topic (say health foods or children’s reading products) and has a large following which comprise your target audience.
By working with an influencer you can create a review, a blog post or even a general content piece which is then shared on their networks with links back to your blog or website. This brings your business in front of a large audience very quickly and can help you generate lead enquiries if done correctly.
It also helps to work with different influencers, so that you cover a wide market of your target audience and develop SEO traffic over the long run. Costs of working with influencers vary according to the strength and quality of their followers. You’ll need to examine these very carefully, along with your agreement; keep in mind some influencers will only write, some will write and promote, and some will only promote.
A little PPC advertising for the key stuff
PPC (pay per click) advertising need not be expensive, and can help tremendously if used in the right way. Look at your most popular posts on facebook and promote those for better mileage. LinkedIn also offers sponsored post promotions, in which you can choose your target audience very specifically. Remember to cap your total budget so that even if there are a lot of clicks on your campaign, your expenditure doesn’t go out of control.
Host a Contest
A contest (with good prizes) is an excellent to quickly bring focused attention on your brand or products. All you need to run a successful contest is a little creative.
You could host a caption writing contest or a daily raffle, but ensure your objectives (increase followers, drive traffic) are aligned to your contest set-up. Hashtag campaigns are a great way to bring together your brand different social media channels like Twitter, Facebook and Instagram. Tools like Rafflecopter, can make it very easy for you to host a contest right on your blog or webpage.
Prizes are also a great way to rope in potential sponsors who could help you promote your brand.
Offer a reference fee
What if you used your budget to entice existing customers to get new customers for you? For every customer they bring in you could offer them a reward in cash or kind. Or you could use your budget to set-up an Ambassadorship program which pays a fixed stipend to your ambassadors with an incentive per lead.
Be picky on your ambassadors though as the more connected and networked they are the more likely they will have greater impact on your business.