Do you have a client who is digging in their pockets, but only coming up with dimes and gum wrappers? A shoestring budget can be limiting for any marketing campaign. But it doesn’t have to dampen your strategy.
Sometimes clients don’t have the marketing budget that would be ideal to work with. You could be marketing a small business or an individual client that doesn’t have a lot of money to spend.
Keeping clients happy is your goal. Don’t let low budget marketing strategies get you down. Here’s how you can work around that shoestring budget with engaging content.
Marketing on a Shoestring Budget
Every digital marketer should know how to market a new business, or just a small business, without spending a giant amount of money. You want to be able to help all your clients, regardless of the size of their business or their budget.
The key is to outline your strategy and stick to it. Use techniques that you know for sure are going to work for your client. Don’t waste your time and money when you don’t have to.
Here are some low cost marketing ideas that will work for any client.
Outline a Clear Strategy
This should be your first step for any client, with any budget, for any type of marketing campaign. It’s vital that you and your client are on the same page when creating your digital marketing strategy.
When you determine your strategy with the client, you’ll decide on a clear budget. This will help you figure out where exactly that budget will be spent.
Unfortunately, there isn’t a lot of wiggle room when it comes to low budget marketing. But the good news is that once you’ve helped the company grow, there will be adjustments. If your client sees you’re getting them more customers, they’ll be more willing to increase your budget over time.
A helpful template resource, like this one, can help you get organized and figure out exactly where your spending will take place. The more you stay on track, the more happy clients you’ll have.
Always prioritize your tasks effectively. Make sure you’re focusing on the ones that are going to be the most relevant to your goals.
Shareable Content is Key
The key to getting more engagement with your online audience is creating content that’s going to get shared on social media. The more people share your post, the more people will see it organically.
So how can you get more shares? Here are a few ideas.
Create a contest. Get users to share your post for a chance to enter to win something. Whether it’s a free product or a steep discount, you want to choose something that people are going to want. But always make sure you’re giving away something that’s within your budget to give away. At the end of the day, your client still needs to make money.
Offer a referral program. Give your audience a reward for spreading the word of mouth to their friends. People are more inclined to use a business if their friend, or someone they trust, has referred them.
Create content your audience will pay attention to. Today’s social media users have short attention spans and won’t stay on your page or post for long. Make this short amount of time count.
Create Video Content
Videos get a ton of shares on social media and are a great way for marketing a small business.
There are many ways you can create low budget videos that will showcase your client. You don’t need a big fancy camera crew that costs thousands of dollars.
It’ll be a great way to show your audience who the client is and how the client can help their audience.
Instead, make a simple how-to video. You could also try a video that shows the audience how your client’s product or business works. Post it on YouTube and share it on all your platforms for tons of engagement opportunities.
Make sure you use Facebook video as well. This is such an important and popular tool that costs little to use but has a high share rate. You could end up going viral!
Target the Right Audience
If you want minimal marketing costs, it’s important to get things right the first time. You won’t be able to afford to do any major testing. So it’s vital that you have your audience figured out before you start running your ads.
Use a small, super targeted audience. This requires a lot of research, but it’s effective.
Don’t waste your marketing budget trying to target large audiences. Smaller target audiences will convert more than larger ones. This is because you’re targeting it to specific people that are actually more likely to be interested in the business.
One advantage that smaller businesses have over big corporations is the personal element. Big corporations tend to have massive teams of people, many offices, and various locations. This can make it hard for these companies to relate to their audience on a personal level.
But your small business is perfect for being relatable. Tell your audience the background story. You can let them get to know the employees and get the business involved in the community. These are all great items to put on the website as well as share on social media to get people interested.
The whole point of social media is to create a conversation and get the audience engaged in the brand. A conversation is easy when the audience is interested in what you have to say, and that means it has to relate to them.
Create and post behind the scenes videos and pictures. This will make your client appear relatable to their audience. Give people a little glimpse of what it’s like to work for that company and you’ll be on your way to conversions.
Use Email Marketing
When you’re marketing on a budget, it’s valuable to have an emailing list on hand. People who have signed up for your mailing list have higher potential to turn into long term customers instead of one-time buyers. They’ve already shown interest in the business. So they’re likely already interested in what you have to say.
Email marketing is effective and cheap. When you have promotions and offers, you can send them out to your list. It’s likely that you’ll see more conversions this way.
That these people are already interested in the product or service. That means they’re more likely to take you up on your offers.
Now, how do you get the emails? Make sure you’re giving them an incentive for signing up. The best way to do this is by creating a newsletter and sending it out using a program like MailChimp.
The End Game
A good digital marketing strategy caters to your client’s budget. Regardless of how much they have to spend. And it takes a good digital marketer to figure out how to spend that budget in the most effective way possible.
At the end of the day, the more happy clients you have the more your own business will soar. So don’t worry about clients who approach you with a minimal budget. Instead, embrace it.
Need help marketing a small business on a shoestring budget? At VPDM, we are the digital marketing experts who can take your strategy to the next level. We’ve worked with many different types of clients and budgets. So we know how to create effective marketing strategies for small business.
Contact us today for a consultation, advice, or a recommendation.
Latest posts by Lesley Cornelius (see all)
- A Business Owner’s Guide to Choosing the Right Digital Marketing Agency - August 10, 2017
- Snapchat Marketing 101: How to Boost Your Business With Geofilters - July 10, 2017
- How to Reach Your Target Audience on Social Media With Persuasive Marketing - March 27, 2017