Looking to grow your brand but need to do it with a lower marketing budget? Both established enterprises and small start-ups alike benefit from learning how to maximise their marketing budget, and make the best use of every opportunity to make their existing budget go further. In this article, we’re looking at a few ways to market on a budget like a pro.
1. Repurpose content
One of the first steps to making your marketing go further is to look at how to reuse the work you’ve already done. Repurposing content gives you a much further reach from every piece, and also gives you more chances to really relate and engage different members of your audience.
Here’s some ideas of how you can repurpose your content:
Turn the key points from a blog into an infographic
Infographics can be split up into a carousel post for social media
Turn podcasts into video bites for social media
Turn webinars into educational videos for Youtube
2. Prioritise one channel at a time
A key part of marketing with a smaller budget is getting every channel working for you optimally. To do that, it’s a good idea to keep focused on the channels that you really need at any given stage, getting those to work and bring a return on investment, and then branch out from there.
For example, whilst you might need to have a presence on every social channel - your efforts and budget might be better used on just one or two channels until that are more in line with your business objectives. Giving a lot of thought to every channel you put a budget into is really important when working with more limited resources.
3. Focus on CRO
CRO, or Conversion Rate Optimisation, is hugely important to focus on no matter how developed your brand is. However, when marketing on a budget, it’s arguably one of the best things you can do to help your marketing efforts go further. Make sure to keep a close eye on the data being collected across every area of your marketing, and make changes based on what you can see is working well. Use tools like Hotjar to make data-driven changes to your landing pages, and make sure to make a note of ad formats and copy that drive engagement better. All those little changes add up to help the channel work optimally, which gives you the best return on your investment.
4. Encourage referrals
One of the most invaluable things in marketing is referrals. When a customer is happy with the product or service you’ve received, they’re likely to recommend you to others. That means you have an opportunity to double your return on investment. It’s clear to see just how important encouraging referrals is. You can encourage referrals with loyalty schemes and rewards.
Another alternative is to simply reach out to customers that you know have been with you for a long time, or that have been especially happy with your service, and request a review. User-generated content is an easy way to add more to your content mix and encourage that same trust that comes from an organic referral.
5. Outsourcing rather than hiring in-house
Hiring new employees in-house can be very costly. You’ll need to consider things like the office space the employee will need, equipment, training, onboarding time as well PAYE and the relevant paperwork that will need to be handled. When looking to market on a limited budget, those additional costs can mean that important projects are put off. So, consider whether outsourcing could help your budget to go further.
We’re an unlimited graphic design subscription company, so we work with a lot of marketing agencies and businesses from across multiple industries that need regular graphic design support but that do not need to commit to hiring in-house staff and the costs associated with that. Instead, those businesses are able to pay one flat-rate, dependable monthly fee and get the level of support they actually need. You can learn more about how to save money on graphic design with Design Cloud here.