Small business owners have issues that are not as common for older, more established businesses.
The primary concern is budgeting. Smaller companies tend to be less established, and this creates
uncertainty and volatility. With smaller businesses, there is less wiggle room between revenue and
expenses. Due to this, aspects of marketing can get cut out.
When a small business cuts out marketing, they forget that it’s an investment. Without it, your
business won’t grow as fast as it could. So, if you are concerned about your tight budget and want to
know how marketing can be included, here are some tips.
Free visibility is a thing and there is plenty of ways to achieve it. Typically, this applies to the digital
world. You can create a website (mostly for free) and claim all your social media profiles for free. You
can post as much as you want on your social media profile without any cost. Also, look into online
directories where your business can get listed.
Finally, while most of the opportunity is online, don’t overlook the real world. Look for local events
your company get involved in. For example, you can volunteer some help in exchange to have your
logo featured at the event. All of this can be free!
If you are a beginner at the whole marketing thing, look for help. You don’t have pay a marketing
agency money. There is always somebody who knows more than you and is willing to help for free.
If you know somebody, who has experience in the industry, perfect. If you don’t know anyone, you
can quickly get in touch.
Using social media, industry events or online forums to start getting some
ideas. On Facebook, there are plenty of marketing pages and groups where people are willing to
help and share their knowledge. If they give you decent advice over a comment, send them a
personal message and connect properly.
Do it yourself
Carrying out all your marketing strategies can be done in-house by you. Yes, whether you have one
marketing manager, a small team, or you’re doing everything by yourself, it can be done. Spending
your own time to carry out work is often more efficient than spending money.
You have a tremendous amount of information at your fingertips. Almost every facet of marketing
knowledge can be found online. You could even try some online courses to help improve your
understanding. If you are genuinely struggling, then turn to the professionals. If you don’t want to
pay a large agency, go on sites like Upwork and find a freelancer who will be cheaper. It’s likely that
a professional will be able to get things done faster than you.
Keep using it
If you are using one form of advertising and it’s working, don’t stop. For example, you have a
content asset that you are using for paid social ads, and you see excellent results. What is the next
step? Some people will try to come up with some better content. Don’t change anything. When you
don’t have a significant budget, keep it the same. You save on creative costs, time and planning. If
you want a better result through change, mix up what time the ad is posted or alter the target
audience slightly. If it’s useful, keep using it until it’s no longer working. One way to monitor the
effectiveness is through virtual numbers from providers like eVocie. When somebody calls the
number on the advertisement, it will be tracked and monitored so you can see how effective it is.
One thing at a time
Running multiple campaigns at the same time is not a wise option, especially if it’s the first time for
all of them. Often, doing this will just create a distraction. If money is an issue, limit your spending
by focusing on one campaign at a time. If the campaign isn’t working, you can try something else.
Not only do you save money, but you limit the risk of running multiple unsuccessful campaigns at the
Many companies will spend dollars where they don’t need to. Money is spent on things like
enhancing and transforming things that don’t need any changes. For example, you are a business
that offers a few products, but your website has fifty pages, some of which serve little purpose. You
could have a five-page website that does the same thing. Think about what you need to be
successful and stick to it.
Saving money on marketing is often about being savvy and making use of your common sense.
Remember, always ask questions and build your knowledge, this will help with saving money.