– Daniel Hughes, Digital Marketing Administrator
So you have your businesses and it’s going well but you think you’re ready for the next step. You think you need to improve your marketing strategy, but how can you compete with a limited budget? I think this is a question asked by, near enough, every new business owner.
In this post I’m going to give you some ideas on how to grow a business using a small marketing budget.
Become Social Media savvy
In the current age, it has become clear that social media is king. Okay, that might be a slight exaggeration, but it can be an amazing channel for businesses of all sizes. You can literally create a business account/page in a matter of minutes.
With the opportunity to deliver stats like that, it’s a no brainer! All it takes is about 30 minutes a day, engaging in conversations and sharing content, which leads me on to my next point.
Creating, sourcing and reusing content
What better way to make sales than by driving people to your website through the means of good, quality content.
Achieving this is no easy feat, and although it can take some time, it is a worthy investment. For example, a good quality blog post, if optimised correctly, has the potential to last for several years or the worst-case scenario is that you need a quick review of its optimisation e.g. have I optimised for the right keywords, are those keywords in the content?
When referring to sourcing content, I would recommend writing it yourself if you have the time and the knack for writing in a conversational context. If you don’t have either of those things, look to your team! Often your team and staff members will have experience in a field that can be utilized to create a blog. Of course, it may take some tweaking to suit your brand voice, but overall it can help you to develop a steady flow of blog content.
If you don’t have either of the above, then hiring a copywriter would not go amiss. Generally, freelancers can be good value and often have a small network of influence that could also benefit your new business.
SEO (Dun, Dun, Dunn!)
So here it is. What we all expected. The dreaded subject of SEO (Search engine optimisation).
Over the years I believe there has been many misconceptions about the scale of SEO, saying that it requires masses of work for somewhat minimal results / return on investment.
In my honest opinion, it’s not as intensive as people make out but it does take some time to find an SEO strategy that works for your business.
But with that said, the returns can be astonishing:
So, what this tells us that if you are the first result on Google, then you are getting (on average) 33% of all the traffic from that search. So, compare that to not having an SEO strategy, you might be getting only 1% traffic (being very generous).
So, you want to know how to create an SEO strategy for your business? It all begins with research. I would recommend taking a look at this comprehensive guide to building an SEO strategy.
One of the first steps, which should also have been included in your general marketing strategy is to build a buyer’s persona. What does an ideal customer look like?
One of the next steps would involve keyword research. This should be done for every page and blog post you create but also generic phrases that you want to rank for. Some good tools I would recommend using to assist you are:
Across all these platforms it’s vital that you stay consistent. Come up with a content schedule. For example, my content schedule consists of 4 posts a day on twitter, 2 per day on Facebook, 2/3 per week on LinkedIn and 1 blog post or press release per week.
Throughout each week I will follow this schedule. This also provides me with a basic structure of my weekly tasks which is useful to help me become a more effective employee and marketer.
So, the moral of the story is: ‘Consistency is key!’
In conclusion, there are multiple ways you can market your business on a shoestring budget. Of course, these strategies should develop and improve with the business. A good aim is to review the performance on a quarterly or six-monthly basis.
These strategies do take time, especially if it’s the first time creating them. You need to experiment. Things go wrong, from there you need to understand the ‘why’. That’s the reason I got into digital marketing, I hate making the same mistake twice. However, I am a strong believer in everything happens for a reason.