Is your marketing budget so small that borrowing from petty cash feels like a good idea? We’ve felt that pain. What if you could start implementing tactics right now that wouldn’t cost a bomb and even produce results to be proud of? Our recommendations below outline our favourite budget friendly marketing tactics. We’ve included key details and our own pro tip — to get you on the right path.
Tactics for the cash strapped marketing budget
DIY Search Engine Optimisation
SEO is the focus of improving your organic (non paid) search engine results, i.e. getting them closer to the front of the results list. If people are searching for information about products and services you provide then having a programme to work on your search performance makes sense. If your company has long term goals this is the perfect tactic to align with those goals.
Benefits: Improved brand presence online, more organic traffic. You’ll learn a lot about your website and how the web works
Pro Tip: Start with all the things you can. Don’t wait for your website to be perfect before starting with content creation
DIY Conversion Rate Optimisation
Conversion optimisation or conversion rate optimisation (CRO) is the process of improving the percentage of people doing the things you want them to do. By working on your CRO, more visitors will start doing the things you want them to do. The work often involves looking at the user journey in their eyes from start to finish, creating a test or hypothesis to improve the journey, conducting the test, adjusting website content, rinse and repeat.
Note: This is an advanced technical field and you’ll need to get a developer or systems admin to help implement the required tools.
Investment: Time and usually a small monthly fee
Benefits: Your website will go from pamphlet to lead / revenue generator
Recommended resources: Unbounce’s Ultimate Guide to Conversion Centered Design
Pro Tip: Your sales team will be able to give you all copy you need to test, from pain points to benefits that sell
Think of content marketing as your own newspaper, writing for your customers and future customers. It allows you to have opinions, break news and position yourself in your industry as a thought leader and authority. Content marketing is a perfect pairing with SEO & CRO.
One of the best examples on the web at the moment is Buffer. Their core business is an app that makes scheduling social media posts easy. Their ‘newspaper‘ helps marketers be better at everything digital by teaching and informing.
Investment: A lot of Time
Benefits: Improved quality of content will lead to an improved quality of website visitor
Pro Tip: Think holistic and get a range of people (Sales, Tech, Engineers…) contributing to your content pipeline
If you need to do more with less, it’s hard to go past email marketing. Some say it’s dead, but in reality it’s more relevant than ever in an increasingly fractured media landscape. If you have a database of customers this is the best channel to send personalised 1 to 1 marketing communications. Daylight is second.
Benefits: High detail of performance metrics as soon as users start clicking
Pro Tip: Test everything with smaller segments before sending to your entire list
A google search for ‘marketing on a budget’ will show you a great number of other options. What do you use for a cash strapped budget? Let us know in the comment section below 🙂