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MARKETING BUZZ


5 Ways Small Businesses and Startups Market Themselves on a Limited Budget


M


arketing is a big part of success. If people don’t know what you have to offer, they will never


have the chance to decide if it’s for them. A good product can easily die in obscurity if it does not receive the necessary promotional support. Te good news is that marketing does not have to be expensive. Here are five ways a business on a tight budget can promote their offering:


1. Put More Focus on Building the Right Team


Te execution of a marketing strategy is oſten more important than the strategy itself. Te best and catchiest songs won’t work if they’re performed by poor singers, so make sure your small business’s choir is up to the task. Tere are two ways you can do this. First, you can work from the ground


up and make sure that your marketing team has the pick of the liter whenever possible. Te more well-trained they are, the less work you have to do to bring them up-to-speed. Second, you can make sure that everyone on the team is trained further aſter they are onboarded. You may have the pick of the liter, but no one is perfect. Everyone has room to grow, and it’s the company’s job to give them that room.


2. Understand Your Target Market


Nothing derails a strong marketing campaign like a core misunderstanding of the market. Jokes and messages will fall flat, and worse, much of the leads generated from it will likely lead nowhere. It’s a spectacular waste of time and energy, and a startup’s limited budget means that this can easily lead to its ruin. If you want to get the most out of your


marketing budget, you need thoroughly and completely understand your audience. Market research will ensure that your message and approach are on-point, improving its effectiveness and potential return of investment.


3. Get Smart with Social Media


No marketing strategy is complete without a dip into the social media well. While there are ways of promoting your company on Facebook or Twiter without paying a single cent, those ways are oſten best leſt to more established companies with powerful brands. Your relatively young business will need to pay so it has a shot at fighting for the audience’s atention. However, your limited budget does


mean you have to be smart with your expenditures. While it might feel ideal to cast as wide a net as possible, it’s actually best to focus on the platform that has the highest concentration of your target market. Tat way, you can ensure that your capital goes toward the basket with the most eggs relevant to you.


4. Embrace Email Marketing


Email marketing might feel old hat, but take a look at your own account. Chances are it’s filled with offers from various companies, and chances are, you’ve acted on a few of those offers. Te good news for you as a company owner is that this effective tactic


32 datia focus


is also readily affordable. For around $40, you can hit approximately 5,000 addresses. While that doesn’t seem like a lot, rest assured that it is plenty for a small business. Tus, one of your business’s priorities should be to develop a mailing list as soon as possible. Even an innocuous invitation to join it on your site can give you a lot of addresses, which can give you pathways to many people who you could sell current and future products to.


5. Make Your Online Sales Funnel Frictionless


Te marketing campaign does not end with the advertisement. It encompasses and includes your sales funnel as well. It won’t mater how convincing your advertising is if people have trouble actually purchasing your product. Combine this with the fact that many people have embraced online shopping, and you will come to realize how important it is to keep your online sales funnel as frictionless as possible. Tis need can manifest in numerous


ways. For example, you need your business’s online shop to adapt according to the device used by the customer. If they’re on mobile, it should automatically show them the mobile version of your store to make it more user-friendly. Similarly, desktop users should be met with an interface friendly to a mouse and keyboard. It seems like a small thing, but it can easily be the difference between a sale and a customer becoming frustrated and choosing to look for another product. Making things work on a limited budget


is tough at the best of times, but it is far from impossible. You must simply focus on what you can get your marketing campaign to do rather than what you want it to do, and then work from there. It will be hard, but if it’s what you need to do to make things work out, then that’s what you will do. ❚


summer 2019


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