Is your marketing budget tapped? No problem!
While many of us have kicked off 2015 with a fresh budget, not everyone’s fiscal year rebooted when the ball dropped. With budgets in mind, it’s a good time to remember that not everything has to cost a lot of money, if any. As a business owner—especially a small to mid-size business owner—you probably second-guess every dollar you write a check for. Good for you! That’s being savvy with your money. However, one of the areas I’ve noticed that frequently gets pushed to the bottom of the priority list is marketing. Why? Because people think marketing efforts have to cost a lot of money.
The truth is marketing does cost money…or at least time. And, time is money, right? While the old adage, “you get what you pay for” definitely holds true in many areas of marketing, there are some things you can do that cost you nothing…or almost nothing. So, if your marketing budget is tapped, rest assured knowing there are some very effective marketing tactics you can employ without the help of a professional. Just follow these guidelines to ensure that you aren’t cutting corners that will undercut your business.
Marketing Tip 1: Leverage the power of networking
I bet you never thought of networking as marketing, did you? That meet-and-greet is marketing gold! No matter how long your business has been established, you should never forget the importance of making connections, exchanging business cards and building relationships. In this digital age, a little face time goes a long way. And, networking is not limited to events. Every day presents a new opportunity to network, whether it’s with fellow board members or someone in your community. And, when you do attend a networking event, remember to go in seeking to learn from others and share what you do. Have a goal and an intention in mind. Invest in the relationships you make, and you’ll get more in return. Smile, shake hands and see what’s out there.
Marketing Tip 2: Share your expertise
Are you an expert, guru or authority on what you do? Oh, don’t be so modest—of course you are! All of us are known for doing something well. While I don’t recommend introducing yourself as one of the above, I do recommend showing people that you are knowledgeable. Webinars, blogs and workshops are all great ways to share your expertise with the world, adding credibility and visibility to your business. Be sure to spend some time making the content, graphics and production high quality. Keep webinars, video blogs or workshops short, focused and give your audience something valuable—maybe a code to get a discount on a product you sell or an instant download of a how-to on your particular subject matter. Be sure to create buzz for your event using social media and email marketing, so you’re not talking to an empty room!
Marketing Tip 3: Get social
Speaking of social media…if your business doesn’t have a LinkedIn account, Facebook page, Google+ account or Twitter account, get one. You may think there is no return on investment with social media, but there is. Social media isn’t going anywhere and a lack of social media presence can infer that your business is dated, out of touch or, even worse, not legitimate. Go for it! You can’t afford not to. LinkedIn is your virtual resume and professional company profile. You should have accounts for both you, personally, and your company, so you can easily be found for business inquiries. Think of Twitter as your real-time news stream, dishing out short, punchy headlines that lead back to your site or other original content. Think of your Facebook page as the virtual front desk assistant. It provides the world with a snapshot of who you are, what you stand for and what you’ve been working on. Google+ does much the same, and it has the added benefit of helping you gain a better page rank. The bottom line with any social channel is you must be authentic. Reveal your brand personality and stay true to it. And be sure to check for typos.
Marketing Tip 4: Grassroots PR
So, someone you met calls you up and wants to have coffee. Now, you’re getting somewhere! The magic is in the follow up. Meet them and see what they’re about. What are their business goals? How could you work together in the future? Try to arrive at a conversation that will produce something that mutually benefits your respective businesses. Finding this common ground will produce one of marketing’s oldest no-cost strategies: grassroots public relations. Give to get. Everyone is busy, but this is something you should make time for because it pays off. You can use this tactic in cold calls as well—just be sure you’ve done your research about who you’re calling via their website, LinkedIn and other social channels, even if they know nothing about you. Explain that you admire them, discuss what they do and then ask for a few minutes to tell them a little bit about what you do. You are trying to build your relationship with them as well as awareness within your community. Ask for ways to get involved and see where it takes you.
If you are unsure where to begin, I encourage you to launch your networking by reaching out to me. Together with the support of The Alternative Board-Denver West, we can help you maximize a small budget and enable you to do big things.
By Blair Koch
