Marketing is one of the most important parts of any business plan. It is an area for which the expression “You need to spend money to make money” is truer than ever. On the other hand, a good marketing campaign isn’t always about money or the manpower put into it. Finding the message that best suits your clients and audience could be accomplished even without breaking the bank.
An effective marketing strategy could even save you money, by expanding the market you’re operating in without requiring additional resources or complicated strategies.
Big events have become a standard tool for promoting your brand. They are organized when you’re promoting a new product, celebrating an anniversary or when you just want to raise awareness about your company. It’s usually a rather large and expensive production that could really affect your bottom line, especially if it fails.
The easiest way to deal with this is to find a sponsor that will promote the event. That way, you get all the benefits of networking and promotion and your sponsor gets the exposure, while the costs are shared.
Focus on non-traditional marketing efforts
Traditional media is still the most expensive way of getting your message across. Production and distribution costs of commercials are too much for small and medium businesses. At the same time, there’s a question of how effective these media channels actually are. Younger people have almost completely given up on TV and newspapers and they are always on the lookout for new media.
Using blogs, apps, and other non-traditional marketing channels won’t cost that much and it creates a sense of community between your customers. That’s something you can’t put a price on.
Promotional materials are one of the most effective ways to create awareness about your brand and business and they don’t cost that much. Almost anything that could be used in an office environment could be a promotional tool as well – notebooks, pens, personalized USB drives, laptop bags, and so on… The objects pass through a lot of hands and if they contain your logo and contact information, they will get noticed.
It’s also more effective if you use promotional materials as a part of a larger strategy. For instance, an effective presentation could be followed by materials that could be clearly identified with your brand, for a stronger effect.
Remarketing is usually pretty inexpensive, but if it’s used effectively it could bring you back a significant number of visitors who haven’t made a purchase on your website. Remarketing is mostly done by e-mail or by chat apps which means that it doesn’t require too much manpower or expertise.
The goal is to have a clear understanding of why a person has visited your site, but given up on a purchase and to address their concerns in the e-mail and possibly make an offer that could bring them back.
Use the feedback
Using social media and blogging platforms allows you to have a direct line of communication with your customers. This is more than just a gimmick to make you appear friendly. It’s an actually useful way to find out about the concerns and complaints coming from your visitors.
Use this data to improve the marketing campaign and the product itself. It’s important to do this in an orderly fashion, by reviewing the messages and the requests of the users in a pre-prepared schedule and have a clear plan of action for them.
Marketing doesn’t have to be expensive, in fact, it could actually save you money and provide you with the opportunity to expand your business. It’s important to make the marketing campaign suited to your customers and their needs.