7 efficient marketing solutions for companies with limited budgets
WHY MARKETING IS A PROBLEM IN MANY SMALL BUSINESSES
For most small businesses, marketing is a relatively unpleasant topic. Especially when only a few people are employed, it is difficult to find the resources and capital for marketing strategies. Often there is also a lack of experience to be able to think outside the box and set goals. Finding a partner who understands the needs and demands of a small company is advisable.
1. Content as a Marketing Solution
You are probably asking yourself how content can bring you more customers. In reality, however, well-researched blog posts, white papers, and e-books are the best way to win customers with little investment. Therefore, we always recommend our customers to invest in content marketing before taking any other steps.
- Production of content
As a rule, it makes sense to hire a competent copywriter or agency to create content. However if you have a very limited budget, you can choose to produce the content yourself. There is actually only one aspect that counts: quality – quality in the sense of informative articles that offer the reader a high added value.
- Content Marketing
In principle, good content draws attention by its own, however, it doesn’t promote itself. Articles can be shared via social media and thus cleverly marketed. Forums and industry platforms can attract the attention of potential customers. Organic traffic via Google and Co. is another point, but it requires a certain amount of search engine optimization. However, this is a separate topic.
- Lead Generation
Content marketing involves a strategy to turn readers into customers. Suitable call-to-actions are therefore particularly important. Furthermore, readers should get the feeling that they are interacting with an expert who is able to solve their problems. Acquiring customers successfully is an extensive topic and will discuse it in a separate blog posts in the future.
2. E-Mail Marketing
In many companies, e-mail marketing is already an integral part of customer acquisition. We see it ourselves as a very attractive solution for achieving good sales results with little capital. The only drawback is that it takes some time before it can actively generate customers and requires a solid e-mail list as a basis.
An e-mail list can be built up, for example, with a content flow and a regularly offered newsletter. Whitepapers and e-books are ideal for providing users with industry-related information in return for their e-mail address. The basis for successful e-mail marketing is therefore basically a reliable and high-quality content.
For small businesses with low budgets, it takes a little effort to get a good start in the world of email marketing. E-mail marketing tools such as Mailchimp, Sendgrid or Mailgun offer the possibility to create e-mail lists for free and to send individual e-mails.
3. Search engine optimization (SEO)
In order to be found by potential customers via Google nowadays, there is no way around search engine optimization. This refers to the optimization of individual contents or entire websites with the aim of being displayed high up in the search results of search engines.
Essentially SEO has the following tasks:
- Ensures that the right content is found by the right audience.
- Builds trust in Google.
- Keeps content attracting more attention.
Most businesses associate SEO with keyword oriented texts. However, in practice this has little to do with each other. As Google and other search engines now consider more than 200 ranking signals, it is becoming increasingly difficult to fool the search engines.
Therefore the quality of the content is far more important. Since most search engines have excellent text recognition, high-quality content can be determined. Stolen, duplicated or simply irrelevant content is automatically sorted out and often does not make it into the search results. This means that small businesses should focus on content creation and then optimize good content with intelligent SEO.
You can read more about the possibilities for search engine optimization from Neil Patel.
4. Google Ads
Google ads are actually not the cheapest marketing solution. Despite this, it must be said that CPC rates (cost-per-click) are still attractive in some niches. To advertise successfully with Google Ads, you should know exactly what your target group is. Basically, the more precisely you know the concerns and desires of your target group, the more accurately ads can be placed on Google.
It is especially interesting for small businesses that Google is currently distributing €75 credit codes to new accounts. This should be enough to test an advertisement and get a clear picture of the service. However, we recommend working with an expert who can give you individual advice.
5. Facebook / LinkedIn Ads
In many industries, Facebook and LinkedIn ads are far more attractive than Google’s typical pay-per-click model. Especially hard-fought niches and keywords can be relatively cheaper on Facebook. Which ads should be placed will depend strongly on the region and the industry of a company.
Nowadays, Google, Facebook, and LinkedIn offer two billing models: CPC (Cost-per-click) and CPM (Cost-per-thousand-impressions). Here, too, the aim is to find the best individual variant through practical trial and error.
Google usually advertises landing pages, but it makes sense to place content ads on Facebook and LinkedIn. Especially if a blog post or whitepaper has been well integrated into a company’s sales funnel, it often produces better sales results than landing pages. Furthermore, advertising resources radiates expertise and confidence in one’s own abilities.
6. Cold Calling
Even if cold calling is not a typical marketing solution, can be very successful even today. Naturally, in some industries, this form of customer acquisition is simply not sustainable. High-priced products and services, on the other hand, can be effectively marketed through cold calling.
In Germany, however, a number of legal aspects need to be taken into account:
- E-mails may only be sent with prior consent. (B2B & B2C)
Cold calling by telephone is only allowed in the B2B area.
- B2C and B2B customers may be acquired by mail.
- Acquisition via business networks such as LinkedIn or Xing is currently permitted but might be prohibited in the long term.
- How a cold acquisition can be successfully implemented depends on the respective business model and company.
It is particularly important to focus on the unique selling points of a product and to formulate an irresistible offer. Also, don’t forget that most recipients of your acquisition message will have very little time. Information that cannot directly lead to a successful purchase should therefore preferably not be included in a message or telephone call.
The way a cold acquisition can be successfully implemented depends on the respective business model. It is particularly important to focus on the unique selling points of a product and to formulate an irresistible offer. Also, don’t forget that most of the recipients of your message will have very little time. Information that do not lead to a successful purchase should not be included in a message or telephone call.
More information on how to make a cold acquisition as successful as possible, here.
7. Social Media Marketing
Social media marketing doesn’t necessarily mean advertising on Xing, LinkedIn, Facebook, etc., but rather building a professional appearance for your company online. Customers love to see their favorites brands interact with them and respond to their feedback. Therefore, there is hardly any major company that does not operate social media profiles nowadays.
More important than have a serious appearance is the constant online presence. A well-maintained profile with valuable blog posts and e-books are regularly shared goes down very well with potential customers. The interaction with potential customers should also not be neglected. Therefore, respond to comments, on their posts and carry your company message to the outside world!
In this Social Media Marketing Guide you will find an excellent introduction to the topic.
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You don’t have the budget for an extensive marketing campaign, but still want to win customers intelligently? Even small companies can achieve initial marketing success without much effort and budget. In this Watermann Media Guide, we present 7 efficient marketing solutions that are particularly suitable for small companies.
Watermann Media is a digital agency created by a group of passionate and talented professionals, web designers, content marketing experts, and writers. We specialize in helping companies with small budgets achieve a successful digital presence. Our customer-oriented approach guarantees the best end result.