Staking your claim in the online sphere is a must for any organization looking to get ahead in the modern landscape.
Unfortunately, not all organizations (startups in particular) have the capital required to run a full-court marketing press. Is there still a way to get your name out there and establish a connection with your potential customers and supporters, even though your coffers might be running low?
The answer, thankfully, is “yes.” As long as you’re willing to get creative pull out all the stops.
1. Determine What You Can Spend
Just because your budget is tight, that doesn’t mean you have no money to spend on marketing at all.
Before you dive in, crunch some numbers to determine what you could realistically invest in marketing online and where you might be able to cut costs or boost income to allow for a larger marketing budget.
You know you need a well-crafted website that will be attractive to your visitors. That’s the very basis of content marketing – you need a nice-looking canvas where you will paint your lead generation baits. This website needs to be responsive and with an eye-appealing design.
After that, you need to set out a strategy – how many posts are you going to put out, which keywords you want to target, what will your promotion tactics be?
These all are determined by your budget. Once you’ve determined what you can spend, you can identify additional options that are open to you.
2. Identify Your Target Audience
Before you launch any marketing efforts, you need to have an idea of who you are marketing to. You won’t use the same techniques, for example, on recent college grads that you would on established middle-aged professionals.
You don’t even have to hire anyone to complete this stage of research for you, just ask yourself a few pertinent questions. Are you selling a product? Who is it for? Men? Women? What Age? What income group? Once you have your answers down, your target audience will practically jump off the page at you.
3. Have Clear Goals
What do you want your marketing efforts to accomplish? Increased website traffic? Sales? To drum up interest in a new roll-out?
If you don’t know where you’re going, any road will take you there. If you have a clear understanding of what you want, though, you can devise a solid plan to reach your prize.
4. Check Your Competition
If you have rivals in a certain area, you have to check out what they’re doing before you make your move. Not only will this allow you to get an idea of what is currently effective (or ineffective, as the case may be), it will also allow you to differentiate your own efforts just enough to gain a leg up.
5. Turn to Social Media
Nowadays, almost everyone is connected to social media in some way. To reach the widest audience possible, you have to go where the people are. Since you already know your target audience, knowing which social media platforms to concentrate should now be an easy decision to make.
6. Provide Great Content
Whatever you’re putting out there, make sure it provides value to your audience. Rubbish content breeds low levels of engagement and might even damage your brand. Conversely, putting out great stuff—be it articles, videos, audio, or something in between—will keep people interested in what you’re doing.
7. Don’t Forget About SEO
Search Engine Optimization never died, it just went through a rebirth. It’s still one of the best ways get people to find out about you through web searches, so if you’re not sure on the particulars yourself, make sure you’ve hired the right team who can help you play the SEO game the right way.