Marketing on a Budget: How to Pick the Right Mix of Marketing Channels for Your Business or Brand

Building a brand from scratch starts with finding the right channels to draw potential customers and then keep them loyal. All while sticking to what is likely a tight marketing budget can be challenging. So, how should you go about picking the right mix of marketing channels for your business? Let’s take a look at six expert strategies:

1. Do-It-Yourself Videos

One advantage of the internet age is the ability to make quality videos without expensive equipment or a professional videographer. Just make sure you are using a quality smartphone or camera and a good microphone because they are worth the investment. Videos are one of the best marketing assets because they help many channels and offer high conversion rates. Use video to record customer testimonials, explain your products or services, and engage on social media. Facebook reports that its users watch three billion videos a day, so it’s worth taking the time to create the content.

When making videos, keep in mind that the impact happens within the first 10 seconds. Make sure to use that time to identify the brand and key message. If you are not sure about video production, then have a digital marketing services company create the first few.

2. Make It Scannable With Infographics

Infographics are another critical visual tool that is easy to make with little to no cost. They present information in an easy-to-scan format. Research indicates that most internet users don’t read pages — they scan them. With infographics, the information jumps off the page.

3. Create Quality Content

There is a reason most companies with custom marketing strategies publish a blog. Because they offer great value and, it’s something that can be done in-house to keep costs down. The topics don’t have to be complex, but they should offer value to your target audience. For example, a company that sells dish soap could create blogs about cleaning hacks. It is a topic almost anyone can write, and it offers the reader information that is valuable to them.

When the marketing budget is running low, recycle old content. You might need to refresh it a bit, add current statistics, for instance, then re-post it. Your new visitors won’t know the difference!

4. Have Instagram Be One of Your Channels

In 2020, Instagram averaged about one billion users a month — 88 per cent were outside the United States. It is also one of the most accessible social media sites to use, and it relies heavily on visuals. Studies show that 75 per cent of those on Instagram will purchase or inspire a friend to buy. Make sure to add actionable captions to engage the reader and use tools like location tagging. It is also recommended to keep captions down to 2200 characters.

5. Remember Email?

Email is still a powerful marketing asset for businesses. Maintain an email subscriber list and keep it active. Email marketing isn’t as cheap as other channels, but it does offer a great return on investment (ROI) of 3,800 per cent.

6. Customer Referrals

Word-of-mouth is by far your least expensive and most impactful marketing tool. You can inspire your loyal customers to share the brand news with a customer referral program. Referral leads have a 30 per cent or higher rate of converting. Ninety-two per cent of consumers say they trust referrals, too.

Brands need marketing to get their message out, but it doesn’t have to be expensive. Make use of the free options available through the internet like social media, and save your money for traditional marketing with robust ROI.

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