It’s incredibly easy to end up spending thousands on a marketing campaign that never pays off or one that you can’t quite tell how effective it was.
When designing your marketing campaign, it’s essential that you take a measured approach and utilize the most cost-effective tools available.
Define your budget
Before you even get started, you need to decide how much is in your marketing budget. Once you have your budget, it becomes much easier to determine how viable certain marketing options are for you.
Marketing is a worthy investment; after all, how else are you going to find new customers? It can be helpful to conduct a cost-saving exercise across your wider business to free up a little capital for your campaign. For example, you could go through old subscriptions that you don’t need anymore or make sure you have the lowest price for your energy bills - utilitybidder.co.uk is a great tool for this.
Once you have your budget, you can begin designing your campaign.
Content and social media marketing
Using the content on your website and your social media pages to attract new customers is one of the most effective things that you can do because it’s completely free!
When you’re designing your content, there are a few things to bear in mind:
- Make sure that your content is genuinely interesting and valuable to your customers. If it’s boring or overly promotional, they will just stop reading and go to another site. Good content will keep people coming back to you.
- Social media, in particular, is an effective way of building relationships with potential customers. Be sure to respond to their comments, and use the questions that they ask to design future content.
- Keep it brief and concise. People get bored easily, so make an effort to grab their attention!
Combining an SEO strategy with a content strategy is really powerful. Be sure to design your content around the searches that your client base is likely to be making, and you will start to rank more highly in search engine results.
Once you have a steady flow of traffic coming to your site as a result of your content, social media, and SEO efforts, you can think about collecting email addresses to use for a mailing list.
Don’t spam people on your mailing list. Only use it sparingly when you have something of real value to offer them like a special offer, promotion, or interesting piece of news.
Email marketing is really effective because the people on them are already ‘warm’ to you because they know who you are.
Measure your results
As you execute your different strategies, be sure to make use of analytics tools to measure how effective they are on increasing traffic and engagement.
This is really important because it means you can repeat and iterate strategies that work for you and discard the ones that don’t work so well.