How to Make an Effective and Economical Marketing Plan?
With the puzzling economic environment that’s settled on New England like a dark winter you might find that your business has hit a bit of a quiet; phones aren’t ringing like they used to and you find yourself thinking of ways to cut back on costs. You drag out your budget and polish your pencil as your eyes rake over every number on that spreadsheet, trying to spot anything you can discard. But before you get any ideas about cutting your marketing budget, we’d like to give you a few strategies to add to your marketing plan to bring back those phone and emails inquiries.
This is the time to work smart and lean. These 5 powerful tools will stretch you marketing budget and make your marketing strategy work for you.
1. Unwrap social media marketing
You no longer need to hope that clients will visit your website. Social media is here to help you find new clients at the same time remind your past customers about your great services. In addition, you have the choice of redirecting them to your social media pages or your website, depending on what your marketing goals aim to achieve.
Social media is good for the following:
Increasing likes or followers on your page – revealing your business and content to new people
Increasing conversations and engagement with your content
Setting up lead generation campaigns that get people to fill out their email addresses – this is brilliant for customers who want a constant flow of lead.
Encouraging people to share your content – exposing it to more audiences
Reassuring customers to create their own content – effectively becoming your brand ambassadors
The top social media platforms used by Americans, in order of popularity:
Facebook unquestionably, YouTube, Twitter, LinkedIn and Instagram, to name a few. All you need to do is choose one or two of these that you customers use and figure out how to work they well. Looking at what your competitors are doing and which posts get the most engagement.
Publishing regular post on these platforms that is interesting and informative, not hard sell, can be a highly effective way of growing your business’s reach. And it won’t hurt you marketing budget.
Social media can be cheap to implement, but time consuming. Make sure you have a marketing plan. Know which markets you want to reach and what’s important to them before you start.
2. Get your clients marketing for you
Word of mouth is still one of the most powerful marketing tools. But how do you get those mouths talking? Referrals are a good starting point and are great on a small marketing budget. If you offer great services, you should find that your clients just keep on introducing you to other possible clients. If things are quiet on this strategy, you might need to address your customer feedback and over all service:
Check your customer experience – do you know who your customers are? If you say ‘everyone who doesn’t have my product is a potential customer’ then just give yourself a smack on the back of your head. You need a marketing strategy session to identify your target markets or you will be wasting a lot of money targeting the wrong target markets
Check your website’s usability – are people frustrated or delighted with your website? People want to buy from your website, but can they? These questions are foundational to your digital marketing strategy. You need to ask real human beings what they feel on your website and that’s where usability testing is most powerful.
Check your brand experience – it’s the golden thread that moves through your business and dictates how you look, how you speak and how you behave. Having a clear brand strategy might not seem important to you, but what if I told you that customers decide on you or your competitor based on brand and brand alone? If you don’t have a clear brand, how will they pick you? They will then look for the lowest price, and you don’t want that to be your business.
Is it easy to do business with you? I have a few thoughts on that… we need to make it really easy to do business with us as American small businesses.
3. Don’t underestimate the power of email
Email marketing is one of the most effective digital marketing strategy tools around as it is nearly free and nearly everyone has an email address.
If you do it right, you won’t’ be a spammer.
Talk about your services
Create lots of interesting content
Only send emails that address your customers’ needs
Everything you do should be geared towards gathering email addresses from prospects:
Create a white paper for them to download from your website, how-to guides are great for this – and ask for their email address in exchange
Create lead generation campaigns encouraging people from across various platforms (email, social media, etc) to fill out these forms
4. Get on Page One of Google
Search Engine Optimization (SEO) is unbelievably powerful marketing strategy. You want to be on first page of Google. Everything you do should be geared towards this goal and your marketing plan should reflect this.
The first phase to start is to sort out your website through an SEO audit and fix-up. This will give your website the best chance of turning up on Google.
Being on the top page of Google will definitely drive more traffic to your website by making you easier to find and eventually bringing in more clients, clients who are searching for what you sell or service you provide.
5. Choose a Powerful yet Cost Efficient Marketing Agency
Lastly, finding the best digital marketing agency for your business isn’t something you want to have to do more than once. When it comes to choosing a digital marketing agency in New England, small to medium businesses are spoilt for choice.
Nesma has been operating for quite some time. We’ve refined and expanded our skills as the internet and online marketing channels have evolved – and we’ve worked with a very broad range of clients, in New England and other regions.
We’re always happy to get together to discuss your digital marketing needs, and specialize in creating a dedicated campaigns that provide the best possible results based on your budget. Contact us to learn more about our services or to schedule a meeting.
These are simple ways to do great things for your digital marketing plan without breaking the bank. So put down that pencil or blue pen, grab a cup of tea and get to work!