SME Marketing on a budget

When you’re running a small business you know marketing is essential, but if you’re on a tight budget, where do you start?

Content is STILL King!

Blog posts, how-to guides and interesting customer stories all contribute to establishing your reputation as an expert.  If you know your audience well, focus on the problems they want to solve and ensure that your content appears where they’re looking.

Social media is free

You don’t have to be everywhere, so find out where your target customers hang out and be visible.  Consistency and authenticity win over polished and slick.  Your top tips, customer stories, before and after images, behind-the-scenes insights all contribute to building a memorable profile.

The money is in the list

Email is one of the most cost-effective marketing methods – as long as your list is well targeted.  A highly focused lead magnet is a great start to start building your list.  There are lots of email marketing platforms that offer a free level to get you started, AWeber, MailChimp, MailerLite, etc.  Or check out AppSumo for a one-time payment for lifetime membership to Sendfox.

Get seen

Optimise your Google My Business profile and gather customer reviews to dramatically improve local visibility.  This is especially powerful for service-based businesses and retailers with physical locations.

Double your reach

Collaborate with complementary businesses for cross-promotion, joint events, or referral programmes.  This will extend your reach without additional ad spend.  Start by making a list of local companies who have a similar customer base to yours, then reach out.  It’s a win-win for everyone.

Lights, camera, action!

Short-form videos on social platforms are incredibly effective for engagement. Simple smartphone videos showing your process, customer testimonials, or quick tips often outperform expensive productions.

Who else do you know …?

Your existing customers are your best marketers.  Simple referral incentives can turn satisfied customers into active promoters, introducing you to their connections.  It doesn’t need to be a high cost incentive, be creative.  A great time to ask for referrals is at the point where you gather customer feedback.  When a customer has just told you how much they like you, they’ll be much more receptive to passing those warm and fuzzy feelings on to others. 

Don’t try to do it all

Pick 2-3 of these strategies and get them working well for you, rather than trying to do everything at once.  Give each one a good test run before deciding it does, or doesn’t, work for you – at least three months, but track and test as you go.