When starting out in business or adding digital to the marketing mix we often have…
Cost Effective Marketing
I don’t know about you, but most business owners I speak to don’t have bottomless pockets to pay for marketing.
Bang for your marketing buck tends to be high on the agenda, so if saving some cash while being effective with your strategy is something that interests you, read on.Ok, I’m going to say upfront something that I bang on about a lot … I mean, if we’ve ever had a conversation or you’ve been reading my articles for a while you will have most likely guessed my overarching statement before getting into the most cost-effective marketing hacks is this.
Whatever you do, whatever you create, and however you reach out to your people, you have to be creating compelling content. If you’re falling asleep halfway through your thought, your clients will too. Keep them at the centre of everything you do, and you’re already ahead of the curve.
Right. Now that’s out of the way, onto the most cost-effective marketing hacks I’m seeing in 2018:
Infographics are big right now. These visual morsels of delectable data allow you to get a bunch of useful information out to your clients in an easy to digest format. They are easy to share (and we love it when our content gets shared) and visually engaging.
Oh, one hot tip … Make sure you add a watermark to your infographics. That way when they get shared your business remains associated with the content.
Nurture your database.
This might seem obvious, but the fact is most businesses aren’t doing this nearly well enough. You should already have a list of people who have worked with you and (presumably) enjoyed the process. Hopefully, you also have a list of people who have reached out to you at some point. So, why aren’t you having regular conversations with them?
There are actually so many tools out there that will help you do this, ranging in cost from free to paid. Do some research and get chatting to your people … And feel free to email me with a ‘you were right’ email when this generates additional sales for you.
Set up a referral or a loyalty program.
I’m not just talking about the bog standard ‘buy 5 coffees get your 6th free’ kind of thing. Put some thought into how this could work for your business; maybe ask your regular clients what they would like to see in a program, get some ideas and try some things out.
I’ve got a friend and client who runs a personal branding business for c-suite executives. At first glance this seems pretty hard to create a referral or loyalty program off, right? Well, actually it’s not at all; she simply designed some smart looking gift vouchers, with her referral contacts name on there, for them to hand out to prospective referrals. It entitles the person who receives it to have a review of their LinkedIn profile and a one-hour conversation (which she usually charges $497 for), free of charge. This simple voucher has seen her referral rate increase by 25% and has led to an increase in new clients.
You can use Canva to do this or get a graphic designer to create something for you. Officeworks or Vistaprint can create hard copies for very little cost.
If you’re like me, you’ll understand intellectually the stats behind the power of video; 72%of people would rather use video to learn about a product or service, but you’re still not doing it … Why?
If increasing your sales and brand recognition in 2018 is more important to you than worrying about whether the light is quite right, whether you have a double chin or if that colour shirt is really flattering, then pick up your smartphone and hit record.
All of the social media platforms love video, and while we’re at it, set yourself up with a YouTube channel so you can upload some content there. After all, it’s the second largest search engine in the world.
Last but not least, I have a number of clients doing really well, running webinars. With platforms such as Zoom or Google Hangouts, they are super cheap to do, and they allow you to record the content and create an evergreen range of information for your clients to access.
My big suggestion with webinars is twofold: First, get comfortable with the concept of video, and second, rope a friend or colleague in for your first couple of webinars to moderate and take care of the tech for you. Then you just need to focus on being fab and delivering great information.
So, you see, while you can still get reasonable bang for your buck by throwing some dollars at boosting posts or running social media ads, there are other, more simple ways that you can directly influence your own marketing, right now, to help drive clients to your business.
It’s just a matter of putting your people at the centre of everything you create and ‘leaning in’ to doing something a little bit different.
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