Small businesses often have limited marketing resources. In fact, a 2019 survey from The Manifest showed that a third of small businesses spend less than $10,000 annually on advertising.
As a small business owner or marketer, how can you make your brand rise above the noise, drive traffic to your website and storefront, and build customer loyalty — with a fraction of the money, time, and resources of larger competitors? Check out the following five DIY strategies to help you make the most of your marketing budget and grow your business.
Develop a marketing plan
Small business owners have a lot of flexibility to manage marketing as they see fit. However, every small business needs a well-thought-out marketing plan — one that sets out clear goals, strategies, and budget details so that every dollar spent goes where it will have the most impact.
A robust marketing plan should include your brand’s unique selling proposition and the benefits it offers to customers. It should also establish your pricing and positioning strategy, which will help inform all subsequent marketing efforts.
Furthermore, your plan should outline the distribution methods you’ll use, how you’ll manage transactions with customers, sales strategies, and advertising and promotional strategies. These details will enable you to target your offers, carry them out cost-effectively, and understand how to measure success.
Make the most of low-cost options
To get a good return on your marketing investments, look to inexpensive options that deliver impact. Social media and email are among your best bets, with 7 out of 10 small businesses using Facebook, around half using Instagram and Twitter, and 64% using email marketing.
With these free or largely free options, your small businesses can easily connect and interact directly with customers and prospects. You can keep them updated on your product offerings and promotions, and you can quickly and cost-effectively present live streams, product demos, news alerts, virtual tours, and more.
Of course, you have to produce a lot of engaging content to feature on social media and in email, which means you need user-friendly tools like Adobe Spark. Spark can create visually compelling graphics, web pages, or short videos in just minutes and then post them to your social feed or send them out in email blasts.