5 Tips For Rocking a Digital Marketing Campaign On a Tight Budget

Promoting a business online successfully costs money. In some cases, it can be a lot of money.

But it doesn’t mean that only companies with wads of cash are able to generate leads from the web.

Quite the contrary, in fact.

And, in this post I’ll show you 5 ways to rock digital marketing, even if you’re stuck with a tight budget.

#1. Evaluate Your Marketing ROI

Start by assessing your marketing efforts so far to establish which channel / strategy you’ve used delivered the highest ROI (return on investment).

Knowing it will help you evaluate how wisely you’ve allocated the marketing budget so far. And identify the most viable channels to invest into going forward.

Use this formula to calculate the ROI:

 

roi-formula

Run this formula by every digital marketing channel you’ve implemented to date.

And then… repeat it regularly to keep track of the impact your new marketing initiatives have on the business.

Why evaluating ROI is so important?

Having a tight budget means that you have to be selective with marketing channels you employ. Being able to tie tangible results to your campaigns will help you focus on strategies guaranteed to deliver results for your business.

#2. Focus on Actions, Not Impressions

It’s an easy mistake. You decided to use online advertising and then, focus your money on paying for impressions.

On the outset it seems like the best choice, doesn’t it? After all, the more people see your ad, the better, right?

Unfortunately, it doesn’t work like that.

Even the definition of an impression hints at potential problems with this approach. It says:

“”Impression” is a measurement of responses from a Web server to a page request from the user browser, which is filtered from robotic activity and error codes, and is recorded at a point as close as possible to opportunity to see the page by the user.”

What this means is that your ad might have appeared on a page when the user was browsing it. But it:

  1. doesn’t guarantee that it did.
  2. Or even if it did, that the user has actually seen it.

To achieve the highest ROI from online advertising, target your ads to receive clicks or other tangible results (i.e. Likes to your Facebook Page).

A click is recorded only if a person acted on your ad – noticed, consumed and clicked on it.

Two platforms for advertising for clicks I recommend are Google’s Adwords and Facebook’s Advertising. Even though they’re two distinct advertising platforms, both offer equal opportunities to promote a business.

#3. Continuously Improve Your Skills

Let’s face it, with a budget insufficient to hire external help, it may be up to you to work on generating leads from the Web.

And the best way to get started is by investing in improving your knowledge and expertise in online marketing practices.

Luckily there are plenty of resources aimed at helping newcomers master digital marketing skills.

We always direct our customers interested in learning more about what we help them with to:

#4. Take the DIY Approach to Marketing

Courses and online resources offer a good foundation in digital marketing.

But to crush your online competition, you need to keep track of everything that’s happening in digital marketing. You need to learn about new developments, discover new techniques to try and get insight to help you improve your strategies.

And for that, get active among the online marketing community.

Read SEO, PPC and general digital marketing blogs like the MOZ Blog, Search Engine Journal or PPC Hero.

Join online forums like Search Engine Watch or SEO Chat and start exchanging knowledge and experiences with peers.

For one-on-one support, sign up for coaching sessions to work with our team to elevate your skills, get your questions answered and learn things that could help you move your company’s marketing forward.

#5. Use Content to Gain Advantage in the Market

Content is by far one of the most popular marketing strategies today.

And for good reason:

It’s inexpensive. Easy to create. And offers enormous benefits for a business.

  • Content helps you position your brand as a thought leader. Useful content convinces potential customers of your expertise, knowledge and experience.
  • It helps to attract qualified visitors to your site. A well-optimized content could help you attract people looking for your expertise online.
  • Content also increases engagement with leads and visitors. A person seeing an ad could only either click or ignore it. But someone reading your content could share it, comment on it, respond to it, find out more about you after reading it, forward it to a friend, sign up for your mailing list or engage with you in many other ways.
  • Content helps generate leads. A solid content marketing strategy can deliver up to three times more leads for every dollar you invested in it compared to other marketing channels.
  • And it also attracts links, helping to increase your website’s authority and rankings.

Here at Inbound Interactive, content is our primary channel to promote and position ourselves in the market. Just take a look at the Local Academy, our local search channel we develop to help business owners promote their companies on local search.

That’s it.

I hope these simple tips have provided insight into opportunities for marketing your business online, even if you have a small budget.