Digital Marketing on a Budget

How to market your small business on a budget

If you’re starting up or running a small business, you probably don’t have the big budget that your more established, larger competitors enjoy. The truth is: you don’t necessarily need it. There are a lot of digital marketing tactics a business like yours can use to reach customers and drive sales on a budget. Today we’ll identify the best digital marketing solutions to invest your budget for the greatest effect, as well as some free marketing options available to you.

Invest in a Mobile Responsive Website 

If you’re running a business today, there’s no two ways about it: You’ve got to have a website. And regardless of how big or small your business or budget is, customers will expect a certain level of service, quality and features from your site. As the central hub for all your marketing efforts, make sure your site is current, searchable, collects visitor data securely, and is optimised for mobile users. A 2020 report from Google reveals that 78% of consumers conduct online research before making a purchase so make the best impression possible with a well-designed website. 

The type of business you run will dictate the kind of website you need, and this means the cost of building a site can vary greatly. If your budget allows, we suggest working with a digital marketing company who provide a package which includes website design, hosting and management services. This will ensure you get a well-designed site with all the features and functions your business requires. Plus, you can rely on the support of experts who ensure your site is kept up-to-date and monitor its performance while you stay focused on building your business. 

Spend on Search Engine Marketing 

84% of us conduct pre-purchase research on our phones, so, getting your ads on Search Engines and optimising them for mobile are critical steps toward putting your company’s message in front of the greatest number of prospects and capturing leads. With SEM, success is not dictated by the size of your budget, but by skill in crafting the right message, and fine-tuning the system for maximum results. And since you only pay when consumers click on your ad, even small budgets can produce great ROI. 

Work with a digital marketing provider who has the technology and expertise to optimise your search engine marketing campaign for success. They can help you create a campaign tailored to the specific needs of your business and ensure that you’re not wasting clicks – and budget – on consumers who won’t convert.  

Pay to Advertise on Social Media 

Through Facebook’s powerful advertising capabilities there are plenty of ways for you to get in front of new and existing customers. Ad CPM on Facebook is currently the lowest it’s ever been which means your budget has the potential to reach more users than ever before. Social Advertising strategy can vary across conversion, lead generation and awareness objectives. Make sure your Facebook marketing partner knows your business goals and reports on the right metrics for you to understand the true ROI of your campaign.

76% of Australian internet users access social media at least once a month, and that number is even higher in New Zealand, at 85%. Avoid wasting your budget by implementing Facebook’s location, interest, behaviour and demographic-based targeting options. These will help narrow your audience, so you reach only those consumers who are likely to be interested in your products and services. 

Free Digital Marketing for Businesses 

There are a variety of free ways to market your business online and build a solid online presence. These actions will cost you time to set up and maintain but will not take away from your marketing budget. 

Google My Business 
Claiming your free Google My Business profile allows you to easily connect with customers across Google Search and Maps. Enhance your listing with photos, product information and offers to show what makes your business unique. Your listing also gives customers more ways to connect with your business, via website clicks, calls, bookings, messaging, getting directions to your store /office, or leaving a review. 

Social Media 
Did you know that 71% of consumers like or follow company pages on Facebook? Spend the time to create a presence for your business on the social media channels most used by your target consumers. Publish relevant content, cultivate a community and engage with other businesses, brands and users to unlock the huge potential of social media marketing. 

Publishing a blog serves two key functions for your business: It highlights your expertise in your industry and enables you to optimise online content around your business name, products and services, so you can be found in organic search results. Providing your future customers with detailed information in the form of blog posts is a very effective way to promote your businesses’ brand and drive new leads. 

From Little Budgets, Businesses Grow Bigger 

At ReachLocal we’re committed to assisting businesses to make the most of their budget with cost-effective online advertising strategies. We’re collaborating with NAB to offer discounted digital marketing solutions for NAB business customers. Start by taking our free Digital Health Check to understand the areas of your businesses’ online presence which could be improved. If you think your business could benefit from ReachLocal’s digital marketing solutions, or if you have any questions about digital marketing, please get in touch on 1300 655 312.

Emma Reid

Emma is a talented Graphic Designer and Marketer who designs all internal and external communications for ReachLocal Australia and New Zealand. She also updates and manages our websites, in addition to assisting with other marketing activities. Emma is a passionate volunteer with Orange Sky Laundry. When she's not pulling her hair out over HTML (just kidding!) she's wearing odd socks, bleeding coffee, playing dodgeball and doodling letters.

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