Low-Budget Online Marketing (101 for Small Business Series)

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It means simply finding what sets your business apart from others in your field. To find your competitive advantage s , make a list of all the different reasons that people in your market should do business with your company.

What is digital marketing strategy?

These can be anything from your price and quality of product to your customer service, the qualifications required to be an employee at your company, your brand story , or even the experience you offer. Afterwards, look at your top three to five competitors and make a similar list of all the reasons why people would buy from them instead of you.


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Dig deep and look for their strengths that you may not have noticed before. All of the common reasons between you and your competitors can be scratched off the list. The remaining reasons to buy from your business are your competitive advantages. One of the biggest mistakes small businesses make is trying to appeal to the logic of their customers to convince them to buy. If humans were rational beings, this would be a great strategy, but most of us are just big saps. Most humans make decisions with emotion first, then try to justify those decisions with logic.

With that in mind, all of your selling points need to lead with the emotional ROI your customer will enjoy i. Then you simply back-up your emotional benefits with logical reasons, such as financial ROI. All accounting software will claim to save you time and effort, but if your marketing focuses on the personal values of reducing frustration and being able to better compensate your team, your product will more likely stand out.

Companies often try to portray a certain image that they think will help them get more customers.


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Levinson argues, however, that people are smart enough to see through a false image, and brands should focus on creating an identity instead. For example — trying to hide the fact that you delivered a bad experience to a customer is something you do to protect your image, whereas taking actions to correct the mistake for that customer is something you do to protect your identity. Marketing is invaluable to take into account, especially when creating initial financial projections. In order to scale your business, you will have to implement an effective, well-planned marketing strategy.

First off, your budget spend should be dictated by what you hope to achieve, and also by what you can realistically afford.

How To Create a Marketing Budget and Plan For Your Startup (5 Steps)

Some goals might be to get sign-ups for an event. Others might be purely about brand awareness. No matter what your goal is, it is vital to stay consistent and measure the success of your marketing activities. For example, if your goal is subscriptions or customers per month, you should focus on whatever the indicators of success are. This might be a number of eBook downloads, newsletter subscriptions, or number of website visits.

Any marketing initiative can grow your awareness, but you should at least be able to estimate how many leads you are gaining from each marketing activity and the dollars they are generating for your business. More on that later. Once you have a logo and brand that you are proud of, a strong web presence is the next essential.

This begins with your company website, which is usually the first impression that your customers have of your company. The design should be user-friendly and responsive so that it looks great on computer screens, smartphones, and other web browsers.

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A good website allows you to convert visitors to leads by compelling them to provide their information through a form. Social media marketing is the second crucial piece.

You should focus on the platforms where your customers spend the most time — in other words, do not waste your time and money trying to be on every social platform. For instance, if you are developing a mobile app targeting men who love fitness, Pinterest is not your best bet as it is largely skewed towards females. Check out the best times to post on each channel before creating a social media schedule. A blog is the third piece of the puzzle that you can use to connect with potential customers and drive them to your website. Your goal should be to publish great, helpful content at the right time to the right people.

Be sure to include social sharing buttons on your blog content to increase its reach. Facebook lead generation ads are mobile-only ads that include pre-populated forms. This makes it easy for people to:. Quick tip: Ask for the minimum amount of information you need to process leads effectively, to maximize completion.

Get all the step-by-step instructions you need to set up your Facebook ads in our Facebook advertising guide. Facebook owns Instagram. Audience considerations : Instagram is most popular with millennials. Plenty of Generation Xers also use the platform. Your Instagram photo or video will look like a regular Instagram post—except that it will say Sponsored in the top right. Depending on your campaign objective, you may also be able to add a call-to-action button. Quick tip: Make sure your photo and video ads are consistent in style with the organic posts you share on Instagram.

This helps viewers recognize that the ad is from your brand. Try testing video ads against photo ads using the same content. Quick tip: Make sure the images you use in your carousel ad are visually similar and tied together by a common theme. Look at this Carousel ad for Snag Tights. The similar images and consistent bar of text across each photo clearly connect the components of the ad and help to tell a consistent story. Just like Facebook Collection ads, these feature a cover image or video plus several product shots. Clicking on the ad directs the user to an Instant Experience.

Instagram Stories ads can use photos or videos up to seconds long. On the very important topic of which is better: donuts or fries. Get all the step-by-step instructions you need to set up your Instagram ads in our Instagram advertising guide. With Twitter Promote, the Twitter algorithm automatically promotes Tweets to your specified audience. It promotes your first 10 daily organic Tweets that pass the Twitter quality filter. It also promotes your account to attract new followers. You can focus on up to five interests or metro locations, and let Twitter do the rest.

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Twitter says accounts will on average reach 30, additional people per month and gain an average of 30 new followers. With Twitter ad campaigns, you first choose a business objective that aligns with your business goals. For example, this Chanel Twitter ad uses a video to showcase its product, combined with a website card for easy mobile shopping. Worn by two, it introduces a new way of carrying. Quick tip : Run separate campaigns for mobile and desktop users to get the best conversion rates. Twitter recommends you avoid using hashtags and mentions in your ads so that your audience does not click away.

Get all the step-by-step instructions you need to set up your Twitter ads in our Twitter advertising guide. Audience considerations: Snapchat is overwhelmingly popular with younger users. Nearly three-quarters of to years olds use the app. The ads are full-screen, vertical format. They can include attachments for app installs, landing pages, lead forms, or long-form video.