Home Business Insights & Advice Where to spend if your digital marketing budget is small

Where to spend if your digital marketing budget is small

by John Saunders
15th Aug 19 9:56 am

Since the advent of digital and the technology that underpins it one of the biggest changes that have come to the fore has been the ability to report on interactions and derive real data on what is working and what isn’t. The reality is that everything in the digital realm is measurable and as such it is quite easy to see what is working and what is not. In turn, this means that budgets can be spent in such a way as to derive the best return on investment and that smaller budgets, used effectively, can go a long way. So, if you find yourself with a small budget to spend on digital marketing, and you are not quite sure where to spend it, here are a few ideas to help you get the best return.

Search works

One of the most effective ways to drive traffic to a digital destination is through search. This can be paid search or organic and it is something that you could potentially even do yourself. The reality, however, is that you are probably best off enlisting the services of a professional SEO company. Not only will they be able to help you from an operational perspective they will also manage the strategic side of things, which is the critical part of the job. Make sure that you find the right partner, one who you trust and one who is able to showcase examples of their work and their successes. Search engine optimization is a relatively new field and one where there is lots of smoke and mirror action happening – so make sure that you are not bamboozled by a charlatan.

Spend where it works

If you have a budget for advertising, make sure that you experiment and that you spend it in a way that works for you. Before committing to anything it is absolutely imperative that you know what your goals are. Are you looking for conversions? Is it just visits that you want? Are there certain actions or behaviours that you are looking to drive? Whatever it is, make sure that the fee that you agree is contingent on those goals being met. Don’t just throw your budget at the metaphorical wall and hope that something sticks.

Influencers can be worth it

Influencer marketing is becoming increasingly successful and it is often a very good way to spend your money – especially if you are working with limited funds. The key is to find a person with a sufficiently large following, who is relevant to the audience that you are looking to talk to, and who is credible and not seen as a rent-a-Tweet. If you can find this person and get them on board as a brand ambassador or long-term partner, then you may well be onto something good. A partner who just wants a fee for a single Tweet is not really going to be invested enough to make sure that it works. Again, set some goals and objectives and reward them accordingly for hitting these KPIs.

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