Social media is the new frontier that every company is throwing tons of money into. However, the most costly strategies don’t automatically translate to the most effective ones. This is especially true for start-ups that are just making their name, which could benefit from some more low-key techniques. Cost-effective marketing tactics can be more appropriate for such companies, not just price-wise but also in terms of their phase of the business cycle.
A smart investment isn’t always the most costly one, so this article will show off some of the most important tactics that give you the most out of a conservative budget.
Content is Key
Quality content can go a long way for any marketing effort, but good quality doesn’t always mean expensive. Visual media are much more effective at quick, easy to view, direct content-based communication. Such content may require hiring graphic designers or animators, but luckily the online marketplace has made it so much easier to track down talent for hire. Infographics and online posts with visuals can be a great way to do this on the cheap, however, the king in drawing attention is still video.
Videos outperform static images 9 times out of 10 on social media in terms of engagement and clicks. Facebook alone generates about 8 billion video views per day. We’ve previously mentioned why video is currently the most enticing advertising format. Sometimes the most effective type of video (depending on what you’re marketing) can be a simple iPhone style video. These can seem more relatable to a public that is tapped out on flashy, over-done ad campaigns.
Regular content can also often be better than the occasional flashy bit of content that loses audience attention over time. Repeated exposure can build a better relationship with a brand. Live-streams and podcasts can be a very good means of drawing people in. In this day age, where recording video and audio is simpler than ever, you can really turn heads with a simple content concept at the right time. Sites dedicated to a niche topic can particularly thrive with this.
It may also be a good idea to get some influencers on your side for your content. While many influencers can be expensive, there are alternatives emerging. New sites like TikTok are cultivating rising stars as we speak, and they are cheaper than established influencers on other platforms. If the audience fits your demo, it is well worth considering a relatively newer platform.
Use Cost-Effective Marketing & Communication Mediums
The medium or means of communication doesn’t always have to be something expensive like a long, over-produced 4K HD Youtube video. Something as simple as an e-mail marketing campaign can be enough to build up some clout. In fact, for certain B2B industries e-mail is the preferred mode of communication (tech, hardware and software come to mind). These are cost-effective tools for marketing that can access potential consumers directly.
Online reviews are another form of communication that people don’t often consider. Ask customers to leave reviews so potential buyers can get a good grasp of what you’re selling. This also helps engage existing customers who enjoyed the product by asking top regular customers to spread the word. On top of that, a product with little to no reviews will always look sketchy to indecisive buyers. Who knows how many people turn away due to a lack of information from the seller or other buyers?
Personalised messages can also be another direct form of engagement. This can help establish a rapport that a simple mass message can not. Get customers involved in your brand building. Many artists do this through sites like bandcamp, where they talk directly to their audience to keep them engaged. This can make them feel like your company personally values them and helps them along the sales funnel or even aids in repeat buying.
Reuse & Recycle
Oftentimes, old content just needs a bit of a refresher and it can improve in terms of SEO and social media marketing buzz. This helps Google’s algorithm refresh its outlook on the old content, while also targeting a newer audience who may have missed it on its original posting date. Besides, when it comes to cost-effective marketing, what’s better than content already have.
Refreshing old content is a good idea, as certain information within a topic can change or become irrelevant over time. It also helps give you a break from always having to find new things to talk about in blogs or scouring for new video ideas.
Here are a few ways to do this:
- Converting old posts into new formats. Even aside from refreshing old articles, you can compile them into an e-book. Take old topics and go in-depth on them in the form of a podcast. The possibilities are numerous.
- In the case of videos, you could turn them into a series or do follow-ups and throwbacks. These sorts of formats also show off how far the site or company has come along, building a sense of continuity.
- Share images or sections from old blog posts or Infographics as tweets. This can direct users to the old piece and serve as pretty good content on its own.
- Pull out comments and questions under old posts and turn it into new content. Sometimes comments can pose interesting questions that give you a new sense of what your readers want.
- Turn the best posts you have into a newsletter. This can be a great showcase that attracts new viewers or customers.
- Use your old content as a jumping-off point to start up a webinar or tutorial series to instruct your target group live.