It can be difficult as a small business or start up to cut through the noise and get on the scene, especially when you have big dreams and a small budget. Luckily for small businesses, there are many online advertising options that are affordable and effective at spreading the word about your business and building a strong and steady sales funnel.
With a wide variety of advertising options, it can be overwhelming to decide on a social media campaign, pay per click or another advertising medium will yield the highest return on investment. Before you start investing your time and money, it is worth it to explore the needs of your business and how those goals can be met by making the most of free and affordable resources.
Start by determining where your ideal customers are and how your audience engages with your brand. This can be done by evaluating the engagement rates on each of your social profiles and taking a look at your content and newsletter performance. You can also do a bit of research on businesses who serve similar audiences to find out what has been successful for them. Your customers are likely not on all social networks, so by figuring out where they are will help narrow down the focus and point your efforts in the right direction.
Even as a small business, Social Media Advertising on a budget can yield big results. Tweet This!
Making the Most of Organic and Paid Reach on Facebook
Use Facebook to increase your organic reach by targeting your ideal customer. Even though Facebook has recently changed their algorithms and it can be difficult to be seen, it is still possible to reach customers organically by making a few changes to the type and frequency of your posts. Less is more, so by producing content that is high quality, geared towards your ideal audience and evergreen and using Facebooks Post Targeting Tool, you can increase your reach without having to pay.
Learn how to use Facebooks Organic Post Targeting Tool.
Start a paid advertising campaign on Facebook that allows you to promote specific content from your website, a product or service or a Facebook post. Depending on your business needs, you can choose the outcome of your campaign which includes lead conversions, getting people to claim an offer or sending people to your site. Facebook allows you to build a targeted audience and offers an option to upload your customer email list or create a look a like audience in order to put your ad in front customers who have already purchased your product or service or are familiar with your brand.
If you need a bit of help on getting a Facebook Ad up and Running, try reading THIS
By creating a few sample ads, setting a small per day budget and evaluating the performance after a few days, you will get an idea of the types of ads that are most effective at achieving your end goal.
Building a Community and Customer Base on Twitter
Twitter is an amazing platform to build a community and according to experts, over 40% of tweeters are likely to make a purchase from a business they follow. Twitter offers a free tool called Twitter cards that allow businesses to make more of content retweets and track the leads generated from each click. By simply installing a meta tag onto a page in your site and adding attention grabbing media to your tweets, each time that post is retweeted, the content will reach a new set of eyes and therefore, will drive more traffic back to your site.
Twitter provides a Step-by-Step on How To Set Up Twitter Cards.
If you want to take it a step further on Twitter, you can choose to try out Twitter Ads, which are simple to set up and, like Facebook Ads, goes by a daily budget allowance. As an advertiser, you have the option to promote your account, a tweet or a trend and, depending on the desired outcome, you can choose what type of engagements you pay for.
If your goal is to gain followers, you can choose to promote your account and are able to set your account to be shown by the users location and interest. If your goal is to build brand awareness, share content or offer promotions, the best option is to promote your tweets. If you are launching on a major scale and want to promote a product or major event, choosing to sponsor a #trend is the best way to go (but may not be a budget friendly option).
Your Linkedin Profile as a Lead Generation Magnet
An attention grabbing image, a compelling sales pitch, and a Call to Action will convert your profile from a page of business facts to a free landing page for lead generation. For optimal results, your pitch should include your target audience, your value proposition and lastly, the service or solution you are offering.
What is unique about Linkedin is the effectiveness it has for B2B leads and conversions. The Showcase feature, which is a free tool, allows brands to feature a specific product or service with the purpose to target a segmented audience, and provides another opportunity for potential customers to reach your page through the search option. You can also make the most of Linkedin by joining and creating groups and publishing quality, evergreen content that will help you earn professional connections and potential leads.
Create a Free Showcase Page on Linked in with these Easy Steps.
If your company is mainly marketing B2B, it would be well worth to look into paid advertising with Linkedin. Though a bit more expensive than Facebook and Twitter, Linkedin ads can certainly be more lucrative when executed properly. As a small business, you are able to choose from sponsored content or pay per click advertisements.
If your goal is to gain brand recognition, it is recommended to go with sponsored content, or CPC (cost per click). Text ads, or PPM (pay per impression), is best for lead generation as it allows you is best to set up a micro campaign that draws leads into your sales funnel white page or other opt in from your business. You are able to set a budget to a minimum of $10 per day and can target an audience base on education, company and profession to achieve maximum results.
If you are just getting started with Linkedin Ads, Learn how to do it right.
Finding What Works for Your Business
These free and paid advertising options are just a few from a sea of many emerging social media platforms, and depending on your target audience and ideal client some options will work better for you than others. The best method is trial and error, learn how to read analytics and determine which platforms and strategies, paid or non, is bringing you the highest return on investment.
Small budget doesn’t have to mean small results if you get creative with your Ad spend, just don’t hesitate to pull the plug on a campaign that is not making the most of your resources. Want to learn how we can help you Advertise on a budget? Get in touch today.