Here at Point Creative, we know how much good marketing matters. We also understand that spending big bucks on print & digital campaigns without feeling assured you’ll see that return on investment will make it hard to confidently commit to dipping into that precious budget. This feeling is all the more poignant in thrifty times – whether you’re a charity, SME or global company. It’s good to know then that marketing doesn’t have to be super expensive to get results, but it does need to have a strong strategy to work its magic most effectively.
So, here we present a few ideas to get the biggest bang for your buck:
- We suggest you conduct an audit of your current spend on marketing, where it goes and the benefit gained in return. It’s also imperative to look at how that spending aligns with what you have set out to achieve, your business plan and objectives.
- Retain your existing customers, staff and supporters. Do you know it costs less to keep existing customers than it does to convert new ones? It’s worth keeping a beady eye on churn rate. Action regular and relevant communications to keep front of mind and make your admirers feel valued. You could always offer incentives such as loyalty schemes, clubs, VIP benefits or platforms to make their life easier. And don’t forget to say thank you or give recognition when an opportunity arises.
- Attract business with little cost by creating useful, engaging and share-worthy content to add value. Whether it’s behind the scenes coverage, useful information or sector specific tips – creating marketing that is insightful, helpful and engaging will be welcomed by your target audience. If your skill set is communication, consider writing a blog that offers insights into that knowledge. Or if perhaps you get involved in fundraising or CSR and have built up some amazing case studies and raised money for a good cause, then sharing that knowledge will be a great asset to many others. The more savvy you appear in your field the more credibility you’ll be seen to have by others, why wouldn’t they come to you for their business? You know what you are talking about!
- Social Media. It’s one of today’s most important tools of the trade, and it’s free! It allows you to talk to your audience directly about anything from company updates to current campaigns, internal communications to promotions without the need for them to go directly to your web page. Prospective clients or job applicants may turn to your social media to get a feel for what you’re about – your culture – which isn’t easily communicated in conventional communications. It is also a simple way for your clients and customers to interact with you and your news. Twitter, Facebook, Instagram and Pinterest are all free and can be a very quick and straightforward way to start building a social following.
- Search Engine Optimisation. What keywords best relate to what you do and the services you offer? Once established, use those words to the max! Add these words to content and images on your website, this can help your company appear further up the SEO ladder and add greater visibility online. Google’s Keyword Planner is a useful tool to help you find your popular keywords.
- Create an email newsletter – it’s the most cost effective form of marketing. Easily keep your existing and potential clients, staff and supporters up to date on your latest news, events, work and plans. You can even use it to gain valuable insight via feedback surveys. We use Campaign Monitor to design bespoke templates, or you can edit one of their off-the-shelf designs with ease.
- Keep your customers and stakeholders informed by investing in a professionally designed Word or PowerPoint template. This puts the control in your hands and eliminates agency costs for ongoing text and image updates that can be easily carried out yourself.
- Consider split testing. A/B testing is a great method for figuring out the most effective promotional and marketing campaigns for your business. It can be used to test everything from website copy to internal communications. If planned well, A/B testing can make a big difference in the effectiveness of your marketing efforts. Plus, homing in on and using the most effective elements of a promotion, can obviously make your marketing efforts much more profitable and successful.