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How to Stretch Your Small Business Marketing Budget

Posted by Loree O'Sullivan

Marketing generally is the largest business expense when you are running your business. Without marketing, your potential customers and clients won’t know what you have to offer them and why they should use the goods and services you provide. For a small business in particular, it is important to get the most out of your marketing budget. Fortunately, there are some very effective ways to stretch your marketing budget and maximize your potential for success.

Embrace Digital Marketing

Digital marketing increasingly is growing in importance and can help your small business to gain a leg up on your  competitors. You likely already understand the importance of using digital marketing to promote your company’s website, goods, and services. Like many small businesses, you likely have a pay-per-click account that you either manage directly or pay someone to manage on your behalf. Bidding on keywords to draw more traffic to your website is a good idea, but it isn’t enough. Small business marketing budget

When you are engaged in digital marketing, you should focus efforts on organic search engine results through blogging, content marketing, and other online marketing activities. Such efforts are much more budget-friendly and will stretch your marketing budget by getting higher rankings on Google, Bing, and other search engines. Google, Bing, and other important search engines will give you much better organic rankings when you drive more online traffic to your company website and people stick around to soak in the content and see what else your company offers. The net result will be increased online traffic, higher rankings on organic and paid search results, and lower costs for your pay-per-click marketing efforts. 

Optimize Your Website for Mobile Devices

When you are working to improve your digital marketing results, you need to ensure your website is optimized for mobile devices, including smart phones, tablets, and other mobile technology. Consumer use of mobile devices is growing, yet, many companies have not gotten on board with optimizing their websites for mobile devices. That means you have a golden opportunity to get ahead of the curve and create a significant economic advantage over your competitors by targeting users of mobile devices.

Optimizing for mobile technology can stretch your marketing budget in several ways. One is by reducing to nearly zero the cost of direct marketing, printing coupons, and other traditional marketing strategies and advertising tactics. A consumer, for example, could see your latest marketing flyer online rather than via postal mail. That consumer might see a coupon for a good or service your company offers and decide he or she wants to download that coupon and redeem it at your place of business. You just stretched your marketing budget by eliminating the printing and distribution costs.

Better still, that coupon was downloaded by someone who already decided he or she wants to use it, and that means you are more likely to convert that coupon into a sale when the customer redeems it. Such digital marketing tactics can greatly stretch your marketing budget while increasing profitability. 

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