It doesn’t have to be costly to successfully market your small business. If you can follow these steps, you will be well on your way to marketing yourself cheaply.
STEP 1: Decide on a Budget
Before you begin you must have a clear indication of how much money and time you can afford to use towards content marketing. Budget hours to existing employees who already have skills that could be utilized with marketing. This is going to save you money that would be otherwise spent outsourcing or to hire somebody new.
STEP 2: Create a Strategy
Do you have a strategic marketing plan? Strategy development includes determining your goals, audiences and your primary formats and platforms. Based off of what you hope to achieve, create a schedule that is based off of your budget. A strategy ensures that your team is producing high quality content, opposed to rushed and sloppy content.
STEP 3: Hire the Help Needed to Carry Out the Strategy
If you don’t already have someone with marketing experience, hire someone that does! Having an employee that has experience producing content or various formats ensures that your marketing will be a success. They will help you develop strategies and tactics to make content more user-friendly, persuasive and optimized to accomplish your marketing goals.
TIP: Save money by hiring students.
STEP 4: Refine Your Plan to Meet Budget Requirements
Don’t forget to adjust your strategy according to your performance levels. Be willing to scale back if it means producing better but less content.
STEP 5: Track What Works
Go back and check out what has been successful for you thus far. Don’t be afraid to refine your strategy based on the tactics and platforms that have generated the most success.
TIP: You can use Google Analytics or ask leads where they found you to get through this step without any tools.
For more information on this topic, check out: Hicks, Kristen. “Five Steps to Effective and Affordable Small Business Content Marketing.”