Home > Marketing > Digital Marketing on a Shoe String Budget

Digital Marketing on a Shoe String Budget

Release Date

13 December 2016


Small businesses often don’t have huge marketing budgets. That doesn’t mean that digital marketing is out of the question though. On the contrary, there are lots of Digital Marketing tools and techniques that you can utilise and take advantage of, on a shoestring budget.

Pay per Click (PPC) is a quick win tactic, but can often start to add up in the cost department.

If your product or service has low competition, your keywords might be cheap to bid on, making this a cost-effective Strategy. However, if they aren’t you would be looking at a rough monthly budget of $150. With the removal of side ads from Google, it’s even more competitive to get your ads shown.

So, what’s the low-budget way of achieving a Google Adwords campaign? Consider long-tail keywords.

Long tail keywords are three and four keyword phrases which are very specific. When a customer uses a highly specific search phrase, they tend to be looking for exactly what they are going to buy – and that’s when they find you. So your Long-tail keywords get less search traffic, but will usually have a higher conversion value. As they’re not as commonly searched, their bid price is lower.

The thing to bear in mind here, is that you can market to a very specific audience. By narrowing down the field of people seeing (and possibly clicking on) your ad to those who would be your target market, you’re only paying for engagement with real prospects.

By producing and sharing relevant content, you can build up your following. Then you can start a lead generation campaign. You can target a cold audience, your followers or a custom audience based on your website visitors or an email database.

Within Facebook, you can promote your posts, use the Ads Manager or the Power Editor. By trialling and testing different ads at different times with different Calls to Action, you’ll find what works best for you.

Video Ads
Looking for a different way to pay as little as possibly but gain a lot of exposure? Have a look at Youtube ads.

What you might not realise is that Youtube is the second largest search engine. In fact, it’s owned by Google and with one billion unique monthly visitors, it’s bigger than Bing, Yahoo, Ask and AOL combined! (Source: www.mushroomnetworks.com)

So, if you can produce awesome and engaging video content with strong calls to action, you’re onto a winner. You only pay when someone watches 30 seconds of your video (or, if your video is less than 30 seconds, the entire video).

You can target on Youtube as well, based on search history, topics and placements (which videos you want your ad to pre-roll on).

Another option on Youtube is in-display ads. They’re great for keyword searches and work just like PPC ads with Adwords.

Online Listings (They’re FREE!)
Getting your business on Online Listing and Review sites is a great digital tool. It increases your coverage when someone Googles you and gives your customers some extra ways to find you and review your fantastic products and/or services!

  1. Google My Business This will get you a presence on Google Search, Maps and Google+. You’ll appear on the right hand side of the page when someone searches your business name, instantly providing your audience with key information and a way to contact you.
  2. Yelp is growing in popularity in Australia and is an easy one to register on to give you that extra point of presence. Yelp has more than 140 million monthly visitors.
  3. TrueLocal supports local businesses and is fantastic for services, restaurants and the like.

Email Marketing
Email Marketing is making a comeback in a serious way (Source). If you don’t send out email newsletters and run email campaigns, there’s a whole area of customers you’re missing. These customers are overwhelmed with online information overload and are returning their focus from social to email.

Newsletters are a softer form of marketing, featuring links to both original and curated blog content or news that may or may not be related directly to your product/service, but is helpful to the reader.

The point of a newsletter is to build thought leadership and whether or not the reader opens it, you stay top of mind by appearing in the subscriber’s inbox at a regular time interval.

If you have less than 2,000 subscribers and send under 12,000 emails a month, MailChimp’s free subscription will cover you.

So there you have it, five different digital marketing channels you can embrace on a shoestring budget!

Now that you’ve solved your cost issue, you’re probably thinking that this will be a big time investment…. Time you don’t have! Well, that’s where we come in.

We’ll help you build your Low Cost Digital Marketing Strategy and can even implement it for you!

To get started, contact our team of marketing consultants today on 1800 505 529 or by submitting an enquiry.

Contact Us

Call Us on 1800 505 529
Submit Enquiry