Absolute Marketing Group has served more than 325 clients in the last 40 months. Regardless of industry, there has always been one constant – a tight budget. Effective marketing doesn’t require large budgets. All too often clients feel they can’t compete because they do not have $100,000 per year to unleash their logo on every square inch of the Fargo-Moorhead area. While big-ticket media like television, radio, direct mail, newspaper and billboards are powerful, they aren’t magic bullets. In fact, there are several methods to increasing revenue and brand strength that are simple and relatively inexpensive. These marketing tips can elevate the performance of a small company and are so effective that they should be used by all businesses regardless of size.

There are three different categories of marketing communications to explore. The first is internal communications, that is, how you position your business and increase sales when customers are already in the door. The second method is external communications, better known as advertising, to get customers in the door. The third category is organic communications. Organic communications could also be considered personified communications, duration-based communications or a broader look at public relations. Essentially, organic communications works to interact with customers over an extended period of time.

Let’s evaluate each form of marketing communications and discover what your company can do to leverage its marketing resources without breaking the bank.

Internal Communications

Internal communications improve retention. If your budget can’t put you in front of tens of thousands of potential consumers every day, it’s imperative that you keep the customers you have. Make them happy. They deliver the most inexpensive and effective form of marketing – word of mouth.

An often overlooked form of internal communications is your sales process. Your team members are your best marketing tools. They should be knowledgeable in all aspects of your product or service not just for up selling purposes, but for general customer service. Don’t lose a sale to ignorance. It costs a lot of advertising dollars to get someone in the door. Make sure you get your money’s worth when they come in.

The second most inexpensive way to retain customers is to write a simple thank you card to make sure everything is meeting expectations. It takes time. It takes thought. It gets results. Don’t be afraid to go a little old school. It’s rare to see a thank you card these days, but it’s always appreciated. If you want to save on postage, a follow-up phone call will also do. Still, there is nothing nicer than to get a personal note with an authentic signature.

E-mail marketing is a great way to communicate with employees, contacts and customers without a big investment. Printing and postage alone deter many companies from exploring printed newsletter options. Don’t overlook the value of consistent communications with your allies. Fill the limitless e-mail space with industry news, tips, surveys, bounce back coupons or exclusive offers. People that open your e-mail want to hear what you have to say. Give them an earful.

External Communications

By nature, external communications means paying for space and time. Traditional media falls into this category. While most external communications cost a significant amount, there are still ways to get your name out into the community without blowing the budget.

The first thing to understand about external communications is what media is worth the investment and what can be omitted. There are hundreds of reps out there that will present you with all the stats and figures to move their own media. Before you dole out the dough, be sure you are making a calculated choice and have done some comparison shopping.

Here are three ways to execute external communications for almost zero cash.

  • Introductory letters with a follow up-phone call are invaluable. Do them. Obviously you can’t personalize and write ten thousand letters without giving off the generic vibe, so make a list of 50 to 100 customers you want to reach and go after it. Sign every letter. Do not stamp your John Hancock. Follow up promptly.
  • Use online directories. If a website isn’t in your immediate budget, still enlist in online directories. Google Maps offers free coupons that are posted next to your address when someone types in your company. Taking that little extra effort can go a long way. Moreover, you should reward a customer who searches for your company by name. They want to find you.
  • Finally there is the option of guerrilla marketing. Here you make a small investment and promote your brand in some place no one has thought to look. Sometimes it’s the best way to generate a buzz. Most small companies don’t take advantage of guerrilla marketing because it’s a little daring.

Organic Communications

A lot of people will refer to organic communications as public relations, but it’s much more than that. Organic communications is rooted in the old school. This prong involves talking to your customers one-on-one and building your report one person at a time. It is the most time consuming, but it is also the most effective. You cannot ignore organic communications when marketing on a budget or there is a very good chance your marketing will fail. There is so much to address on organic communications, but you will see results if you follow these four organic executions.

Social media is free. There is no better way to reach a mass audience than social media. Facebook, Twitter, etc. put you in direct contact with people who value your product or service. You can interact with them. Have a conversation. Be real. Leveraging social media takes more time than any other marketing communication and it cannot be stopped once it’s started. Still, it creates a level playing field. Your Facebook or Twitter page won’t look that much different than Pepsi or Chevy. Effective social media gives you instant street cred if you use it properly.

Targeted networking is the second most important thing. All too often people attend networking functions without a plan. Before any event, you should know whom you want to build a professional relationship with. These can be businesses or individuals that could be beneficial as customers or synergistic partners. Be strategic.

Utilize trade shows. Trade show booths can be expensive to build and the floor fee can be daunting, but remember these two things. People who attend trade shows have an interest in what you have to offer. There will not be a more concentrated number of potential business relationships, key players and customers. Also, you have the ability to engage in conversation with everyone that passes. This is prime time selling. You can introduce yourself and close a sale on the spot. No other media can do that in one exposure.

Throw an event. Not only are events great public relations tools that can become newsworthy, but they also are solid ways to introduce yourself to the community. Barbeques work. Who doesn’t love free food? You have the ability to be as inclusive or exclusive with an event. Cater it to your strategy.

The most important part of marketing on a shoestring is to understand that it’s going to take a lot of work. So called “set-it-and-forget-it” media are for companies with big budgets. Small companies need to get creative and be aggressive. There is tremendous potential for success when you buckle down and execute these tactics. For help or advice on how to make it happen, talk to me. We will help position you for success the way we have hundreds of times before. There’s no obligation, just conversation.

We’d like to hear your shoestring budget ideas. Please post a comment on our blog.