Operating on a small marketing budget? You’re not alone – but knowing exactly how to use it effectively and successfully can be difficult to figure out when you aren’t experienced in the world of marketing.
In this blog, you’ll find out how to use a small marketing budget to your advantage, and where you should be focusing your digital marketing efforts.
Select The Right Social Media Channels
There are so many social media channels to choose from nowadays that it can feel as though that you need to use all of them to be successful – especially when that’s what big brands seem to do, or your competitors seem to be doing. The difference however is that your small marketing budget won’t stretch to cover every single platform, and it’s not entirely relevant for you to be using all available platforms. Each attracts a different audience, and if you already know who you’ll be targeting, choosing a couple of platforms that align with the highest volume of your target market is the way forward. Not sure where to focus your marketing efforts? Here’s a short overview of the main platforms you could be using:
• Facebook: Most common active users are aged between 25-34, skews towards a larger male audience but not too significantly compared to female users. Great for long form, text-based content and ads.
• Instagram: Most common active users are aged between 18-24, even gender split. Great for visual based businesses who have the time to create eye catching posts and reels.
• TikTok: Most common active users are aged between 25-34, again skews towards a larger male audience but not too significantly compared to female users. TikTok does however have a large Gen Z audience too – 77% use it for product discovery, with 82% likely to have an account on the platform according to research by Sprout Social. Perfect for short form video content.
• X: Most common active users are aged between 25-34, with men being the main users (60%) compared to women (40%). A platform that is mainly text-based, can be used for building visibility.
• YouTube: Most common active users are aged between 25-34, even gender split. Shorts allow for short-form content, but historically YouTube has been used – and still is – for long form video content.
• LinkedIn: Again, common active users are aged between 25-34, skews towards a larger male audience but not too significantly compared to female users. A platform for businesses and professionals to connect – ideal for B2B marketing.
Facebook Ads
If you select Facebook to be one of your main platforms for marketing, Facebook Ads are a fantastic choice that don’t have to break the bank. Depending on how restricted you are budget wise, starting out at just £5 a day can transform the way your business uses social media for marketing purposes, and a small investment over a select period of time can bring in a ROI that allows you to eventually expand your efforts. Facebook ads requires some understanding of all it’s different elements such as the targeting features, objectives and creative – but once you have these sorted you can create a campaign that reaches the right people and brings you success.
Email Marketing
Marketing isn’t just restricted to your social media accounts; it’s also related to your email marketing. If you get people to sign up to your email whether that’s through Facebook ads or a pop up on your website, you can start sending them emails from your business showcasing products, offers, personalised recommendations – and it doesn’t have to cost a lot at all. Email Marketing can seamlessly work alongside your social media marketing – and can still fit with the confines of a small budget.
Make Your Visuals Stand Out
You don’t need a lot of money to make your visuals stand out on social media. Sites like Canva have free plans that let you still use some of their features to make great graphics without having to purchase a professional plan, allowing you to design visual branded elements that can help you create an impressive visual identity on your social media platforms. Even when it comes to Reels or TikTok’s, they can be filmed on a phone and edited inside the free app, meaning there’s little need to spend a lot of money on making content that resonates with members of your audience.
A small budget can still let you create a big impact on social media – it’s just about knowing how and where to use it that can be make or break for your business’ digital marketing efforts. Hopefully this advice helps guide you when it comes to building great campaigns on social media without the need to spend over the odds.
Need further advice?
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