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Home Technology Experts reveal how to create a budget-friendly digital marketing plan

Experts reveal how to create a budget-friendly digital marketing plan

by Uma
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  • Experts share insight on which digital marketing techniques should be used to save on costs

After a tumultuous past two years for businesses, even the smallest increase in supplier or software cost or change in strategy can impact a company’s profitability; every penny counts. 

Although business owners are familiar with ‘being online’ and tend to dabble with a mix of marketing tactics, experts say businesses should be using digital marketing strategically in order to save costs and raise revenue.

To help navigate a budget-friendly marketing plan, digital marketing and website development specialist, Fishtank Agency, highlights how you can maximise your marketing budget to achieve great results.

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Create a 12-month marketing plan with a set budget

Developing a marketing strategy that aligns with your overall business plan and objectives is essential to building business resilience. Planning 12 months ahead helps avoid future financial uncertainties, and it allows time to coordinate tasks and distribute responsibilities, such as thorough research and visual graphic creation.

You can utilise a number of organic marketing tactics to build brand awareness, an audience and ultimately new customers. For example, creating and posting valuable, relevant and meaningful content is a great free way to increase your brand awareness, leading to increased sales.

Using a mix of the below organic techniques is recommended:

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  • A consistent flow of social media content (organic)
  • Monthly email newsletters
  • Advice-led blog posting
  • Search Engine Optimisation (SEO)
  • Building backlinks from high-authority websites

Take advantage of social media 

Using organic social media content that can be packed with clickable links is a cost-effective alternative to increasing website traffic and goal conversions, allowing you to save on any extensive pay-per-click (PPC) budgets. 

Social media marketing is quick, easy and time-efficient. You can build a community of followers and gain consumer trust by providing lots of resources all in one place.

Key things to remember when managing social media for a business:

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  • Create a social media strategy based on your target audience
  • Put together a content plan looking at key awareness days, products and services, User Generated Content (UGC), testimonials, FAQs, behind the scenes and more
  • Schedule your posts to save time using tools like Hootsuite, Tweetdeck or Buffer
  • Measure results using Google Analytics as well as internal social media analytics
  • Keep an eye out for industry trends using social listening tools and Google Trends
  • Create engaging social graphics using Canva or if your budget allows, reach out to a graphic designer for some creative direction

Create a bank of case studies that advertise themselves 

By building a bank of case studies and sharing this insight across social media (tagging relevant stakeholders), you can reduce the cost of marketing efforts as it is a free and organic way to build trust and brand awareness with your audience. They really do advertise themselves; your impressive work is clear for your target audience to see. 

When writing case studies, link back to customer and supplier websites and focus on target search terms. This will support the improvement of website authority and visibility online, and Google keyword positioning will improve, increasing website traffic. To do this, use free online tools such as Google Search Console, Google Analytics, Moz and Google Trends to carry out your keyword research and ensure you are targeting the most relevant keywords or phrases.

Increase digital reach and rank higher in organic search results with organic SEO 

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Traditional SEO practices are one of the top ways to increase keyword rankings and reach while simultaneously maximising your marketing budget. Spending money on PPC advertising and Google Ads can quickly become expensive, especially in competitive industries.

Users often ask Google very specific questions – and if your website gives them direct answers to those questions, the search algorithm will reward that. Support that with in-depth on-page optimisation, perfecting your meta descriptions and alt tags, and you could find yourself with a featured snippet (highlighted excerpts of text that appear at the top of a Google search results page in what is known as ‘Position 0’) or top position. 

Whether you pay an agency to help with your SEO or invest the time for an internal resource to manage your search presence, this strategy, in the long run, works out much cheaper than a paid SEO campaign that you have to fuel with money every single month. 

Limited Budget Digital Marketing Case Study – Tubex

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Tubex approached Fishtank Agency to spread awareness of the Tubex Collection and Recycling Programme, position Tubex as a sustainable leader within the forestry industry and support customers facing the demand for sustainability initiatives within the forestry industry by educating them about the benefits of Tubex tree shelters. 

As the budget for this campaign was limited, Fishtank Agency maximised the budget and stretched it across multiple channels in order to achieve the campaign objectives set out by the company. The strategic agency developed an integrated marketing strategy including targeted email campaigns, digital marketing, social media content creation and search engine optimisation.

The campaign resulted in 150,000 Tubex tree shelters being collected since the launch with more than 25,000 kg of plastic collected and recycled. As well as increases in website traffic, Tubex also saw social media traffic grow by 15% and average session duration on the website jump by 10%.

Jacy Yates, Account Manager at Fishtank Agency, summarised: “Digital marketing helps businesses of all sizes become more visible online. Whether it’s through social media, a website, or other means, digital marketing tactics can make a significant difference to a business’s marketability and profitability.

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“The above tips on how you can save costs using the benefits of digital marketing; the key to using them is to have the right talent in-house or to find a compatible business partner in a digital agency you can trust”.

 

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