Times are tough, which means marketers need to be as cost-effective as possible to stretch their marketing budgets. When budgets are tight and you are searching for creative ways to reach your target consumers, remember that digital marketing can make a massive impact without breaking the bank. Yes, traditional marketing still has its place and can return impressive results, but digital advertising can be more budget-friendly and more targeted.
When businesses can execute well-planned digital marketing campaigns, they exponentially increase their reach, visibility, engagement, and conversions, all at a fraction of the cost of traditional marketing. Digital marketing not only dovetails directly into modern consumers’ purchase behavior and desire to shop online, but it also offers far greater advantages in accountability, measurability, flexibility, and scalability.
If your business needs an injection of creativity to reduce costs and still reach your digital advertising goals, Leap Group’s expert tips can help you optimize your ad spending and maximize your ROI. Here are our top 8 ways your business can avoid overspending in digital advertising:
1
Although email marketing does not evoke the same feelings of innovation and cutting-edge technology like other, more trendy marketing tools do, it is still a highly effective and budget-friendly way to reach consumers.
Whether you have relegated your email marketing campaigns to the background or you are simply looking for new ways to use this tried-and-true marketing tool, personalized communication that meets consumers where they are at in their sales journey with your brand is a much cheaper solution than relying on physical mail. And by pairing email marketing with automations, your brand can deliver individualized, targeted emails that generate a high ROI.
2
Traditional media like mail, magazines, newspapers, and broadcasts are costly, and often fall into the “spray and pray” category of marketing. Focusing your efforts on digital advertising solutions like strategic social media can reach just as many people at a fraction of the cost.
Remember that to truly maximize your impact on social media, you need to be active and engaging across your platforms. Keep your social accounts alive and growing by creating personalized ad campaigns that tailor your content directly to your consumer.
3
It is not always about the quantity of advertising you create, but rather the effectiveness and memorability of your content. When developing new content for digital marketing campaigns, it is important to consider how the taglines, blogs, infographics, or videos can be dynamic and diverse enough to stand out in consumers’ minds. Memorable content does not need to be fancy or high budget, but it does need to be meaningful. Consider how you might incorporate a memorable phrase, slogan or tagline into your content and then use it across your advertising platforms and campaigns to maximize its effect!
4
While you are busy creating content marketing, remember to think about why your target audience is searching for your products in the first place. What needs and wants are they trying to fulfill? How can your brand cultivate consumer trust and then meet those needs? Using relevant keywords that address these needs will help your content land in front of warm consumers who are ready to buy. In addition, creating relevant, high-quality content that performs well in search engine algorithms can drive both SEO and SEM results to help consumers remember your brand.
5
If economic times are tough, your customers will appreciate a deal. Let’s be honest—who doesn’t love taking advantage of a limited time or exclusive offer? Discounts, bundles, limited-time deals, or any incentive you can offer will expand your reach by enticing new customers to check out your brand. Use holidays and seasonal shifts to your advantage and offer timely discounts that help move consumers toward buying. When well executed, promotions and discounts can also boost short-term sales, generate positive online testimonials, and even help keep existing customers loyal to your products.
6
Rather than pouring time and money into finding and cultivating relationships with new customers, your brand may want to focus on its existing consumer base. These are the customers that already frequent your website, follow you on social media or make repeat purchases. Taking note of the content your existing customers prefer can also give you valuable insights as to which of your ad campaigns or website information is most relevant and attractive to your target audience, which can help inform future content creation strategy.
7
To preserve your marketing budget but still increase your brand awareness, consider using PR to your advantage. For example, if your brand is taking larger steps toward sustainability or supporting a social justice cause in a notable way, PR may provide some helpful exposure. In this way, public relations can be strategically used to serve as free advertising for your business. The right PR efforts can not only boost brand awareness by frequently placing your products in front of target audiences in catchy, innovative ways, but they can do it at a much lower cost than your typical ad spend. Plus, it never hurts to cultivate an excellent brand image!
8
Leap Group always bases digital marketing on data and analytics, and we recommend that any business looking to scale their marketing without overspending do the same. Track the performance metrics of your website, social platforms, and marketing campaigns to find out what works, what does not and what needs to be adjusted. Explore new ad opportunities by testing multiple versions of a top-performing campaign. Keep a close watch on your organic and paid traffic, website click-through and bounce rates, ad engagement rates, social content shares, branded searches, and consumer demographics, and let that guide your growth.
If you need more support or customized ideas to help your business avoid overspending in digital advertising, Leap Group can partner with your brand and provide actionable advice to cut your marketing costs while still achieving results. Connect with Leap Group today to learn more!
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