Drafting a compelling and cost-effective social media strategy has its challenges. Between influencers, paid search, outsourcing design, production, and everything else, marketing has become costly. For larger businesses, this doesn’t present a particularly difficult challenge, because they need only adjust and reallocate a few bags of money to their marketing budget.
But small and medium businesses together with NGOs need to get creative and work with what little resources they have. Advertising on social media alone is expensive. At the end of the quarter, it often feels like, well 👇.
How do you “go big” on social when resources are tight?
You’ve got to use what you have at hand and get smarter about where you spend your budget. You don’t need a large budget to implement a great idea. What you need is the right team on your side, and to think outside the box.
Much like in alchemy, we’ll give you the strategies to transform your ideas into the purest gold.
Strategy 1: Focus your efforts
A lot of the first touchpoints happen on social media so this really is the place to get your ducks in a row. Run a few tests to see what keeps your audience engaged and focus on that across your social media channels.
Even if your budget isn’t the biggest, you can always start small and simple. Focus on a key market and a key customer profile. Make sure to build a story they can relate to around a need that you’re there to meet. If you do this consistently, they’ll naturally be drawn to you for other (related) problems as well. And btw, that’ll take you much further than any traditional “push” marketing approach.
Strategy 2: Repurpose your content
We’re so busy thinking about new (and expensive) ideas and strategies for our campaigns, that sometimes we forget to think about what we have available in-house. What assets or resources do you already have in place that can be repurposed or revamped? Don’t fix it if it isn’t broken. Instead, look at your content library, make an audit and think about how you can spin the assets in a way that provides additional value to your audience, or seek new ways to tap into different audiences by offering what you already have.
Think about: What assets do you already have in store that you can utilize?
You don’t need to reinvent the wheel. You’d be surprised by how much of a difference it can make to change the format of an asset. For instance, why not transform an old webinar into a video tutorial? Or turn your best performing blog post into an engaging infographic (psst! The free tool Canva has loads of infographics to choose from). That way it will be a totally new piece of content for your audience.
Strategy 3: Partner up with other brands
If your budget is tight and you’re looking to increase your audience, you might want to consider partnerships. Research what other brands could compliment your products or services and evaluate if you could achieve a win-win for all parties.
Think about a product or service that might serve a similar audience as your own. If you can somehow make a deal to promote their stuff to your audience and your stuff to theirs you can increase exposure without spending a whole lot of cash.
Don’t review co-marketing initiatives or partnerships as a one-off thing. Think about the long-term strategy of the partnership and how both parties can support each other and grow together.
Strategy 4: Get started working with influencers
This leads us to another effective way of increasing your exposure — partnering up with influencers.
Contrary to popular belief, partnering up with influencers doesn’t need to have a large price tag attached. If there’s a good match between your brand and the influencer and you manage to find a way to mutually benefit each other, the result can be quite wallet-friendly.
What is it influencers look for when selecting which brands to endorse? Well, it seems that relevance, trust, and brand affinity are of utmost importance, together with creative freedom.
Nope, we didn’t purposefully leave money out of the equation. In fact, money is the least mentioned aspect when asking influencers what they seek from brands.
Strategy 5: Be your own content hub
As you know, content is essential when working with social media, and creating fresh visual assets should always be top-of-mind. Now, asset production is likely to be the area that’ll take the largest bite out of your budget but doesn’t despair. We’ve put together some tips on how to do it on a dime.
- Start a blog. It’s free or basically free to start blogging. The key is knowing what to blog about.
- Do low-key, smartphone shoots. People often appreciate authenticity so there’s no need to strive for Academy Award-quality when it comes to pictures and videos.
- Use free tools. We’ve mentioned Canva already but there are a ton of budget-friendly options out there when it comes to content creation.
We hosted a session on the topic during TechBBQ Digital, you’re most welcome to watch it on-demand here.