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Blow Your Marketing Horn Without Blowing Your Budget

Here are cost-effective ways to stay in front of customers.

When it comes to marketing, high audience impact doesn’t always require high dollar spending and always remember:  No amount of marketing can sustain a business if there isn’t sufficient customer service or product quality to back it up.

With that in mind, here are strategies that can help stretch your marketing budget further in 2020.

Social media

The most commonly used social media platforms for businesses are Facebook, Twitter, LinkedIn and Google+. Facebook advertising is cheaper than Google AdWords, and you can filter your audience based on many parameters like interests, marital status, occupation, income, relationship status, etc. When it comes to your social media business pages, interaction is the goal, so remember to encourage exchanges of information; in short, have a conversation. Ask your followers to share pictures of their interactions with your product or service through Twitter, Instagram, Tumblr or Pinterest. Monitor which platform works best and you can narrow your focus to improve your marketing efficiency.

Content marketing

There are several forms of content marketing, including:

Blog – You can create a blog or assign it to an employee. Make sure the information is relevant to your audience. Look around for topics that engage your audience – perhaps look at what your competitors are talking about – and find topics that subtly emphasize the value of your product and service while providing valuable content to your audience.

Infographic – People like sharing information, and infographics provide an enticing mix of data and design. If you have data but no flair for design, seek out a free infographic generator.

Video – Want to show customers how to use your product? Create a video and post to your YouTube channel. You can measure your return on investment (ROI) with the number of views and shares,

and you can also determine which videos are most popular – even the videos your competitors post.


This means regular emails to your current clients with coupons or other incentives can result in valuable repeat business. To build your list, tell new customers about the discounts and sale notifications they will receive and provide an incentive to join. Online tools like Constant Contact provide a great, cost-effective platform.


There’s no better “share” or “like” than a satisfied customer telling someone else about your business – and it’s hard to find any medium more efficient or effective. So spend time to ask for customer referrals and make word-of-mouth marketing a standard operating procedure.

These are only a few of the many strategies available. But if you take the time to learn about your audience and their media habits, you’ll be on the right path.

Next steps

  • Identify social media relevant to your target audience and begin posting to these sites.
  • Check your current email list to see if it’s up to date.
  • Develop a system for asking customers, both current and new, for referrals.