Whether we realize it or not, one of the first things we notice about the brands we love is their marketing. Brands can set themselves apart from competitors by investing in marketing strategies that reflect who they are and what they stand for as a business. While your brand represents what you value, your marketing is how you communicate those values to your customers.
If you’re about to launch your business or you’ve been scouting for more cost-effective ways to market your brand, then here are some ideas on how you can market your brand and save at the same time!
As you begin marketing your brand across different media channels, it is important to remain true to your brand voice, even if you’re limited to 140 characters, like on Twitter. Representing yourself and your business honestly across all mediums is one way to build trust between you and your customers and ultimately amass a loyal following without spending a dime. Your brand becomes your customer’s first choice if your marketing strategies reflect who you are and choosing the right strategies for your business is important to building and maintaining that loyalty.
Social media can be a powerful marketing tool if used correctly. Creating a Facebook page or an account on Instagram or Twitter can be a way for your business to gain more visibility without dipping into your company’s budget. Unlike a traditional marketing strategy that is cost heavy, such as a billboard or a commercial, your business can easily reach a wide audience if you establish a social media presence for it – and you don’t even need to establish more than one! Investing in just one platform–Facebook, for example–helps to humanize your business because it creates a direct relationship between you and your clients. It gives your customers a space to provide feedback, suggestions, and ask questions, and gives you an opportunity to build trust and strengthen your relationships with your customers. The trick to social media is that the more active you are, the more followers you get. So, once you create a page or account for your business, start posting!
If you like the visual displays that a billboard or commercial affords but it is out of your budget, you can still create compelling visual media without breaking your bank. There are a myriad of online programs and tools at your disposal that are either free or offer free trials to get your feet wet in the digital editing world. You can test out the Adobe suite with a free monthly trial – you can create powerful photo galleries, engaging infographics, and even develop new logos. If you find you don’t need the resources offered by Adobe’s Creative Cloud afterwards, you can use Inkscape, Seashore, and Scribus, which are popular free alternatives. Your desire to create interesting and powerful visuals for your marketing should not be hampered by a tight budget. Taking high resolution photos and posting them on social media, using online tools to generate fun infographics for your website, or even using your smartphone to take and edit a content marketing video are all great ways to market your brand in a cost-effective way.
While establishing a social media presence for your business and creating engaging visuals are important aspects of marketing your company, the easiest way to market your brand without spending a dime is by being genuinely invested in your relationships with your customers. Even if your business is not in the customer service industry, your clients’ happiness should always be at the center of your mission because your customers are what ultimately determine and drive your success. By investing your time and energy into building real relationships with your clients, you can establish a loyal following that maintains itself and grows. Your customers, because they feel connected to your brand and your business, will post online about your business, refer their friends, and continue coming back to you instead of your competitors. Making simple strides to build customer loyalty, like interacting with clients on social media, is one of the best ways to market your brand without stretching your budget.
Olivia Pawlowski is a contributing author at OnDeck, a technology company focused on providing small businesses with the online resources they’ll need to be successful. With her experience in the marketing and communications fields, Olivia’s marketing tips and advice offer small business owners insightful industry information as they tackle new marketing strategies.