Best Use Of A Small Marketing Budget
By Linda Sevier
I speak with Central Mass small business owners frequently at networking events. When they hear what I do, they often tell me about the website they are building or an advertising campaign. For many small businesses or start-ups the marketing budget is very small or non-existent. If it isn't spent wisely, it could mean success or failure of the business. What do I recommend to people who ask? Create great content! Specifically....
1. Don't spend your whole budget on a "brochure site" that looks pretty. Get a very simple site with a content management system on a service like Go-Daddy. You can pick a template and build it yourself. Yes, your site might be very plain but will be able to create content regularly without breaking the bank.
2. If you are considering a website redesign, put the money into a writer, add a Call To Action or a blog instead. If you can't pay for both go for the content. This, of course, is unless your site has technical problems and your pages are not being indexed by the search engines.
3. Blog, blog, blog! If you can't afford a site with a blog built in, find a web designer to set up a blog for you and add the website pages like "About My Company" later. A blog is not a substitute for a website long term but if you want to be found by the search engines, you NEED to generate good content. Note: The blog has to be on your domain - www.mycompany.com. Setting one up on wordpress.com is not a good solution.
For those who are reluctant to start a blog, my advice is to think about the questions people ask about their product or service. A blog should inform, educate or entertain. Searchers are looking for answers to questions or trying to solve a problem. Don't sell through your blog, educate or be helpful. People do business with those they know and/or trust. Strut your stuff and let them get to know you. Show them that your company is the one they want to do business with.
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