Powerful marketing on a small budget - how to get more out of your marketing budget? 

We’ve put together a series of five blogs on Google advertising planning, which cover digital advertising in a broader sense. You’ll find great tips for effective Google advertising in all of them:

1. Five questions and answers on Google advertising
2. Google Ads tips from an expert
3. Side eyes ahead! (The importance of analytics)
4. How to get more out of a small marketing budget
5. What makes a good landing page?

Faced with the pressure of time and budget, marketing managers often have to navigate challenging waters. 

What is the right size for your advertising budget, and where should you invest it? On top of that, there are changing marketing channels, the variety of ad formats, and the difficulty of choosing between your own different products to tell potential customers.

Here are five tips to help you make informed decisions and ease your pain!

Tip 1: Do you know which part of your marketing is delivering the best results?

Regularly monitor the effectiveness of your marketing efforts and stay on top of the channels that are bringing you the best results. And do you know what your company’s best-selling products for every customer segment are? 

Ask your website manager what conversions, or visitor actions on the site, are being tracked. At the very least, we recommend monitoring contacts, email subscriptions, and downloads of pdf brochures.

Tip 2: Set aside a portion of your budget for testing

When you have room for quick tests in your budget, you get agile, experiential information about new channels, audience targeting, and ad content. There will be plenty of opportunities to try out new and exciting options to speed up testing and learning throughout the year.

Tip 3: Make the most of remarketing

Website traffic is the result of hard work; don’t waste it by forgetting remarketing. You have the opportunity to reach your visitor again through virtually every e-marketing channel. 

In this case, the more is more ->, the more channels you have at your disposal, the more likely you are to recapture the visitor and convert them back into a buying customer.

Tip 4: Make your advertising stand out

The smaller the budget, the bolder and more distinctive your marketing needs to be. So, be bold about your business background, your staff, and yourself/your company owner. 

If you’re brave enough, we recommend you jump in front of the camera and tell the audience what your business stands for and why they should buy from you in your own words. 

Did you know that Facebook and LinkedIn, for example, favor video and offer great visibility at a cheap rate?

Take a look at my colleague’s tips on designing a good banner ad, where you’ll find tips on how to make your message clearer and stand out from the crowd.

Tip 5: Remember the customers who have bought

Acquiring new customers is important, but don’t forget to keep your old customers happy. You can easily reach them through many different channels; the challenge is what to tell them. You can’t advertise to old customers with the same messages you use to reach new customers. 

One of the ways to do this is to offer your company’s service and maintenance services or, for example, training courses. If you are in the restaurant or hotel business, you can offer B2C services to your B2B customer: this way, you get expanded shopping opportunities for a satisfied customer.

Customers who visit your site can be directed back to your site very effectively by Google advertising through keyword advertising and remarketing.

I hope these tips helped you in your marketing deliberations! Follow us on other channels: we especially recommend the marketing videos of our CEO Kalle Santalahti.

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