Strategic Marketing Article

Four Tips for Marketing on a Shoestring Budget

Digital Marketing on a Shoestring

As we head into the fourth quarter, many departments are faced with the task of budgeting for 2016. Belts continue to tighten and, more often than not, marketers are forced to do more for less. But in today’s competitive marketplace it’s more important than ever to keep your company top-of-mind with customers and prospects. The following are some ideas to help you market your company on a budget:

Influencer Targeting:

Rather than focusing directly on potential customers, this technique identifies industry experts who are recognized leaders in your niche. Research shows that nearly 75% of business people look to industry peers for recommendations, making this strategy an important part of any marketing program. To begin, comment on influencers’ blog posts and follow and retweet them on Twitter. Ultimately, connect by email or in-person. Consider asking the influencer to write a guest blog, co-author a bylined article or invite him or her speak at a conference or event. Don’t just focus on the big names. It’s likely you will face less competition and have better odds with industry up-and-comers and emerging thought leaders.

E-Mail marketing:

Email is here to stay. In fact, 59% of B2B marketers say email is the most effective channel for generating revenue. Email marketing helps B2B marketers deliver relevant content directly into the inboxes of people who have expressed interest in their company. Although not everyone will open the email, you will increase brand awareness and thought Leadership when you send insightful and relevant messages.

Social Media Marketing Online


Another excellent marketing platform available to B2B companies is LinkedIn. The social site is built for professionals to connect with one another and gives users the opportunity to publish content directly to the platform. This allows marketers and senior leaders to share insights with peers and potential customers. According to a recent study, 87 percent of B2B marketers use LinkedIn to distribute content and say the site is their most effective social media platform.


Aren’t networking events a little old-fashioned? Perhaps. But in this era of anonymous online communication, there is nothing like face-to-face interaction to build meaningful relationships. Don’t think of networking as direct selling. Remember that you aren’t trying to sell to everyone in the room. Rather, your goal is to make connections, cultivate emerging relationships and develop a referral network.

For marketers, nothing feels better than a splashy campaign with astounding ROI. But it isn’t just about the money you spend. To make a real impact, create meaningful messages that are strategic, relevant and, above all, memorable for your target market.

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About the author



Gerri Knilans is president of Thousand Oaks, California-based, Trade Press Services, marketing communications strategists, serving B2B companies of all sizes and types. She has more than 40 years’ experience in sales and marketing, entrepreneurship, consulting, teaching and publishing. For additional information, please visit or send email to [email protected]

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