One of the biggest challenges in the world of marketing is how to make the most efficient use of the budget available. While there are little savings to be made, there is a lot to be gained by making smart choices. Choosing the right tools and having the support of a professional online marketing agency. In this article, we detail how to make the most of your marketing budget. And we will list the tools you can use to maximise its effectiveness.
Tip from an online marketing agency: strategy is the key
If you want to optimise the marketing communication budget of a business or even your own online marketing agency, the first and most important step is to develop your marketing strategy. A well thought-out strategy can help you make informed and cost-effective decisions about the use of marketing tools.
The strategy includes, among other things, analysing the target group, defining the key messages and setting precise objectives. Your objectives may include building your brand, increasing sales, acquiring new customers or retaining existing ones. It’s also important to decide whether you want to set short-term or long-term goals, as this will determine the tools you will use in the future. But defining your target group is also essential for choosing the right tools.
When building a buyer persona, i.e. identifying the relevant customers for your business, you need to consider not only demographic data but also the interests and buying behaviour of your potential customers.. Then, once you have your target and target audience, you just need to figure out what messages you want to convey to that target audience. To do this, formulate what problem your product or service solves and why it is unique in the market.
You can then select the channels that best fit your brand and that will most strongly support you in achieving your goals and getting your messages across.
Blog
Content marketing is all about creating and sharing valuable and relevant content (blog post, video or even a podcast) that will attract and retain your target audience. Importantly, quality content also helps with search engine optimisation (SEO) and boosting your social media presence.
If you want to see your business in the top ranks of Google, search engine optimised blogs will help you do that. Thanks to SEO, you’ll stand out from the crowd and get more visitors from organic sources. Fortunately, you don’t have to worry about that either, as an online marketing agency can handle your website’s SEO at a professional level.
Search engine optimisation, or SEO
When it comes to SEO (Search Engine Optimization), there are a number of tips and rules to follow. First, make sure you use relevant keywords in your website content. Then focus on creating valuable, informative content that answers users’ questions and needs. These aren’t easy tasks; in addition to general online marketing agencies, you can also find specialized SEO agencies. And more people need them than use such services.
You should also pay attention to technical SEO, i.e. making sure that your website is technically compliant with search engine requirements, as this will not only improve your user experience but also help you rank higher in search results. Obviously, a well-functioning, up-to-date website with relevant information for users is also essential for online presence. On the website, don’t just list your company’s achievements, but also show how your product/service can help solve the user’s difficulties and problems.
Social media presence, the mission of the online marketing agency
The use of social media platforms is essential to a modern online marketing strategy. It’s not enough to focus on a single platform; it makes sense to use multiple platforms to reach as wide an audience as possible. And if you take advantage of the synergies between social media platforms, you can also reap significant benefits.
Facebook, Instagram, LinkedIn, Tiktok – which one?
For B2C, or Business to Consumer marketing, Facebook and Instagram will be your best friends. For these, it’s worth making regular posts, using ads and stories to maximise reach. But, if you’re selling business-to-business, or B2B (Business to Business), you should communicate on LinkedIn. This is the platform where you can share professional content and build your network of contacts. And don’t forget TikTok: although many people think of it as a platform for young people, it is increasingly hosting business content and appealing to a wider audience (including older people).
Pinterest is a highly visual platform that can be particularly useful for businesses that can share image or video content to capture the attention of users. This social media channel is less saturated, relatively, so you can communicate with less advertising noise. You can also use this platform for advertising, but don’t forget about SEO. Optimise your pins with keywords to make them easier to find in searches.
PR and press releases
PR (Public Relations) and press releases can increase brand awareness and credibility. A good PR strategy will help you build a positive image of your company and reach potential customers. In addition, press releases are really effective when they are regular and appear on multiple platforms.
In the case of PR, it is essential to build press relations with journalists and editors to gain easier access to the media. Then write regular press releases on news, successes and events. And don’t forget to keep track of what appearances you’ve made and how they’ve impacted your business. You can use an online marketing agency for this, if you only need one on an ad hoc basis. Or if you need regular communication, chose a specialised PR agency.
Online marketing agency believes: email marketing is still alive
Email marketing is an old but still effective tool if used properly. It’s important to send out not just promotional material, but also valuable information and content. These include industry news, tips and advice, that your target audience will be interested in.
A good email marketing campaign is based on a quality list and relevant content. When building your newsletter base, keep in mind that your own list should be valuable, quality and relevant. Don’t buy databases because they won’t be filled with your own interested parties. It’s also worth segmenting your list to send out more targeted messages to different sub-groups.
Requires a bigger budget: PPC
If you want fast results, well-positioned paid advertising, or PPC (Pay-Per-Click), will be your best bet. Google Ads and social media platforms advertising systems can help you target your potential customers using relevant keywords. Create eye-catching ads that encourage clicks. But don’t forget to constantly monitor and optimise your ads to get the best results.
Influencer marketing
Although it can be free, influencer marketing often comes at a very high cost. This is still a popular trend, as people trust influencer recommendations much more than traditional advertising.
The trend in 2024 and already in 2023 is that it is more worthwhile to choose smaller but credible influencers – so-called nano influencers – who can really reach and convert your target audience. In many cases, smaller players with smaller followings can be more credible and cost-effective than big, top influencers.
If this is your marketing tool of choice, choose influencers whose followers match your buyer personas. Then create collaborative campaigns that add value to your followers and are not just promotional. Finally, measure the results of your campaigns to see how effective they were. And if that seems like too much work, find a professional online marketing agency to do it all for you.
Marketing mix with an online marketing agency
Overall, smart use of your marketing budget is key to achieving your goals and increasing your business results. Using the right strategy and tools can maximise the effectiveness of your budget. A specialist online marketing agency can help you choose these, and can also walk with you through the implementation and support you on the road to success for your business.
And if you feel lost in the maze of marketing tools and would like answers to any questions you may have, contact the Chiro team! Contact us at info@chiro.hu or request a quote via www.chiro.hu!
In the 32nd episode of the Marketing MSc Podcast Noémi Matykó, CEO of Chiro Marketing, takes a closer look at marketing tools and the ideal marketing mix. If you want to go deeper, listen to the show on Spotify, YouTube, Apple Podcasts vagy Google Podcasts!
