Building a marketing plan on a shoestring (2/2)

Here are the last five suggestions for using internet marketing to promote your business on a budget. (You can read the first five here.)

6. Write an email newsletter

What’s it good for? Getting more leads and customer  transactions

Top tips

  • Don’t duplicate effort: what you write in your  blog can also go in your newsletter
  • Use one to conduct a survey and find out what you need to know straight from the horse’s mouth
  • Introduce new services without the expense of a traditional direct mail campaign

7. Use Google Adwords

What’s it good for? Getting more leads

Top tips

  • Choosing the right keywords is essential: you  need a good balance of popular (i.e. people are searching on it) but precisely defined (i.e. only your potential customers are searching on it). (See my Choosing  keywords for SEO blog post.)
  • Keep an eye on expense: the costs can rack up without any conversion if you’re not careful

8. Write a guest blog post (like this one)

What’s it good for? Expanding reach and  raising awareness

Top tips

  • Find industry blogs that interest you and your customers: that’s where you´re potential customers will be too
  • Offer to write a free guest blog post and you’ll make a friend for life: most people struggle for ideas and time to keep their  blog up-to-date
  • Promote your expertise, not your company: no one likes reading adverts

9. Offer free information on your website

What’s it good for? Getting more leads and  improving conversion rates

Top tips

  • Make sure you’re giving useful information: you’re doing this to improve your credibility
  • Have a PDF download on your website: but make sure you they need to submit their email address before they’re sent it so you can contact them again
  • Run an email campaign of a sequence of tips: you’ll capture readers’ attention over a longer period

10. Make podcasts

What’s it good for? Getting more leads  and improving conversion rates

Top tips

  • Make sure you’re giving useful information:  you’re doing this to improve your credibility
  • Make it interesting and relevant: people will be  more likely to keep watching and forward it on to friends and colleagues
  • Don’t make it too ‘heavy’ or ‘dry’: bear in mind  that people might be listening to it away from their PC on their MP3 player or  in the car

Catherine Every at EveryWord
Visit her website or follow her on Twitter

Author: Catherine Every


Join my Marketing Club

Get regular advice on marketing, video and the web so you become more effective in business. Pro Members get access to live webinars, exclusive discounts and other perks.