When it comes to marketing budgets, small and medium-sized enterprises (SMEs) don’t usually have a lot. Even if they do, they need to spend that budget wisely and can’t just do whatever they want with it.
Is your small business earning less than $5 million a year? Then go ahead and allocate 7 to 8 percent of its revenue to marketing. Of course, this allocation needs to be properly spread across multiple platforms or marketing channels.
As of 2023, eight in ten US SMEs invest around $1,000 in advertising. Around 75 percent of SMEs rely on at least two marketing channels to promote their products and services.
But running such campaigns on a budget sounds impossible, right? Not really, as long as a proper strategy is in place. Here’s how such a strategy should play out.
Start Small, Then Branch Out
When money is tight, trying to do everything at once is just going to leave you burnt out and frustrated. Don’t just try and market on every platform available; choose one or two where your audience is most active.
Maybe it’s Facebook or Instagram, two leading social media platforms most preferred by marketers worldwide. Stick with those, test what works, and grow from there. Once you start seeing results, that’s when you can think about adding more platforms into the mix.
Think about reusing content in different formats. A quick product demo video for Instagram can become a blog post for your website. An email promotion can double as a Facebook update.
Ensure Your Website is Search Engine Friendly
If you’re running any kind of campaign, you’re probably sending people back to your website. And if your website doesn’t load fast, looks weird on mobile, or is hard to navigate, that campaign is already halfway to failing.
But beyond design and usability, you must also ensure search engine optimization or SEO friendliness. A search-engine-friendly site is your 24/7 salesperson. It helps new customers find you when you’re not actively promoting anything.
As for the content, you don’t have to hire a full team of writers or spend hours hunched over your keyboard. These days, you can scale your content marketing with the help of an SEO automation platform or content automation software.
Yes, we’re talking about AI-generated SEO content and generative content for search engines. AI saves you time and helps optimize content for Google and AI research models.
If you’re looking to scale your content marketing, check out what Upfront-AI offers. These platforms simplify content creation and content production so you can focus more on strategy and less on writing. Using such platforms, you can, on a budget, generate up to six times more impressions and 50 percent more clicks.
Use Low-Cost Tools to Keep Everything Organized
It’s easy to feel overwhelmed when you’re managing posts, emails, and campaigns on different platforms.
There are plenty of affordable or even free scheduling tools and CRM platforms that can help you plan ahead and track performance. You don’t need the fanciest software to stay on top of things. You just need something that works for your setup.
Try batching your work. Spend one afternoon each week creating content, writing posts, or planning emails for the days ahead. Then let your scheduling tools do the heavy lifting.
Tap Into Your Community and Network
Sometimes the best promotion doesn’t cost a dime. Think about your loyal customers, local partners, or even friends who love your brand.
If you ask them to help spread the word, maybe by sharing a post, leaving a review, or talking about you online. User-generated content and word of mouth are powerful, especially when you’re trying to make a little budget go a long way.
Partnering with other small businesses is another great way to get more eyes on your brand without spending more. You promote them, they promote you, and you both get to reach new audiences. It’s a win-win that feels natural and supportive, and often leads to better engagement than just pushing ads.
Focus on Results That Actually Matter
It’s tempting to get caught up in vanity metrics, likes, follows, and impressions. But what you really want is results that move your business forward.
That could mean more email signups, more product inquiries, or actual sales. When you’re on a tight budget, every dollar counts, so keep checking what’s working and adjust your strategy as you go.
If a campaign isn’t bringing in returns, it’s okay to change it up. That flexibility is one of your biggest advantages as an SME.
Running marketing campaigns across different platforms doesn’t have to be expensive or complicated. With the right tools, a little strategic thinking, and a willingness to experiment, you can reach your audience wherever they are. It’s not about being everywhere all at once; it’s about being where it matters and showing up consistently.