Marketing 101: Cost-Effective Brand Building

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Scott Farace November 20, 2019 If you’re a small business owner, there are a lot of different marketing tools that are available for you that happen to be high-performance, cost-effective, and easy to execute.  Some of these methods are tried-and-true, while others are newer and already proving to deliver.

Cause Marketing

I’ve always loved cause marketing for the reasons it helps connect you to your audience in a meaningful and impactful way. There are so many ways to get involved   in the community where you do business.

For a small business that could be anything from sponsoring a local high school fundraiser, the local relay for life event, or working with the local homeless shelter. What’s great about this marketing tool is that it enables your business to meet your customers where they live and reside, touch them close to their hearts, and in many cases, involve your entire company, too. Instead of always being salesy, you’re promoting the organizations and missions they hold dear. 

Digital Marketing

Digital marketing is a newer option that’s available to all business owners, no matter the size of your business, due to the democratizing effect of technology. You can find options at any price point

Once you define your target segments, you can set a realistic budget, test messages and different delivery techniques like pay-per-click advertising and banner ads, and track your results to see what resonates with your target audience.

Content Marketing

Using content marketing to express your brand and value proposition is now essential for businesses of all sizes. When you’re able to have the right content, whether it’s a blog, a podcast, a white paper, or short video, you’ll be able to find out quickly what resonates with your audience.

Best of all, today’s digital world provides you with low-cost ways to distribute this wide spectrum of content, whether it’s through an optimized website, PR distribution engine, and especially social media. Social media is the optimal no-to-low cost  (by boosting posts or promoting tweets, for example) vehicle  to  deliver content to a very homed-in  target audience.

At Celero, we enjoy helping small and mid-sized businesses, the backbone of the American economy, compete and win. I’ve been there myself, running my own boutique agency for several years, and I know the pressures that small business owners face. I’m always happy to share any experience or expertise that might help relieve those pressures and foster growth!