Impactful Marketing For Businesses On A Shoestring

Impactful Marketing For Businesses On A Shoestring
SHARE
THIS



In this guest post, Gooroo’s GM of product and marketing, Andrew Aitken (pictured below), offers his top tips when the marketing budget’s tight…

Marketing is an essential function for any small business or fast growth company, but the reality for most companies at this stage is that they don’t have the budget to recruit a top CMO – at least not in the early days.

0

Marketing, if any, is very tactical – a rinse and repeat approach – that lacks the impact needed for future growth.

The good news is that it is possible to have a highly effective marketing function on a shoestring. It starts with revisiting the basics and gaining a deeper understanding of the customer so communications, however simple, are targeting the right people in the right way.

Get the fundamentals rights

Every brand needs solid marketing fundamentals. There is no point launching into targeting and outreach if the brand narrative, look and feel and basic tech set up is wrong. For brands with minimal marketing budget, this should be spent in the first instance on ensuring the business is giving the right first impression. A good logo and design assets, a strong elevator pitch about the company, well-written web copy, optimised social media presence, basic Google My Business listings, and ideally some form of customer management system (CMS). So obvious it doesn’t warrant mentioning, right? Wrong. It is genuinely shocking the number of young companies that reverse engineer the marketing basics. They launch into tactics like programmatic targeting, only to realise they’re confusing or turning away potential customers. For companies without a dedicated expert to set the basics in motion, seek support from experienced consultants or freelancers to ensure the brand proposition is clear.

Look for meaning in data

In a tech-enabled world, data has become the panacea of marketing success, which is largely true if you have the know-how to wade through the confusion.

Most medium-sized businesses typically have some sort of marketing function, and are likely collecting plenty of data, but aren’t necessarily using it properly, if at all.

The problem with this is not only that marketing becomes a guessing game, it also risks putting a brand at risk by pinpointing audiences that aren’t going to convert, leaving a bad taste in their mouth over haphazard, unwanted targeting.

It is a misconception that data analysis requires huge man hours and technical capabilities. It is possible to make sense of data with few resources, provided the data being collected is meaningful.

Data that tells you how your customers make decisions

What emerging businesses really need is to understand how their customers make choices, because this is the ultimate determinant of conversion.

Gooroo’s approach to data is built around sociographics, which seeks to understand the mindset of the individual and the way their approach their decision-making. Where someone lives, their life stage, age, income and other personal attributes all contribute to how they go about making up their mind. While they might browse a product, or say they want something, we look at all the factors impacting their choices.

The beauty of this approach is that it can be ‘plugged in’ to any human data set assets, including geo-demographics and behavioural data – the type of data that most small businesses are already amassing through email marketing, purchase records, possible CSAT scores and more.

This data can be analysed to produce customer mindset profiles that show the different approaches to decision making, helping organisations find clear answers to ‘What is the mindset of the customer?’, ‘What motivates them to buy’ and ‘How do I best communicate with them?’

Small businesses don’t need the shiniest marketing tool. If they get the basics right and start to make sense of their data so all communication is targeted and meaningful, they will set themselves on a path toward better product development and great customer experiences.

 

 

 

 

Please login with linkedin to comment

Gooroo

Latest News

WhatsApp Doubles Down On Privacy In New Campaign
  • Technology

WhatsApp Doubles Down On Privacy In New Campaign

WhatsApp has reaffirmed its commitment to user privacy in a new global campaign, following controversial policy changes earlier this year. The Facebook-owned messaging platform revealed earlier this year it would be sharing certain data with Facebook as a condition of use, with the potential for this data to be used for targeted ads. The changes […]

by B&T Magazine

B&T Magazine
Hospitality Networking Platform Clipboard Launches Equity Crowdfunding Campaign
  • Campaigns
  • Marketing

Hospitality Networking Platform Clipboard Launches Equity Crowdfunding Campaign

Clipboard, a free professional networking platform for the hospitality industry, has announced it will seek to raise its next round of funding via equity crowdfunding platform Birchal. This will power its vision to transform the way the fragmented hospitality industry connects, shares experiences, markets and recruits. With a growing member database of over 24,000 hospitality […]

Planting a Jacaranda Tree in the back yard. Western Australia. Taken on gopro.
  • Advertising
  • Campaigns

Toys Come To Life With AR In New Big W Campaign Via RYOT Studio

BIG W has joined forces with Verizon Media’s branded content division, RYOT Studio, to give Aussies a new way to shop Australia’s favourite annual toy sale, Toy Mania, using augmented reality (AR). In a first for BIG W, customers can scan a WebAR code to ‘place’ select outdoor toys from the Toy Mania sale virtually […]

Fierce New Campaign Encourages People To Get Angry About Period Poverty
  • Advertising
  • Campaigns

Fierce New Campaign Encourages People To Get Angry About Period Poverty

The #SeeingRed campaign by Hey Girls UK uses discordance to its advantage, conveying the frustration and disempowerment of period poverty. Hey Girls UK are a period brand seeking to end period poverty in the UK, selling period underwear, cups, pads, and tampons. They run on a ‘Buy One, Give One’ scheme, where for every product […]

Calls To Cancel Christchurch Terror Attack Film ‘They Are Us’ Grow In New Zealand
  • Media

Calls To Cancel Christchurch Terror Attack Film ‘They Are Us’ Grow In New Zealand

An upcoming film about the terrorist attack on a mosque in Christchurch, New Zealand, has been widely criticised for promoting a ‘white saviour’ narrative. Members of the Muslim community have also said it is “too soon” to fictionalise the shooting, which happened in 2019. White supremacist Brenton Tarrant murdered 51 worshippers at Al Noor Mosque, […]

by B&T Magazine

B&T Magazine
Isentia Set To Be Acquired By Access Intelligence
  • Media
  • Technology

Isentia Set To Be Acquired By Access Intelligence

Isentia has announced a takeover offer from Access Intelligence, which is subject to shareholder approval. Under the offer, Isentia shareholders will receive $0.175 per share in cash; this implies an Enterprise value of $67 million. Access Intelligence is a technology-led company delivering SaaS products that address the fundamental business needs of customers in the PR, […]

CHEP Strengthens Tech Offering With New Hires & Promotions
  • Advertising
  • Technology

CHEP Strengthens Tech Offering With New Hires & Promotions

CHEP Tech, CHEP’s technology offering, has strengthened its Sydney team with new hires, including ex-Isobar engineering leaders, Tim Chapman and Kirill Frolov, alongside the promotion of Jacinta Karras to Head of Tech Programs and Charlotte Bruton’s role expansion from Head of Mixed Reality to Head of Innovation Strategy. Mark Gretton, chief technology officer of CHEP […]

Monday TV Wrap: Four Corners QAnon Ep Nets 700,000
  • Media

Monday TV Wrap: Four Corners QAnon Ep Nets 700,000

After it was initially delayed, a Four Corners episode on QAnon, and a link between the conspiracy and PM Scott Morrison, aired last night. The ep – which had 722,000 viewers, as per OzTAM’s metro data – interviewed the family of Australian QAnon followed Tim Stewart. Stewart is a family friend of Morrison, who has publically […]

by B&T Magazine

B&T Magazine
REMINDER: Time Is Running Out To Enter B&T’s Best Of The Best Awards!
  • Advertising
  • Marketing
  • Media
  • Technology

REMINDER: Time Is Running Out To Enter B&T’s Best Of The Best Awards!

With the on-time deadline right around the corner, now is the time to submit your entry for B&T’s newest awards program, Best of the Best. On-time entries for Best of the Best will be accepted until 5pm (AEST) on Friday 25 June. And, while you can submit entries after this date for another week, it’s definitely best […]

by B&T Magazine

B&T Magazine
Commercial Radio Sees Rebound In Ad Revenue
  • Advertising
  • Media

Commercial Radio Sees Rebound In Ad Revenue

New data, compiled by Deloitte and released by industry body Commercial Radio Australia, shows a rebound in radio advertising. According to the data, commercial radio advertising revenue for metropolitan stations jumped by 72.6 per cent in the month of May to reach $59.605 million from $34.534 million a year ago. The rise reflects a strong […]

Swedish Bank Encourages Consumers To Make Smoothies Instead Of Online Shopping
  • Advertising
  • Campaigns

Swedish Bank Encourages Consumers To Make Smoothies Instead Of Online Shopping

Swedish bank Nordax has created a tool to urge people to buy less online – and to make smoothies instead. How we shop online is constantly evolving, with new ways to pay and get items delivered. Now, with a global pandemic keeping everyone bored at home, online shopping has reached new heights. Nordax Bank, a […]

How To Win A B&T Award With The Leach Partnership Founding Director Sangeeta Leach
  • Advertising
  • Campaigns
  • Media

How To Win A B&T Award With The Leach Partnership Founding Director Sangeeta Leach

It might still be June, but the deadline for entries into this year’s B&T awards is fast approaching (they’re due Monday 19 July at 5 PM, in case you were wondering). This year we’re helping you like never before with our new series, ‘How To Win A B&T Award’, where we speak with a host of judges, […]

by B&T Magazine

B&T Magazine