You're Wasting Your Money on Content Marketing. Here's What to do Instead.
Marketing budgets can cripple businesses, especially if the money is not providing valuable results. Companies will often pour tons and tons of money into SEO firms, PR managers, photographers, videographers, social media managers, and so on. They will pay for costly, high-production projects that end up showing a low ROI. So how can you, as a small-business owner, save money and create more valuable content? Let me give you some great tips.
First of all, let me introduce myself. My name is Nate Truniger, and I am the owner of a social media agency based in Minneapolis, Minnesota. I have spent my entire career studying social media, running digital marketing campaigns for clients, managing budgets of all sizes, and working with brands all over the state and country. Okay, now let’s get to the good stuff.
Utilize current equipment
One of the main reasons businesses decide to outsource their marketing efforts is because they don’t think they have suitable equipment to capture adequate content. That is completely incorrect. You need to understand that the equipment you have on hand is more than enough. For basic photography and videography projects, use your phone. Granted, you will need a suitable phone for this. If anything, put your money towards the newest iPhone that can take amazing photos. Find some good lighting and start snapping photos and videos on your own. If you are looking for an elaborate video campaign, okay, hire an outside agency. However, you will save a ton of money if you self-educate and capture the day-to-day content by yourself. Plus, it’s fun!
Take advantage of free software
Along with simple equipment, take advantage of free software that can help elevate your brand. We get a ton of questions from small businesses about affording graphic designers. There are a variety of free apps and websites that offer templates for you to choose from. Canva, for example, is a great place to start. Canva allows you to choose designs from a database of templates built for different businesses and events. Whether you are looking to announce a new product, a new clothing design, a newsletter, a blog, or a video series, these graphics are free and will save you from hiring a graphic designer.
Another free app that is beneficial is called Preview. Preview lets you plan out your Instagram grid ahead of time so that you can see how your posts mesh together. You can even plan out the captions you would like to use. This will save you the hassle of trying to brainstorm a post on the spot. It also alleviates the need for a social media manager and will help you gain a more cohesive grid. Remember that the more professional and put-together you appear, the more your consumers are going to take note!
Get help from current employees
Rather than outsourcing, try asking your current employees if they are interested in marketing. I have worked for several companies that have extremely talented employees who could help fill some of the holes in their content strategy. Especially if you are in the restaurant or retail business, you probably have a lot of younger employees who have interests you don’t know about. In fact, some of them may be acquiring a marketing degree or shooting photography as they are working for you! If someone on your team has a passion for creating content, they are going to be thrilled and passionate to do it for your business. Additionally, nobody knows the mission and needs of a business more than an employee who is currently working there. Even if you don’t have a photographer on the team, you may have someone who has a plethora of ideas on how you can improve your social media or topics for a new blog post. Ask around and you may just discover a hidden talent among your employees.
Look for local colleges and partnerships.
Reach out to your community! There is most likely a college semi-close to your business, and students will be more than eager to help you out with marketing and creating content. Whether you are looking for photography, videography, graphic design, writers, social media managers, or people to run ads, there are people who are hoping to get their foot in the door and would love the experience. Give them a chance! These people will work harder and be more dedicated than any firm you could outsource because they are hoping to make a lasting connection with your team. Also, they will most likely be okay with less pay and even possibly no pay.
Although this advice is more tailored to small businesses with a very limited budget, it can be applied to companies of all sizes. The lessons are the same: utilize people, free technology, your phone, and your community. Seriously, take our advice and save yourself money! You will still be creating professional content that your consumers will value. If you are looking for an agency to help you out with some or all of your marketing, our team here at Vivid would love to help. We create content, run ads, write blogs, manage social media, and much more. If it’s digital, we do it. Check out our website at www.thevividagency.com.
