No Marketing Budget? Don't Do Nothing!

Posted by JAR on 7 September 2011 | 0 Comments

It is a sad but all-too-true irony: Companies slash marketing staff and budgets just when they need them most. When you should be showcasing your services and replenishing your business pipeline, you lack the resources to do it.

 Still, that's no excuse for sitting back and doing nothing when there are many marketing initiatives you can launch on a shoestring that can yield desired results. An additional benefit: It will be easier for you to shine when competitors have retrenched.

Here are some suggestions:

• Regroup - Brainstorm with colleagues to generate ideas for small-budget initiatives: Investigate top trade publications in key client industries and find out about contributing an article; do similar research to uncover speaking opportunities before business groups that are likely to include prospective clients.
• Rethink - If you have been paying for broad support from a communications consultant or agency, consider paring back to specific projects you really need now (think a la carte vs. prix fixe).
• Repurpose - Take an article, speech, white paper, or other intellectual capital that is collecting dust and think about recycling it. If the "bones" are still good, update it with a current hook and distribute it to your mailing list.
• Revitalize - Maybe you have been putting off redoing your website when mere refreshing would suffice and be much more cost effective (think tune up vs. overhaul).
• Request - Get suggestions from clients and friends of the firm on new features that will highlight your brainpower and success in meeting client challenges. Client case studies, pieces that position you as a solution provider, and testimonials are always good additions.

I'd welcome an opportunity to discuss with you how I've worked with clients to develop these kinds of simple, effective, and economical marketing tactics.