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“How much should I spend on marketing?” If you ask that question in industry circles, the answers may range from “Nothing… I do fine with word of mouth” to “I get great results from my investment in search engine optimization and pay-per-click ads.” Every business is unique, and what works for one may not for another.
For new startups and small operations, it’s beneficial to do some marketing in order to spur growth. However, it’s important not to get too carried away. How do you develop a marketing plan that won’t break the bank? In this infographic, we provide tips on how you can build a marketing plan on a budget. Learn about free or low-cost tactics that can help you build brand awareness, attract new leads and increase sales.
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Build a Marketing Plan on a Budget
1. Understand Your Market
- Identify Your Ideal Customer
- Events, construction, municipal, etc.
- Define Your Service Area
- Keep ad targeting tight for lower spend & better ROI
- Know Your Competitors
- Who they serve, where they advertise & what they charge
2. Set Realistic Goals
- Common Goals:
- Get more calls
- Rank higher in local search
- Look more professional online
- Pro Tip: Focus on ONE goal per quarter
3. Make Sure Customers Can Find You
- Claim & Optimize Your Google Business Profile – Free!
- Add photos, service area, business hours & accurate contact info
- Learn more: www.johntalk.com/google-your-business
- Ask for Reviews
- Social proof builds trust & boosts SEO
- Keep Your Website Simple & Mobile-Friendly
- Pro Tip: Include a click-to-call button!
4. Build Awareness Without Big Bucks
- Low-Cost Tactics:
- Post photos from jobs on social media & your website
- Wrap your trucks – Rolling billboards!
- Drop off leave-behinds at construction companies, city/town government offices for events, etc.
- Pro Tip: Create a single flyer & print small batches to test messaging
5. Stay in Front of Prospects
- Collect Emails
- From website, quote requests, events, etc.
- Send Monthly Tips or Updates
- Example topics: “How to prep for a big event” or “Why clean units matter on job sites”
- Tool Suggestion: Use free email tools like Mailchimp until you grow your business beyond the capabilities of the free plan
6. Track What’s Working
- Free Tools:
- Google Analytics
- Google Business Profile Insights
- Learn more: www.johntalk.com/an-introduction-to-google-analytics
- Ask Every Caller: “How did you hear about us?”
- Old-school but effective
7. Ready to Spend a Bit More?
- Consider:
- Local Google Ads with call extensions
- A basic SEO tune-up
- Hiring pros to write better copy or design your flyers
- ProPortaPottyMarketing.com can help when you’re ready to scale
