How to Get the Most Out of Your Marketing Budget

Big companies spend thousands, sometimes millions of pounds on marketing and advertising. But for most small and medium-sized businesses, this is the realm of dreams and their marketing budget is much more modest. So how can you get the most marketing from a modest budget and know where to put your money for the best chance of a good return?

Marketing Budgets

Get help organising your budget

Before you start marketing, you should take a look at how much you can afford to spend on it. Sit down with your team (or your accounting software if there is only you) and assess just how much you can spend per week/month on advertising. A good accountant is also useful if you want to get the most from your marketing budget as they can help you see if any of the spending can be tax deductible or if there is any financial assistance available for SME’s.

DIY marketing

The idea of doing your own marketing may seem a little intimidating but there are some fantastic online marketing experts and many of them give away their tips for nothing. Do a lot of reading and look into companies similar to your own – what kind of marketing do they use? Can you be inspired by their ads or email campaigns to create your own? While you shouldn’t directly copy someone else, you can certainly use them for inspiration and a starting point.

Spend some money on your website

While your website might not seem to be a marketing tool, this isn’t the case. It is the place you send all of your online traffic and therefore is one giant advert for your company. Therefore, one of the top things to spend some of your marketing budget on it to get the website in top condition. Look at creative web designers who can make the website visually pleasing while directing visitors to where you want them to do – your products or services area.

Also consider using affordable Search Engine Optimisation services once the website is up and running. SEO is a bit of a minefield for the uninitiated but is absolutely crucial in getting traffic to your website. Look for people who will conduct an SEO check of your site, your social media presence and even your email and ad campaigns to see how they rank.

Don’t just look into Google AdWords

Because Google is the biggest name in search engines, many people think that means their AdWords software is the best place to advertise – this might not always be the case. There is a lot to learn with AdWords so unless you can afford an expert to run your campaign or some serious training beforehand, it might not be the best option.

On the other hand, social media marketing can be a great way to dip your toe into the marketing world. You can set a limited budget on sites such as Facebook and their audience targeting is quite specific, allowing you to focus your money on people who are interested in your products or services.

About NLP London

NLP London is all about providing you with the best possible guidance on how to get the Google Rankings that your website deserves.

A lot of the content you will find will provide you with hints, tips and recommendations on how to get your London based business a fantastic SEO strategy that will help you stand out from the crowd.

There are a lot of digital marketing techniques that you will be able to carry out yourself and, with the help of the advice on this site, some great organisation skills and top-notch research, you might be able to successfully implement an excellent SEO strategy that does the trick perfectly.

However, not everyone has the time or inclination to delve into the world of SEO and come up with a plan they can execute all by themselves, which is why it is also important for us to cover digital marketing agencies and what they have to offer.

Hiring a digital marketing agency effectively gives you a shortcut to the best possible strategy for your business and budget without too much input from you.

A good SEO agency, especially for London based businesses where competition can be extremely high for local seo rankings, will have a great deal of knowledge about the area and business needs.

They will be able to discuss and understand your business needs effectively and they will be able to implement tailor made strategies that help you decide what will work best for your business.

When hiring, it is important to get a feel for the company, ensure they are someone you are willing to work closely with and who will let you know what you really need if you go off track.

Beware of companies who can’t offer evidence of their results or offer you the number 1 spot on Google before they even know what your key terms are or what your business is all about.

Budget is also an interesting topic when it comes to marketing agencies as there can be vast difference in the cost of services and sometimes it isn’t always obvious to us exactly where our money is going and why the prices vary so much.

Here are a few words about the prices you are most likely to be charged when looking for top quality SEO services…

 

As well as budget, the length of time it can take to see results is often underestimated. The seo techniques with sticking power tend to take time but are the techniques that end up the most worthwhile to your business in the end.

Don’t Be Scared of Schema

Perhaps the biggest battle for any website is to appear higher in search engine ratings meaning that it appears near the top of any search, be it from a laptop, tablet or smart phone. There are lots of ways to do this, all with varying degrees of success. One that may seem a little intimidating to use but that has real concrete results is the Schema markup. But what is it and why should your business use it?

Understanding Schema

When you submit information to a search engine, it can appear in a variety of ways. When you search for something and see a neat little box with a quality image, additional information about the site and even things like customer ratings or associated keywords, then this is what is called a ‘rich snippet’. To create these snippets, you need to use a special markup that adds extra details to the basic text for a search result.

Rich snippets not only tell the search engine who the business is but also what it does, information about products or services offered, possibly even information about where the business is. Because it has an attractive format and images, it is also more clickable and therefore more likely to catch the eye of the person doing the search.

Avoiding confusion

Using Schema markup can be hugely beneficial in ensuring your business is found and for the right reasons. Let’s take the search term ‘avatar’ used by Schema themselves to describe what their system does. If you searched for ‘avatar’ you could get results about the film, about an avatar in a game or a profile picture. All of these are relevant to avatar but if you just wanted to search for something about the movie, you would have to plough through these to figure out which one you wanted.

On the other hand, if the makers of the film used Schema markup, the movie poster would appear next to their listing along with information about the film, the stars even a rating from when it was at the cinema. All of these things would catch the eye of the searcher and let them know that this was the result they require.

Why use Schema?

So what kind of businesses and what kind of content can benefit from using Schema markup? The list is quite extensive and includes everything from local businesses, restaurants and pubs, software applications, events and products. It is used for TV episodes including their ratings, book and movie reviews and also to showcase articles.

As well as creating a more attractive snippet to attract attention, Schema also appears higher in SERPs than those without it. In fact, some studies say it could be as much as four positions higher with the use of Schema than without it, although these ratings are as variable as anything else in search results.

Finally, the amount of tools available mean that grabbing these advantages is relatively simple – as the system was created with the likes to Google, there are tools such as the Structured Data Markup Helper and the MozBar can all create Scheme markup to replace standard HTML at the touch of a button.