It depends on your brand, your product, and
what you’re trying to achieve. Scatter gun approach, it spreads you too thin. You really
need to understand where your audience is, who you’re going to engage with them, how
they’re currently engaged, so part of what you’re doing is your competitor analysis
and find out, you know how your competitors are engaging with their audiences, and really
define your strategy around that rather than just covering off all channels.
So Twitter may not be an option, or LinkedIn may not be an option, and even Facebook may
not be an option to have a really heavy presence for social media. You may be better off spending
your budget on paid search, you know, where you know you’re going to be able to pull people
through and convert them because you’ve had conversion optimization consideration applied
to the pages that you’re taking them to. It’s very important to be strategic when you’re
planning your digital marketing, because otherwise you’re going to get a lot of wastage. You
don’t need to necessarily over invest in strategy, but I think sometimes when you got a smaller
budget, you think a little bit more outside the square sometimes. So okay well how can
we generate a bit of interest and a bit of excitement? How can we make this really shareable
so that we’re getting maximum impact from potentially a lower spend?
So that, you know that comes down to the creative side of it where you do get to have a bit
of fun. You know it could be a video that you generate, it could be an animated video,
it could be the way that you, the content that you’re putting on a banner ad that’s
going to create the excitement for people to click through. So ya, sometimes a limited budget is challenging
but I find them a little bit more exciting sometimes because you have to make it work.