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  You are currently running your business on limited resources because you don’t have that much money to splash. This means you’re walking a tightrope in many respects, including with marketing. Although you’d dearly want to harvest a large number of new leads, you don’t see a path because your marketing budget is just too lean.
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Here’s the good news: you can garner a sizeable haul of prospects even with your shrunk funds. All that’s required is some smart planning on your part, and strategic execution to bring it all to life. In this article, we’ll delve into 6 things you can do to maximize results from every naira you spend on marketing. Here they are:

Take SEO Seriously

If your business relies on the web for at least some of its traffic, you should be taking SEO—Search Engine Optimization –a lot more seriously. Finding the right keywords for your industry or niche, crafting useful content around it, and frequently publishing such content on your website, will help you rank higher in the Search Engine Results Pages (SERPs) for terms that people in your target market use. This will translate to more visits, clicks, and enquiries from potential customers.

Use Events

Events can be great lead magnets for your business if you utilize the opportunities they present to you. For example, you may organize a webinar that promises interesting insights and solutions for attendees, and collect contact information (emails, phone numbers, etc.) from attendees as the main precondition for being allowed in. Webinars don’t have to cost a lot to attend. With tools like Zoom, Google Meet, or even Instagram Live, you can host an event that’ll be attended by several dozen potential leads.

Intensify Your Networking Efforts

The wonderful thing about networking is that it can open up doors to new markets, help you land new clients, and lead you to incredibly valuable partners. And you can achieve all of these for free. If you’re networking at a business club like Club Connect, you’ll find that the benefits far outweigh the membership charge you will pay periodically for access. The more you connect with people, the higher your chances of gaining quality leads—especially if you’re looking in the right places.
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Ask Customers for Referrals

Are there customers of yours who are satisfied with your products and services? Why not ask them to refer their contacts to you? There’s no harm in requesting that they point people in your direction; if they are truly happy with your offerings, they’d be pleased to share information about you with their family and friends. Again, this doesn’t cost a dime. But you may also incentivize referrals by promising a gift that you can afford for anyone who refers a certain number of persons to you.

Provide Consistent Value via Email

It is one thing to maintain a regular email newsletter, and quite another to run one that provides value to its recipients. If yours is in the latter category, you won’t have much trouble turning casual readers into leads. The quality of your content offering (if it’s informative, problem-solving, and just all-around enjoyable) will make them want more. Given this as a background, there’s a good chance that you’ll convert them with your Call to Action when you do put it out.

Supercharge Your Social Media Presence

Your business’ social media pages can be more than just content-sharing platforms. Get deliberate about publishing text, banners, videos and other material that delivers value, and which readers and viewers will find interesting. Do this consistently, and make your interaction with respondents more lively and human-like. Over time, your pages will become hubs that attract, engage, and produce actual leads for your business.
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Final Words

A small marketing budget should not halt your aspirations of winning more leads and converting them into paying customers. You just need to review your target audience, meet them where they’re at, offer value, and be prepared to guide leads down the path to becoming buyers of your products and services. With the right strategies in place for your budget, you’ll strike gold through marketing, even if you aren’t spending a fortune on it.
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This article was first published on 3rd January 2024 and updated on January 10th, 2024 at 9:12 am


Ikenna Nwachukwu holds a bachelor's degree in Economics from the University of Nigeria, Nsukka. He loves to look at the world through multiple lenses- economic, political, religious and philosophical- and to write about what he observes in a witty, yet reflective style.

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