The impact of proactive marketing — how small movements can make a big impact

It’s frustrating: everywhere you look you see ad campaigns and innovative marketing strategies from the big companies…and you wish you could make waves in the way they can.

But, while you may have the ideas, the passion, and the motivation, what you don’t have is the budget or the resources you’d need to keep up with the bigger fish.

That said, it’s not all about money and resources. In fact, there are plenty of ways that you can make a big impact without a big budget backing it up.

And the best way to go about it? Tackle your marketing head on instead of shying away from it.

It’s time to get proactive…

Over the years, I’ve worked with countless smaller organizations that say they want more leads, that are desperate to get their name out there, but are stuck in a reactive mindset when it comes to their marketing.

While reactive marketing strategies have their place, they often require a substantial budget or offer a slow-burn rate of success.

A proactive marketing strategy, however, allows you to take a more targeted approach to finding leads and, when done right, will get you noticed by all the right people — no matter what resources or budget you have to play with.

I have a couple of ideas to get you started.

Consider repackaging content.

Content is often touted as an easy, cheap way to establish your expertise and get your company name out there, particularly for brands with small budgets. However, given the effort it takes to create a high-quality piece of content, not to mention the time it takes to promote it, it isn’t cost-free.

It makes sense, then, to squeeze every last drop of marketing potential from each piece of content your company creates.

For example, I have a client who specializes in IT consulting and as part of their own marketing strategy they delivered a highly successful webinar on the latest industry trends. Determined to make that content work even harder, we took the session content and we transformed it into both an infographic and an article.

Could you do something similar? If you’ve recently delivered a successful session, could you leverage the content for an article, a series of social media posts, or an email for your subscribers? If the content was particularly impactful, is it worth putting it behind a form on your website to help you capture new leads for your email list?

Or why not dramatically increase the number of people who see that content by taking the presentation and offering it to an organization or association that typically attracts your ideal audience. 

Take advantage of Account-Based Marketing (ABM)

ABM is the practice of tailoring sales and marketing strategies to a particular account — and it can have a dramatic impact on your ROI. Typically, the value of accounts targeted via ABM methods is 35% larger than the value of accounts targeted via other methods.

Account-based marketers don’t concern themselves with lead quantity, rather their focus is on lead quality. They know that by narrowing their focus and personalizing their marketing efforts to target the accounts they truly want to win, they’ll have a higher chance of conversion.

So have a think about the companies you’d really like to work with, and don’t waste your resources on the smaller fish — with an ABM approach, the bigger fish could be within reach.

With strategic marketing objectives and a commitment to tackling your marketing head-on, you can differentiate your brand, be noticed, and get high-quality leads, no matter your budget.

You just have to know where to start…

At Emerje, we’re experts at identifying where you can achieve big wins with small budgets. Connect with us now to find out how we can help.