Companies allot a budget for marketing depending on how much they are willing to pay. Big companies invest in advertising because they know they will reap enormous benefits in the end. They are also capable of paying for ads, and they are willing to spend a lot of money. But advertising is not a luxury that all companies can afford. Some companies are just starting out. They have a lot of expenses and they can’t afford to splurge on advertising.

If you are running a business with a limited marketing budget, you have to be smart in determining how to make use of the money. You should spend it only on the right advertising strategies. Start with these essential basics:

Have a budget

There is nothing to plan when you don’t spend anything on marketing in the first place. Some companies think marketing is not that important. As a result, they pay zero for this aspect of the business. Even the most ingenious strategist could not do anything with a zero budget. It is true even in today’s world where digital platforms are available. You must still allocate a specific amount for marketing, or else your business can’t reach its true potential. New companies still need an introduction, which implies marketing costs.

Determine what offers the most returns

Even if you decide to use digital platforms because you believe they are free, there is no guarantee that you will get what you want. Facebook, for instance, needs to be paid if you wish to ad boost. Is this how you want to spend your money, or would it be better buying pop up banners that can target local audiences? Try to compute the cost and the potential returns before deciding which platform to use.

Don’t put all your eggs in one basket

The key to marketing success is to diversify. No single platform will lead your business to victory. Online platforms are massive and can reach a lot of people, but they are not necessarily the people you want to buy your products or are interested in those products. Traditional ads like banners might be expensive, but they could reach the local audiences who might buy in a heartbeat. Try to invest in different strategies and identify which of them you need to put more investment in for the future.

Be creative

Even if you have only spent a little on marketing, it should not compromise the quality of the ads you are putting out. You should remain creative. Find a way to craft the right message, choose the right images, and blend them all. You must come up with something new and fresh. People quickly get bored with all the ads they see each day. You need to capture their attention until they are entirely convinced to buy your products and services.

You don’t need to spend a lot of money on advertising. You just need to be smart about how you spend the budget.