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Marketing is critical to the success of any business. Unfortunately, this is also an extremely resource-intensive pursuit that requires planning and proper execution.

Attracting the attention of your target market is becoming increasingly more and more difficult. Aside from competing with larger and better-funded companies, you also have to overcome a myriad of distractions online. You need a well-funded digital marketing campaign to reach, attract and engage with your intended audience.

But this doesn’t mean that you can’t launch an effective digital marketing strategy on a limited budget. There are several strategies you can carry out to market your business without breaking the bank.

Social media

With over 2 billion social media users worldwide, social media marketing remains one of the most powerful and cost-effective digital marketing strategies. Businesses can use various segmentation and behavioral data to reach their intended market at a lesser cost. This levels the playing field among competitors. Furthermore, the use of highly targeted posts and the right influencers can ensure a more effective social media marketing campaign. Social media is also a great way to build up your brand by engaging your audience.

Programmatic advertising

Digital ad buying has been around for some time now. While it’s an effective digital marketing strategy, it can drain your resources. Automated buying or programmatic advertising is a cost-effective way of digital ad buying. According to programmatic advertising company War Room, programmatic ensures maximum ROI by giving marketers access to low-cost inventory, increasing efficiency, and reducing wastage. eMarketer estimates that 81 percent of all display ads globally will be traded programmatically at the end of the year. Businesses with limited budget allotted for digital marketing should consider programmatic.

Content marketing

Content marketing is among the earliest digital marketing strategies. It has undergone drastic changes over the years. Nowadays there’s a myriad of emerging online platforms where content can be posted and shared to reach a wider market. But of course, producing unique content for each platform means added costs.

Creating multi-purpose content is a good strategy for organizations on a budget. You can leverage one piece of content in multiple ways. For example, you can write a blog entry and share it on social media account. You can also create and post infographics on your blog, and create graphic tiles out of it that you can post on Instagram.

Email marketing

When done properly, email marketing can be a great way to promote your business, increase your leads and generate new customers. It’s also a less costly digital marketing strategy with good results. For email marketing to be effective, you need to create well-targeted content that will add value to its recipients. Emails are great for providing deeper insights into your business and engaging with your prospective market.

Online review sites

Online review sites are just like word-of-mouth campaigns, and these are very, very effective in promoting your business. Positive comments from your customers speak loudly about your business. You can grab these testimonials and post them on your website and other marketing campaigns. You can encourage customers to write comments about you on online review sites. The best thing about review sites is that they are free.


Optimize your website for local search so your target audience can easily find you. Some think that local search engine optimization is costly. However, there are some ways you can optimize your business without spending too much. You can use NAP (name, address, phone number) citations, create a Google+ page, and use link profile optimization. All of these can be done for free.

There are many effective digital marketing strategies that you can execute even on a limited budget. Remember that what you lack in budget, you can always compensate with creativity and time.