Marketing on a Budget

Founder Newsletter #15

Written by our Founder, Anna Sullivan

Marketing on a Budget?

With 2023 quickly approaching, I have been thinking about all the projects I want to wrap up for 2022, and what I want to get started with 2023. I assume my brands are thinking the same, and with the holidays coming up also considering what creative ways they can market.

This week I wanted to talk about how to best utilize your advertising budget - this one’s for my bootstrapped babies and startups. Even though I work almost exclusively in social media, I have learned so much about the impact not only social first efforts (can) make but how that can be balanced with efforts outside of social, and what can be more important depending on where your brand is currently at.?

Below I have scenarios with $1k, $3k, or $5k per month for your ad spend per month. Before I dive into that I am assuming your content marketing efforts on social, email, etc are running. I also want to give you a separate goal that will be able to help as well: Product Seeding/PR Packages - This will be key for you to get your products in the hands of as many people as possible. Let’s have a goal of at least 50 packages going out to creators and influencers with a personalized note on why you are sending it to them (this will go a long way). Additionally the more time that can be spent on social listening (commenting on relevant posts on TikTok) is needed.?

If you only have $1,000 to spend per month:

Influencers

• $600 for 1-2 influencers (most likely just one micro influencer unless you have AMAZING negotiation skills), focusing on people you think are a perfect fit for your brand. Really work on your negotiation skills here and setting up a longterm relationship. You will want each person to post at least 3 posts (I am thinking TikTok influencers are generally best, but depends on your brand).

Social Ads

• $200 - Focusing on retargeting ads and boosting organic content that performed well (1 channel)

Google Ads

• $200 - Search Ads with highly relevant keywords

If you only have $3,000 to spend per month:

Influencers

• $1,900 for 1-3 influencers posting at least 3 posts each, again always making sure people that are a perfect fit for the brand and video content is key. Don’t forget to make sure you get usage rights for organic and paid promotion as well.

Social Ads

• $600 - Focusing on retargeting ads, boosting organic content that performed well, and dark ads for new audiences (1-2 channels)

Google Ads

• $500 - Search Ads with highly relevant keywords

If you only have $5,000 to spend per month:

Influencers

• $3,000 for 1-4 influencers posting at least 3 posts each. Also consider this budget going to media collaborations (think higher profile personalities, content collaboration efforts, etc. - the general key to all of this is to show up to your audience in a relevant way that will connect with them).

Social Ads

• $2,000 - Focusing on retargeting ads, boosting organic content that performed well, and dark ads for new audiences (1-2 channels)

Google Ads

• $1,000 - Shopping and Search Ads with highly relevant keywords

Otherwise, a few other things I wanted to share from my endless TikTok scrolls…

• If you don’t know about?Tim and his watch company?you are LATE, but I have truly loved seeing his videos, the gamification, utilization of going live, collaborations with other TikTok stars, take some time to watch his content and learn.
• In my opinion, it’s always worth brands knowing who they are and being BOLD -?check out this campaign.
• Hot girl walks?have been a thing and now on TikTok you will see groups popping up in many cities, great opportunity to hand out your products to this demographic.
• I am loving the transparency?this brand?has with their pop up (check their other content as well) - people really love knowing how things work and getting the inside scoop. I also really love how they will ship an abandoned cart - great way to handle?product seeding, you already have a list built!