How to achieve big marketing results with a small budget

If you’re a small business owner who’s ever seen the marketing budget for big brands, it’s easy to feel intimidated.

However, having limited budget is no longer a barrier to entry for great brand exposure, argues marketing guru Tim Reid.

Host of Australia’s number one marketing podcast, Small Business Big Marketing, is a seasoned veteran of the marketing and advertising space.

He has worked as a marketer at one of Australia’s biggest advertising agencies on some of the world’s most recognisable brands including Mercedes, Gillette, Diners Club, and Uncle Toby’s.

He literally wrote the book on marketing with The Boomerang Effect.

Reid’s site says “there’s never been a better time to market a small business. Ever”.

If you’re curious to know why, the answer is quite literally staring you in the face.

Thanks to tools available on the internet it’s now possible to build awareness about a brand at a fraction of what it once cost using techniques “that previously would only have been available to big businesses”.


Reid takes a breath. “Creating email lists, having a website that can speak to thousands, tens of thousands, or millions of people.”

With social media forming a key element to low-cost marketing campaigns, Reid marvels at the ease of content creation coupled with access to an audience.

“We now have a device in our pocket called a smartphone that has a video camera, a still-shot camera, a voice recorder, and social media access.

“It’s incredible to think that we can produce content that was previously only available to the realm of big business.”

It’s safe to say the internet is a great leveler.

Quality content trumps quantity of content

Reid argues that the quality of content you produce is more significant than how much you produce, or your chosen method of delivering the content.

“Whether we’re talking about an ad in the newspaper, a blog post or a video — it’s what you say that is compelling and important, not the fact that you’re doing a video or an ad.”

It’s message over medium.

And how do you choose the correct medium for your business?

Firstly, start where you feel comfortable, Reid advises.

And then gradually find your way out of your comfort zone.

Secondly, remember you’re playing to a niche audience.

When you’re marketing your new small business, you’re not in the mass marketing game, you’re in the laser-targeted marketing game.

“Marketing is the lifeblood of a business,” Reid says, “with the ability to get a start-up business off the ground and the ability to take a successful business to the next level.

“So why wouldn’t you spend time on it? And above all, it’s fun.”

Using social media channels to promote your content

Four low-cost, high-impact content marketing strategies for small business

1. Focus your marketing energies

When starting out, pick one channel– just one – and produce a great deal of content on it well.

Be it Instagram, Snapchat, Facebook, a blog, a podcast, choose the channel you’re comfortable working in.

And play to your strengths.

If you can write well, start a blog using your experience and expertise to solve a variety of problems your customers’ face.

For example, a hardware store might create a blog about DIY projects around the home.

A cosmetics company might create a series of Facebook posts with different makeup tips.

But your content doesn’t all have to be written – if you don’t fancy yourself a writer, and have the gift of the gab, record audio or video content instead.

2. Help people by providing useful information

This is key, instead of trying to convince people to buy a product or service simply by explaining the features of a certain product, try to tell a story about how it can be used to solve a problem.

“My view is someone in your industry has to be the most helpful. It may as well be you,” Reid says.

Use customer feedback to help your content strategy

3. Use customer feedback to create a content strategy

Identify every single question that you have ever been asked by a prospect or client looking to buy from your company.

“And then go about answering every single question, either in writing, audio or video.”

Start to upload them to your website under a ‘knowledge centre’.

This is a great way of creating the sort of useful content that Google rewards in search rankings.

“If you’re anticipating problems that your customers have, they will love you.”

4. Maximise one piece of content

“Video is the richest form of content right now,” Reid says.

“Film a video, then from it you can pull an audio file; the audio file you could send to a transcriber to get made into a Word doc."

“The Word doc you could write up into a blog post, or a series of quotes for Instagram, and then design it in an app like Word Swag."

"Then you can send that blog post onto a designer and turn it into an infographic.”