Social Media Marketing on a Budget

Updated October 14, 2021 

With roughly 3 in 4 U.S. adults now using some type of social media network, this is a marketing channel that business owners can no longer afford to overlook (source). But how are smaller businesses and entrepreneurs supposed to keep up? If you’re working with a limited budget, there are still ways to generate a following and promote your brand on social media.

In-House Social Media Postings

You have one of two different options when posting content on social media and managing your profiles:

1. Do it “in house” (e.g. your own company or organization handles the postings)
2. Outsource the task to a third-party agency

Outsourcing is a great way to free up your time while leaving your social media profiles in the hands of a professional, but there’s a fee for this service. You’ll have to weigh your priorities and decide which is best for your situation.

Share Content

Content creation is critical to the success of a social media marketing campaign. Without content, there’s no reason for audience members to ‘like’ or otherwise follow your Page. But creating unique content from scratch can be expensive, which is why it’s a good idea to diversify your efforts with both unique content and existing content from other users. If you notice a Facebook post that’s relevant to your audience, for instance, share it on your Page.

Skip the Extras

While most social media networks are free to use, some may charge for premium memberships or other “perks.” In some cases, a premium membership may prove beneficial, like LinkedIn Premium, for example. If you are working with a limited budget, however, it’s best to stick with free accounts on the social media networks.

Approach Paid Advertising with Caution

When used correctly, paid social media platforms like Facebook Ads and Twitter Ads can yield huge returns on your investment – but they can also drain your finances if certain precautions are not taken. If you plan on buying ad space on social media, set up tracking so you’ll know which ads and campaigns are generating a profit and which ones aren’t. Using this information, you can stop the underperforming campaigns and focus on profitable campaigns.

These are just a few budget-friendly tips to help get the ball rolling with your social media marketing campaigns.