The Marketing Domino Effect: Maximizing Your Limited Budget

If you are a business owner who has primarily relied on referrals, investing in a more strategic marketing plan and lead generation can feel daunting. Where do you start? How much should you expect to spend? 

The truth is, marketing success is often about building momentum. Instead of isolated tactics, it’s a strategic sequence, a carefully constructed chain reaction. By prioritizing the right elements and executing them in the correct order, you can maximize your budget AND create a domino effect.

In this article, we’ll discuss the pieces of your marketing to focus on and in what order so that you can make the most of your marketing spend. It’s all about prioritizing tasks that have a ripple effect, maximizing your impact without breaking the bank.

Because we all want to experience this satisfaction:

Domino #1: The Mighty Core Message

Think of your core message as the first, most impressive domino in your marketing set. It’s your brand’s unique story that communicates the “why” behind what you do and the value you bring. This isn’t just a tagline; it’s the essence of how you want to be perceived.

Here are a few questions that your core messaging should address:

• Who is your ideal client? 

• What problems keep them up at night? 

• How can YOU help them overcome that problem? 

Your core messaging should establish both your AUTHORITY and your EMPATHY. Together, those qualities will make you the trusted guide who can help your client move from frustration and loss to satisfaction and victory.

Expect to spend anywhere from $4-6k on core messaging. 

Domino #2: The Platform Powerhouse

Once your core message is rock solid, it’s time to incorporate it across your marketing platforms. Be sure to consider both digital and traditional or “real-life” platforms. For most B2B and professional service companies, this includes a website, email marketing, social media profiles, and any core marketing collateral like brochures or one-pagers. 

Consistency is key here. Imagine each platform piece as a strategically placed domino – your core message should flow seamlessly across them all.

Expect to spend $5-20k+ on updated, consistent content across your platforms. Pricing depends on the level of complexity and the number of platforms to update. 

Domino #3: The Collateral Crew

As your marketing budget allows, you will want to continue incorporating your message through your other supporting collateral. For some companies, this might be proposals. For others, it might be trade show collateral or case studies. These pieces should provide deeper dives into your expertise, demonstrating the “how” behind your core message.

A recent client had one main industry conference where she wanted to make a splash. With her core messaging complete and a website that reflected it, we set to work on making her conference booth one that she could be proud of. We created walk-away collateral for visitors as well as scripts for her team to follow as they engaged in conversations. She left the conference feeling like her company was the “IT” brand of the conference and with some serious leads to pursue. 

Expect to spend $3-15k on collateral, depending on the extensiveness of what is needed.

Let’s Get Noticed!

Okay, your marketing dominoes are lined up, and looking sharp. But how do you get people to see them? Here’s where we shift our focus to attracting eyeballs.

Understanding Your Audience

Before diving headfirst into social media posts or paid advertising, take the time to understand where your ideal client spends their time online and offline.

• Are they actively searching for solutions on search engines?
• Do they frequent specific social media platforms relevant to your industry?
• Do they attend industry networking events?

Understanding these habits will help you tailor your message and choose the right channels to reach them effectively.

Tailoring Your Approach

• Social Media: If your target audience is active on social media platforms like Instagram or Facebook, consider targeted ads or organic content creation.
• Content Marketing: If search engines are their primary source of information, invest in high-quality content like articles or videos that address their search queries. At Heights, we help our clients implement a proven framework for content marketing that is based on the top questions your buyers are asking. Learn more about it here. 
• Google Ads: Like content marketing, this requires strategy around keywords. A targeted approach with a smaller budget can be far more effective than a scattershot approach.
• Thought Leadership: If LinkedIn is their go-to platform, focus on creating thought leadership content that establishes you as an expert in your field. Check out this article on why LinkedIn is worth investing time and energy in.
• Networking Events: Industry events can be a valuable source of referrals and relationship building. However, focus on quality over quantity. Network strategically and build genuine connections with potential partners.

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If a limited budget is your biggest constraint, we hope this article gives you confidence about where those dollars should go for the biggest impact. There are foundational pieces that, once in place, can create momentum and give you a lot of bang for your buck. 

If you want help with any of them, set up a call. We’d love to help create and execute a custom roadmap for your marketing.