Starting a small business is an exciting journey, but managing your marketing budget effectively can be challenging. Previously, I discussed the 10% rule in marketing, which recommends allocating 10% of your gross income to marketing efforts. However, many small business owners struggle to consistently set aside this amount. Fortunately, there are several strategies you can implement to set yourself up for success even before you reach the point of hiring an agency or freelance marketer. Here are some key steps to take when starting out.

1. Build a Website

WordPress

First and foremost, if you’re offering any kind of service, you need a website. There’s a lot of marketing pushing platforms like Wix and Squarespace, but my advice is to go with WordPress. It’s straightforward to use, and most agencies are highly familiar with it. This means if you eventually decide to work with an agency, they will be well-equipped to manage and optimize your site.

Setting Up Your Google Properties

Setting up a website is crucial for several reasons. One of the primary reasons is to establish your Google properties:

• Google Analytics: Track your website’s performance.
• Google Search Console: Monitor your site’s presence in Google search results.
• Google My Business: Essential for local SEO, allowing your business to appear in local search results and on Google Maps.

Basic Web Design Tips

You don’t need to be a web design expert to create a functional site. Start with templates to get basic pages like your homepage, about page, and service pages up and running. For mastering content creation, use tools like Otter AI to transcribe your spoken words into text. This can be a cost-effective way to generate content for your site. Once transcribed, you can use tools like ChatGPT to refine the text.

2. Understand Domain Authority

Importance of Early Setup

Another reason to set up your website early is to start building your domain authority. Domain authority is a ranking score that predicts how well your website will rank on search engines. It’s a critical factor in SEO, and starting early can help you build this authority over time.

Long-Term Benefits

Even if you’re not actively working on your site initially, setting it up and making occasional updates can still help improve its domain authority. While consistent and frequent updates are more effective, starting with occasional updates is a solid strategy. Over time, this approach can enhance your search engine rankings, making it easier for potential customers to find you.

3. Establish Your Social Media Presence

Choose the Right Platforms

When setting up your social media profiles, choose platforms that best align with your business and target audience. Facebook and Instagram are generally good starting points. For businesses that benefit from visual content, such as interior design or fashion, Instagram is an excellent platform to showcase your work. If your audience skews older, consider focusing on Facebook as well. Utilize data from Google Analytics (GA4) to understand your audience better and make informed decisions about which platforms to target.

Utilizing Social Proof

Having a presence on multiple social media platforms can provide social proof, showing potential customers that your business is active and engaged. Even if you’re not posting regularly, having these profiles set up can help with brand continuity and provide easy backlinks to your website.

Content Creation Tips

If video content is relevant to your business, consider creating videos that explain your services or showcase your work. For those less comfortable with video, hiring an agency for this specific task might be worthwhile. Additionally, leveraging the skills of younger employees or family members who are more adept at social media can be a cost-effective way to manage these platforms.

4. Plan for Future Marketing Investments

When to Hire Help

Once you’ve completed your accounting and determined you can allocate 10% of your profits to marketing, it’s time to consider more significant investments, such as hiring an SEO expert or agency. However, it’s wise to wait until your business generates around $30,000 per month. This ensures you have at least $3,000 available for marketing, which is generally the minimum budget most agencies will consider. This figure is based on my experience with a wide range of clients and represents an average. Keep in mind that the actual amount may vary depending on the specific services and providers you choose.

Leveraging In-House Resources

Before reaching this stage, maximize your existing resources. For instance, if you know a college student skilled in photography or writing, enlist their help. Pay them fairly and acknowledge their contributions publicly to encourage continued support.

Conclusion

Starting a small business involves many challenges, but effectively managing your marketing budget doesn’t have to be one of them. By setting up a strong online presence early, leveraging free or low-cost tools, and planning strategically for future investments, you can build a solid foundation for your marketing efforts. These steps will help ensure you’re ready to scale your marketing as your business grows.

By following these tips, you’ll be well on your way to maximizing every dollar of your marketing budget and setting your small business up for long-term success.