Budgets are just a part of life – both our personal life and our professional life. And, as a bootstrapped startup, you know just what I am talking about…

You have a shoestring budget but a shoe-sized goal.

You have just launched your startup, and like any company, your goal is to get your brand in front of as many eyes as you can.

But, here is where the problem lies:

You are not just competing with those in your industry, you are competing with the millions of other companies constantly pushing their marketing message – bombarding consumers daily.

But, as a bootstrapped startup, you don’t have the funds to pour an investment into digital marketing to drown out the noise of your competitors…

So, what are you to do?

Start at home. Ask those already in the know.

Well, the first and most cost-effective option is to start from within…

Chances are, there is someone already on your team who is social media savvy – eliminating the need for you to hire from the outside. Ask that person if they would be willing to lead the training for the rest of the team.

And, as a bonus, they might even improve their own skills through teaching others.

By honing their skills and passing them onto the rest of the team, you can create your own digital marketing team from right inside your startup which saves a ton!

Discuss your content needs with your team.

In the days of extensive search engine optimization (SEO) tactics, high-quality content is one of the main things both the customer and the search engines are looking for.

Develop the main idea of the content you are looking to create. For example, do you want it to be mostly informational content geared toward male millennials?

An effective social media strategy is mostly about sharing good content that is relative to your services.

The content should focus on highlighting your startup but should also engage your customers somehow – keeping them interested and encouraging them to share with their friends.

It is also helpful to curate good content, as well…

Ask your team to keep an eye out for anything interesting they might read on their social media feed, then, ask them to share it. By generating some of your own content and curating some other content, you are sure to catch the eyes of more potential customers.

Be consistent and frequent.

Have you ever been scrolling through your Facebook and saw a post from a company that made you think, “Wow, I did not even remember that I followed them,” or maybe you thought, “Wow, I haven’t seen anything from them in a while.”

Neither of those thoughts is what you want to be generating in your customers’ minds when you post…

Aside from ensuring that the content itself is good, you should also focus on ensuring it is frequently added. Keep your customers engaged by staying on their minds.

Engage with your followers.

We have mentioned keeping your customers engaged a lot…

So, why is it important to keep them engaged?

Well, they are more likely to make a purchase or enlist the help of your services if you are constantly on your mind. The next time they have a need for what you offer, you are the first person they think of.

In addition, they are more likely to recommend you – for the same reasons.

But, how do you engage them?

It can be anything from asking them to share the post if they found it helpful or asking them to like and comment on the post to be entered into a contest. It is all about encouraging them to interact with your brand and your social media account.

Remember, it is not about you – it is about them.

Often, a bootstrapped startup gets caught up in using their social media accounts for promotional services

But, this provides no value to their followers.

Instead, your social media site should be used to help followers find and share information on your startup. And, occasionally, mix in a little promotional content to encourage them to make a purchase.

Budgets can be tough – especially when they are merely a shoestring budget.

But, by using your resources and using them effectively, a bootstrapped startup can maximize its reach without maxing out on the budget.


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