Five ways to maximise your marketing potential without a marketing manager

by Kara Buffrey
by Kara Buffrey

As a business, it is crucial to get your name out there. Some of the main successes of promotion are based around branding and recognition. Your victory depends on a variance of factors, namely being known and recommended. But even if you don’t have an in-house marketing team in place, that doesn’t mean your promotional options are limited. Rather, the opposite is the case.

Here we take a look at some of the little tricks you can try to ensure you’re maximising your brand and audience reach.


Influencers are the key topic of conversation when it comes to new forms of marketing. Since the explosion of social media, everyday people such as you and I have grafted hard to get their names known. Whilst I sense you recoiling at the potential expense of hiring a celebrity to promote your products, services or brand, fear not, micro-influencers are the way forward.

A micro-influencer is typically a person with a smaller following, with anything from 1,000 to 100,000 followers. Financially, a micro-influencer is likely to charge a fairer amount for postings.

Indeed, new research published by Marketing Week and conducted by Celebrity Intelligence, has found that

for every £1 invested on an influencer, brands see an average £8.81 return on their investment.

It’s a similar story in the US. According to Sprout Social, the average price of a micro-influencer post sits at around $271. This is significantly lower than those A-list celebrities who can charge upwards of £75,000 per post. (Ouch!)

Micro-influencers are not only more economical, but they are more likely to engage with their followers and have a niche audience which may well be more beneficial in terms of targeted marketing. Whoever you decide on, 39 percent of marketers are actively increasing their influencer budgets for 2018, so it may be worthwhile to jump on this trend.


Crowdfunding is a relatively modern concept. One of the most popular crowdfunding sites, Kickstarter, was launched in 2009 and has since experienced huge successes of elevating new businesses and complex projects by allowing the audience to invest. Not only is this a costless source of capital, but you are also linking your employer brand intrinsically to your audience. You’re giving them a piece of the pie and this is only going to increase engagement.

Tribefirst explained that there will be a time in the near future where ideas or new brands won’t be trusted if they can’t show they’ve been validated by the crowd. Getting ahead of the heard, in this case could be beneficial, not only to small businesses, but to all corporations. Kickstarter’s breakout success story the Pebble E-Paper Watch raised $10,266,845 in 37 days. Maybe your next idea could hit the jackpot?

Social Media

We touched on it earlier with the influencer point. However, the importance of social media to business really can’t be stressed enough. This is a free tool allowing you to directly converse with your target market, if you’re not online you really owe it to yourself to increase your visibility.

Whilst you may be reading that the internet is drying up – Facebook has lost consumer confidence and Twitter is irrelevant (apparently) – this couldn’t be further from the truth. On Monday 4th June, Twitter closed with shares up 3.41 percent, its best level in three years. Social media is still on the up and it allows conversation, engagement, click through’s, image sharing… need I say more? You just need to invest time and the results will come.

Video Content

Along with social media we are rapidly seeing an increase in video content for business. In fact,

research shows that 71 percent of marketers say video conversion rates outperform other marketing content.

On top of this YouTube is now the second largest search engine on the web reaching huge audiences daily. Again… for free!

Don’t worry if you’re a small business or if you don’t have a technical bone in your body, it has never been easier to learn the ropes of filmmaking and digital editing. In fact, most video content can now be completed on your phone.

Companies such as Brees Media even specialise in one to two-day phone-filmmaking workshops for up to 10 members of staff starting from as little as £500. When you factor in that a Digital Marketing diploma costs around £1,560 for one person, that figure doesn’t seem too scary.

Outsource your PR

You can probably see where I’m going here, marketing is effective, yet it can be time-consuming and relatively expensive, particularly if you’re going to hire a marketing manager with a full salary. However, there are agencies, such as us, that can do it for you, along with a vast variety of other services such as media relations and content creation.

Marketing and improving your employer brand are crucial to enable your business to grow, to be known and to be the business of choice in your sector. Not to mention to allow yourself the best opportunities to present yourself digitally and in reality to your consumer market.