A quick primer on different things you can do when you don’t have huge budgets for brand marketing ☺️
I get a lot of queries around how one can do brand marketing when budgets are scarce. In most cases, you will be able to do a fantastic job at branding if the focus is on quality content. No compromises here 😏. This alone will be a huge competitive advantage against orgs with budgets.
Considering this is a repetitive question, this post should help. This entire post was originally published as a tweetstorm — https://twitter.com/adadithya/status/1511934037010485251
In no particular:
- Get your leadership to be vocal on social — this is non-negotiable. People want to work with smart people. 🙏🏻
(Add a performance marketing layer to increase reach.) This is to increase reach of each piece of content posted on social so it reaches your TA.
- Showcase interesting features, initiatives you’re undertaking — underscore challenges in what you’re building. Have a blog that becomes the bedrock of your proposition. (Quality content is hard, and investing in the right person here can help grow your brand manifold)
- Highlight employee-friendly policies. When you’re small, you have the liberty to do a lot more — this is a major competitive advantage against the biggies. Flex. (Large orgs are driven by chaotic processes, and rigid policies to focus on the collective. This is a strong lever to market when you’re a small org)
- Have one session for all new joinees to help pitch your org:
- What is the vision/mission?
- What are the differentiators from competition?
- What’s the industry landscape?
- Key milestones worthy of mention
The more folks bat for you, the larger visibility you get.
- Nurture ambassadors within the team — get more folks to help you brand, pitch. Activate PR for product announcements — get wide reach from digital publications. (start here)
- Speak to micro-influencers (5k+ followers) to get the word out for your brand. Do this earnestly with full disclosures. Else, a slippery-slope. (This is super easy to do when you’re a small org. Also helps you get the word out and win some early allies)
- If you’re in dire need for visibility, crunch your budgets, follow blitzkrieg marketing. Detailed understanding of ‘why’, & ‘how’ to go about this is in this tweetstorm — https://twitter.com/adadithya/status/1346047865315946498?s=20&t=94sTYWfksH2sSiRNIySXtA
- Memes are not branding. 😔
This is being done to death now. 😖
At best, this an attention grab. Your core base has to be long-form, deeply researched, well edited/reported posts on how a Founder/leader thinks about challenges, problems your org is trying to solve.
- Closely monitor every Job Description (easier to do when you’re small) — it’s an advertisement for your org. Avoid copy+paste sentences like, ‘looking for strong communication skills’. Instead, talk about the fun things the team is doing, throw in colour about people.
- All work, no play is bloody dull. People want to see personalities. What’s your Founder like outside of work? What’s your CTOs favourite book/whisky/movie? Showcasing this on social helps build individual brand personalities that help you hire senior talent. 😍
- Add some flavour to your leadership on social channels. Pick a theme. Hunker down. For example: If you’re a fintech player, then your leadership should be talking about UPI, infrastructure, the growth of credit in India, et al. There’s so much to educate your audience and own a particular theme. This is highly contextual for your org — but owning a niche makes you the go-to person in a particular field.
Any other thoughts? Please do leave a comment :)