No Budget Marketing
Being a great fan and admiring student of guerrilla marketing, I recently embarked on a quest to market my novel without exceeding my budget of “I’m living on my own, I owe tens of thousands in student loans, and I’m living check to check.” My journey began with the popular assumption to use social media because it’s free and everyone is on it. Yeah, its also free to walk outside and yell, “I have a book for sale!” Marketing on social media can be just as effective if you don’t have a strategy.
Strategy? How do you tailor a strategy for your widget in an ever changing market filled with people bombarded with millions of messages every minute? How do you standout without spending Superbowl ad money? How do I get you, someone I don’t know, to believe in me, someone you don’t know?
The answer is that there is no answer. There are, however, techniques taken from others’ trial and error attempts. Some will work for you and some may not, but all are low to no cost. Timing and positioning are critical aspects of any strategy especially marketing. First, you’ll have to really get to know your target market and their worldviews. This may take some effort, but using social media to “spy” on your target is free and easy. Just “follow” and watch. They will willingly and unknowingly tell you all about their worldviews, habits, and behaviors. Gotta love the Information Age!
Unfortunately, you’ll have to do your own research on some creative marketing tactics. I’m not crazy enough to admit to doing some of the legally ambiguous marketing tactics nor stupid enough to share the ingenious tactics I’ve found to slaughter my competition. I will say that I’ve found that the riskier the tactic, the more likely it is to have an impact. [Google: Banksy] 😉
What’s worst that can happen? In most cases the worst thing that will happen is no one notices, which leaves you back at your starting point. If you decide to undergo a high risk marketing stunt, please take this advice with you – “If you’re not lucky, you better be smart.”