Marketing for a new business in Dubai is no easy task. You have to work with a limited budget, and you don’t benefit from brand recognition. Even users who have heard of you may not know what you do, but they know your established competitors and it is human nature to favour the familiar.
But it is possible for your business to break through crowded markets. How is it possible with tight funds? Here are 4 ways to squeeze the most out of every marketing dollar you spend:
- Ad retargeting
- Email marketing
- Public relations
- A/B testing
Have you ever visited a website and then noticed ever since you keep seeing their ads on other websites? That’s what you call retargeting, and you should push as much of your online ad spending as possible to retargeting.
Retargeting is amazingly cost-effective. Anyone who lands on one of my company’s web pages, landing pages, or other digital properties will see our ads as he or she continues to browse the web. They are high value leads because they’ve gone to the trouble to visit one of our pages, so they are clearly interested in us. Additionally, click through and conversion rates are markedly higher when this audience sees retargeted ads than when we run any other online ad campaigns.
We know that email is an extremely cost-efficient and effective marketing tool. Most small businesses are already using it, but you must consider making it a higher priority because it can be a goldmine.
Start by building your mailing list by requesting signups on your site, providing valuable content pieces (e.g., white papers) to encourage readers to join your mailing list when they download the content or even running webinars and then collecting emails from participants.
Email will be one of your most efficient marketing spends because, well, it costs almost nothing. For instance, MailChimp is even free for up to 2,000 recipients. However, never abuse email marketing! Share content that is useful and relevant. Send special offers, not company updates. Keep your emails brief and use visuals when you can.
Getting coverage on the biggest news sites seems a huge win. But this can take time, and you may need to hire a PR agency or full-time PR person. If you’re in a hurry to get press coverage and your budget is tight, take a targeted approach.
It’s easier to get the attention of niche bloggers or smaller industry sites. Because they are niche in your space, they may be specifically looking for companies like yours. Remember, press builds on itself; sometimes smaller players get the attention of bigger players. Suddenly, your coverage by a specialist blogger could start working its way up the ladder and reach more influencers who can spread the word to wider audiences and networks.
For almost every marketing channel you use, A/B testing is the difference between spending your money wisely, and unnecessarily throwing money down the drain.
This is even more the case for online ads. Google automatically helps you optimize ads, but you have to set up the test design. That is, you need to test the headline, body, and call to action as well as ad landing pages. Be methodical, and ensure that you’re always optimizing your results.
As a small business in Dubai, you can cost-efficiently win customers without the big budget and team, if you’re savvy, opportunistic and focused.