Spending a $100 Marketing Budget

If you only had $100 to market your organization online, how would you spend it?

One popular suggestion would be Facebook ads.

But depending on your market and the cost per lead, you might only get a dozen email addresses or two dozen new fans, if that.

Another approach would be a letter in the postal mail.

But in case you missed it, the price of stamps went up again last week, so even if you had $0 printing fees, you’ll only reach 200 people with no opportunity to follow-up.

Jon Acuff posed this scenario in an email last week—and I think his answer was right on.

I would tell you to spend all $100 investing in building and serving your email list.

Why would I choose email above every form of social media?

Well, for starters, email consistently out performs every purchase rate, click through rate, metric, etc.

But, in addition to all the data, there are about a million anecdotes that showcase why email is still the best. Here’s one of my favorites:

I have friends who have taken breaks from social media. They say things like, “I got busy and forgot to check Twitter or Facebook for like three months.” They also say things like, “I look about once a week, but I never post anything.” Or, they deliberately take, “digital Sabbaths” or “digital fasts” and give up Facebook for a period of time.

Do you know what form of media that is almost always immune to exits like that?

Email.

Fortunately, you don’t have to start your email marketing with a budget of $100. You can start today with a budget of $0.

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