Where to Spend First When Your Marketing Budget Is Tight (Hint: It’s Not Ads)
When money is tight, marketing suddenly feels like a gamble.
Do you boost a post? Run Meta ads? Hire a designer? Redo your website? Print flyers? Or do you just do nothing and hope for the best?
Here’s my rule of thumb after 25+ years in marketing:
Never spend on paid marketing until you’ve maximised your owned marketing channels.
Paid media can be powerful, but only once you actually have something worth amplifying. Otherwise, you’re just paying to pour water into a leaky bucket.
So if your marketing budget is limited, here’s where to invest first:
1. Fix Your Foundations Before You Advertise
Before you even think about paying to drive traffic, ask:
Does my website clearly explain what I do and who it’s for?
Is it easy for someone to contact me, book or buy?
Do I have a way to capture leads (email list, form, download)?
💡 You don’t need a flashy website — just one that works.
2. Nurture the Customers You Already Have
Most small businesses are so focused on getting new business that they ignore the goldmine sitting right in front of them.
Send an email to past customers with an update or offer.
Thank them. Ask for a referral. Invite them back.
Offer something small, useful, or exclusive; people love to feel remembered.
Retention is cheaper than acquisition. Start there.
3. Use Email Before You Use Ads
You don’t own your social media audience, but you do own your email list.
If you don’t have one, start one.
If you have one, use it.
Email is still one of the highest-return channels for small business and it’s free (or close to it).
4. Get Consistent on One Channel (Not All of Them)
Don’t try to master Instagram, LinkedIn, Facebook, TikTok, YouTube, your blog and email all at once.Choose one where your customers actually are — and show up regularly. Consistency builds trust. Trust builds sales.
5. Only Spend When You Know What Works
Once you’ve clarified your message, tightened your offer and proven what organically gets engagement or enquiries, then you’re ready to put money behind it.
Because then your spend isn’t guesswork, it’s acceleration.
Final Thought
If your marketing budget is tight, don’t panic. Tight budgets force clarity.
When you’re ready to build a plan that spends smart, not wide, book a free 30-minute discovery call and I’ll help you map it.
