This document outlines a webinar on how to make the most of a small marketing budget. The webinar covers challenges small businesses face with limited time, budget, and resources for marketing. It recommends focusing marketing efforts on goals, target markets, and consistent branding while leveraging free tools. The webinar also reviews case studies of small businesses seeking marketing advice.

1. HOW TO
MAKE THE MOST
OF YOUR
SMALL
MARKETING
BUDGET
WEBINAR

2. PRESENTERS
Cathrin Bradbury is the Executive Director of Star Content Studios, an ambitious start-up at
agency at Star Media Group. Cathrin leads a group of 13 content experts with experience in
everything from social, digital, newspaper, magazine and video storytelling. Star Content
Studios helps businesses of every size get their message out, whether it’s through cause
marketing, content creation or brand building. “It’s not enough to know what your story is, you
have to be able to motivate people to act on it,” says Bradbury.
Meg Button is the Digital Lead and Operations Manager at Star Content Studios. Throughout
her career, Meg has created new and innovative ways for companies to connect with
consumers. Meg is also the founder of PartyPeopleTO, an event planning and social media
company known for throwing buzz-worthy branded and sponsored events. With a (very) small
marketing budget, Meg built this side venture by leveraging online influencers to build hype and
increase awareness.
Marc Rutherford is the Director of Business Development at Star Content Studios. He is a
results driven leader with a fifteen year career of achievement and visionary leadership in
competitive markets. Marc has a solid track record of securing key clients, maintaining
customer loyalty and has built a reputation of producing results with the world’s most
prestigious brands including; NBC Universal, Fairmont Hotels, Air Canada, Samsung, L’Oreal,
and Louis Vuitton.

3. “
Small businesses bet bigger on content
marketing ... three in four plan to
increase content marketing efforts
”
- eMarketer, February 2013

4. AGENDA
• Why it’s important to market your business
• Key challenges
• Where to start
• Where to focus your time, money and resources
• Case studies: Star Business Club submissions for review

5. WHY IT’S IMPORTANT TO
MARKET YOUR BUSINESS

6. BENEFITS
• Generate awareness
• Build relationships with current and
potential customers
• Provide information about your
product or service

7. 3 KEY CHALLENGES FACING
SMALL BUSINESSES
Time
Budget
Resources

8. HOW TO MAKE THE MOST OF YOUR
SMALL MARKETING BUDGET
Manage your TIME

9. TIME
• Start small
• Set actionable goals & objectives
• Determine your target market and
where to reach them
• Be consistent with your branding

10. HOW TO MAKE THE MOST OF YOUR
SMALL MARKETING BUDGET
Manage your BUDGET

11. BUDGET
How can a small business determine how much should be
spent on marketing?
• Use a formula
• Follow industry standard
• Spend what you can afford
• Determine your goals and set budget accordingly

12. BUDGET
A typical formula for businesses is to spend anywhere from
2-20% of sales on marketing. For small businesses with
revenue of less than a million dollars, 8% is a common
percentage to follow.
EXAMPLE:
• 8% of sales
• 1 million dollars of revenue
• $80,000 in marketing

13. BUDGET
Set budget accordingly by differentiating types of marketing:
1) brand development (logo, website, brochures, etc)
2) promotion and advertising

14. HOW TO MAKE THE MOST OF YOUR
SMALL MARKETING BUDGET
Manage your RESOURCES

15. RESOURCES
With limited resources, it’s crucial to
ensure your budget is being spent in
the right place. Measure your efforts
to determine what is working and
what isn’t.

16. LEVERAGE FREE TOOLS/DIY
• Add your business to local online business directories
• Publish your own content: Wordpress, Blogger
• Create a Linkedin Group
• Use Hootesuite, Tweetdeck to manage social media
• Plan meet ups using existing platforms like meetup.com
When possible (and appropriate) it’s a great idea to leverage
free tools. But just because you can do it yourself, doesn’t
always mean you should. As you know, time is money and
often hiring a professional can save you both in the end.

17. CASE STUDIES:
STAR BUSINESS CLUB SUBMISSIONS FOR REVIEW

18. IMAGE CONSULTANT
ISSUE:
Been in business for 29 years, but need advice on new
methods for sourcing our target market (women 35-55).

19. MOM & POP ICE CREAM SHOP
ISSUE:
Situated in a developing area, how can they
differentiate themselves amongst bigger brand
name competitors (Diary Queen, Baskin
Robins), build loyalty and drive sales?

20. LAW FIRM
ISSUE:
Wrong clientele (they are constantly
unable to meet payments), want to
move up in the rankings and attract
customers that are willing and able to
pay their fees.

21. RECORD STORE
ISSUE:
Declining industry, how can they keep
themselves and their product relevant
in today’s exceedingly digital
environment?

22. SELF PUBLISHER
ISSUE:
New book but no support and doesn’t know where to start to
beginning pushing/selling the book.

23. QUESTIONS?

24. LET’S TALK!
CATHRIN BRADBURY
cbradbury@starcontentstudios.com
MEG BUTTON
mbutton@starcontentstudios.com
@megbutton
MARC RUTHERFORD
mrutherford@starcontentstudios.com
https://www.facebook.com/StarContentStudios
http://www.linkedin.com/company/star-content-studios
https://twitter.com/Star_Content
http://starcontentstudios.com/blog/