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Four low-cost marketing tactics that work today
Executive overview
Most marketing defaults to pushing products or free downloads. People connect with individuals, not brands — and cheaper, more targeted channels are being overlooked.
Four tactics cut acquisition cost and improve conversion: advertising people instead of products, promoting valuable content, targeting mobile traffic deliberately, and sponsoring niche creators with loyal audiences.
Connecting with a human beats connecting with a company — even in B2B.
Advertise people, not products
- Promote the founder or team as the face of the brand, not the product
- Cost-per-acquisition drops when audiences connect with an individual
- Works because buyers trust people, not logos — including in B2B
Promote content, not offers
- Pay to distribute genuinely useful articles rather than product ads or free downloads
- Works on Facebook, Reddit, StumbleUpon, Twitter
- High-value content attracts the right audience before they're asked to buy
Target mobile traffic deliberately
- Mobile is a massive share of ad traffic — ignoring it wastes spend
- Either target mobile users specifically or exclude mobile if your page isn't optimised
- Use responsive pages to avoid losing conversions from mobile visitors
Sponsor niche creators with loyal audiences
- Skip mega-influencers; target mid-sized creators with highly engaged followings
- Emerging platforms (Vine, Instagram, Snapchat) offer lower rates and loyal niches
- Example: Pat Flynn (Smart Passive Income) — trusted, conversion-friendly, underpriced
- Sponsorships work best with creators who only promote things they genuinely believe in
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