{"id":42419,"date":"2018-07-10T10:00:00","date_gmt":"2018-07-10T17:00:00","guid":{"rendered":"https:\/\/www.clearvoice.com\/resources\/content-partner-strategy-5-ways-to-spend-5000-dollars\/"},"modified":"2025-09-03T17:01:58","modified_gmt":"2025-09-04T00:01:58","slug":"content-partner-strategy-5-ways-to-spend-5000-dollars","status":"publish","type":"post","link":"https:\/\/www.clearvoice.com\/resources\/content-partner-strategy-5-ways-to-spend-5000-dollars\/","title":{"rendered":"Content Partner Strategy: 5 Ways to Spend $5,000 (Part 1 of 5)"},"content":{"rendered":"

This is the first installment of a new series looking at the changing face of branded content partnership strategy. Today, we’re looking at plausible scenarios for using a $5,000 budget on experimental marketing.<\/strong><\/em><\/p><\/blockquote>\n

A client of mine is trying to overhaul his marketing strategy in light of the Facebook upheaval. I\u2019m sure many of you are in similar situations. He built his company on Facebook, and now, the amount of money he has to spend on advertising is unsustainable.<\/p>\n

Fifteen years ago his business model would have been direct-to-consumer catalogue sales. He might have had a local retail store as well. If he had decided to allocate any marketing spend toward advertising or promotion, it would have been a choice of buying an ad in a regional magazine, or buying a mailing list of potential new customers to send catalogues.<\/p>\n

In the post-Facebook landscape, anything to do with catalogues or direct mail is obsolete, and magazines are struggling to stay relevant. But social media is potentially a game-changer. So, when a major change in marketing strategy is required, businesses \u2014 especially consumer-facing e-commerce ones \u2014 need to consider a range of different tactics and partners. The bad news is: Many social media opportunities have little hard data to support their ask. The good news is: A small sum of money can be allocated in many more directions than ever before.<\/p>\n

In this example, the client has $5,000 to spend on social and digital marketing experiments over the next 3 months. His preferred marketing method where he allocates the most budget is programmatic ad buying. That will not change. This $5,000 is going toward experimental marketing.<\/strong><\/p>\n

\"Five<\/p>\n

His five metric goals for success are:<\/strong><\/p>\n

    \n
  1. Increasing amount of time spent on the website<\/li>\n
  2. Increasing return visitors and customers<\/li>\n
  3. Improving brand recognition and positive associations<\/li>\n
  4. Bringing in new customers<\/li>\n
  5. Generating backlinks from websites, ideally those with a high Google ranking<\/li>\n<\/ol>\n

    With those KPIs and parameters in mind, here are five ways he (or you) could potentially spend $5,000:<\/h2>\n

    \"choose<\/p>\n

    1. An influencer campaign on social media.<\/h3>\n

    Instead of spending the entire budget on one influencer (shockingly easy to do in today\u2019s market), let\u2019s say we choose 10 influencers and pay each of them $500 for their posts:<\/p>\n

    Output on Instagram: \u00a0<\/strong>10 posts \u2014 1 per influencer<\/p>\n

    OR<\/p>\n

    Output via \u201cTwitter party\u201d: <\/strong>7 short blog posts promoting event + 45 Tweets<\/p>\n

    Pros:<\/strong><\/p>\n