How To Promote Your Brand On A Shoestring Budget

Since millennials are quite skilled at self-promoting, it might be helpful to provide non-millennial readers with shoestring-budget-marketing-tips for extra small nonprofits and emerging artists.

Use Squarespace for website design.

Squarespace is an affordable way to launch a website. Of course it is nice to have a custom designed site with slick interface and functionality, however it gets quite expensive ($10k +). If you are just launching your nonprofit or company, you want something that will look great, but not spend a fortune.

I have found Squarespace to be the right fit for many classical musicians who want to DIY. You could spend just $200 per year with Squarespace—and that includes pre-designed templates, domain name, hosting, and 24/7 customer support (which is outstanding).

Use MailChimp for email marketing.

MailChimp is free for anyone with under 2,000 contacts loaded into one account. There are monthly plans if you surpass this amount. For many new brands, the free version will suffice until your database grows.

I like MailChimp because it has an easy-to-use interface and looks great across devices—mobile responsive, too (unlike Constant Contact that is quite cumbersome).

More ArtsHacker articles about Mailchimp.

Use sponsored posts on Facebook.

It’s important to mobilize your website content on social media and curated email blasts as I’ve already written about here. However, an additional way to spike your reach with not much money (or effort) is to “boost” or “sponsor” your Facebook fan page’s posts. For as little as $5, you can sponsor a post, which means Facebook will make sure other people see it. Unfortunately, it’s the way things work these days.

To get started, click on the blue button that says “Boost Post” when you are logged into your fan page account. Example below.

Screen Shot 2016-06-29 at 10.51.27 PM

More on ArtsHacker articles about Facebook Business Manager.

There’s a whole strategy to promote a post or a fan page. Stay tuned for my next post where I’ll delve into that. For now, I recommend getting started with a cheap $10 post and watch it reach more people than if you didn’t pay for it (and most likely see more engagement).

How to Promote Your Brand on a Shoestring Budget
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Jonathan Eifert
Trained as a classical pianist, Jonathan realized early in his career he preferred the business of music, rather than making music professionally. He moved to London to study arts management and after a series of successful encounters, returned to the U.S. to build his PR firm. People in the industry started hearing about his work and innovative approach to PR. Word travelled fast and projects began. Work started at his kitchen table in a leafy Philadelphia suburb. Fast forward to the present day, Jonathan is based in New York City. As needed, he provides on-site client visits around the United States, but most projects are maintained remotely through a strong infrastructure of digital platforms and global contacts. Over the years he has enjoyed providing marketing, communications, and PR support for the Cleveland International Piano Competition, Portland Piano International, Allentown Symphony Orchestra, Golandsky Institute at Princeton University, Philadelphia Young Pianists' Academy, and Pianofest in the Hamptons. Jonathan previously worked at IMG Artists (London) and Astral (Philadelphia). He now serves clients throughout the U.S. as the founder of Jonathan Eifert Public Relations. He is an associate member of the Grammy Recording Academy and regular contributor to Jonathan completed his Master of Arts degree in cultural policy and management (arts administration) from City, University of London—specializing in classical artists’ brands and their development. He holds his Bachelor of Music degree from Cairn University. Jonathan is a board member of Living the Classical Life and member of Astral's Institutional Advancement Committee. Learn more on
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