597: 4 Keys to Marketing with a Small Budget w/ Taylor Shanklin

ABOUT THIS EPISODE

In this episode we talk to Taylor Shanklin, VP Product Marketing & Strategy at Pursuant.

LinkedIn: https://www.linkedin.com/in/tshank/

Are you struggling to come up withoriginal content, weeken and weak out start a poncast interview, your idealclients? Let them talk about what they care about most and never run out ofcontent ideas again: Learn more at sweetfish media dotcom, youere, listening to the Beate B growthshow a potcast dedicated to helping bee to be executives achieve explosivegrowth, whether you're looking for techniques and strategies or tools andresources. You've come to the right place, I'm James Carberry and I'mJonathan Green. Let's get into the show, welcome back to the beautyby growthshow. We are here today with Taylor Shinklin. She is the VP of productmarketing and strategy at pursuint Taylor. How you doing today, I am excited to chat with you, Taorwe're going to be talking about marketing on a small budget and andwhen wewere talking about this offline, you said James Want to talk aboutmarketing like you're, a seven hundred pound, Gerilla and thought sevenhundred pound, O Yeah Yeahi'll, explain why seven hundred pound an not eighthundred pod. So I'm excited to dive into that explanation. But before we dothat, telle listeners a little bit about pursuing I, what are you in yourteam up you're over there? Cowell, Hey, think so much for having meon excitedto talk about this I'dpursue it. We are full service,Fundraising Agency, working with nonprofit organizations, and we reallycund o dig in with organizations, helped them do deep analysis of theirdata and really kind of bring insights into how they should be thinking abouttheir donors and their marketing strategies to build. You know strongerdeeper relationships with their donors go so we've got a kind of you know:Full Service Team of fundrinsand consultants, web developers,vidiographers creatives in house yeah interesting. A lot of people come fromthe non profit space, so we really kind...

...of have a group of what I call truepractitioners. I love it. Oh thes the tailor as we died into this topic. Thisidea, I I think this is going to be very attractive to a lot of peopletalking about marketing on a small budget, but you you said that reallythere were four key areas that that you wanted to focus on the first one ofthose being resourcefulness. Can you as it relates to having a small budget? Actually beforeI get into resourcialness rewind, explain to me this idea of marketinglike a seven hundred pound gorilla, yeah yeah, so I don't know I had thisidea about a seven hundred pound Garila 'cause, I feel like what's amazing, tobe these days is with with tech, with all of the different marketing toolsand things you can be using these days it's really actually become prettyinexpensive to look like a big gorilla, but at the same time I want to berealistic here and say that if you don't have an eight hundred poundgerilla type of company budget than like, let's be realistic, you don't,but you can get just about there. You can look like a seven hundred pound,Garrilla F, you want to even on a you know, a thin budget. I love it, and soyou obviously have have been able to pull this off and and resourcefulnessbeing and of the first pillar of this mindset talk to us about what doesresourcefulness look like? How do you think about it, as as it relates tohaving o market on a small budget? Yeah Yeah? I definitely think it's a mindset.So a lot of these things. I want to talk about o day. It's a mindset,resourcefulness be, and I think one of the first ones. You really have to kindof wrap your hout head around and think- and I think it starts with. If youdon't have a big budget or maybe you don't even have really hardly anybudget at all, maybe you're just trying to get started and something and you'vegot a thousand bucks right and you're like what can I do? First off, don'tfeel defeated because if you go into it...

...from the mindset of feeling like well,you know I just can't compete, then you're not going to be successful, soyou've best got to wrap your head around, not feeling to feed it and sitdown and kind o jot down a list of what can you control? What can you dofor free and then figure out? You know what you need to spend a little bit ofmoney on and then also figure out. Okay, these are the couple of things that Iknow they're going to be expensive, they're, just kind of always expensive,and if there's five of them, let me figure out the top one or the top tworight. So I think it's kind of about. First off, you know not being defeatedfiguring out what you can control and then you know kind of going into it.With that approach. G also say- and you know I'm guilty of this- I thinkmarketers itst, like we all kind of we easily get excited about new shinyobjects, rights, maybe like our nature, but stop trying to do it all and sitdown and think about anything that Youre, maybe currently spending moneyon that might be a waste of money and just because you've always done it.That way doesn't mean that that's the best way to do it now. Everythingchanges quickly. So maybe you've got chotchkis that you take to a conferenceand you're always taking these chaes to to a conference but like- and maybe youlike them, and you think they're cute and you think they're funny right, butmaybe people who pick up the Chatchkis aren't actually people who are going toaid by from you and B, maybe they're just going to get the Chachki and throwit in the trash like. Is that really the best way to be resourceful and tospend your money? Lastly, on this topic, Um something that I've really learned how to do an the past couple ofyears is to find freelancers on outsourced websites like fibr, Galic,upwork and use freelancers who live in other parts of the country. I me N, Other pers of the globe that are wildly...

...talented, that maybe just don't cost asmuch, and so, if you need to kind of think outside the box, I thinkoutsourcing to through those sorts of Um. You know outsource networks, maybewe'll call them is a great way to do that. That's absolutely something thatwe've done a lot and going in with the expectation of knowing there's,probably there there's going to be a little bit extra management on your end,lecause to a certain degree. You know you get what you pay for, but therethere are still some Wi. I I love that you mentione that 'cause they arewildly talented resources all over the globe that just because of the economy in their area happen to beway more affordable. So if you go into it, knowing okay, if 'm, if I'm willingto massage this a bit and go back and forth a little bit, I could probablyget you know a steel of a deal on on something that would have cost me. Sometimes ten times more yea. It's it'swild. Exactly just to give you an example of that. So couple of years,back, I was at a company were trying to start our own potcast right. We had oneof our developers, who happened to be a musician, cutting and doing our editingit and everything like that right, but we needed him developing theproduct right. We didn't need him spending time on that. So I foundsomeone in South Africa on Fiver who did a fantastic job and there was alittle bit more back and forth than the beginning, but once we kind of got overthat, we got into a pattern and worked really well together and it cost somuch less money. It was really just adding a lot more value to what we weretrying to get done at the end of the day yeah. I love it. So tell he thisnext piece that we're going to talk about is a relationship building and so,as it relates to relationship building. How does thistie into marketing on a small budget yeah? I think that there's a lot youcan do in looking for opportunities to...

...comarket yourself with other people andother businesses, where you have a nice symbiotic relationship right. So Ithink it's thinking through okay. What kind of value can I bring to the table?Who else in my sector might find that valuable and might want a partner up onme with things? So maybe you want to go in and do an event together, and youshare the costs of that right, but there's a lot of that kind ofrelationship building that you can take into activities which are free that youdon't have to spend money on. You know writing you know cross Bloggi and thatsort of stuff. So I think a lot of it stems from working really just on beinga better networker working on building relationships with people where you cankind of bring each other good vibes, good, yell, Yeah Resources, and theneveryone, Kinda wins, and so again it's like it costs you time it doesn't costyou hard dollars that you have to put out Yep and often times when you'rehaving to market on a small budget. It's it's the time that you have and adollars that you don't, and so the idea of really spending a lot of time beingthoughtful about how you can bring value to someone you know. That'sthat's been a game changer for us, as we've continued to develop our own, ourown Pi gessing service, leveraging that to say hey. How can we leverage ourexpertise in this to be able to? You know partner up with other folks thatare getting article placements in large publications or you know that are thatare doing different event, marketing things like? How can we trade or howcan we work together because we have a tangible skill set o to offer? And so Ithink that's something that's easily forgotten, I think it. It doesn't feelnatural at all for me to just ask a favor without figuring out how to givevalue, but I've been in this mind, set for a while. So I loved it, you talkfirst about figuring out how you can...

...add value and an thinking about okay w.How can we leverage this to for it to be a win? WIT, yeah people? You knowpeople on Craig's list barter for goods. Why can't you barter your marketing?You HAV that's kind of the way I look at it. Yep Youre Youre, shot on n thisthird killer, that we're going to talk about Taylor is learning talk to usabout learning in the context of marketing on a small budget yeah. Solearning is also something that is free to do right. You have to spend yourtime doing it, but if you spend the time to learn to listen to what otherpeople are doing to read the blogs to watch the utube videos, there's so muchcontent, you can get there for free, because people like us are putting outconten for Free Rio, and so I think, education and kind of constantly tryingto educate and evolve yourself and keep up with what's going on, is reallyimportant and it will lead you to new ways of doing thingsthat don't cost that much. So one of the things that I've been reallyfocused on in the last couple of years is like, okay digging into to tech, toinexpensive Chech that I can use that help kind of propel. What I'm trying todo right. It's kind of amazing to me now when you sit back and think aboutokay, here's a common topic that marketing teams are are oftendiscussing. We need a new website, but website redesigns are expensive. Wetake a lot of time. They are a big lift right and they are, and if you want tohave a really super fancy website. Yes, it is but again, if you're, trying tothink through OK, how can I be more efficient? How can I build a websitethat the marketing team can actually, you know, manage themselves and doesn'tequire a ton of extra outside development help? Then you know it'slike there's things like strikingly...

...wicks Weeblee, you know word press youcan go out. You can start with a templet. You can go hire that designeron upward to help you with some graphics- and it's just kind of amazingto me that, like this day and age, you can actually build a pretty awesome,looking website for a few hundred bucks if you want joks. So so it's kind ofeducating yourself on tools. You know looking for what's a video platformthat I can actually use and not need video editing, skills for don't know,geographcs program that I can use like canva or something like that. Thatdoesn't require me to be a photochop expert yeah one of the resources thatwe I mean thits, probably one of the most valuable resources that we'veinvested in since the start of our business was a service called Capi.Ninety Nine K, APA, nine nine and it's a graphic design shop hat. Youbasically get two design jobs a day, for I think their rate is like fourhundred dollars a month, and so it's just outlangusly affordable. The amountof design work that we get done because we're working through a service likethat as opposed to bringing on an inhouse designer is y again goes backto the you know. There's there's often times some massaging. That needs to bedone, but a lot of th. You know F, there's templets like for this show wedo daily graphics on a daily show, but it's a template, and so at this pointlike there's, really no management. That needs to happen. It's just hey.This is what we need done and so resources like that, I I just think areso underutilized oftentimes. I think it's just 'cause ofa lack of awareness. Those in a few years, though, I think I think it'sgoing to be hard to not know about these folks, because the word of mouth,that's, I mean me talking about Ca. I talk about capita ti npretty much everyconvensation. I have because of how helpful they are and how affordablethey are so totally agree. That's someand see Ihadn't heard of that one before so now, I'm Goino O now you're learning inrkall right. So so this fourth pillar...

Taylor, is creativity. Talk to us abouttalk to us about this one. So this is about being interesting and again likethat. Doesn't take money to be interestingyou just have to thinkoutside the box of like how can we get creative here and do something that'sgoing to get attention? THAT'S GOING TO BE INTERESTING! That's not goin to bestiff and boring, like every other company. In our you know, spaceoramandersin doing right think that it's people are often sorisk a verse using humor in the Amercany. Sir Rogermentioned, you knowyeah t 're just like taking some brisk but honestly, like that's what Weishumans want to connect with you, so I think creativity is just like spend alittle time if you are feeling too like okay. Well, I don't know what to dojust start. googling funny phrases and Y will start coming up with Ideas D.There was actually one of my kind of favorite examples of something I'vedone that I was going to a conference. I think this was last year, didn't have really much to spend in mybudget beyond just kind of showing up at the conference and bringing ourbooth and our typical stuff, but I kept feeling like okay, this, I know theaudience at this conference and they are cuirky they're, the kind of peoplethat, like Internet cats and stuff like that Righso let's be fun and Quirky,and let's build some buzz and do something interesting. So I get thisidea of okay. I want to do something with a Unicorn. Then I'm like I don'tknow what what do I do with Yoncor I, like te figure of a Unicorn. I thinkthese people at this conference will like UNICORNS. So what can I do? That'snot going to cost a lot of money like nonmally. Have the budget to go, makecool, Unicorn, shirts, or anything like that. So I start googling Unicorn and Isee this image come up of one of those...

...like horse masks. That's a Unicorn. Youknow the CIES that it Kindo it the horse mask in it and the actionfigures, and so I'm like okay, so I like this Unicorn head now. What do Ido with it and then started thinking through OK? Well, we could have peopleW C. I could go by a few of these masts. We could have people come by the boothand take pictures with the Unicorn mask and do kind of like a photocontest andjust pget people interested in the fact that it's just kind of funny you don't e a got little. You know I got UnicornChatchki's right so again it was something that was funny like littlecatacorn pins and things like that and I even started thinking okay. How do Itease this out before I get there so, like you have to do a little selfdeprecation? Sometimes I mean I took pictures of myself at the airportwearing the Unicorn head on the playohead, and then I started sharingthat in the conference APP. So a lot of times, Dow too, when you're thinkingabout okay, we're going to a conference. How do we kind of boost up our presencethere if there's an act that the conference is using, that people aregoing to start engaging with start engaging in that way and getting socialand sharing funny pictures and stuff like that? So that's just kind of oneexample where it's like. Ok, I think I spent a hundred bucks total, but it gota lot of attention traction. Everyone thought it was funny and d. It was agood show yeah, I'm so glad you mentioned that we we just launched ourfirst funny video campaign and around kind of my obsession with GaryVaynerchuck, and so the series s is Garyv Wantta be and it actually spimmedfrom something Gary told me Whan. I was interviewing him back in May. He saidwhat Dollar Shave Club did was brilliant. They had one video that wentviral because it made people laugh and then they got acquired or like fourbillion dollars. Now, that's, obviously...

...not that's, not the bath that anybody'sgoing to take, but doing something that actually makes someone laugh whodoesn't want to laugh, and so I don't see me to be brand's. Thinking outsidethe box, like what y the thing that you just talked about, that's fun like whodoesn't want to be a part of taking taking a picture with somebody in aUnicorn mask and like and heaing those like doing creative things like that. Imean our our first video had over fifty seven thousand views on linken and itwas the first one of a series that we're going to be doing because thisstuff just works, and so I think, there's so much power in creativity intrying to be funny. It's obviously not you ow the only thing that you need tobe doing, but I love it. You brought that up. 'cause, I think it'ssupervaluable, I tayor inclosing. I would love for our listeners to get toknow you just on a little bit different level. Could you share and what is thelegacy that you would like to leave yeah? So it's it's an interestingquestion and Um. No, I'm going to throw kind of a maybedifferent, different answer back at you. I I'm not really that focused on mylegacy, but maybe I'm thinking about it differently than than some other folks.I'm really actually just more focused on kind of t here and the now theadmaking impact and bringing the value to people. Now I don't know Ikind of with legacy I struggle 'cause, I kind of feel like well, once I'm likedead and gone. Why do I care inoat? You know like H, I don't know thelegacy matter so much. What matters right now is the people who who arealso living with me, breathing on this earlyriht now and trying to get thingsdone and and of course it's like I do want a you know. My kind of passionobviously is in the non profit sectors. I've been working with nonprofits for along time, so ultimately, this greater good that really like change in theworld and and helping to make a better world for my kids and all of that atd.I'm not really overly concerned with...

...like what people will think of me whenI'm gone. maddurence makes sense, awesome Taylor. So if, if there'ssomebody listening to this, they want to stay connected with you, they wantto learn more about pursuing. What's the best way for them to do that sureyou can hit me up on link to inn any time, I'm pretty active there on linen.You can check out pershuant com, that's Pur, suant com, or you can just feelfree to shoot me an email, I'm tailor dot Shanklin at persuing com. WonderfulTailor will thank you so much for your time today. This has been incredible,so I really appreciate it ey thanks for having me it's been fun. inst social media examined art andchief worker. Every week we seen not a question realln to be to be marketing.We use the responses to those questions to fuel the content. We write forreally popular websites so head over to sweetbish, Mede, Ot com, slushquestions and sign up today. Thank you so much for listening until next time.

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