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 with original content weekend and week out? Start a podcast, interview your ideal clients, let them talk about what they care about most, and never run out of content ideas again. Learn more at sweetfish MEDIACOM. You're listening to the B tob growth show, a podcast dedicated to helping betb executives achieve explosive growth. Whether you're looking for techniques and strategies or tools and resources, you've come to the right place. I'm James Carberry and I'm Jonathan Green. Let's get into the show. Welcome back to the BB growth show. We are here today with Taylor Shanklin. She is the VP of product marketing and strategy at pursuit. Taylor, how you doing today? I am excited to chat with you, Taylor. We're going to be talking about marketing on a small budget and and when we were talking about this offline, you said, James, want to talk about marketing like you're a seven hundred pound gorilla and I thought seven hundred pound really shit. Oh Yeah, yeah, I'll explain why. Seven hundred pound and I'd a hundred pounds. So I'm excited to to dive into that explanation. But before we do that, Tello listeners, a little bit about pursuing it. What are you in your team up to over there? Cool? Well, Hey, thanks so much for having me on. Excited to talk about this. At pursue it. We are a full service funduise, an agency working with nonprofit organizations, and we really kind of dig in with organizations, help them do deep analysis of their data and really kind of bring get insights into how they should be thinking about their donors and their marketing strategies to build, you know, stronger, deeper relationships with their donors. So we've got a kind of, you know, full service team, fundraising, consultants, web developers, videographers, creatives and House Yeah, interesting. A lot of people come from the nonprofit space, so we really kind of have a group of what I call...

...true practitioners. I love it. It's a tailor as we dive into this topic, this idea, I think this is going to be very attractive to a lot of people talking about marketing on a small budget. But you you said that it really there were four key areas that that you wanted to focus on, the first one of those being resourcefulness. Can you you know, as it relates to having a small budget. Actually, before I get into resourcefulness, rewind. Explain to me this idea of marketing like a seven hundred pound gorilla. Yeah, so I don't know. I had this idea about a seven hundred pound gorilla because I feel like what's amazing to me these days is with with tech, with all of the different marketing tools and things you can be using these days, it's really actually become pretty inexpensive to look like a big gorilla. But at the same time, I want to be realistic here and say that if you don't have an eight hundred pound gorilla type of company budget, and like, let's be realistic, you don't, but you can get just about there. You can look like a seven hundred pound gorilla. Yeah, you want to, even on a, you know, a thin budget, I love it. I'll and so you obviously have have been able to pull this off, and resourcefulness being kine of the first pillar of this mindset. Talk to us about and what does resourcefulness look like? How do you think about it as as it relates to having a market on a small budget? Yeah, I definitely think it's a mindset. So a lot of these things I want to talk about to day. It's a mindset. Resourcefulness be and I think one of the first ones you really have to kind of wrap your house head around and think, and I think it starts with if you don't have a big budget, or maybe you don't even have really hardly any budget at all. Maybe you're just trying to get started in something and you've got a thousand bucks right, and you're like, what can I do? First off, don't feel 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. So you've first got to wrap your head around not feeling to feed it and sit down and kind of jut down a list of what can you can control, what can you do for free, and then figure out, you know, what you need to spend a little bit of money on, and then also figure out, okay, these are the couple of things that I know 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 two right. So I think it's kind of about, first off, you know, not being defeated, figuring out what you can control and then, you know, kind of going and into it with that approach. Gotta will also say, and you know I'm guilty of this, I think marketers, it's like we all kind of we easily get excited about new shiny objects, right, it's maybe like our nature. But stop trying to do it all and sit down and think about anything that you're maybe currently spending money on. 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 everything changes quickly. So maybe you've got chatch keys that you take to a conference and you're always taking these chatchkys to it to a conference. But like and maybe you like them and you think they're cute and you think they're funny. Right, but maybe people who pick up this chatch keys aren't actually people who are going to a buy from you and be maybe they're just going to get the church key and throw it in the trash. So, like, is that really the best way to be resourceful and to spend your money? Lastly, on this topic, something that I've really learned how to do in the past couple of years, is to find a freelancers on outsourced websites like fiber yeah, like a work and use freelancers who live in other parts of the country, I mean not other...

...person the globe, that are wildly talented that maybe just don't cost as much. And so if you need to kind of think outside the box, I think outsourcing to through those sorts of, you know, outsource networks, maybe we'll call them, is a great way to do that. That's absolutely something that we've done a lot and going in with the expectation of knowing there's probably there's going to be a little bit extra management on your end because to a certain degree, you know, you get what you pay for. But they're there are still some wildly I love that you mentioned that, because there are wildly talented resources all over the globe that, just because of the economy and their area, happened to be way more affordable exact. And so if you go into it knowing, okay, if I'm if I'm willing to massage this a bit and go back and forth a little bit, I could probably get, you know, as a steal of a deal on on something that would have cost me, yeah, and sometimes ten times more. Yeah, it's wild exactly. Just to give you an example of that. So, couple years back I was at a company. We're trying to start our own podcast. Right, we had one of our developers who happened to be a musician, cutting and doing our editate and and everything like that. Right, yeah, Yep, but we needed him developing the product, right, we didn't need him spending time on that. So I found someone in South Africa on Fiver who did a fantastic job and there was a little bit more back and forth in the beginning, but once we kind of got over that, we got into a pattern and worked really well together and it costs so much less money. It was really just adding a lot more value to what we were trying to get done at the end of the day. Yeah, now I love it. So, Taylor, this next piece that we're going to talk about is relationship building. And so, as it relates to relationship building, how does this tie into marketing on a small budget? Yeah, I think that there's a lot you can do in looking for opportunities to comarket yourself with...

...other people and other businesses where you have a nice symbiotic relationship. Right. So I think 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 to partner up on me with things? So maybe you want to go in and do an event together and you share the costs of that, right. But there's a lot of that kind of relationship building that you can take into activities which are free, that you don't have to spend money on, you know, writing, you know, crossblogging, that sort of stuff. So I think a lot of it stems from working really just on being a better networker, working on building relationships with people where you can kind of bring each other good vibes, good yeah, yeah, resources, and then everyone kind of wins. And so again it's like it costs you time, it doesn't cost you hard dollars that you have to put out. Yep, and often times when you're having to market on a small budget, it's it's the time that you have and the dollars that you know. And so the idea of really spending a lot of time being thoughtful about how you can bring value to someone you know. That's that's been a game changer for us as we've continued to develop our own our own podcasting service, leveraging that to say, Hey, how can we leverage our expertise in this to be able to partner up with other folks that are getting article placements in large publications or you know that are that are doing different event marketing things like how can we trade or how can we work together, because we have a tangible skill set to offer, and so I think that's something it's easily forgotten. I think it's it doesn't feel natural at all for me to just ask a favor without figuring out how to give value that. I've been in this mindset for a while. So I love that you talked first about figuring out how you can add...

...value and then thinking about, okay, what, how can we leverage this to for it to be a win win. Yeah, people, you know, people on craigslist of barter for goods. Why can't you barter your marketing? Yeah, that's kind of the way I look at it. Yep, your spot on this third pillar that we're going to talk about, Taylor, is learning. Talk to us about learning in the context of marketing on a small budget. Yeah, so learning is also something that is free to do. Right, you have to spend your time doing it. But if you spend the time to learn, to listen to what other people are doing, to read the blogs, to watch the youtube videos, there's so much content you can get there for free because people like us are putting out content for free, right. And so I think education and kind of constantly trying to educate an evolve yourself and keep up with what's going on is really important and it will lead you to new ways of doing things that don't cost that much. So one of the things that I've been really focused on in the last couple of years as like, okay, digging into to tech, to inexpensive tech that I can use that help kind of propel what I'm trying to do. Right. It's kind of amazing to me now when you sit back and think about okay, here's a common topic that marketing teams are often discussing. We need a new website, but website redesigns are expensive, take a lot of time, they are a big lift, right, and they are. And if you want to have a really super fancy website, yes, it is. But again, if you're trying to think through, okay, how can I be more efficient, how can I build a website that the marketing team can actually, you know, manage themselves and doesn't require a ton of extra outside development help. Then, you know, it's like there's things like strikingly wicks, we rely, you know, wordpress. You can go out,...

...you can start with a template, you can go hire that designer on upward to help you with some graphics. Yeah, and it's just kind of amazing to me that, like this day and age, you can actually build a pretty awesome looking website for a few hundred bucks if you want. Yeah. Yeah, so it's kind of educating yourself on tools, you know, looking for what's a video platform that I can actually use and not need video editing skills for, Yah know. Yeah, graphs program that I can use, like canva or something like that, that doesn't require me to be a photoshop expert. Yeah, one of the resources that we mean it's probably one of the most valuable resources that we've invested in since the start of our business, was a service called Capa Ninety nine, Kapa nine nine, and it's a graphic design shop that you basically get to design jobs a day for. I think their rate is like four hundred a month, and so it's just outlandously affordable. The amount of design work that we get done because we're working through a service like that, as opposed to bring you on an inhouse designer is, you know, again goes back to the you know, there's there's oftentimes some massaging that needs to be done, but a lot of them, you know, if there's templates, like for this show, we do daily graphics on a daily show, but it's a template, and so at this point, like 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 just think, are so under utilized and often times I think it's just because of a lack of awareness those in a few years, though, I think, I think it's going to be hard to not know about these folks because the word of mouth, that's I mean me talking about cap. I talked about Kapa that till pretty much every conversation I have because of how helpful they are and how affordable they are. So I totally agree. That's awesome. And See, I hadn't heard of that one before, so now I'm going to do now you're learning in work, all right. So so this...

...fourth pillar, tailor is creativity. Talk to us about talk to us about this one. So this is about being interesting and again, like that doesn't take money to be interesting. You just have to think outside the box of like how can we get creative here and do something that's going to get attention, that's going to be interesting, that's not gonna be stiff and boring like every other company? And are, you know, space or Amen, there's and doing right. I think that it's people are often so risk averse to using humor and they're getting so that you mentioned, you know, yeah, the just like taking some risk, but honestly, like that's what we as humans want to connect with. Yeah, so I think creativity is just like spend a little time. If you are feeling to like, okay, well, I don't know what to do, just start googling funny phrases. Yeah, and you will start coming up with ideas. Did there was actually one of my kind of favorite examples of something I've done that I was going to a conference. I think this was last year. Didn't have really much to spend in my budget beyond just kind of showing up at the conference and bringing our booth and our typical stuff, but I kept feeling like, okay, this. I know the audience at this conference and they are quirky. That the kind of people that like Internet cats and stuff like that, right. So let's be fun and Quirky and let's build some buzz and do something interesting. So I get this idea of okay, I want to do something with a Unicorn. Then I'm like, I don't know what. What do I do with a Unicorn? I like the figure of a Unicorn. I think these people at this conference will like UNICORNS. So what can I do? That's not going to cost a lot of money. Like nor really have the budget to go make cool Unicorn shirts or anything like that. So I start googling Unicorn and I see this image come up of one of those like horse...

...masks that's a Unicorn, you know the kind. Is that funk kind of horse skinn it and the action figures, and so I'm like Huh, okay, so I like this Unicorn head. Now what do I do with it? And then started thinking through. Okay, well, we could have people, we could I could go buy a few of these masks. We could have people come by the booth and take pictures with the Unicorn mask and do kind of like a photo contest and just get people interested in the fact that it's just kind of funny. You don't? Yeah, yeah, I got little, you know, I got Unicorn Chatch keys right. So again, like it was something that was funny, like little catcorn pins and things like that, and I even started thinking, okay, how do I tease this out before I get there? So, like you have to do a little self deprecation sometimes. I mean, I took pictures of myself at the airport wearing the Unicorn head on the plane a yes ahead, and then I started sharing that in the conference APP. So a lot of times now to when you're thinking about, okay, we're going to a conference, how do we kind of boost up our presence there? If there's an APP that the conference is using, the people are going to start engaging with start engaging in that way and getting social and sharing funny pictures and stuff like that. So, yeah, that's just kind of one example where it's like, okay, I think I spent the hundred bucks total, but it got a lot of attention traction. Everyone thought it was funny and and it was a good show. Yeah, I'm so glad you mentioned that. We just launched our first funny video campaign and are around kind of my obsession with Gary Vander Chuck, and so the series is Gary v want to be and it actually stemmed from something Gary told me when I was interviewing him back in May. He said what Dollar Shave Club did was brilliant. They had one video that went viral because it made people laugh and then they got acquired for like four billion dollars.

Now that's obviously not that's not the bath that everybody's going to take. But doing something that actually makes someone laugh. Who Doesn't want to laugh? And so I don't see bedb brands thinking outside the box. Like what you the thing that you just talked about? That's fun like, who doesn't want to be a part of taking taking a picture with somebody in a Unicorn mask and like and doing those, like doing creative things like that. I mean our first video had over fifty seven thousand views on Linkedin and it was the first one of a series that we're going to be doing, because the stuff just works, and so I think there's so much power in creativity, in trying to be funny. It's obviously not. You know, the only thing that you need to be doing, but I love that you brought that up because I think it's super valuable. Taylor. In closing, I would love for our listeners to get to know you just on a little bit different level. Could you share and what is the legacy that you would like to leave? Yeah, so's it's an interesting question and I'm going to throw kind of a maybe different, different answer back at you. Yeah, I have not really that focused on my legacy, okay, but maybe I'm thinking about it differently than some other folks. I'm really actually just some more focused on kind of the here and then now, okay, and making impact and bringing the value to people now. I don't know, I kind of with with legacy. I struggle because I kind of feel like, well, once I'm like dead and gone, why do I care it is dead, you know, like, yeah, I don't know what the legacy matter so much. What matters right now is the people who who are also living with me, breathing on this earth right now, trying to get things done and and of course it's like I do want to you know, my kind of passion, obviously, is in the nonprofit sector. So I've been working with nonprofits for a long time. So it ultimately this greater good of really like change in the world and and helping to make a better world for my kids and all of that, and I'm not really overly concerned with like what people will think of me...

...when I'm gone. Make sense, makes sense. Awesome, Taylor. So if there's somebody listening to this, they want to stay connected with you, they want to learn more about pursue it. What's the best way for them to do that? Sure you can hit me up on linkedin anytime. I'm pretty active there on Linkedin. You can check out pursuantcom. That's Pu are Su Antcom, or you can just feel free to shoot me an email. I'm Taylor Dot Shanklin at pursue andcom. Wonderful, Taylor. Will thank you so much for your time today. This has been incredible, so I really appreciate it. Hey, thanks for having me. It's been fun. If you'RE A B Tob Marketer, we want to feature you on sites like the Huffington post social media examiner in chief marketer. Every week we send that a question related to be to be marketing. We use the responses to those questions to fuel the content we write for really popular websites. So head over to sweet fish Mediacom slash questions and sign up today. Thank you so much for listening. Until next done.

In-Stream Audio Search

NEW

Search across all episodes within this podcast

Episodes (1778)