Small Business Marketing: $300 (or less) to engage like the Enterprise

A flexible, scalable (and cost-effective) solution for remote sales and marketing teams, small businesses, and startups

Conveyed above is a flexible, scalable, and cost-effective technology solution for startups or new businesses, with remote marketing and sales teams. Learn More.

Maybe this is too transparent (we don’t think that’s actually possible), but here’s how technology is used at Hallyu Digital: Marketing Agency. Feel free to copy it outright, or use it as inspiration for your next digital transformation project!

Requirements

  • Cost: < $300, for one user; scales with business and volume
  • Time: 24–48 hours; depends on existing process, endpoints, and business goals

Features*

  • 500 email sends, via 3 campaigns (via Squarespace)
  • 10,000 email sends for 2000 contacts (via Mailchimp)
  • Unlimited contact management (via Hubspot)
  • Solution and costs scale with business
  • Follows GDPR and CCPA guidelines

* Free with technology providers. Paid options available.

Benefits

Flexible, scalable architecture, Closed loop full funnel analytics, Attribution tracking capabilities, Ecosystem built for optimization, Basic marketing and sales process, Automated lead alerts for sales, Built for remote workforce, Data management process, Process for social media & content, Zero redundancies in process, Limited manual interventions, Data-driven solution

Do not make the mistake of buying the technology, then building your goals around its capabilities.

The Process

  1. Define Business Goals, Desired Outcome: The goals we had in mind were to, number one, have better insight into our audience to enable data-driven engagement from both a sales and marketing perspective. We wanted to eliminate any redundancies in process and for one system to be the system of record. Furthermore, we sought to define and track all channels, and automate to ensure all data is handled and processed efficiently, effectively, and securely. Always start with the goals.
  2. Take Stock of Current Inventory, Capabilities: Being a small agency, without a large workforce, it was extremely important for us to eliminate as much friction from tasks as possible. For one, it was clear we had outgrown our current Wordpress CMS and our hosting service had become a nuisance. So, the decision was made early on to migrate everything to Squarespace and Google Workspace. This is the entirety of the $300 that was spent.
  3. Map Current Process and Workflows: Using Lucidchart, we began mapping (what turned out to be) a dead-end customer journey, starting with the grey hexagon you will see labeled as “Prospect.” We used existing data in Google Analytics to understand the landing pages and depth of navigation, as we began thinking through an ideal customer journey. This activity became the precept for another activity to define a clear Engagement Lifecycle for sales and marketing.
  4. Map Ideal, Optimized Process and Workflows: Having taken stock of the current situation, I began to map workflows that could better leverage existing systems and process, pointing out redundancies and what could be done to eliminate them. I left blanks where there were gaps and input required for key stakeholders, but ultimately had some tools in mind that could fill those gaps in a very cost-effective manner.
  5. Build Change Management Strategy: Ideally, this happens a lot sooner — but let us assume you do not have all the buy-in you need quite yet. The blanks in your process document should be filled-in with names of people, and convey how they will be impacted, time requirements and expectations. Hallyu Digital advocates being over-transparent, when possible, and to break any big change management project into smaller pieces (or what we call ‘user stories’), looping in key stakeholders as needed. Use RACI matrices to convey to stakeholders their involvement; ensure regular updates are included as part of the plan — it makes all the difference in adoption and getting buy-in. Ensure you have the right people in the room and adjust and adopt the plan accordingly.
  6. Research, Engage, and Acquire: For bigger projects, we recommend building an RFP for your project, and sending it to vendors to get proposals and custom quotes. At Hallyu Digital, we placed value on vendors that offered free or freemium options and the ability to build them or change them out, with more contacts and volume as the business scales. The tools listed above all fall under this category.
  7. Build MVP and Iterate: With minimal disruption to existing operations, we setup a test environment and began building the solution, without all the bells and whistles. We didn’t care if it looked pretty, we just wanted to make sure it worked (at first). For us, it was important that our lists be managed in a way that ensured Hubspot CRM (our system of record) was able to properly delineate contacts that had opted-in or out of marketing communication.
  8. Launch and Optimize: We migrated our website and setup a redirect from our old domain to the new one, and now fully operating in the ecosystem conveyed.
  9. Rinse and Repeat: Best practices today evolve to become vestiges of a bygone era. Use data and you’ll be the one driving the next best practices.
Get started with Google Workspace

Technologies Used

  • Squarespace: Website CMS, Forms — $216 (annually)
  • Google Workspace: Email, Hosting — $72 (annually)
  • Google Sheets: List Management — Free
  • Google Analytics: Campaign Tracking — Free
  • Facebook Pixel: Audience Tracking — Free
  • Microsoft Clarity: Website Heatmaps — Free
  • MOZ Tools: SEO and Backlinks — Free (for 30 days)
  • Hubspot: Sales & CRM — Free
  • UberConference: Sales Tool — Free
  • Calendly: Sales Tool — Free
  • Zoom: Sales Tool — Free
  • Mailchimp: Email Marketing — Free
  • Hootsuite: Social Media Engagement — Free
  • Feedly: News & Sentiment — Free
  • Drift: Live Chat for Sales — Free
  • Slack: Internal Communication — Free
  • Automate.io: Integration Tool — Free
  • Zapier: Integration Tool — Free
  • TinyPNG: Image Optimization — Free
  • Lucidchart: Visualization Tool — Free

Okay, so maybe this is all too transparent. But this is exactly how Hallyu Digital was able to shoestring a technology stack that streamlined our marketing and sales engagement, in a way that costs scale with business — and all for less than $300.

Download the PDF | PNG

If you’re an organization that hasn’t quite figured out the remote workforce thing, trying to work through digital transformation, or a new business that just needs to get started, please use the diagram as inspiration. Hallyu Digital can help.

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