Marketing: Avoid Overspending

Published in Orthotics & Prosthetics on May 20, 2025

Mandi Rodgers This post was originally featured in HME News.

Q. What are the marketing must-haves on a budget? 

A. Budget. A word that those of us in the marketing world don’t always love to hear. And, let’s be honest, we all wish we had a blank check. But we don’t, and that is okay, because marketing your business effectively doesn't have to be costly. Here are some essential strategies to maximize your reach while keeping costs low: 

Leverage social media

Social media platforms like Facebook, Instagram, and LinkedIn offer powerful tools for reaching your target audience. Create engaging content that showcases your products, shares customer testimonials, and provides valuable information about your company and the industry. Utilize free features like stories, posts, reels, and groups to build a community around your brand. Keep in mind, consistency is key.  

Optimize your website

Ensure your website provides a good user experience and is mobile and SEO-friendly. High-quality content that addresses common questions and concerns can improve your search engine ranking and attract organic traffic. Consider starting a blog to share tips, product reviews, and industry news. 

Email marketing

Build an email list of customers and prospects. Use email marketing to send newsletters, special offers, and updates about new products. Personalized and targeted email campaigns can drive repeat business and keep your audience engaged. 

Partnerships and collaborations

Partner with local healthcare providers, clinics, and community organizations. These partnerships can help you reach a wider audience, establish credibility, and boost referrals. Offer to provide educational sessions or sponsor local events to increase visibility. 

Content marketing

Create valuable content that addresses the needs and concerns of your target audience. This could include how-to guides, product comparisons, and informative videos. Content marketing helps establish your brand as an authority in the industry. 

By implementing these budget-friendly marketing strategies, you can effectively promote your business and reach a broader audience without overspending. 

Mandi Rodgers is VP of Marketing at VGM & Associates. Reach her at mandi.rodgers @vgm.com.

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