Marketing: Avoid Overspending

Published in Complex Rehab on May 20, 2025

Mandi RodgersThis 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.


TAGS

  1. marketing
  2. vgm

From Our Experts

Maximize Your Heartland Experience: Tips, Tools, & Must-Knows thumbnail Maximize Your Heartland Experience: Tips, Tools, & Must-Knows Here's everything you need to know to ensure a smooth, successful, and unforgettable Heartland experience. Understanding the Value of ATP Certification and ATP Academy thumbnail Understanding the Value of ATP Certification and ATP Academy Becoming an ATP is a popular path often taken by occupational therapists (OTs), physical therapists (PTs), occupational therapy assistants (OTAs), physical therapy assistants (PTAs), and wheelchair technicians. With an ATP certification, one can both fill the needs of suppliers to sell certain wheelchairs and demonstrate that they have the skills and knowledge to complete their job as defined by the leading authority in the credentialing industry. Mobility Awareness Month: Celebrating the Impact of Mobility Providers thumbnail Mobility Awareness Month: Celebrating the Impact of Mobility Providers May is Mobility Awareness Month, a time recognizing the importance of mobility solutions, the professionals who provide them, and those who rely on them. U.S. Rehab's Live Tech Training and ATP Gateway Training Programs for 2025 thumbnail U.S. Rehab's Live Tech Training and ATP Gateway Training Programs for 2025 Our focus and one of our key drivers to help support our U.S. Rehab members is to continue to lead the way in complex rehab technology (CRT) training, offering Live Tech Training sessions and a new ATP Gateway Training Program in 2025. Adventure and Connections Await at Heartland 2025 thumbnail Adventure and Connections Await at Heartland 2025 This year's Heartland Conference promises an exciting lineup of activities designed to foster connections, inspire innovation, and create lasting memories. Accessories Just Got Easier to Bill thumbnail Accessories Just Got Easier to Bill CMS's decision to revise and expand E1028 and create three new HCPCS codes based on where it's being used on a wheelchair is a "win” for the industry. Heartland Conference Announces Extended Early Bird Special and New Refund Policy thumbnail Heartland Conference Announces Extended Early Bird Special and New Refund Policy Register for Heartland before April 30 to save $100. If circumstances prevent you from attending, we will fully refund your registration through June 1. Shaping the Future: A Roadmap to Success in 2025 thumbnail Shaping the Future: A Roadmap to Success in 2025 Jeremy Stolz, CEO, VGM Group, Inc., shares key areas of focus at VGM — principles that are essential for any organization striving to grow and thrive.