By Eddie Mugulusi
Let me say something that will save you money, frustration, and unnecessary heartbreak.
If you’re a small business and you’re experiencing low sales, your first move should not be to run to social media, boost a post, and hope the gods of Instagram will bless you with customers.
That’s not strategy. That’s panic.
Yes, I said it.
Too many small business owners treat social media campaigns like a magic button: “Just boost this and boom, customers will come pouring in.”
Spoiler alert: They won’t.
Not unless you know exactly what you’re doing.
Social Media Marketing Is Not a Shortcut
I’ve spoken to countless small business owners who have thrown money at boosted posts, sponsored ads, and “visibility packages.”
They were promised the world.
What they got?
A handful of likes, two comments, and a broken heart.
The return on investment was laughable — and not in a funny way.
So before you join that club of the disappointed, let me walk you through how to actually approach marketing when you don’t have a huge budget — but still want real results.
Step One: Know Who You’re Talking To
You cannot market effectively if you don’t fully understand your customer.
And I don’t mean vague guesses like “our customers are youth” or “we target professionals.”
No.
For this lesson, we’re going to split your potential customers into two broad categories:
1. Elastic customers
2. Inelastic customers
Sounds a little economics class-y, I know — but stay with me. This will make or break your next campaign.
1. Elastic Customers (The Price-Sensitive Ones)
These are the people who check the price tag first, then everything else later.
If it’s too expensive? They’re out.
If it’s on sale? They’re in.
These customers move when they see savings. It’s their love language.
So if you’ve studied your market and discovered that your customers fall into this group, here’s what your campaign should look like:
• End of month discount sales
• “Buy one, get one” offers
• Stock clearance events
• Bundle deals (“3 for 10k”)
• Flash sales, timed offers, price slashes
Your posts should scream, “Come save some money!”
And not in a cute, polite way — loud and clear.
That’s what gets them to stop scrolling and start spending.
2. Inelastic Customers (The Value Seekers)
Now, these ones are different.
They’re not just looking for “cheap.” They’re looking for worth.
These are your customers who care about:
• Superior quality
• Product upgrades
• Exclusivity
• Better durability
• Improved performance
• Style, prestige, functionality
They don’t flinch at price — as long as the value matches.
So, if your audience leans in this direction, your campaign should speak their language:
• “Now available in premium leather”
• “New 2025 Edition – Limited Stock”
• “Redesigned with double-strength durability”
• “Built to last. Made for you.”
• “Introducing our latest innovation in…”
They’re not here for price tags — they’re here for story, quality, and purpose.
Don’t try to sell them discounts. Sell them value.
One Strategy. Two Audiences. Two Very Different Results.
If you run a “price drop” campaign to a value-focused audience, they’ll scroll right past you.
If you run a “premium upgrade” campaign to a price-sensitive crowd, they’ll ghost you completely.
That’s why boosting posts randomly is a waste.
It’s not about doing more marketing.
It’s about doing the right kind of marketing — for the right kind of customer.
Let’s wrap up: Don’t Burn Money Trying to Buy Sales
A campaign is only as good as your understanding of who it’s speaking to.
Before you run ads or boost a post, stop and ask yourself:
• Who am I trying to reach?
• What matters most to them — price or value?
• What kind of offer will make them stop and care?
Because if you’re throwing your hard-earned money into marketing without knowing that…
You’re not running a campaign.
You’re just donating to Zuckerberg.
And trust me — he doesn’t need your help.
Unlock your true potential 