research small business marketing and low cost promotional strategies

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How to Promote Your Business: 13 Low-Cost Strategies

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One of the main goals of small-business marketing is getting the word out about your business. By increasing brand awareness, you can build your customer base and ultimately increase sales. Learning how to promote your business can help you do just that.

The best ways to promote your business will depend on what kind of business you own, the products or services you offer, your target audience, marketing budget and additional factors. The good news is there are plenty of free and low-cost ways to promote your business, so you can test out several relatively risk-free to find what works best. Here are some of the top options.

1. Targeted email campaigns

Emailing marketing is a great way to stay in touch with your customer base, send reminders, promote sales and offer coupons and other savings. You can collect your customers’ email addresses through sign-up sheets at your brick-and-mortar location or through opt-in forms on your business website. Offering an incentive for providing their email, like a discount off their next purchase, can help you grow your list quickly.

To help automate your email campaigns and ensure your communications look professional, consider email marketing software . Services like Mailchimp and Constant Contact offer email templates, customizable landing pages and analytics tools to measure the success of your campaigns.

2. Curated social media

Alongside a business website, social media platforms are usually the first place prospective customers go to get a feel for your business. Accounts on the main platforms, like Instagram, Twitter, Facebook, LinkedIn, YouTube and TikTok, are generally free.

Promoting your business on social media lets people know what kind of products or services you provide, as well as offers a snapshot into your company culture. Thoughtfully curated social media profiles — think well-lit shots of your products, fun and informative Instagram stories and active Facebook conversations — are an easy way to elevate your business.

3. Strong SEO strategy

SEO stands for search engine optimization, and a solid SEO strategy helps your business website and profiles appear in the top online search results when potential customers query a term related to your business. The more people who see and click on your business website, the greater visibility your brand will have and, hopefully, the greater your sales.

The foundation of SEO strategy revolves around finding and using the keywords that your audience is searching for, and using them effectively on your site so your page surfaces in top results. Being strategic and specific with your keywords is important so that you stand out from the rest of the internet.

If you do want professional help, there are marketing tools that can help you optimize your site and measure its performance. These typically come at a cost, but it may be worth the increased traffic and visibility.

4. Promotions that speak to your target audience

Incentives, like giveaways , discounts or contests, are a great way to get the word out about your business while also encouraging people to make a purchase. When planning an incentive campaign, it’s important to know what you want to get out of it. Have a goal in mind so that you have something to measure your success against.

Also try to target a specific customer group; not all of your customers are the same, so trying to market to all of them the same way won’t be the most effective. By using different approaches for different types of buyers, you’re more likely to be successful.

5. Sales that create a sense of urgency

Another way to promote your business and drive purchases is by offering flash sales. Because they're for such a limited time, flash sales create a sense of urgency and encourage customers to complete a purchase right away, before the sale ends. You can promote these sales across your social media channels and via email. Flash sales may apply to a specific product, which can also be a great way to move inventory that's been hanging around.

6. Events that resonate with your community

Hosting events is a great way to get involved in your community, engage with your customers face-to-face and get creative with the way you promote your business. In order to drive foot traffic, consider your customer base and their needs. If, for instance, you know that the majority of your customers work 9-to-5 jobs, don’t plan an event in the middle of the work day. You’ll have a lower turnout, and you’ll have spent all that time and money for little payoff. And if you run a family-friendly business, plan an event on a weekend so your customers can bring their kids.

7. Strategic partnerships with other businesses

If you know of a business in your area that complements yours but isn’t a direct competitor, team up with them for joint promotions. Wine stores can partner with artisanal cheese shops, yoga studios with boutique gyms, vets with local pet groomers, for instance. They all share a common customer base and benefit from each other’s traffic.

Keep each other’s business cards at your tills, link to each other’s websites, highlight each other’s products or services via social media or combine your resources to throw an event. These partnerships can help you reach a customer base that you don’t already attract, but know will be interested in your products or services — not to mention make some allies in your local business community.

8. Take advantage of free advertising

From leveraging social media to keeping your online business profiles updated to getting involved in your community, there are plenty of free advertising strategies to take advantage of. Keeping an eye out for opportunities and getting creative can help you promote your business with little to no monetary investment.

9. Get local and online press

Press is a great way to promote your business within your industry and with potential customers. Have you recently expanded your product line? Opened a new location? Sponsored a local charitable event? Send out a press release to see if your local newspaper or magazine might cover it.

The hard part of this business promotion strategy is that you actually have to offer some newsworthy content to get in local press pieces. To avoid over-promotion, save the good stuff to send over infrequently so your updates seem more newsworthy.

10. Manage review sites

Potential customers love real-person referrals when they're looking for a new business, product or service. Referrals can come from in-person word-of-mouth or online review sites. Making sure that your business is on those review sites and has favorable ratings is a great step toward promoting your business.

Ensure your business has profiles on Google and Yelp with current business information, such as your address, contact information and hours of operation. Then be sure to respond to customer reviews — both positive and negative. This will show your customers that you care about customer service, which many people appreciate.

11. Tap into your existing customer base

While you may be eager to promote your business to new customers, don't lose sight of your existing customer base. After all, those who have already transacted with your business — and had a positive experience — are likely to do so again.

Show your existing customers that you care by starting a rewards program or a customer appreciation promotion to get them to complete another purchase. Plus, positive word-of-mouth and referrals is a great way to promote your business, so keeping your customers happy might encourage them to tell their family and friends about how great your business is.

12. Sponsor local events

Many organizations welcome sponsors to their events for a small buy-in price. In return, you might get your name on all the promotional information, a booth or the ability to give away branded items at the event. This is a great way to get your name out there and promote your business.

Keep an eye out for opportunities to sponsor or donate to charitable events. This allows you to align your brand with organizations you and your community believe are important, and get your brand out there at the same time.

13. Become a trusted resource on online platforms

Figure out where your customers like to ask questions and solve problems — whether that’s a Facebook group, Reddit, Quora or an industry-specific online forum. A great way to subtly promote your business is to answer questions or facilitate discussions on those platforms.

The key to this promotion strategy is to build trust. Don’t spam online communities with heavy-handed business promotions. Provide value, and these users will begin to know who you are and recognize your business. When they could use you as a solution, they’ll remember to come to your business.

» MORE: Best places to advertise your business online

Lauren Diethelm, a freelance writer, contributed to this article.

A version of this article originally appeared on Fundera, a subsidiary of NerdWallet.

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• Business strategy |
• In a sales slump? Try these 12 promotio ...

In a sales slump? Try these 12 promotion strategies to create customer demand

If you want people to buy something, you need to tell them about it first. It sounds simple, but that’s the core principle behind all promotion strategies—raising awareness about a product, then convincing potential customers they should buy it. Learn about 12 different types of promotion strategies, plus best practices to create a successful strategy of your own.

People don’t just choose Red Bull for the taste and jolt of energy it provides. Thanks to the brand’s distinctive promotion strategy, customers prefer the Red Bull brand because it’s famous, edgy, and part of something bigger. 

What is a promotion strategy?

A promotion strategy is a plan to create or increase demand for a product. It outlines the tactics you’ll use to raise awareness about your product and get people interested in buying it.

The goal of a promotion strategy is to introduce potential customers to your product and convince them to make a purchase. You want to move them along the buyer’s journey—the path customers take from realizing a need, considering your product as a solution, and finally deciding to buy.

Promotion strategy vs. marketing strategy

Your promotion strategy is just one piece of a larger marketing strategy —a long-term plan outlining how you’ll market and sell your product. A successful marketing plan covers all the tactics you’ll use to promote your product, including the full “marketing mix”: product, price, place, and promotion. Your promotion strategy is a key component of the marketing mix. 

Here’s a breakdown of the marketing mix, also known as the 4 P’s of marketing :

Product: The item you’re selling. 

Price: How much you should charge for your product in order to make a profit.

Place: Where you should sell your product to reach your target audience . 

Promotion: How you create demand for your product and move customers through the marketing funnel.

The 4th “P” of marketing—promotion—is your promotion strategy. 

Promotion strategies and the marketing funnel

The buyer’s journey is often visualized as a funnel divided into three sections: top of funnel, middle of funnel, and bottom of funnel. Customers enter their journey at the top of the funnel, then decide to purchase your product once they reach the bottom. A successful promotion strategy includes different tactics to appeal to customers in each section of the marketing funnel. 

Here’s a breakdown of the marketing funnel, with example promotion strategies for each section: 

Top of funnel

When a customer is at the top of the funnel, they know the problem they want to solve and are looking for a solution. They may not know your product exists yet, so at this stage your promotion strategy should grab the customer’s attention and build awareness about your brand and your product. 

Example promotion strategies: TV ads, event sponsorships, content marketing  

Middle of funnel

In the middle of the funnel, customers weigh your product against other available options. To keep them in the funnel, you need to show how your product is different from the competition and convince customers that your product is the best option. Here, your promotion strategy should create an emotional connection and show how your product can specifically resolve customer pain points. 

Example promotion strategies: Customer reviews, free samples, case studies

Bottom of funnel

Customers decide if they want to purchase your product when they’re in the bottom of the funnel. To target bottom-of-funnel customers, your promotion strategy should prompt people to take action.

Example promotion strategies: Special deals, email offers, flexible return policies

12 types of marketing promotion strategies, with examples

There are lots of ways to promote a product. If you’re looking for inspiration, we’ve laid out 12 different types of promotion strategies below. 

1. Paid advertising

Paid advertising is often the first type of promotion that comes to mind. This straightforward strategy involves paying to show an advertisement in a specific place at a specific time, so you can capture the attention of your target market. It’s a great way to build brand awareness and introduce your brand to people who may not have heard of it before. 

Here are some examples of paid advertising:  

Television ads

Newspaper and magazine ads

Online display ads (for example, through Google or social media)

2. Content marketing 

Content marketing is a common type of digital promotion strategy, focused on distributing valuable content in order to attract and retain an audience. The idea behind content marketing is this: It associates your brand with useful, relevant content that helps customers solve issues—building trust over time and ultimately encouraging customers to buy your products. Content marketing is a great promotional tool for any company, but it’s especially helpful for businesses with longer sales cycles, like B2B and SaaS companies. For these companies, content marketing helps provide enough customer education for buyers to make informed purchase decisions.

Content marketing comes in many forms, including: 

Social media posts

Email newsletters

Whitepapers or reports

Content created to improve SEO (search engine optimization)

3. Sponsorships

Sponsorships involve aligning your company with another brand—like an event, TV program, charity, or even a celebrity. For example, Pepsi routinely sponsors the Super Bowl, while Red Bull sponsors NASCAR and extreme athletes of all kinds. Nowadays, sponsorships often include social media influencer marketing—creating partnerships with individuals who became famous through social media platforms like Instagram or Youtube. 

The goal of a sponsorship is to boost your brand’s public image and credibility. Aligning yourself with another brand can drive media exposure, improve public relations, and expand your audience—plus make you stand out from the competition. 

4. Email marketing

Email marketing helps you connect with your target audience via—you guessed it—email. You can send emails to any subscribers on your mailing list—whether they’re potential customers, loyal customers, or something in between. For example, you can collect email addresses from potential customers by offering free products or services in exchange for their information. 

There are lots of things you can send via email, including: 

Newsletters and exclusive content

Information about product releases

Special deals and coupons

5. Retargeting

Retargeting focuses on customers (or potential customers) with high purchase intent. In other words, it involves targeting segments of your customer base who’ve already made it down to the bottom of the marketing funnel. Prioritizing retargeting can help you get a high return on your investment, since this audience is already primed and ready to buy. 

For example, retargeting could include: 

Sending reminder emails to customers who filled up an online shopping cart but didn’t check out.

Showing targeted advertisements to customers who purchased your products in the past. 

Sending nurture emails to people who purchased something a while ago but haven’t been back. 

6. Referral marketing

Referral marketing is when you get customers to tell their friends about your brand. Also known as word-of-mouth marketing, referral marketing happens organically when you have a great product—but you can also speed it along with special deals and incentives for customers who refer their connections. 

Referral marketing is a powerful strategy because it’s virtually free. And since people tend to trust their friends, referred customers are more likely to actually purchase your product than someone who just sees an ad. For example, Dropbox used referral marketing to permanently increase signups by 60 percent —eventually growing into a multi-billion dollar startup. 

7. Event marketing

Event marketing involves participating in, sponsoring, or hosting events in order to promote your brand or product. This strategy helps you connect and engage with customers first-hand, so they can get a real sense of your product and what your brand represents. Not only that, but events can help you build your brand presence, generate leads, and generate goodwill with customers. 

Event marketing comes in many forms, including: 

Conferences

Trade shows

Seminars and classes

Virtual events

Live streaming events

Community events

8. Special Causes 

Aligning your brand with a special cause makes customers feel like they’re part of something bigger. They’re not just helping themselves by purchasing your products—they’re also helping make the world a better place. This can help boost brand loyalty and give customers a reason to choose your brand over competitors. 

The clothing company Patagonia is a great example of this. By promoting their sustainable manufacturing processes, Patagonia attracts and retains customers who believe in environmental preservation. 

9. Customer reviews

Customer reviews are one of the most powerful marketing tools out there. Brands like Amazon, Yelp, and TripAdvisor built their businesses out of reviews—generating trust by promoting customer feedback. The beauty of this strategy is that it encourages customers to promote your brand for you. And as long as you have a high-quality product (and positive reviews), this type of user generated content can go a long way in convincing potential customers to purchase. 

Collecting customer reviews often happens organically, but you can speed it along by specifically requesting reviews from current customers via email or website banners. Some newer brands also seed reviews by sending products to customers in exchange for their honest feedback. 

10. Customer loyalty programs

Customer loyalty programs reward people who repeatedly interact with your brand. It’s a way to keep customers coming back by offering deals, discounts, and exclusive product launches. The more customers purchase from your company, the more perks they earn. For example, the beauty company Sephora promotes a loyalty program that offers discounts and gifts to customers who spend a certain amount.

Loyalty programs don’t just boost customer retention—they also help convince potential buyers to choose your brand over competitors. By promoting loyalty programs, you demonstrate ways customers can save money and get more bang from their buck over time. 

11. Free samples, giveaways, and trials

Everyone loves free stuff. Giving away samples of your product can help promote customer satisfaction and make customers feel like they’re getting a great deal. But most importantly, free samples and trials give potential customers first-hand experience with your product—and therefore the confidence to actually buy it later on. 

To employ this promotion strategy, companies can: 

Offer a trial period so customers can try out the product risk free. Gyms, apps, and online software companies often do this. 

Offer free samples for customers who visit stores in person. The warehouse club Costco is famous for using this method. 

Include free samples when customers purchase a product. This method can encourage existing customers to try new products. For example, online beauty suppliers like Glossier often include free skincare and makeup samples with every purchase. 

Organize contests with free prizes. This is a good way to collect contact information from potential customers. For example, a hotel company might encourage potential customers to enter their contact information for a chance to win a free vacation. 

12. Coupons and deals

Special deals can help you capture customers at the bottom of the marketing funnel—people who are deciding whether or not to purchase your product. Deals work in two ways: First, they create a sense of urgency and encourage customers to act quickly before the deal is over. Second, they help customers save money and feel like they’re getting a high return on their investment. 

The types of deals you can offer are endless. Here are some examples: 

Special intro offers for first-time customers

Bundling products together and offering them at a discount (for example, a 10-pack of socks)

Buy one, get one free deals

Seasonal sales and discounts (like Black Friday promotions)

Discounts on special item categories

Birthday coupons for customers

Free shipping for customers who spend over a certain amount

Best practices for a successful promotion strategy

Even the most innovative promotion strategies can fail if they’re not executed correctly. Here’s how to set yours up for success: 

Keep promotions simple: The best promotions strategies are simple and easy for customers to understand. You don’t want to make them spend a lot of effort figuring out what an advertisement means or how to redeem a deal. Instead, promotions should feel almost effortless—so customers don’t give up and decide to spend their money somewhere else. For example, keep sales promotion emails simple and to the point. Instead of cluttering the page with text, highlight the deal and include a call to action button so customers can click through and redeem directly. 

Measure results and be ready to change your strategy: Not all promotions work as expected. That means it’s important to routinely track metrics and measure how your strategy is performing—for example, with A/B tests or split tests. This helps you avoid wasting time on marketing efforts that aren’t working anymore, and quickly adapt when the market environment changes. 

Re-merchandise your product and homepage for promotions: People get used to seeing your homepage and product a certain way. Re-merchandising means mixing up your creative strategy and changing the look and feel of your homepage or product landing page to grab customers’ attention. For example, an e-commerce business could add new visual elements to their homepage to draw attention to promotions. 

Create a distinctive brand: There are a lot of products in the market, so chances are you need to compete for your audience’s attention. That means it’s important to focus on brand differentiation—demonstrating how your brand is better than the competition, and what you can offer that other companies can’t. For example, the grocery chain Whole Foods set their brand apart by promoting a healthier approach to eating and living—plus creating a visually appealing shopping experience. 

Provide a good customer experience: Your promotion strategy isn’t over once customers make a purchase. Instead of just focusing on attracting new customers, make sure existing customers have a good experience and want to come back to your brand later on. Create a customer journey map to plot how people think, act, and feel throughout the buying process—then see what improvements you can make. This might include better customer service, a more seamless checkout process, or even welcome emails and ongoing communications to maintain customer relationships over time. 

Strategize your way to success

A solid promotion strategy is key for any great marketing campaign , digital marketing strategy , or go to market (GTM) strategy . As you craft your approach, keep in mind that the 12 examples in this article don’t need to stand on their own. You can combine different tactics to catch customers’ attention at every stage of the buyer’s journey—whether they’re new to your brand, weighing your product against the competition, or returning for a repeat purchase. 

To run a successful promotion strategy, you need to coordinate work with many different stakeholders. Keep tasks organized with a marketing strategy template, which can help you plan goals, allocate resources, and clarify strategy owners—all in one place.

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7 Low-Cost Marketing Strategies for Small Businesses, and How to Make Them Work

By Hope Rothenberg on 08/29/2023

When you hear the terms “marketing plan” and “marketing budget,” you might immediately think of a large corporation or franchise business. The reality is that every company – even and especially a small business – can have a marketing plan and budget.

The good news is that putting together a marketing strategy doesn’t need to break the bank. There are tons of free or low-cost marketing strategies that can be effective in boosting your small business customer base and helping to increase sales.

Here’s our roundup of the top seven low-cost marketing strategies for your small business and how to make them work.

1. Put together a simple marketing plan

The first step for any small business exploring new marketing strategies is to put together a plan. It might sound like a big lift, but it doesn’t have to be intimidating. Learn what to include in your marketing plan with this easy guide from the Small Business Administration (SBA) . 1

What’s the goal? Estimate the breakdown of your current customers. Also, do some market research on your target market, your target audience and how much you’re spending on different marketing strategies. Leave a space to record your returns and use it as a placeholder to keep track of which marketing initiatives work, which don't and what else you want to try.

2. Create a marketing budget

Part of your marketing plan will be a marketing budget. But how much should you budget for your small business's marketing efforts?

“If you think of marketing spending as eating into your profits, you’re thinking the wrong way. Marketing isn’t an expense – it’s an investment, one that drives your sales 2 ,” writes the SBA .

There’s no set rule for how much money you should allocate to your marketing budget, though many businesses use a percentage of revenues or projected revenues to help them determine a starting number. Naturally, this percentage varies by business type and industry.

The average business spends 1.08% of its revenues on advertising, according to a Small Business Trends report. Retailers tend to spend more like 4%, and restaurants more like 1.93%. 3 Use these trends as a rough guide for your own business and try them out to see what works for you.

3. Contact your local SBA branch for assistance

The SBA has smaller branches dedicated to providing resources for local small businesses. Not only do they offer financial help for business owners who qualify, but they also offer mentoring, coaching and consulting.

Head to the SBA’s Local Assistance page to get started and see what resources may be available to you. The best part? Many of these programs are free.

4. Perfect your elevator pitch

As a small business owner, you already know the importance of word-of-mouth marketing. It might be all you’ve relied on so far, and just because you’re exploring other tactics doesn’t mean you should stop using it to reach your target audience.

Spreading the word around town and generating buzz in your community is important. Often, you never know who you might be talking to when you pitch your product or service to a stranger.

Rather than wing it every time, come up with a well-thought-out, short elevator pitch you can memorize and tailor as needed when the opportunity strikes. The SBA often hosts free workshops on perfecting your elevator pitch , and these are some commonly referenced best practices.

Your elevator pitch should:

Be less than 90 seconds It’s called an elevator pitch because it has to be something you can say during the average length of an elevator ride. Record yourself reciting it a few times, and make sure it’s as concise as possible while still covering the essential purpose of your business.

Communicate what you do Talk about what you do, along with why you do it and how it can make the life easier of whoever you’re talking to. It’s that simple.

Use the word “you” more than “I” Nobody wants to hear someone else talk all about themselves during a conversation. Focus primarily on what your business does for its customers, and use your pitch as an opportunity to address a target customer directly. Odds are, they’ll be much more receptive.

Ideally, you’ll hand that person a business card, a flyer or something else after your pitch, something that allows them to follow up if they’re interested.

5. Make some business cards

People may think that the days of business cards are over, but a small piece of paper or digital business card can go a long way. If you don’t already have business cards, consider getting a few printed.

Business cards are an easy way to share your information; every time someone glances at it in a wallet or on a counter, they’ll be reminded of your business. Plus, business cards show that you take your business seriously and that others should, too.

There are a bunch of easy, user-friendly websites you can use to create some customized business cards. Popular choices like Vistaprint ® are quick and easy to navigate; there are also different options to make your business cards as simple or as sophisticated as you’d like.

A design platform like Canva ® allows you to create anything and everything you might need for marketing your small business. Use its business card templates to create your design and print them yourself for free, or use Canva’s printing services. It costs as little as $14 for 50 cards, and they offer free shipping.

Wherever you source your cards, be sure to save the design as a digital file or screenshot. This image can double as a digital business card , letting you email or text it to potential customers if you’re in a rush or don’t have paper business cards on hand.

6. Commit to community networking

As a small business, your community is everything. That doesn’t just apply to your customers but to the other smaller, local businesses in your area.

Networking and collaborating with other businesses can help you build awareness, form connections, and expand your reach. There are also tactics you can learn from other business owners and lay the groundwork for mutually beneficial relationships.

Join online networking groups

From community-based LinkedIn and Facebook groups to your local chamber of commerce site , there’s a ton of platforms and search engines. They have spaces dedicated to knowledge sharing amongst small and growing businesses.

Attend local business mixers

Depending on where you’re located, there may be local business fairs or mixers where you can meet other owners and market your business. Can’t find one online? Consider connecting with local companies to host a block party together and create your own.

Sponsor a charity

Local 5k? PTA fundraiser? Park cleanup? Make a small donation in your business’s name and set up a stand at the event. Even if you’re just handing out water bottles, it’s an opportunity to meet new people and get your name out there, all while participating in something your community already cares about.

Speak at an event

Whether it’s a small business convention or the local library, community-organized events are often in need of speakers. Volunteer to speak about your journey as a small business owner, a pressing issue for the community or anything else you’re passionate about. Small business marketing isn’t always about selling your product; it can be just as much about selling yourself.

Getting more involved with your community by networking and volunteering can only help your business, and the only thing it needs to cost you is some time.

7. Grow your customer relationships

Small business customers are some of the most loyal customers out there. It isn't always because your small business put together a multi-stage marketing campaign strategy or paid for an ultra-professional looking website. The business to customer relationship is personal – and people value a personalized experience.

About 37% of Americans say they purchase from small businesses to receive a more personal experience, according to a NerdWallet survey of over 3,000 U.S. adults . In that survey, 92% of the respondents said they spent money at small businesses, and 30% say they’re willing to both wait longer and pay more for products and services purchased at small businesses versus at a major retailer or chain store. 4

Customer loyalty is there, so why not try to retain and grow it? Consider some of these tactics to incentivize – and reward – your loyal small business customers.

Start a referral program

You already know the value of word-of-mouth marketing, so why not enlist your existing customers to help you out ? Offer small incentives for new customer referrals. Whether you offer free shipping, a store discount, or a cash reward, it'll build brand awareness and help you reach new customers.

Launch a customer loyalty program

Customer loyalty programs have been prevalent for quite some time now, and that’s because they tend to work. Start a loyalty program where repeat customers can accrue points and eventually get some sort of reward.

Plan a giveaway contest or offer a free gift to your best customers

Everyone loves free stuff. If you already have a strong online presence, you can organize a giveaway contest and build some buzz that way.

An even simpler option is to do a round of gifting. Next time you have a new product or service you’re promoting, give it out for free to some of your most loyal or well-connected customers. Ask them to share it with their friends or clients in return. It may seem counterintuitive, but giving something away for free can lead to even more sales.

Start small with your small business marketing strategy

When it comes to figuring out your small business marketing strategy, it can be hard to find a balance between not doing enough and trying to do too much too fast. Before you dive into things like email marketing, social media platforms, Google Ad Network ™ , keyword research and search engine optimization, make sure you use essential marketing tactics.

Steps like making a marketing plan, putting together a marketing budget, and ensuring you’re equipped with the essential tools for community networking and word-of-mouth growth can go a long way. They are necessary building blocks before you put together more sophisticated marketing campaigns.

The best part about these tactics? The majority of them are free, and you won’t need to hire an employee or marketing agency to get them done.

If you're ready to learn some more marketing strategies for small business success, check out " 7 Smart & Savvy Ways to Promote Your Business Without Breaking the Bank ."

VistaPrint is a registered trademark of VistaPrint USA Canva is a registered trademark of Canva Pty Ltd Google Ad Network ™ trademark is owned by Google LLC 1 U.S. Small Business Administration (SBA), Marketing and Sales [accessed August 2023] https://www.sba.gov/business-guide/manage-your-business/marketing-sales#id-make-a-marketing-plan 2 Rieva Lesonsky, How to Get the Most From Your Marketing Budget, (July 9, 2019) [accessed August 2023] https://www.sba.gov/blog/how-get-most-your-marketing-budget 3 Small Business Trends, How Much do Small Businesses Spend on Advertising? [accessed August 2023] https://smallbiztrends.com/2023/07/how-much-do-small-businesses-spend-on-advertising.html 4 NerdWallet, Small Businesses Face Economic Strain Even With Loyal Patrons [accessed August 2023] https://www.nerdwallet.com/article/small-business/2022-small-business-report

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Hope Rothenberg is a creative copywriter with agency, in-house, and freelance experience. She's written about everything from area rugs to artificial intelligence, and a ton in between.

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What is the Least Expensive, but Most Effective Marketing Strategy for a Small Business?

Carsten Schaefer

Between paying employees and other running costs, small businesses often have quite limited budgets for marketing. If you are in the same situation and don’t have much room left in the budget for marketing activities, don’t despair: all is not lost! It’s just the nature of starting a business from the ground up, especially when it comes to a smaller sized business.

At the same time, every marketing activity requires some investment, whether it’s content marketing, pay-per-click advertising or social media. Don’t believe those numerous articles on ‘digital marketing at no cost’ that name video content or organic SEO as low-cost activities. If you haven’t yet experienced it firsthand, rest assured – content production consumes both time and effort (read: money ).

Nevertheless, having a tight budget doesn’t mean that you can’t market your small business. There are a few reasonably-priced marketing strategies that may help your company kick it up a notch.

In this article, we’re going to look at two bullet-proof strategies – marketing cooperation and social proof marketing. These tactics bring you traffic at no cost and, at the same time, help boost website conversion. What could be better?

1. Marketing cooperation

A great way to boost your marketing effectiveness is to work alongside other small (or even large) businesses or entrepreneurs on a short- or long-term basis. That’s called marketing cooperation, or affiliate marketing . Long story short, it’s all about promoting your products or services via partners (affiliates) who get a certain percentage as a reward from you. (Read more about affiliate strategy )

Of course, the revenue share may differ in different industries. For instance, it’s around 20 percent in the SaaS world while it’s significantly lower in the e-commerce industry.

Where to get some inspiration and understand the real power of marketing cooperation? Take a look at ecommerce retail giant Amazon. Amazon is probably the biggest player in the market that adopts affiliate marketing.

The benefits of marketing cooperation

Why do super-successful companies like Amazon use this type of marketing cooperation? Mainly because they pay only after conversion takes place without any upfront investments from their side, so it’s a low-risk activity. Translated to a small company, this makes affiliate marketing one of the most ROI-positive ways to market online. What’s more, there are a few more bold benefits your small business may enjoy using affiliate marketing:

• Accurate success tracking

Almost every marketing cooperation campaign offers real-time tracking. This allows you to know exactly how many times the affiliate link has been clicked and how many leads you received from the partner’s website. Everything is trackable, and you can clearly understand the effectiveness of your marketing cooperation campaigns.

• Boosted promotions

If you have a product launch coming up or a special sale, provide that information to your marketing partners so they can spread the news among their audience.

• Performance-based payments

With marketing cooperation activities, you only pay your partners when a conversion or sale occurs. You pay only for what you get.

Adopt marketing cooperation in a few simple steps

Sound interesting? Now let’s cut to the chase and learn the process of marketing cooperation. In a nutshell, marketing cooperation is choosing to work with other businesses that can help market your products and send traffic to your site. The process looks something like this:

• Identify the needs of your small business.
• Conduct research to find potential partners.
• Identify the chosen partner’s business needs.
• Drop a line to the potential partner and explain how you can help each other.
• Make partnership arrangements if you get a positive reply.

Once you’ve defined your small business needs and goals, now you need to find influencers operating within your market. Sometimes other small businesses will seek you out, but the most reliable method is to take the leap and identify potential business partners on your own.

Search for businesses related to your industry (but not direct competitors). In other words, look for companies that sell an accompanying product or service. In doing so, you can get introduced to a whole new audience related to your niche, for free! It goes without saying that a great partner is one who has a good reputation within your business niche.

Marketing cooperation can take many different forms. Boosting each other’s social media shares, co-hosting an event, placing each other’s advertising banners on your websites, and everything in between.

Marketing cooperation activity accounts for 16 percent of all online orders. If you’re not using this low-cost and fruitful way to increase revenue for your small business, you’re leaving cash on the table. Use the help of a few trusted marketing partners and get ready for more closed deals with a strong return on investment.

2. Social proof as a form of marketing

Bringing users to your website isn’t enough. If they just leave, you won’t get much in return. You need to take it to the next step and convert them into leads or even customers.

Why should your website visitors believe that your small (and probably unknown) business can solve their pain points and challenges? Prospective customers need confidence that you deliver real value. A great way to do this is by using social proof as a marketing strategy via some of these methods: reviews, testimonials, star ratings, opt-ins, referral discounts, and other methods that give website visitors an opportunity to connect with your existing customers.

In a nutshell, use your existing success to gain even more revenue with no additional investment.

Social proof plays on our natural human impulses and tendencies. When booking a hotel room online, the words ‘125 people are looking at this now’ spur us to book quickly and not to miss out. When a product has a negative review, we naturally hesitate to purchase it.

The science behind social proof marketing

Multiple case studies revealed that personalized messages are 10-15% percent more impactful than impersonal messages. This statement is also confirmed by the professor of psychology and marketing Robert Cialdini . As Cialdini states, when humans are unsure what to do, they look around for guidance and will tend to take the word of people who are most similar to them.

Other scientists have identified the so-called loss aversion effect. According to this theory, people value avoiding a loss more than accessing an equivalent gain. For instance, you can inject a drop of loss aversion into your marketing strategy by offering a limited-time trial period. This way, you are allowing prospects to potentially feel the loss of not owning your product when the trial is over.

Also, loss aversion in marketing happens when you craft sales copy that emphasizes what your clients will lose if they don’t purchase or upgrade.

Social proof marketing is based on scarcity messaging as well. For example, have you ever seen a statement on an ecommerce site, such as ‘Only five items left at this price!’? Scarcity is a psychological principle claiming that the rarer the product, the more valuable it is. Scarcity marketing can be summed up as FOMO (fear of missing out).

Black Friday sales , with their highly-discounted and attractive offers, are the perfect example of scarcity in action. Because nothing is more frustrating than missing out on a great opportunity. For inspiration, take a look at online clothing stores that are well-known for employing this sense of urgency in their campaigns.

Social proof marketing in action

How to apply these principles to your marketing strategy? The best way to motivate your prospects to take action is to say that other people in the same situation have done so and gotten successful results.

In other words, draw similarities among your prospective clients and existing customers with the help of social proof. According to the social proof concept, users will adopt the actions of a group of people they like or trust. After all, if people you know and trust are satisfied with a certain product, why shouldn’t you be too?

Here are a few social proof tactics you can try out:

• Give your users a voice. Research claims that 91% of users read testimonials and reviews and 84% trust them as much as a personal recommendation. Although testimonials and reviews don’t necessarily result in immediate purchases, they are a great way to give your prospects a little more confidence. The power of authentic testimonials by real people explaining how your product or service helped solve their problem should not be underestimated.
• Spice it up with star ratings. Similar to testimonials, star ratings based on real customer reviews add trust to your product or service. When your visitors see a review with a star rating on your website, it’s a powerful instant incentive for them to take action.
• Use social sharing and follow buttons. Display the number of social followers or post shares you have. It’s hard to be the first person to put a ‘thumbs up’ on a post. When there are 1574 likes, however, adding one yourself makes you part of a bigger crowd.
• Display recent conversions, like opt-ins or sales, to boost social proof and improve your conversion rates. Remember the “752 people ordered this product last week” or “Emmy from New York has just signed up” popups on some websites you might’ve visited? They make you feel like everyone else is there except you. Signing up becomes more irresistible.
• Display the number of current visitors on your website or specific web pages. This simple trick will definitely raise the demand for your products or services as it shows the user just how popular your website is. If your site is new, and you don’t have much traffic yet, display the total number of visitors for a longer period of time (day, week, month).

Now to the key question: how to implement all of these tactics to your website? There is a wide selection of social proof software tools available that you can use to boost your website. And you don’t even have to be a tech guru to make it work.

Wrapping up

The two surefire marketing strategies for small businesses – cooperation marketing and social proof – are designed to bring you more for less: maximum traffic and customers, at minimal spend.

Cooperation marketing helps drive traffic to your website by partnering with other businesses.

Social proof marketing leverages your existing customers via reviews, testimonials, ratings and more, to create awareness and confidence about your brand among potential customers, and to generate more leads and conversions. The best way to automate these activities is to adopt a comprehensive social proof platform.

To sum up, there’s no silver bullet strategy that will skyrocket your small business revenue.

But, by combining the above-mentioned low-cost marketing ideas to your business, you will get close to the ideal growth hacking strategy.

Launch your Campaign!

Create full funnel campaigns that drive real business results..

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BUSINESS STRATEGIES

A comprehensive guide to small business marketing

• 13 min read

In the ever-changing competitive landscape of modern business, small businesses face a unique set of challenges when it comes to standing out and reaching their target audience. While limited budgets and resources may seem like barriers to effective marketing, they also present opportunities for creativity and innovation.

This article will outline the fundamentals of small business marketing—what it is and how it differs from other types of marketing, providing valuable examples and setting out an actionable plan to help you get started. Including tips and ideas for marketing small businesses online and offline and why your marketing mix should be diverse, including both digital and traditional marketing strategies .

Create a website  to build your online presence and foster your small business network. 

What is small business marketing?

Small business marketing is the tailored process of promoting products or services by businesses with fewer resources, making use of unique strategies to target audiences effectively. All small business marketing is based on the basic structure of the 4 Ps of marketing : p roduct, p rice, p lace and p romotion.

Small businesses have less marketing muscle, yet more agility compared to bigger companies. While traditional corporate marketing often involves substantial budgets and extensive market research, small business marketing thrives on innovation and experimentation. Rather than adhering to rigid marketing plans, small businesses are free to test new ideas and adjust their strategies based on real-time feedback. 

Small business marketing also prioritizes personalized engagement over mass appeal. While large corporations aim to reach broad audiences using above-the-line advertising channels, like television commercials and billboards, small businesses focus on building intimate connections with their target customers. Below-the-line tactics, such as social media engagement, search engine marketing  and community outreach, help small businesses deliver tailored messages that resonate with their customer base, fostering loyalty and trust.

15 small business marketing types and ideas

Small business marketing encompasses a variety of strategies—both on and offline, all aimed at effectively reaching and engaging with target audiences to drive business growth.

Social media marketing

Paid advertising, targeted advertising, PPC (Google Ads)

Email marketing

Affiliate marketing

Search Engine Optimization (SEO)

Content marketing

Video marketing

Online public relations and press releases

Networking through trade events, professional networks and local marketing

Print advertising and print marketing

Loyalty programs and discount coupons, promotional marketing

Community marketing: events, workshops, tutorials and donations

Word of mouth and referral marketing

Direct mail marketing

Guerilla marketing

01. Social media marketing 

Social media has become a pivotal platform for small businesses seeking to expand their reach and brand presence. As more social platforms and trends evolve, social media marketing remains a critical component of a comprehensive digital marketing strategy. This is because 55% of customers worldwide  discover brands via social media and regularly use it to research a brand when deciding whether to make a purchase.

Social media marketing  strategically identifies, engages and captivates a target audience. Get the most out of your small business social media marketing by:

Defining goals and key metrics (engagement rates, click-throughs and follower growth)

Choosing the most appropriate platforms (those preferred by your target audience and that support the content you intend to share).

Posting share-worthy content and optimizing it for social media search.

Planning your content using a social media calendar , ensuring posts are staggered, consistent and aligned with relevant dates or events.

Small businesses can also take advantage of influencer marketing when promoting their offers on social media. Smaller creators with more engaged audiences often yield higher levels of trust and authenticity. These micro-influencers are ideal partners for small businesses seeking to establish genuine relationships with their target demographics. 

Another strong social media strategy is to use user-generated content (UGC). You can encourage customers to create and share content featuring your products or services on their social channels. Repurpose user-generated content for your marketing materials to save on content creation costs while leveraging authentic testimonials.

02. Paid advertising, targeted advertising, PPC (Google Ads)

Paid advertising, including targeted ads and PPC campaigns, helps small businesses reach their potential customers more efficiently. Also, platforms like Google Ads are more cost-effective, as you only pay when someone clicks your ad.

Paid advertising best practice:

Start with clear goals, for example, increasing website visits or sales.

Target your ads to specific demographics to reach the right audience.

Monitor your campaigns regularly and adjust them based on what's proving most effective.

03. Email marketing

Email marketing  is a trusty classic that continues to prove its indispensability, particularly for small businesses. Email marketing offers small businesses a cost-effective, targeted and measurable way to engage with their audience, build relationships and drive results. 

Email marketing tips:

Use segmentation  to categorize subscribers based on their preferences, behaviors or demographics.

Personalize email campaigns. Go beyond addressing recipients by their first name—craft content that speaks directly to their interests and needs.

Tip:  Use email marketing tools  to create well-designed and personalized email campaigns. Use a business email address  for a cohesive and professional look. 

04. Affiliate marketing

Affiliate marketing  involves partnering with affiliates who promote products or services in exchange for a sales commission, allowing small businesses to expand their reach without upfront costs.

Start by identifying reputable affiliates with audiences that align with your target market and provide them with compelling promotional materials and incentives. Regularly communicate with your affiliates to nurture the relationship and optimize performance.

05. Search Engine Optimization (SEO)

Search engine optimization (SEO) is the silent hero of the digital world. According to a study by Backlinko , the first ten websites on Google's search results snag 86% of all organic clicks.

Optimizing your website and content for search engines increases brand visibility, making it easier for potential customers to find you when they’re searching for the products or services your company offers.

While there are plenty of SEO features  to help small businesses boost their websites, the fundamental thinking behind any successful SEO strategy is:

Search engines love fresh, relevant content:  Regular updates signal to Google that the site is active and up-to-date, boosting its ranking and making it easier for customers to find the small business.

Most searches start with a question and your blog can provide the answers : By creating content that addresses the needs and queries of your audience, you position your business as a helpful resource, increasing website ranking and building brand credibility.

06. Content marketing

At a time when so many brands are vying for attention, content marketing  helps small businesses to engage audiences with stories they want to hear. Unlike traditional advertising, which often involves a significant upfront investment and escalating costs, effective content marketing allows small businesses to create impactful, engaging material with relatively modest resources.

You can start a blog  to deep dive into topics and create infographics to make data more digestible. Try podcasts to give your brand a voice, testimonials to provide potential customers with proof of credibility, or offer interactive content your audience can engage with.

Invest time in creating evergreen content that remains relevant and valuable over time. This content can continue to attract organic traffic and engagement long after it's been published, reducing the need for ongoing content creation expenses.

07. Video marketing

Video marketing allows small businesses to convey their brand message in a dynamic and engaging format that captivates audiences. With the widespread popularity of platforms like YouTube and TikTok, videos can reach a vast audience at minimal cost. 87% of marketers  say video directly increased sales and helped generate leads.

Use a video maker  to keep videos concise, attention-grabbing and optimized for mobile viewing. Utilize storytelling techniques to forge an emotional connection with viewers and showcase your brand’s USP. 

08. Online public relations and press releases

Small businesses can generate buzz, increase brand visibility and attract media attention by distributing press releases through online channels. This cost-effective strategy aids businesses to share their news, achievements and product launches directly with target audiences and relevant journalists.

Press releases in national media bring small businesses global visibility, while local media strengthens community ties.

You can explore various free or low-cost PR tools and services, such as HARO (Help a Reporter Out) or PR distribution platforms like PRLog, to secure media coverage and press mentions without hiring a PR agency.

09. Networking through trade events, professional networks and local marketing 

Before the world went digital, small businesses had to get out there, shake hands and become familiar faces in their communities. This approach still holds a ton of value today, with 83% of international brands  crediting event marketing for increasing sales. Trade shows, professional networking events and local marketing activities are also great places to distribute business cards . Try adding qr codes  onto relevant merchandise, as these events help get further exposure. 

10. Print advertising and print marketing

Traditional print advertising  and marketing methods remain effective for small businesses today, here’s why:

Tangibility and permanence: A well-designed brochure or business card can stay with a potential customer for weeks, months or even years, reminding them of your brand.

Cut through the digital clutter: With an overwhelming amount of digital content, print materials grab attention in a less saturated space.

Builds credibility: Print provides a sense of legitimacy. High-quality materials can elevate the perception of your brand, showcasing professionalism.

How to make different types of print marketing materials  work for your small business:

Brochures:  Great for giving a comprehensive overview of a small business. Keep your content clear, concise and focused.

Business cards: Not just for contact information; business cards are representatives of your brand. Focus on clarity, relevance to your brand identity and durability when designing your business cards , ensuring that they effectively represent your brand and leave a positive impression on recipients.

Flyers and posters:  Ideal for promotions or events. Make sure they include a clear call to action and distribute them in places your target audience frequents.

Catalogs: Perfect for showcasing a range of products. High-quality images and engaging descriptions can transform a simple catalog into a compelling sales tool.

For print marketing to contribute towards your overall strategy, they need to reflect your brand's personality and values. Invest in quality design and printing; unique, eye-catching materials can make a lasting impression.

11. Loyalty programs and discount coupons, promotional marketing

Rewarding customers for their continued support with loyalty programs and discount coupons helps small businesses cultivate long-term relationships and drive sales growth. 

Offer personalized rewards, promote exclusivity and leverage digital platforms for easy redemption. Regularly communicate with customers via various channels to keep them informed about upcoming promotions and exclusive offers, fostering strong customer engagement and customer loyalty . 

12. Community marketing: events, workshops, tutorials and donations

Organizing local events transforms your small business into an active member of the community. Whether a street fair, workshop, giveaway, charity fundraiser or local conference, events are golden opportunities to introduce your small business to potential customers, drawing them into the marketing funnel . They help put a face to your brand while building relationships that no digital ad can match. 

Don’t forget about virtual events—everything from webinars to Reels can be effective ways to engage with your audience. If you don’t fancy holding an event, you can still show your community that you actively give back by sponsoring a local team, making a donation towards a local cause or collaborating with other local businesses to raise funds. Or co-host events or workshops with other local or small businesses to share resources and split costs. This allows you to reach a broader audience while sharing the financial burden of hosting.

Try finding mutually beneficial partnerships with other small businesses, like exchanging goods or services. For example, a restaurant could offer catering services in exchange for marketing collateral from a local graphic designer.

13. Word of mouth and referral marketing

Harnessing the power of satisfied repeat customers  to spread positive recommendations can significantly enhance brand credibility and attract new clientele. Encourage customers to refer friends and family by offering incentives or rewards for successful referrals.

But remember , the only way to truly maximize the benefits of referral marketing is to ensure that the reviews customers leave are positive. Prioritize delivering exceptional customer experience to increase the likelihood of positive word-of-mouth endorsements.

14. Direct mail marketing

Direct mail marketing remains one of the best tools for small businesses to attract new local customers. Highly effective for targeting specific neighborhoods and demographics, it offers a tangible and personalized approach that stands out in a digital world.

Experiment with different mail formats to create eye-catching and informative material. Track the effectiveness of your campaigns by including unique codes, UTM links  or URLs for recipients to redeem offers, allowing you to measure ROI and refine your future mailings accordingly. 

15. Guerrilla marketing

Guerrilla marketing  campaigns are about creating bold, creative and unconventional shareable moments that grab attention beyond your local area in a way traditional marketing can’t. Done right, the campaign can go viral, allowing small businesses to make a big impact without a huge marketing budget.

To ensure your guerrilla marketing campaign is a success, you need to:

Know your audience: Make sure it resonates with your target audience. What are they likely to find funny, surprising or engaging?

Be clear with your message: While creativity is important, don’t let your message get lost in the spectacle. Remember, the goal is to promote your business.

Think through the location: Choose a spot where you’ll get maximum visibility and your target audience is likely to be.

Small business marketing costs

Small business marketing costs can vary widely depending on the industry, demographic, geographic location and specific marketing strategies employed.

The exact percentage may vary depending on these factors:

Business goals

Industry competitiveness (more competitive sectors may require higher marketing expenditures)

Target market demographics

Competitor strategies (to be used for benchmarking)

It's essential for small businesses to carefully budget and prioritize their marketing expenses. By investing strategically in marketing activities that align with their objectives, small businesses can both maximize their return on investment and achieve sustainable growth.

Small business marketing examples

These small businesses built on Wix use effective marketing tools and ideas to connect with their customers. 

CICADA Goods

CICADA Goods  who sells paraben-free, vegan candles effectively taps into ethical impulse buying . Understanding the psychology of selling , CICADA uses the feel-good feeling of earthy, clean ingredients and effectively markets her products to the right audience. What’s more, her products and brand perfectly align with the overall concept of ethical and clean products. For example, all CICADA products are hand poured and crafted in small batches in her Tucson-based studio and are packaged in wildflower seed paper—a biodegradable eco-paper made with post-consumer and post-industrial paper waste.

The brand also leverages holiday marketing ideas . Owner, Stacey McClure, says she always includes her best-seller Cactus blossom candle, “Memory Number 5” in all her curated holiday boxes. This adds a personal touch and shows she knows her product offering well, but also genuinely cares about her customers. What’s more, she hosts pop-up events like a “Valentines Sip and Shop Event” to gain brand exposure and develop meaningful relationships with shoppers.

Founded by three brothers, Dominic, Nicholas and Daniel, Sol Cacao  strives to create the finest quality of chocolate. The brothers are involved at every level and have a thorough understanding of each detail—including the manufacturing process, from growing the cacao pods to the actual crafting of the chocolate bars.

They are clearly aware of their best selling products and know both their products and their clients. The brand found co-branding opportunities with other small businesses like their collaboration with Russ and Daughters, a New York culinary and cultural icon, by adding their chocolate into baked goods. They also joined DoorDash’s Accelerator for Local Goods with tens of other local businesses to make their product offering more available.

Sol Cacao has booths at various exhibitions and pop ups, they also hold workshops and tutorials on the history of cacao and chocolate making.

How to get started with small business marketing

Embarking on your small business marketing journey can be both exciting and overwhelming. We've outlined practical steps to kick start your efforts and help you navigate this process with confidence.

Create a marketing plan

A marketing plan  serves as a roadmap for small businesses, guiding marketing efforts and ensuring strategic alignment with overarching business objectives. It provides clear direction and focus, helping to allocate resources efficiently and set measurable objectives. A good marketing plan should also track progress, ensure brand consistency and adapt to market conditions.

Use a marketing plan template  to create your marketing plan, making sure to cover these bases:

Clear goals: Define specific, measurable, attainable, relevant and time-bound (SMART) objectives, such as increasing brand awareness or driving sales.

Strategies:  Outline the tactics and channels you'll use to achieve your goals, such as social media marketing, email campaigns or content creation.

Budget and timeline:  Establish a realistic marketing budget and timeline to ensure efficient resource allocation and timely execution.

Performance measurement: Define key performance indicators (KPIs)  to track campaign success and evaluate return on investment (ROI) .

Research your target audience and know your target market

Understanding your target audience  is essential for effective marketing. Here's what to consider:

Customer demographics :  Identify the age, gender, income and other relevant characteristics of your target audience. Understanding specifics about the Gen Alpha or Gen Z consumer  can help you narrow in on specific tactics or approaches to communicate effectively. 

Behavioral insights:  Understanding purchase behavior, preferences and pain points allows small businesses to tailor marketing strategies.

Geographic location: Determine potential customers’ location to target markets geographically.

For your small business marketing to be successful, stay updated on industry marketing trends , competitor strategies and consumer preferences to adapt your marketing accordingly.

Set your marketing KPIs

Identify key performance indicators (KPIs) that will help you to achieve your business objectives, for instance:

Website traffic :  Total visits to your website, showing online brand interest and awareness.

Conversion rate : Percentage of website visitors completing a desired action, indicating website effectiveness.

Customer acquisition cost (CAC) :  Average cost to acquire a new customer, revealing marketing efficiency.

Customer lifetime value (CLV) : Total revenue from a customer, assessing customer value.

Social media engagement:  Likes, shares, comments and followers on social media, measuring audience interaction.

Email open and click-through rates: Percentage of email recipients opening and clicking links, gauging email campaign success.

Customer retention rate:  Percentage of returning customers, showing loyalty and satisfaction levels.

Return on Investment (ROI): Ratio of marketing campaign net profit to cost, revealing its profitability.

Lead generation rate: Number of leads generated, indicating success in attracting potential customers using lead generation strategies .

Brand awareness metrics: Measures of brand recognition, such as mentions and search volume, indicating brand visibility.

Ensure your KPIs are realistic and achievable, avoiding broad or vague metrics. For example, instead of simply saying,   “ Drive traffic to your website ,” use a more specific, attainable and time-bound KPI, like increasing website traffic by 20% in the next quarter through targeted SEO and content marketing. 

Build your brand identity

Build a cohesive brand identity  that makes your small business memorable and differentiates you from other businesses, helping you to stand out in the crowd of competitors. 

Clearly define your brand's essence by articulating its core values, mission and unique selling proposition . Understanding what sets your business apart and what it stands for is crucial for creating a strong foundation that resonates with your audience.

Invest in creating cohesive, memorable and visually appealing brand assets, including   logos, color schemes and typography that reflect your brand's personality. Consistency in design across all platforms helps reinforce brand recognition and credibility.

Develop a tone of voice that is distinctive of your brand that speaks to your intended audience. Whether it's friendly and conversational, authoritative and professional, or quirky and humorous, your tone of voice humanizes your brand and creates a deeper connection with your customers.

Authentic engagement   with your audience is also vital for building a strong brand identity. Develop compelling storytelling narratives that resonate with your audience's emotions and values. Actively engage with your social media followers, respond to inquiries promptly and foster a sense of community through user-generated content and interactive campaigns.

Tip:  Use a logo maker  to design a strong logo that can be used across all branding collateral, both on and offline. 

Create a website

Having an online presence is a prerequisite for good business today. Think of a website as your digital storefront, a place where potential customers can visit, regardless of your business offering. 

A well-designed website instills trust and credibility in your brand. It gives the impression that your business is established and legitimate, which is particularly important for small businesses looking to compete with larger competitors.

And, of course, a website dramatically expands your business hours—your digital doors are always open for browsing, shopping and impulsive late-night purchases.

Learn how to make a website  for your small business. Explore these customizable business website templates  to help get started. 

Tip:  Try an AI website builder  to bring your small business marketing ideas to life.

Consider partnering with other local or small businesses

Collaborate with other local or small businesses to expand your reach, build community connections, offer added value and make your marketing more cost-effective. Your small business network will become an invaluable asset that you can utilize to grow your own brand. Approach businesses that are aligned with or at a similar stage to yours, and maintain and nurture these mutually beneficial relationships over time.

VistaPrint is a partner of Wix.

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10 Low-Cost Marketing Strategies Every Small Business Owner Should Know

AFFILIATE DISCLAIMER: I may earn a small amount of money from some of the products that I have mentioned in this post at no extra cost to you. Please find the full affiliate disclosure here .

Hey there, savvy entrepreneur! Managing a small business on a tight budget? No problem! We’ve got some nifty tricks to keep your costs down and your business booming. Whether it’s a local bakery or a cozy bookshop, these low-cost marketing strategies are perfect for you.

Low-Cost Marketing Strategy #1: Social Media and Website

Alright, let’s talk social media – the ultimate hangout for your business. Facebook, Instagram, Twitter – they’re not just for adorable pet videos. They’re your secret weapon for connecting with customers without emptying your pockets. Oh, and about your website? It’s like your online HQ, and the best part? You don’t need Scrooge McDuck’s budget to make it user-friendly. These low cost marketing strategies have got you covered!

1.1 Social Media: Your Budget-Friendly BFFs

First off, social media – the virtual town square where everyone hangs out. Posting on Facebook is like shouting from the digital rooftops, and it’s absolutely free . Share your story, toss in some behind-the-scenes sneak peeks, and voila – you’re building a connection with your audience.

Instagram is where visuals steal the show. Got a smartphone? You’re all set to showcase your products or services. Throw in a filter or two, and suddenly you’re a digital Picasso. Don’t forget to use relevant hashtags – it’s like a secret handshake to get discovered by new folks.

Think of it as the snack-sized content hub. Tweeting might feel like you’re shouting into the wind, but when your 280 characters hit the right chord, magic happens. Engage in conversations, drop some knowledge bombs, and watch your Twitter game soar.

1.2 Creating Your Budget Friendly Website

Now, let’s get to the core of your online empire – your website. We’re here to dish out tips that won’t leave your wallet gasping. In this chat, we’ll explore some smart, low-cost marketing strategies to elevate your online presence without breaking the bank.

DIY Platforms

Platforms like Wix , W eebly , and Squarespace are like your personal website genie. Drag-and-drop simplicity, pre-designed templates – it’s the DIY dream. No need for a coding PhD.

Free Stock Photos

Need images that won’t break the copyright bank? Unsplash and P exels have your back. Stunning visuals, no strings attached.

Google My Business

Want to pop up on Google Maps and local searches? Google My Business is your best friend. It’s free, it’s easy, and it puts you on the virtual map.

Social Media Scheduling

Hootsuite and Buffer let you schedule posts in advance. Plan your content when you’re feeling inspired, and let it roll out like clockwork.

Analytics with Google

Dive into Google Analytics. It’s like peeking behind the curtain of your website. See what’s working, what’s not, and adjust your game plan accordingly.

Low-Cost Marketing Strategy # 2: Content and Infographics

Blogging doesn’t have to be a headache, especially when you’re mindful of your budget. It’s your secret weapon for showcasing your expertise without burning a hole in your pocket. And here’s a little secret: people adore eye-catching visuals. Infographics step in as the cool, low-cost marketing strategies, the easy-to-create, effortless-to-share sidekick to your blog.

2.1 Tips for Budget-Friendly Blogging

Embrace your voice.

Your blog is your online persona. Be yourself, share your experiences, and let your personality shine through. Authenticity is your best friend.

DIY Graphics

Can’t afford a graphic designer? No problem. Tools like Canva and PicMonkey turn you into a graphic maestro. Create eye-catching images to accompany your blog posts without spending a dime.

Collaborate and Guest Post

Connect with fellow bloggers or businesses. Guest posting is like a digital exchange program. You bring your expertise to a new audience, and they do the same for you. It’s a win-win.

Repurpose Content

That blog post you spent hours on? Break it down into bite-sized pieces for social media. Turn it into a podcast. Repurposing content is like giving your words a second life.

2.2 Tips for Budget-Friendly Infographics

Canva creations.

Canva isn’t just for blog graphics. Use it to whip up stunning infographics. Drag, drop, and conquer the visual realm without a hefty price tag.

Free Icon Libraries

Icons make infographics pop. Websites like Flaticon and Iconfinder offer a treasure trove of free icons. Sprinkle them into your infographic for that extra oomph.

Simple Design, Big Impact

You don’t need a design degree to create an eye-catching infographic. Keep it simple, use bold colors, and let the information flow naturally.

Shareable Savvy

Once your infographic is ready, share it across social media. Visual content gets shared more, expanding your reach without spending a single penny.

Low-Cost Marketing Strategy # 3: Email Marketing

Building an email list may sound daunting, but think of it as assembling your very own fan club. Create newsletters that people genuinely look forward to reading. No spammy vibes here—just good vibes and satisfied customers, all part of your effective and low-cost marketing strategies.

3.1 Tips for Budget-Friendly Email List Building

The freebie factor.

Offer something irresistible in exchange for those coveted email addresses. It could be a downloadable guide, exclusive access, or a discount code. People love free stuff!

Opt-in Forms on Your Website

Make it easy for website visitors to subscribe by placing opt-in forms strategically. Pop-ups, banners, or a simple sign-up at the end of your blog posts – guide them to that subscribe button effortlessly.

Social Media Shoutouts

Your social media platforms are like megaphones for your fan club. Regularly shout out your newsletter, and entice followers to join the party. Share snippets of the awesome content they’ll receive.

Collaborate and Cross-Promote

Team up with like-minded businesses or influencers. A cross-promotion can introduce your newsletter to a whole new audience. It’s like borrowing fans from each other’s clubs.

3.2 Tips for Budget-Friendly Newsletter Crafting

Free email marketing tools.

Platforms like Mailchimp , Sendinblue , and MailerLite offer free plans for small businesses. Start with these to create professional-looking newsletters without the hefty price tag.

Content Variety

Mix it up! Share valuable content, exclusive offers, and behind-the-scenes peeks. Make your subscribers feel like VIPs with content they can’t find elsewhere.

Engaging Subject Lines

The subject line is your email’s first impression. Make it catchy, intriguing, or even a little mysterious. Get them curious enough to click.

Consistency is Key

Set a schedule and stick to it. Consistency builds anticipation, turning your newsletters into a must-read regular treat.

Interactive Elements

Encourage interaction. Polls, surveys, or even a simple “Reply to this email” can make your newsletter a two-way street, fostering a sense of community.

Low-Cost Marketing Strategy # 4: Buddy Up with Local Businesses

You know what they say—teamwork makes the dream work. Collaborate with local businesses for joint events and promotions. It’s akin to having a marketing buddy without the hefty price tag,a smart move in your toolkit of low-cost marketing strategies.

Low-Cost Marketing Strategy # 5: DIY Design

Design doesn’t have to be a headache, thanks to nifty tools for non-designers. Keep your brand looking snazzy without hiring a pricey designer.

5.1 Tools for Non-Designers

Canva is like having a design wizard at your fingertips. This user-friendly platform offers a plethora of templates, from social media graphics to business cards. You can customize colors, fonts, and images with drag-and-drop simplicity. Canva’s free version is a design haven, and if you need more advanced features, they offer affordable premium plans.

PicMonkey is your go-to for photo editing without the hefty price tag. It’s perfect for sprucing up images for your website, blog, or social media. Crop, enhance, add text – PicMonkey’s got your back. The free version covers the basics, while their premium plans unlock even more editing magic.

VistaCreate

VistaCreate is a graphic design gem, especially for those just dipping their toes into design. With thousands of templates and design elements, you can create stunning visuals for social media, presentations, or print materials. The free version is robust, and their Pro plan is budget-friendly for those craving extra features.

5.2 Tips for DIY Design Success

Consistent branding.

Use your brand colors, fonts, and logo consistently across designs. This builds a cohesive visual identity for your business.

Less is More

Keep it simple. Clutter-free designs are not only visually appealing but also easier to create. Let your key message shine.

Embrace White Space

Don’t fear the empty spaces. White space is your friend and can enhance readability and overall design aesthetics.

Typography Matters

Choose fonts wisely. Stick to one or two easy-to-read fonts. Avoid the temptation to use too many styles in one design.

Quality Images

If using photos, opt for high-quality, clear images. Unsplash and Pexels (mentioned earlier) are great resources for free, stunning visuals.

Low-Cost Marketing Strategy # 6: Customer’s Voice

Word of mouth is your secret weapon. Set up referral programs that make your customers feel like superheroes. And make sure to flaunt their love with user-generated content as part of your low-cost marketing strategies.

Referral Rewards

Create a referral program that turns your customers into brand ambassadors. Offer incentives like discounts or exclusive access to make them feel like superheroes spreading the word.

User-Generated Content Showtime

Encourage customers to share their experiences on social media. Showcase their love for your brand through user-generated content. It’s authentic, powerful, and builds trust.

Celebrate Customer Stories

Feature customer success stories on your website or social platforms. Let their voices be heard, turning satisfied customers into your best marketing tool.

Low-Cost Marketing Strategy # 7: Guerrilla Tactics

Looking for ninja moves in marketing? Ever heard of guerrilla marketing? It’s the unconventional, attention-grabbing strategy—your secret weapon in the realm of low-cost marketing strategies. Get inspired by some wild campaigns and add your twist for maximum impact.

Identify trending topics and create shareable content with BuzzSumo. Stay ahead of the curve and make your guerrilla tactics buzzworthy.

Craft attention-grabbing visuals for your guerrilla campaigns with Canva. From quirky posters to engaging social media graphics, Canva’s got your back.

Low-Cost Marketing Strategy # 8: Stay Trendy, Stay Relevant

In the ever-changing world of marketing, staying in the loop is a must. Quick adaptation tips ensure your business stays fresh and relevant.

Google Trends

Keep your finger on the pulse with Google Trends. Identify rising search queries and tailor your content to stay relevant in the ever-changing landscape.

Social Media Listening Tools

Leverage social media listening tools like Hootsuite or Mention to monitor trends and conversations. Stay engaged with your audience and adapt your strategies accordingly.

Industry News Aggregator (Feedly)

Use Feedly to curate industry news. Stay informed about emerging trends and incorporate them into your marketing strategies to ensure your business remains fresh and up-to-date.

Low-Cost Marketing Strategy # 9: Local SEO

Wanna get noticed by the locals? Ever heard of local SEO? It’s like the unsung hero of low-cost marketing strategies. Simple tweaks, and boom! You’re on the local map, without burning a hole in your pocket

Claim and optimize your Google My Business listing. It’s your digital storefront for local searches, providing crucial information for potential customers.

Local Keywords with UberSuggest

Use UberSuggest to identify local keywords. Tailor your website content to include these keywords naturally, enhancing your visibility in local search results.

Local Reviews Management (BrightLocal)

Manage and encourage local reviews using tools like BrightLocal . Positive reviews boost your local SEO, making you a trusted choice in your community.

Low-Cost Marketing Strategy # 10: Freebies for Your Business Toolbox

Who doesn’t love free stuff? Unwrap the gift of free marketing tools and resources. Your business toolbox is about to get a major upgrade.

HubSpot CRM

Manage your customer relationships seamlessly with HubSpot CRM . It’s a powerful free tool that helps you organize, track, and nurture your leads.

Organize your projects and tasks effortlessly with Trello . It’s a user-friendly project management tool that keeps your business operations running smoothly.

Canva (Again!)

Elevate your visual content game with Canva’s free version. From social media graphics to posters, Canva continues to be a go-to tool for businesses on a budget.

Let’s Wrap It Up!

Alright, you marketing maestros, that’s a wrap! Low-cost doesn’t mean low impact. Dive into these strategies, get creative, and watch your business thrive.

Can any type of small business use these strategies?

Absolutely no VIP treatment here! These strategies are like the open mic night of marketing – everyone’s welcome to take the stage.

Yep, whether you’re selling tacos or fixing leaky faucets, these strategies are your go-to crew.

How soon can I see results from these strategies?

Results are like pizza delivery – not instant, but quicker than you’d think. With a sprinkle of consistency, your business will be on its way to stardom faster than a cat video goes viral.

It’s like planting seeds in your garden. Water them, give them some sun, and soon you’ll have a garden that even your neighbors envy.

Do I need a fancy marketing team for this?

No need to assemble the Avengers of Marketing! These strategies are more like the Avengers of DIY. You can be the Tony Stark of your own marketing universe – no fancy suit required.

It’s like baking cookies from scratch. You might get a little messy, but the result is worth it, and everyone loves cookies.

Can I mix and match these strategies for a super combo?

Mix and match, baby! It’s like creating your own sandwich – some social media here, a slice of website there. Your marketing, your rules.

It’s like playing with LEGOs. Combine the pieces you like, and soon you’ll have a marketing masterpiece.

Are there any risks associated with guerrilla marketing tactics?

Think of guerrilla marketing like a prank – fun when done right, disastrous if it backfires. Keep it cheeky, align it with your brand, and avoid turning it into a marketing blooper reel.

It’s like telling a joke. Funny is good, offensive not so much

Want to know how you can create a captivating brand design without spending a dime? Check out our beginner-friendly guide, absolutely free!

• Brand Style Guide Essentials for Small Businesses

Hey! I’m the founder of Smartiac – and I’m really happy to see you on my blog. I write articles on business, marketing, and other passive income streams and teach creatorpreneurs to make and sell digital products online! If you find any of my articles helpful, please share !

Thank you ♥

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Small Businesses Should Implement Low-Cost Marketing Efforts

During coronavirus, small businesses must deliver on their brand promises, businesses must innovate, communicate and instill confidence among consumers, how small businesses can re-engage their customers during the coronavirus pandemic, how small businesses can help employees prepare for retirement, expert tax strategies to save your small business money.

June 17, 2020

Featured Guest

Marcus Jones Founder and President, Miss Essie’s Southern BBQ

Jeanette Mulvey Vice President and Editor-in-Chief, CO—

The ongoing COVID-19 pandemic has presented a lot of challenges for small businesses, including cutbacks and closures. The extra financial strain these small businesses have been suffering can make it difficult to spare the funds that are usually reserved for their usual marketing spend.

That doesn’t mean, however, that small businesses have to skimp on their marketing efforts, according to Marcus Jones , founder and president of Miss Essie’s Southern BBQ. One of the most effective and low-cost marketing tactics Jones practices is giving away free samples of his product.

According to Jones, giving away samples of his products allows him to get a true sense of how people really feel about them.

“You know, you never know what somebody thinks until you do that [...] and let them try it,” Jones explained.

While the social distancing measures due to COVID-19 may make it more difficult to safely give out food samples in grocery stores, you can still take advantage of word-of-mouth to spread the word about your business.

“When people come in, especially close friends, don’t be afraid to say, ‘Hey man, listen, if you like the product, give me a positive write up on Google, on Facebook, or on some social media networking sites,' so that people could know you’re out there,” Jones said.

Posting to and Interacting with Your Fans on Social Media Is a Great, Low-Cost Way to Market Your Business

Posting content about your business on social media is a low-cost and effective marketing tool you can take advantage of. Jones reminds business owners not to be afraid to “take pictures of your product and send them out socially.”

Beyond posting pictures of your products, Jones encourages small business owners to interact with their followers on social media as well, especially if they comment on your posts. Not only does interacting with your fans on social media show that your brand is active, but it also helps to foster a deeper connection with your target audience.

“Comment back, ‘Hey, thanks a lot, man. I appreciate it. Come by the office next time and we’ll get you a plate free, barbecue sauce, [or] something,’” said Jones.

While Jones admits that the marketing tactics mentioned above are low-hanging fruit, these low-cost strategies “can be very successful, and as time goes on, those people will remember you and they will be loyal to your brand.”

• Small Business
• Coronavirus

From the Series

CO— Blueprint

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21 Effective Low-Cost Marketing Strategies to Kick-Start Your Startup

Startups can face a tough challenge when it comes to marketing. 47% of startup owners run marketing on their own because they lack a substantial marketing budget. Without the budget of larger companies, they need to be creative and make the most of their marketing budget.

Fortunately, startups can take advantage of some low-cost marketing strategies to market themselves and generate leads.

What is a low-cost marketing strategy?

A low-cost marketing strategy is a way for startups to use marketing strategies that have a low impact on their budget. This allows them to focus their funds on other important business areas while still generating leads and getting their brand out there.

Low-cost marketing strategies allow startups to conduct competitive research, understand their target audience, get people talking about them online, get PR exposure and generate more leads .

When should you start marketing a startup?

Many startups launch without any marketing strategy or plan in place.

While it is important to focus on building the product, gaining early customers, and validating your startup idea, startups should also put some time aside for marketing purposes.

The sooner you start marketing your startup, the more time you will have to get it out there and increase awareness of your company.

Marketing should be done at the beginning stages of building a business because once you’ve launched, it’s too late to start. You need an audience ready to buy for your product or service to be successful.

This is particularly important for ecommerce stores that rely on traffic to generate revenue. Effective marketing will get you, customers, within a short period.

Also, marketing should be a consistent effort and not start and stop once the product is finished and launched. Marketing is a long game and shouldn’t be put on the back-burner after the product is done.

Low-cost marketing strategies for a startup business

Startups can take advantage of many low-cost strategies to get the word out about their brand and generate more leads. Many of these strategies can be done in combination, allowing startups to reap great rewards at little cost.

Here are some low-cost marketing strategies for startups:

Strategy #1: Use social media as a brand awareness tool

Social media allows you to reach out to a large audience and get your name out there. You can use sites like Facebook, Twitter, and LinkedIn to grow your startup’s presence online.

About 90% of marketers vouch for the effectiveness of social media as a marketing tool for small businesses.

However, it is important that startups not view social media as a place to simply tweet or post about their brand. You need to use these platforms strategically in order to get the most out of them.

For example, you can create Facebook contests where users submit photos for a chance to win something related to your product or service. This allows you to promote engagement and grow your page’s following simultaneously.

You can also use social media to run a contest where you give away your product at the end of it, creating some buzz for your brand in the process.

Strategy #2: Secure PR exposure

Getting press coverage is another easy way for startups to market themselves and get their name out there. While getting press isn’t easy, getting some PR coverage for your startup will be beneficial.

You can secure press through many low-cost methods such as recording a video and writing a press release about your company to distribute online. You can also approach bloggers in your industry directly and ask them to write about you or do an interview.

Mostly getting PR coverage for your brand is free, but it takes time and persistence to spread the word. However, if you’re persistent enough, you will see some returns.

Strategy #3: Write guest blog posts on relevant websites

Guest blogging is an excellent low-cost marketing strategy that allows you to reach a new audience while providing good content for the blog you’re writing on.

Startups can reach out to other bloggers in their industry and ask if they would be interested in publishing a guest post about a relevant topic. If the blogger is interested, you can submit your article to publish on their website.

In return, startups will hopefully start seeing some traffic from the site where their guest blog was published. If the post is good enough, then it could go viral and generate a lot of traffic for your site in a short period.

Strategy #4: Create infographics to distribute online

You can create an infographic about a relevant topic and release it online to get more eyeballs on your brand. These graphics can quickly spread across the web because they’re shareable and engaging.

If a startup uses a catchy infographic to get its message out, then it’s likely that people will be interested in sharing this infographic with others through social media or email. This increases the brand awareness strategy for your company at a minimal cost.

Strategy #5: Run a PPC (pay-per-click) campaign

Paid advertising is another low-cost marketing strategy that can give startups the exposure they need, especially if you run it through Google Ads or Facebook ads .

You should be careful about how much money you spend on your startup’s paid advertising campaigns , but if you do it right and target the correct keywords, then you’ll see a good return on your investment.

Strategy #6: Offer something for free

Giveaways are another way to market your startup and generate interest in your product or service — even though you don’t directly sell anything through these giveaways. If people want to win something from you, then they’ll have to share your startup with their friends.

In order for this strategy to work well, it’s important that the giveaway item doesn’t cost too much and is relevant to the type of business you run (i.e., if you sell nerdy T-shirts, don’t give away an iPad).

Strategy #7: Create a video

Videos are a great way to promote your brand, especially if it’s an entertaining or informative one. Using videos in your startup marketing plan will help you reach new audiences and give them a reason to share your brand with others on social media.

Videos also allow you to educate potential clients about the industry you’re in and why your product or service is valuable. In return, they may choose to patronize your company due to watching this video.

Strategy #8: Create a brand mascot

People are generally more inclined to buy from brands with characters that represent them or stand for their values. Think of the ‘Apple Guy’ (Steve Jobs) or the “Geeky Techie” (from XKCD).

This mascot allows people to identify your brand and create a relationship with it easily. People might even start associating certain traits or qualities with your startup because of how your mascot acts.

Strategy #9: Launch a referral program

Once you have a group of loyal customers, you can use that to your advantage by creating a referral program. If your current audience is happy with what they’re receiving from your company, they’re probably willing to share it with their friends and family.

The key here is to give something away to your customers for referring people to your company. This can be a percentage of their next purchase, free shipping, or even just 10% of the product cost.

You’ll have to gauge what will work best for your brand and current audience, but by showing that you care about them, you’re more likely to get positive word-of-mouth referrals.

Strategy #10: Write an informative blog

Blogs are great for content marketing, and they’re also easy to rank on Google, which means that you’ll be able to get more attention from people looking for information about your industry or brand online.

81% of consumers search for information online before making a purchase decision. Writing a blog post should not be seen as another item on your to-do list because it’s actually a great marketing tool. Keep your audience in mind at all times and make sure to answer their questions.

Strategy #11: Use Reddit or Quora to get attention for your brand

These two sites are filled with crowd-sourced answers that can be very helpful if you’re looking for feedback about your product or services before investing too much into them.

These are also great communities for startups because they can tell if you’re just trying to sell a product . So by engaging people on these sites, you can create a long-lasting relationship.

Strategy #12: Get offline with your marketing

With so many millions of people using their smartphones every day, you might think that mobile is the only way to reach your audience. However, mobile should not be seen as a replacement for traditional offline marketing tactics because they can generate more direct results if done correctly. Business cards, t-shirts, banners, billboards, newspapers, magazines, flyers, radio advertising, car wraps – or even tattoos are generally to be considered as offline marketing ideas.

You may have noticed that these offline marketing strategies are similar to online efforts. Still, they’re often much more effective because you can focus on just one platform rather than building a brand online and then extending it into the real world.

Strategy #13: Don’t forget about your future customers!

It’s important that you always reach out to new audiences to gain loyalty from them early on. Think about what someone does right before they’re ready to purchase a product or service, and then come up with some content that can grab their attention right at that moment.

For example, if the person is searching for reviews of your product or service, you should have some customer testimonials on hand to convince them that you’re the right choice.

The better your content and outreach are, the more likely you’ll be able to reach new customers before they even start looking for what you have to offer.

Strategy #14: Use Influencer marketing to get more exposure

Over 50% of consumers mentioned that they got to know about a product or service through influencers.

Influencer marketing is when you work with a group of people with a lot of influence over potential customers to get your product or service in front of them.

For example, if your brand sells shoes then you might want to partner up with someone who has a large following on Instagram and regularly posts pictures of their feet while wearing the most fashionable shoes.

This is a very effective way to target new audiences because most of them trust the opinions of influential people, which is why it’s often the preferred method for most startups who are just beginning their marketing efforts.

Strategy #15:  List building is vital

Successful startups are excellent at building lists because it allows them to reach new customers for free. They do this by collecting emails from anyone who visits their website, either through a form or an email signup box.

They might also ask their current customers to refer a friend or leave a testimonial, which is another great way of growing your list. A lot of these techniques require that you’re offering something for free in return, but if you give people a reason to sign up then they’ll be more likely to do it.

Once you have all those emails, you can use them to send out newsletters and let everyone know what you’re up to. You can also send people offers or discount codes that would be exclusive for people on your list, which is why it’s such a good strategy for acquiring new customers .

Strategy #16: Host an Event

Having a physical presence at an event will make it more likely for people to remember who you are because they’ll be able to pick up flyers or business cards with your name on them.

By attending events, you’ll also be able to meet new people and form business relationships, which is a great way of getting your name out there.

 Strategy #17: Email marketing matters

Email marketing is a very inexpensive way of reaching new people because it’s based on permission, which means that they have chosen to sign up for your newsletters.

Also, email marketing is the most effective form of marketing with an average ROI of 122%.

However, you should avoid using your list just to send out promotional information about a product or service because most people will consider that spam and unsubscribe from your list as a result.

You should instead focus on providing your audience with useful information that they might find helpful. For example, you could send them a list of things to do before leaving on vacation or some interesting facts about the city you live in.

People will appreciate the effort and be more willing to open your emails, which is what you need if you want to get your message in front of them.

Strategy #18: Utilize Guerilla marketing

Guerrilla marketing is a popular approach to marketing that involves doing things in a low-budget way.

You might consider putting up flyers around your city about a product or service you’re offering, which can be very effective if you target the right audience.

For example, if one of your products is essential oil then you might want to place ads with images of plants in public places where people will see them, like the subway or the mall.

That way they’ll associate your product with nature which can be beneficial for selling it to customers, especially if you’re trying to target a specific audience.

Strategy #19: Offer coupons and deals

People are always looking for ways to save money and if you can offer them a coupon or discount code then they’re more likely to buy from you.

That’s why it’s such a good marketing idea because it only requires that you create some sort of deal, like offering 10% off or free shipping. Just make sure that the terms of your offer are clear and easy to follow, otherwise, people might not redeem it.

Strategy #20: Turn your customers into brand advocates

One of the best marketing strategies you can employ is to turn one of your customers into a brand advocate.

If someone likes your product or service enough then they might be willing to recommend it to their friends and family, which will ultimately help increase sales.

Brand advocates often have a lot more credibility with other people because they can vouch for a company.

Strategy #21: Repurpose content

Repurposing content means that you take old material and make it appeal to a different audience.  For example, if you wrote an article on “How to Fix Your Car” then you could stick the same information into a video for YouTube and target people who prefer watching videos online.

That way you’ll reach more people and spread your brand awareness , which can be very powerful if you do it correctly.

Start by asking yourself what kind of material you have already created and how else could you repurpose it so that it appeals to another audience or market?

These 21 low-cost marketing strategies can help your startup get more exposure and generate a lot of interest from your audience, which should eventually lead to more sales and happy customers.

There are different digital marketing channels available at the disposal of startups. You can incorporate these strategies with digital marketing channels to acquire new customers for free or at a minimal cost.

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The Ultimate Guide to Marketing for Small Businesses

In this article, you'll learn the fundamentals of marketing for small businesses. We’ll explore the idea of brand identity and the many types of marketing available, including how to use each to your advantage.

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reating a marketing plan is essential for small business owners to connect with their target audience, build loyal customers, and drive growth.  

Identifying your target audience

Marketing works when it resonates with a potential buyer, tapping into their needs or desires. Therefore, to market effectively, you need to know who your buyers are and what they want .

Defining your ideal customer

Start by creating an "ideal customer"—a composite profile of the person who is your business is best equipped to serve.

You may have these ideal customers already. Talk to your most loyal buyers or clients. Find out what drew them to you and what they love about your offering. If possible, dive deeper and find out what social media platforms they use, whether they open emails from businesses like yours, and if there are specific messages, discounts, or events that inspire them to make a purchase. If you’re just starting out, do some competitive analysis of other businesses in your industry to get a sense of the customers they’re targeting.

Aanalyze any customer data you have. For example, find out what your top buyers have in common, from income level to purchase patterns.

Doing market research

Since you'll want to explore beyond your current customer base, doing general market research is essential. Look at the following:

• Demand: What unmet needs can your business fill?
• Market saturation: How tough is the competition?
• Market size: How many people could you serve?
• Location: What areas can you serve?

Start with existing sources, such as trade associations and industry publications . If you're a consumer business, look at related consumer publications and online forums. Some businesses design focus groups and surveys, but these techniques are resource-intensive and may not be worthwhile for smaller businesses.

Creating a small business marketing plan

Maximize the impact of a limited marketing budget with a clear, strategic marketing plan . Identify what makes your business unique and determine how you'll communicate that to your audience.

Finding your unique selling proposition (USP)

Your USP is your "it" factor—the thing you do better or differently than the competition. It's about offering something no one else can. Identify how you stand out, then put that feature at the front of your marketing.

Setting goals and developing a strategy

Like any goal for your business, your marketing goals should be specific, measurable, achievable, realistic, and time-bound (SMART). Create a quantifiable target you want to reach with a deadline, but don't make it impossible to hit.

For example, your primary goal might be to increase your customer base by 25% in a year. Determining who you want to reach, the tactics that will help you achieve this increase, and how you will implement them forms the basis of your marketing strategy.

Creating your small business marketing mix

The first element of your strategy is your marketing mix, also known as the "Four P's":

• Product: What do you sell, and what makes it unique?
• Price: How much will people pay for it, and will that price cover your costs?
• Placement: Where do people buy products or services like yours?
• Promotion: What channels and messaging will you use for marketing your business?

Most businesses use the first three P's to inform their promotional strategy. For the fourth P, Promotion, consider your brand identity and communication style when selecting your marketing channels. For example, if you’re a consumer brand with a casual image, Instagram could be a great way to reach your target audience.

Developing your brand

Branding is the foundation of any successful marketing strategy. It shapes how consumers think of you and helps you stand out from the crowd.

Strong brands are critical for marketing success, but they take purposeful thought and planning. Here’s how to develop yours.

Creating a solid brand identity

Consumer psychology is all about identity. Consumers choose brands like they choose friends—because they feel a personal connection and "fit." If you’re starting your business from scratch, you will need to define your brand before you start creating marketing messages.

Creating a brand persona can help. Imagine your business as a person and describe them. How do they dress, act, and talk? These details will help you create more cohesive messaging.

Establishing brand messaging and guidelines

Guidelines help you maintain brand consistency in all of your marketing, whether you’re creating marketing materials yourself, have an in-house creative team, or work with freelancers. Clear, well documented brand guidelines will save you time by simplifying creative decisions when you or your team are drafting emails, ads, social media posts, and more. When you’re working with multiple vendors, contractors, writers, or interns, brand guidelines will help keep your messaging and visual identity consistent everywhere your brand shows up. They keep your messaging consistent. Consistency is essential for customer loyalty, which drives higher spending.

In 2021, 68% of marketers reported that brand consistency drove 10% to over 20% of recent revenue growth..

The best way to develop brand guidelines is with a formal style guide. It doesn’t have to be extensive—just long enough to convey the important points of how you present yourself.

A basic style guide should include the following:

• A unique selling proposition: What makes you stand out from the competition?
• Your business’s mission: Your vision and values
• Your brand personality: How you’d describe your brand as a person—casual or formal, outgoing or reserved, etc.
• Your brand voice: How your business expresses itself in words, considering its personality and image
• Your visual branding: The logo, color scheme, and graphic style you prefer for brand messaging

Be as clear as possible in how you express your branding preferences. You want all content creators, now and in the future, to be able to follow it and create consistent messaging.

Website and search engine optimization (SEO)

Many customers will find you through your website. Some will search Google or a map app for your business name or category, such as “consultants near me.” Others will click through from your social media or paid ads, if you’re investing in paid search or display advertising.

That means that your website should be designed for your customers and optimized for them to take action. And you’ll want to follow best practices for SEO to ensure that you’re maximizing your online visibility to potential leads. 

Elements of a successful website

A well-designed business website includes the following:

• Straightforward navigation : A user-friendly menu that makes it easy to find specific pages.
• Elegant design : A professional and uncluttered layout featuring images and just enough text to get the message across.
• Mobile-optimized: Easy to browse on any device.
• Valuable content: Pages and posts that meet a need or solve a problem.
• Clear calls-to-action : Buttons and forms that help people take the next step, whether that is filling out a form or making a purchase.

Many website-building tools make it easy to create a beautiful website. If you have the budget and want something more customized, consider hiring a designer.

Strategies for SEO

SEO is designing and tweaking your website to rank highly on search engine results pages (SERPs). The most important search engine is Google, which processes over 91% of web searches.

The top result on a Google SERP gets 27.6% of clicks . In other words, more than one in four searchers will click the first non-ad result on a page. Also, for each position you move up, you can expect your click-through rate to increase by about 2.8%. It’s important to keep in mind that Google updates its algorithm without notice, and regularly experiments with new or paid SERP features that may push your organic listings further down. Search is a competitive and constantly evolving space, so it’s normal to see your rankings for non-branded keywords move up and down. Ideally, your site consistently ranks at the top of the first SERP for your business name and any related searches that include your business name.

Apply SEO best practices to give search engines what they want. For example:

• Do keyword research. Find out what phrases your ideal customer uses to search, and work them into your website.
• Create relevant and helpful content. Google's helpful content system rewards websites that offer valuable and authoritative information.
• Format for search engines—and readers. Use headings, subheadings, and concise paragraphs to make content easy to read. Add title tags to help Google understand each page's topics. But your website doesn’t only exist for robots and web crawlers, and Google favors content that humans click on, so don’t overlook the user experience on your site.

Like other elements of your marketing strategy, your website does its job when it converts. Monitor your SEO performance by tracking changes in your website performance. Some straightforward metrics to start with include:

• Bounce rate: How often people leave after viewing one page
• Duration : How long people spend on a page
• Conversion: How often visitors make a purchase or take another action

Start checking this data for free using Google Analytics.

Social media marketing

Social media marketing is essential for small businesses. It's how you actively engage with audiences and start conversations that turn into relationships.

Choosing the right platforms

Social media is valuable, but it can be time-consuming. According to HubSpot research, most brands post four times weekly or more per platform. You may consider some tools that help you plan and schedule social posts in advance, or post across multiple platforms at once. You can also narrow your focus — you don't have to be on every platform to get results.

Start with the sites that attract your target audience. For example, if you sell beauty products primarily to millennial women, Instagram is a must-have. On the other hand, if you're a consultant targeting startups, LinkedIn may be more useful.

Developing your social strategy

Once you've chosen your platforms, identify goals for your social media strategy. For example, you might use paid ads to reach new audiences or encourage existing followers to share your content. Either way, knowing your goals will help you decide when, where, and what to post.

Making effective content

Aim to post consistently, but don't fall into the trap of posting solely to meet your quota. Every content piece should educate, entertain, or inspire an emotional reaction.

Engaging with audiences

Getting the most out of social means interacting with your audience. Respond to questions in the comments, your direct messages, or DMs in social media lingo. If someone mentions your brand, comment or share.

Content marketing

Content marketing is a strategic approach to creating and sharing valuable content with the goal of attracting and retaining a clearly defined audience. It's a great way to build your brand and offer value to your target audience. It focuses on offering value, strengthening relationships, and moving audiences along the sales funnel.

Creating a strategy

If you've already developed a brand identity and created an SEO strategy, you've done half the content marketing work. You know your target audience and the keywords it uses to search, and you understand the competitive landscape.

Your next step is to create a content calendar. This outlines what you plan to post, in what format, and when. Use the goals you've established to decide how much content you want to create around each topic.

Developing effective content

Articles and blog posts under 3,000 words are the most common type of content marketing for B2B and business-to-consumer (B2C) marketers . They're straightforward to create and are easily shareable on social media.

Video is more time-consuming to create, but it's highly engaging and gets excellent results. Among the 91% of surveyed marketers who use video, 96% say it's an integral part of their strategy. Choose the materials that you believe will serve your audience best.

Tracking content marketing success

Content marketing leads readers to other conversion-focused pages, but it isn't sales-oriented. It's a top-of-funnel strategy that attracts audiences with informational or entertaining content relevant to your business.

Because the goal of content is to build relationships and not necessarily make an immediate sale, you need to measure it in other ways. Typical content marketing success metrics include:

• Web traffic: Navigations to your website from your marketing content
• Lead generation: Prospects who contact you after interacting with your content
• Conversions: People who sign up to learn more, buy something, or take another desired action
• Search rankings: Whether you move up in search results after publishing content

Choose the metrics that best match your goals. For example, if organic traffic is a content goal, you'll pay more attention to rankings than conversions.

Email marketing

Email marketing is a powerful tool for reaching current and prospective customers. As of 2021, 41.5% of marketers say it's essential to their marketing mix.

Customers love it, too. According to Constant Contact , more than half of consumers prefer businesses to contact them by email.

Developing an email marketing strategy

Your email strategy starts like every other marketing strategy—by identifying your goals and whom you want to reach. For example, do you need to deepen your relationships with existing customers or convert more prospects? From there, decide what channels to use.

Creating effective email campaigns

Use the email types that will communicate your message best. Available types of marketing emails include:

• Newsletters: Staying top-of-mind with news and updates
• Promotional campaigns: Sharing discounts or members-only specials
• Seasonal marketing : Planning special promotions for times such as spring, the Fourth of July, and Halloween
• Win-back emails: Contacting people who have fallen out of touch

Before you get started, set your business up with an email service with all the functionality you’ll need for building your list, designing emails, and scheduling automated messages. Look for one that will track the success of your campaigns and show you which messages get the best results.

Tracking email success

The simplest and most effective way to track your email campaigns is through a bulk email service, such as Mailchimp or Constant Contact. These services report on metrics such as open rate, click-through rate, conversion rate, bounce rate, unsubscribe rate, and spam complaints.

Paid advertising

Even with free and low-cost options such as content and email, paid advertising is still a tried-and-true small business marketing strategy.

Types of paid ads

There's a massive variety of options available, both online and offline. Online paid ads include:

• Social media ads
• Search ads , also called pay-per-click
• Display ads on third-party websites

Online advertising is generally affordable, which makes it great for small businesses. For example, Google Ads lets you set a monthly budget , and you only pay per click. Most digital ads also let you show your messages to people who share specific characteristics from age and location to buying behavior.

That said, don't dismiss "old-school" advertising, especially if you have a local presence. TV, radio, and newspaper ads still reach local audiences.

Launching and measuring paid advertising

Whether they're online or offline, effective ads are concise and persuasive. They focus on benefits rather than features—what the buyer will get out of the product, not what the product can do.

Digital advertising platforms, such as Google or Facebook, let you track the results of your ads. Follow these closely and adjust your campaigns accordingly.

Traditional advertising is harder to measure, but you can still get plenty of information by asking how people found you. For example, before you start running ads, add a “How did you learn about us?” question to channels such as your email signup or purchase form. If people point to your ads, you’ll know those ads are working.

Public relations

Until this point, all of the marketing strategies you’ve learned about have focused on how you communicate with consumers. Public relations—PR—takes care of what other people say about you.

Public conversations exist about any business. PR efforts follow what people say and weigh in to shape the conversation, so your public image becomes what you want it to be.

Creating a PR strategy

Develop your PR strategy by paying attention to what people say about your business. Then reinforce the "good stuff" and prove the bad stuff wrong.

Unlike other types of marketing, most PR primarily involves “earned media”—other sources talking about or featuring you. Some of those messages, such as press releases, you can directly contribute to. Others, such as brand mentions on social media, you take an indirect role in facilitating.

For example, suppose you own a coffee business, and you want to establish yourself as edgy and on-trend. Your PR team creates a hashtag, #notyourmotherscoffeeshop, and reaches out to a few smaller-scale influencers to promote it.

Influencing is just one way to impact your PR strategy. Find out how your customers talk about you, whether by asking them directly or searching social media for brand mentions, then strategize ways to weigh in.

Using press releases

The press release is a classic PR tool. Written for audiences of news reporters, press releases position your company's news as something other people will want to read about. A well-written press release should:

• Start with a short, engaging headline
• Present key facts
• Show why the story is newsworthy
• Include a link to learn more

Of course, press releases only succeed if someone picks them up. Take time to research journalists who write in your industry, and send personalized messages to build your relationship.

Measuring small business marketing success

To get the most from your marketing dollars, you need to track campaign performance and learn which decisions move you forward.

Key performance indicators (KPIs) for small businesses

KPIs are quantifiable metrics of success, each of which connects your marketing efforts to your bottom line. Popular KPIs for small business marketers include:

• Customer acquisition cost: How much you spend to acquire a customer
• Click-through rate: How many people click through to your website from a marketing asset
• Conversion rate: How many people visited your website compared to how many took the desired action

You don't have to track every KPI—just the ones most relevant to your goals, financial needs, and data resources.

Tools to measure your success

Many KPIs are measurable using your existing marketing tools. For example, your bulk email service will help you understand your click-through rate. Likewise, Google Analytics will help you understand landing page and blog traffic.

If you’re not familiar with Google Analytics or you want to get started before you set it up, you can calculate some KPIs manually. For instance, to calculate customer acquisition cost, divide the amount you spent on a campaign by how many customers it brought in.

Finally, if you have the budget for it, consider investing in a data analytics solution such as SAS or InsightSquared. These tools help you track performance across your organization, not just in your marketing.

Analytics tools are helpful because they give you not just the numbers but also what they mean. Data is just numbers, but analytics provide you with direction.

Finding the best way to market your business

There's a lot to learn about small business marketing, but it all comes down to three basic ideas:

• Know your audience
• Create an engaging journey
• Show potential customers why they should choose you

If launching a complete marketing strategy seems overwhelming, start with one channel and one campaign. If it does well, take what you learned and try something new.

Finally, as your business grows, make sure it stays scalable and well-organized. For instance, you’ll ideally have more money coming in, so you’ll want reliable business banking with automation features, insightful reporting, and simple money movement.

With everything in place, a customer-focused marketing strategy will take you to the next level.

Novo Platform Inc. strives to provide accurate information but cannot guarantee that this content is correct, complete, or up-to-date. This page is for informational purposes only and is not financial or legal advice nor an endorsement of any third-party products or services. All products and services are presented without warranty. Novo Platform Inc. does not provide any financial or legal advice, and you should consult your own financial, legal, or tax advisors.

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The Best Low-Cost Marketing Tactics For Your Business - A Quick Guide

The modern business world relies more on digital marketing than ever before. There are hundreds of thousands, if not millions, of potential customers on the internet looking for exactly what your brand has to offer. 

The trick to engaging them and turning them into paying customers is using your marketing strategies to reach out to the people who are most likely to invest in your offerings.

No business, big or small, can afford to invest a significant portion of its resources into marketing and advertising strategies that won’t produce great results. Luckily, there are plenty of cost-effective and highly efficient marketing tools available to simplify, streamline, and optimize your marketing plan. 

Ready to find out more?

Here are 10 of the best low-budget marketing tools that you can use to give your business a much-deserved boost!

The 10 Best Low-Cost Marketing Tactics Revealed

1. social media.

Social media marketing is one of the most popular and widely used modern marketing tools. It’s revolutionary when it comes to increasing your brand’s visibility, recognition, and digital presence. 

There are plenty of different platforms to choose from, ranging from Instagram and Facebook to Twitter, LinkedIn, TikTok , and even Reddit.

The key to success is doing some research to find out exactly where your target audience spends most of their time. From there, post engaging and interactive content every day to engage your audience and facilitate meaningful connections. This will help to foster trust between your customers and your brand.

2. Email Marketing

Email marketing has been around for decades. But despite its age, it’s still an extremely effective and affordable marketing tool. Once you’ve gleaned a solid set of data on your target audience, email marketing techniques can assist you in connecting with your audience , building trust, and keeping them engaged and spending for longer. 

Email is useful for driving conversions and, as an added plus, it maintains positive relationships with your existing customers.

3. Content Marketing

Content marketing, also referred to as inbound marketing , is a great tool for influencing buyer behavior. This marketing style helps your business to reach out to new segments of your target market using specific content creation and distribution strategies. 

Some of the most popular and widely used inbound marketing tactics include search engine optimization, paid search and social advertising, and the creation of blogs, eBooks, webinars, surveys, social media posts and calls to action that align with your brand identity.

4. Cross Promotions

 Cross promotion is another low-cost and highly effective tool to market your products to new target audiences. Businesses in similar industries, or in industries that complement one another, can cross-promote each other’s products and services to give each other’s businesses a helping hand. 

Cross promoting enables you to collaborate with other businesses like yours who will gladly market your services to their customer bases. In return, you’ll do the same for them.

5. Referral Programs

Referral programs give you a chance to exponentially grow your customer base without any major financial investments on your part. This organic marketing tool allows you to set up a referral program and put the word out to your existing customers. This enables your customer base to grow on its own as they spread the word to their friends and colleagues. 

Referral programs are generally best suited to B2C businesses. But you can always offer client referral discounts to your clients if you operate a B2B brand instead.

6. Networking Events

Business networking events in your local area can help you to gain valuable exposure, make connections in your industry, and improve awareness around your brand. 

You can even organize these local events at minimal cost to your business to achieve the same effect. You can sponsor an event, or host a kiosk at industry-specific venues and conferences to promote your business to a wider audience of potential customers and partners.

7, User Generated Content

A massive percentage of today’s customers use reviews from other buyers to inform their purchase decisions. If your products and services are garnering positive reviews, other customers will be far more likely to put their trust in your offerings and invest in what you are selling. 

User generated content (UGC) like promotional social media posts and videos made by your followers and influencers are excellent at promoting your brand in an organic and authentic way.  UGC has a high trust rating , as its real people voicing real opinions.

Your digital presence can make or break the success of your business. 

There are thousands of people waiting to discover your brand online. But to facilitate this, you need to offer consistently high-quality content to make your business easier to discover on the internet.

An on-site blog is a must-have marketing tool for any small business. Posting well-written, informative, and value-packed blog posts establishes you as a leader and an authority in your industry. Plus, it enables search engine algorithms to rank you higher on first-page searches. You can also optimize your on-site content on your landing pages using targeted SEO keywords to ensure that your page always pops up in relevant searches for businesses like yours.

9. Personal Branding

Personal branding can occur at both an individual and a corporate level. It involves self-promotion of you, the owner of your business, or your business itself across your digital platforms of choice. 

You can use smart personal branding strategies to get your brand noticed and attract new customers and clients without investing any money on your part. 

If you want to take personal branding into the real world, you can offer low-cost branded giveaways with your orders. Depending on your business or product, customizing items such as koozies , keychains, or branded shoppers is an excellent idea. It puts your brand in the line of customer’s sight and gives them something useful to remember you by.

10. Business Awards

Few things will compel new customers to give your products a try rather than seeing that you have won multiple business awards for your services. Most industries have a range of business awards that you can win. When you do, you can also display online badges on your website to show off your achievements to your customers. 

These badges can significantly boost your credibility, winning you more loyal customers and increasing your sales in the process. 

Wrapping Up

You certainly don’t need a large-scale corporate marketing budget to win your brand the recognition it deserves. 

These low-budget marketing tools will ensure that your business achieves better recognition, engagement, and loyalty as you interact with your target audiences online.

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8 Proven Low-Cost Marketing Strategies for Startups

If you want to start a new business or already started but want to know how you can do marketing of your new business with little investment then this article is for you!

Starting a business is exciting, but it can be overwhelming as well, especially when it comes to marketing.

As a new business owner, it’s essential to find ways to promote your products or services without breaking the bank. That’s where low-cost marketing strategies come in.

Low-cost marketing strategies can help you increase brand awareness, drive traffic to your website, and ultimately generate more sales.

They don’t require a huge budget or extensive marketing experience, making them an ideal choice for new businesses with limited resources.

When done correctly, low-cost marketing strategies can be just as effective as more expensive ones.

The key is to understand your target audience and choose the marketing channels that are most likely to reach and resonate with them.

Table of Contents

What are Low-cost Marketing Strategies?

A low-cost marketing strategy is a cost-effective approach to promoting a business or its products and services. It is a way for businesses to achieve their marketing objectives without having to spend a lot of money on traditional marketing tactics like print ads, billboards, or TV commercials.

Instead, low-cost marketing strategies utilize digital marketing channels and social media to reach their target audience in a more cost-effective way.

These strategies allow new businesses to reach out to potential customers, increase brand awareness, and promote their products or services without a large marketing budget.

The primary goal of a low-cost marketing strategy is to generate more leads and sales while keeping costs to a minimum. This is important for new businesses, as they often have limited resources and need to be strategic with their spending.

Some of the most common low-cost marketing strategies include social media marketing, content marketing, email marketing, referral marketing, and networking. We’ll describe these strategies one by one below.

When should you start marketing a new business?

Many entrepreneurs may believe that marketing should only begin after their product or service is fully developed, but this is not always the case.

Marketing should begin early on in the process of starting a new business to ensure success and generate interest in the product or service.

One of the primary reasons to start marketing a new business early on is to test the market and determine if there is a need for the product or service.

By doing market research and promoting the business, entrepreneurs can gauge interest in their offering and adjust accordingly.

This early marketing can help save time, money, and resources by allowing entrepreneurs to make informed decisions about their businesses.

Another reason to start marketing a new business early on is to build brand awareness. By promoting the business and its offering, entrepreneurs can begin to establish a brand and build a following.

This is essential for new businesses as it can help to generate word-of-mouth marketing and create a community of loyal customers.

Furthermore, starting marketing early can help to generate buzz and excitement around the business.

Entrepreneurs can utilize social media, email marketing, and other low-cost marketing strategies to create anticipation for their launch.

This can help to build momentum and ensure a successful launch.

However, it’s important to note that marketing strategies for a new business will be different than those for an established business.

For a new business, low-cost marketing strategies such as social media marketing, content marketing, email marketing, referral marketing, and networking should be utilized.

These strategies are cost-effective and can help to generate interest and build a customer base without breaking the bank.

Moreover, starting to market a new business early on is essential for success. Entrepreneurs can utilize low-cost marketing strategies to test the market, build brand awareness, generate buzz and excitement, and establish a customer base.

By starting early, entrepreneurs can set their new business up for success and ensure a successful launch.

Now let’s discuss some of the Innovative and Best Low-Cost Marketing Strategies to Make Your Startup Stand Out.

Low-Cost Marketing Strategies for Startups

Use Google My Business

You know Google always tries to promote local businesses through its tools. And from all those tools one tool is Google My Business.

Google My Business is a free online tool provided by Google that lets businesses control their online presence on Google, including on Google Maps and Google Search.

By making a Google My Business page, new businesses can make themselves more visible online and attract customers in their area.

To use Google My Business as a marketing tool, startups should first claim their business listing and fill out all relevant information, such as their business name, address, phone number, hours of operation, and website.

They can also add pictures of their business, products, or services and answer questions and reviews from customers.

Startups can increase their chances of showing up in local search results and attracting customers who are looking for products or services in their area by optimizing their Google My Business listing.

This is very important for businesses with a physical location or that serve a certain area.

Google My Business not only makes businesses more visible online, but it also has a number of features that can help startups connect with their target audience.

For example, Google Posts lets businesses share news, offers, or events directly on their listing and messaging lets customers talk to businesses directly through Google search results.

Overall, Google My Business is a useful tool for new businesses that want to improve their online presence and connect with customers in their area.

By optimizing their listing and using its features, startups can get their business in front of a larger audience and grow.

Content marketing

You must have seen how Zomato’s Instagram is dominating content marketing. If you don’t then just go on their Instagram channel and see. 

Content marketing is a great way for startups, especially those on a tight budget, to spread the word about their business.

It means making and sharing content that is useful, relevant, and consistent with the goal of attracting and keeping a clearly defined audience. Startups can educate their audience, build trust, and become thought leaders in their industry through content marketing.

A startup needs to know who its target audience is and what its pain points are before it can start a content marketing plan.

Then, they need to make content that addresses these problems and gives their audience something of value. The content can come in many different forms, such as blog posts, videos, infographics, case studies, e-books, and more.

Once the content is made, it needs to be shared through social media, email marketing, and even pay-per-click (PPC) advertising.

Startups can also reach out to influencers and ask them to share their content with their audience, which will help them reach even more people and get more attention.

The key to a successful content marketing strategy is to keep making and sharing content on a regular basis. Over time, this can lead to more people visiting your website, more leads, and more sales.

Even if they have a small budget, startups can build their brand and become leaders in their field by using content marketing.

Build your app

Building a mobile app can be a good way for startups to market themselves. People spend a lot of time on their mobile devices because so many of them are smartphones.

This makes mobile apps a great way to reach potential customers. Building a mobile app is a direct way to reach your target audience, spread the word about your brand, and get people to use it.

When making an app for marketing, it’s important to think about what users can get out of it. Your app should help your audience with a problem or meet a need they have.

For example, if you own a clothing store, a mobile app that lets customers look at products and buy them could be a great way to increase sales.

Once you know what your app is for, you can start working on how it looks and what it can do. Your app should be easy to use and navigate, and it should look good and match your brand.

You should also add things that make people want to use your site, like games or reward systems.

It’s just as important to market your app as it is to build it. You can use techniques from app store optimization (ASO) to make your app more visible in app stores and reach more people.

You can also market your app and get people to download it through social media, email marketing, and other channels.

Search engine optimization (SEO) is a main part of any digital marketing strategy for a startup that works. SEO is the process of making your website and content rank higher in search engine results pages (SERPs) for certain keywords and phrases.

By using an SEO strategy, startups can become more visible, get more people to visit their website, and, in the end, get more leads and sales.

One of the best things about SEO is that it is a relatively cheap way to market a business compared to paid advertising.

Hiring an SEO expert or using SEO software may require some money upfront, but the long-term benefits can be much greater than the costs.

Startups should focus on making high-quality, relevant content that targets specific keywords and phrases related to their products or services if they want their SEO strategy to work.

They should also make sure that their website is optimized for search engines by improving the speed at which pages load, making sure it works well on mobile devices and using the right metadata.

Startups should also build links, which means getting backlinks from other websites in their industry that are trusted. This not only improves the authority and rankings of their website, but it can also bring traffic from those other sites.

Remember that SEO is an important part of any startup’s marketing plan. It’s a cheap way to increase visibility, drive traffic, and generate leads and sales over time.

Best SEO Tool for your Business – Ahrefs

Related article – Some Do’s and Dont’s of SEO

Pay-per-click (PPC) advertising is a powerful tool that can help new businesses get noticed and get people to visit their websites quickly.

PPC advertising lets businesses reach specific groups of people based on their age, interests, and other factors, and they only pay when someone clicks on their ad. This makes it a good way for startups with small budgets to market themselves.

One of the best things about pay-per-click advertising is that it can work quickly. Search engine optimization (SEO) and other marketing strategies can take months or even years to show results, but PPC campaigns can start driving traffic and generating leads almost right away.

To get the most out of pay-per-click (PPC) advertising, it’s important to plan and run your campaigns carefully.

This means choosing the right keywords and ad copy, aiming your ads at the right people, and making sure your landing pages are set up to turn visitors into leads or customers.

PPC advertising can be an effective way to market, but it’s important to remember that it’s not a “set it and forget it” method. PPC campaigns need to be constantly monitored and tweaked to make sure they are giving your business the best results possible.

By putting time and money into building effective PPC campaigns, new businesses can quickly get noticed, get leads, and grow.

I would recommend that you start with Facebook Ads . With a very low investment, Facebook ads can be the best way for new businesses to get brand exposure or brand awareness.

Article for you – Organic Marketing guide – Grow Your Reach Without Paid Ads

Youtube Marketing

Nowadays, apart from influencers, Businesses are using YouTube more and more to advertise their products and services.

YouTube is one of the most popular social media sites, so it gives startups a chance to reach a large audience for a low cost.

Startups can use YouTube to build their brand, increase their online presence, and get people to visit their website by making videos that are interesting and full of useful information.

Startups that want to use YouTube for marketing should focus on making high-quality videos that are relevant to their target audience.

This includes researching popular topics and trends in their industry, coming up with a content strategy that fits with their brand, and optimizing their videos for search engines by using relevant keywords and tags.

Startups should also use their other marketing channels, like social media and email marketing, to spread the word about their YouTube channel and videos.

By promoting their videos to the people who already know about them, startups can raise their profile and get more people to visit their websites.

YouTube can be a good way for startups to spread the word about their brand, build their online presence, and get people to visit their website.

Startups can use the power of video to reach a large audience and grow their business if they have the right plan.

Moreover, you can start running YouTube ads if you want more brand awareness or sales fast.

Networking is a good way to market, and it can help new businesses make valuable connections with other businesses and leaders in their field.

Startups can meet potential clients, investors, and partners who can help them grow their businesses by going to networking events.

There are many ways to network, such as going to industry conferences, joining online communities, and reaching out to other businesses through social media.

Startups can get access to valuable resources, knowledge, and opportunities that can help them reach their goals by building strong relationships with other businesses and industry professionals.

Networking also gives startups a chance to learn from other businesses and entrepreneurs who have faced and solved problems similar to their own.

Startups can learn a lot about what works and what doesn’t in their industry by sharing ideas and strategies. They can then change their own approach to match what works.

Networking is a low-cost way to market a startup that can have a big effect on its success.

By making important connections and partnerships, startups can become key players in their industry and set themselves up for growth and success in the long run.

Guerrilla marketing

Guerrilla marketing is a non-traditional way to promote your business that uses creativity, imagination, and originality to make a buzz and get people talking.

This low-cost marketing strategy is great for small businesses with small budgets because it focuses on making a big impact with unusual methods like graffiti, street art, flash mobs, or public stunts. 

Guerrilla marketing works well to get people’s attention and raise brand awareness because it’s meant to be fun, interesting, and easy to share.

But keep in mind that guerrilla marketing can be dangerous, so it’s important to make sure your campaign fits with your brand’s values and doesn’t offend your target audience.

Low-Cost Marketing Strategies FAQ

What are some Low-Cost Marketing ideas for small businesses?

There are several low-cost marketing strategies for new businesses, such as content marketing, social media marketing, email marketing, referral marketing, and attending local events.

These strategies can help you increase brand awareness, generate leads, and drive traffic to your website without breaking the bank.

How do I choose the right Marketing Strategy for my Business?

Choosing the right marketing strategy for your business depends on several factors, including your target audience, budget, goals, and industry.

To choose the right marketing strategy, you should conduct market research, analyze your competitors, and identify your unique selling proposition (USP). You should also consider your budget and resources, and choose a strategy that’s aligned with your business goals.

Why is marketing strategy important for a new business?

• It helps you identify and reach your target audience
• It helps you stand out in a competitive market
• It helps you allocate your resources effectively.
• It helps you to increase sales
• It helps you to increase profits (More sales + More profits)
• It helps you measure your success.
• It helps you build brand awareness.
• It helps you adapt to changing market conditions.

What are the benefits of Low-Cost Marketing Strategies?

Low-cost marketing strategies offer several benefits for new businesses, such as cost-effectiveness, increased brand awareness, and better customer engagement. By choosing low-cost marketing strategies, you can achieve a higher return on investment (ROI) and compete with larger businesses in your industry. For example, it is believed that Email marketing can provide 4400% ROI.

How can I measure the success of my Marketing Strategies?

To measure the success of your marketing strategies, you should track your key performance indicators (KPIs) such as website traffic, leads, conversions, and sales. You can use tools such as Google Analytics, social media analytics, and email marketing analytics to track your KPIs and optimize your marketing strategies.

How often should I review my marketing strategies?

It’s important to review your marketing strategies regularly to ensure that they’re effective and aligned with your business goals.

You should review your marketing strategies at least once a quarter, or more frequently if you’re launching a new product or service, or if there are major changes in your industry or target audience.

Conclusion of Low-cost marketing strategies for Startups

So now you must be understood what is a low-cost marketing strategy, the types of low-cost marketing strategies , and why to use these types of marketing strategies in your new business.

However, it’s important to remember that low-cost marketing does not mean low quality.

To be successful, new businesses need to create high-quality content, provide exceptional customer service, and focus on building relationships with their customers.

It’s also important to track and measure the success of your marketing efforts, and adjust your tactics as needed to achieve your goals.

With the right mix of creativity, resourcefulness, and data-driven decision-making, new businesses can create effective marketing strategies that drive growth and success.

Ultimately, the key to success is to stay focused on your customers’ needs and preferences and to create a marketing strategy that is aligned with your overall business goals.

By doing so, new businesses can build a strong brand, establish credibility, and generate the momentum they need to succeed in the long term.

Thanks for reading!

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Keegan Edwards

25 Low-Cost Marketing Strategy Tips for Thriving Small Businesses

In the competitive world of small business, effective marketing strategies are crucial for success, especially when operating on a tight budget. The article ’10 Low-Cost Marketing Strategies for Thriving Small Businesses’ provides valuable insights into maximizing exposure and customer engagement without the need for substantial financial investment. By implementing these cost-effective techniques, small businesses can achieve significant growth and reach new heights in today’s market.

Key Takeaways

• Leverage local community involvement for brand visibility and network building.
• Utilize strategic social media engagement to connect with target audiences efficiently.
• Establish a realistic marketing budget and utilize a business budget template to optimize spending.
• Create a comprehensive marketing plan with clear end goals to guide promotional efforts.
• Design and distribute custom business cards and materials at events to expand reach and networking opportunities.

1. Hone Your Pitch

In the bustling world of small business, your elevator pitch is your secret weapon. Know your audience and tailor your message to meet their specific needs and pain points. A compelling pitch is concise, memorable, and focuses on the unique benefits of your product or service.

Crafting the perfect pitch involves understanding what motivates your audience and anticipating their questions. It’s not about making an immediate sale but creating an opportunity for meaningful engagement.

Here are a few tips to perfect your elevator pitch:

• Prepare an effective opening statement that captures attention.
• Tell a story that showcases your expertise and the value you provide.
• Anticipate key questions and have ready responses to highlight your competitive advantage.
• Suggest a follow-up by sharing your calendar for them to book an appointment at their convenience.

2. Get Involved in Your Community

Engaging with your local community can be a powerful way to build your business’s presence and foster customer loyalty . Participate in community events , sponsor local sports teams, or collaborate with other businesses to create a network of support and recognition. By doing so, you not only gain visibility but also contribute to the community’s well-being.

Networking is essential in creating lasting business relationships. Consider joining local chambers of commerce or business groups, which often host events that provide opportunities to meet potential customers and partners. Additionally, responding to local queries and offering to speak at events can position you as a knowledgeable leader in your field.

By consistently engaging with your community, you create a positive image for your business that resonates with local customers.

Remember, your community is a rich source of potential growth. Don’t miss out on the chance to make meaningful connections that could propel your business forward.

3. Ask for Referrals

Referrals are a cornerstone of growth for small businesses, leveraging the trust and satisfaction of current clients to attract new ones. Asking for referrals should be a systematic part of your customer interaction , not an afterthought. Here’s how to integrate it seamlessly into your business process:

• Email your clients post-project or sale to ask for referrals.
• Incentivize your clients with discounts or gifts for successful referrals.
• Automate the process with tools or plugins to make giving referrals as easy as possible.
• Reciprocate the gesture by referring clients to other businesses in your network.

Remember, the key to a successful referral program is consistency . Make asking for referrals a routine part of your business, and always follow up with a thank you to show appreciation for your clients’ support. By doing so, you create a continuous cycle of growth that can significantly amplify your marketing efforts.

A referral program rooted in genuine client relationships can transform satisfied customers into your most effective promoters.

4. Strategic Social Media Engagement

For small businesses, strategic social media engagement is a cornerstone of budget-friendly marketing . It’s not just about being present online; it’s about fostering meaningful interactions that build community and brand loyalty. Tailoring content to industry trends and insights can establish your business as a thought leader.

Evaluate and test various platforms to find where your audience is most active. For instance:

• B2B companies may thrive on LinkedIn.
• Local services could gain traction on Nextdoor.
• E-commerce might see a boost from Pinterest.

Use these platforms thoughtfully to avoid missteps that could damage your reputation. Remember, it’s about quality, not just quantity, of engagement.

Strategic partnerships and collaborations with other businesses can amplify your reach. Consider joint webinars or co-authored reports as ways to engage with a wider audience while providing value.

5. Establish a Marketing Budget

Before diving into the marketing world, it’s crucial for small businesses to establish a clear marketing budget . This financial plan will be the backbone of your marketing strategy, guiding you on where to allocate funds for maximum impact. Remember, the goal is to optimize your spending to achieve the best possible return on investment (ROI).

Small businesses face challenges in marketing due to limited budget, resources, brand awareness, targeting audience, technology, and measuring ROI. Effective marketing strategies can overcome these challenges and lead to increased brand visibility, customer base, and revenue growth.

To ensure your budget is well-spent, consider these steps:

• Identify your target market and the platforms they frequent.
• Allocate funds to different marketing channels based on their effectiveness.
• Regularly review and adjust your spending based on performance metrics.

For instance, if your target market is active on social media, prioritize that channel in your budget. If content marketing yields high engagement, invest in quality content creation. It’s also essential to track your marketing efforts using key performance indicators (KPIs) to understand what works best for your business.

6. Create a Marketing Plan for Startups

Creating a marketing plan for your startup is essential for establishing a clear path to success. Define your end goal first to ensure all marketing efforts align with your business objectives. Remember, a solid marketing plan doesn’t require a hefty budget, but it does demand your creativity , time, and effort.

A marketing plan is not just about attracting customers; it’s about building your brand from day one and setting the stage for sustainable growth.

Consider these key components when crafting your plan:

• Identify your target audience and their needs.
• Analyze your competition to find your unique selling proposition.
• Choose the right marketing channels that resonate with your audience.
• Allocate your budget wisely, focusing on high-impact, low-cost strategies.
• Measure and adjust your strategies based on performance data.

By following these steps, you can create a marketing plan that is both effective and economical, ensuring your startup thrives in a competitive marketplace.

7. Define Your End Goal

Understanding your destination is crucial in any journey, including the path to business success. Define your end goal to ensure that every marketing effort is a step towards achieving it. Start by setting clear, measurable objectives that align with your business vision.

For instance, you might aim to increase social media followers by 1,000 per month as a short-term goal, while your long-term aspirations could involve expanding your business or opening new locations. These goals will serve as benchmarks to assess the effectiveness of your marketing strategies.

Establishing a clear end goal allows you to tailor your marketing plan to your business’s unique needs, ensuring that your efforts are both focused and strategic.

Remember to keep your goals realistic and time-bound, and to revisit them regularly to adjust your approach as needed. Here’s a simple framework to help you define your goals:

• Short-term goals: Immediate actions and quick wins.
• Long-term goals: Visionary milestones for future growth.
• Metrics and KPIs: Quantitative measures of success.

By defining your end goal, you create a roadmap for your marketing journey, one that’s informed by market research , customer targeting, and competitive positioning.

8. Marketing Myths and Strategies

In the world of small business marketing, myths can lead to costly missteps. It’s crucial to distinguish between what’s merely a fad and what truly works. Small businesses face challenges in marketing due to limited resources. However, success is achievable with the right strategies, such as launching an online business guide and key elements of target audience analysis, brand positioning, messaging, digital marketing, and customer engagement.

Embracing unconventional ideas like guerilla marketing can set your business apart. The essence of impactful marketing lies in creating a narrative that resonates with your audience’s aspirations and challenges.

Here are a few strategies to consider:

• Transcend conventional tactics and forge meaningful connections.
• Encourage innovative thinking among your team.
• Build your brand as a perpetual process from day one.

Remember, visibility is not the end goal; establishing lasting relationships with your customers is.

9. Increase Marketing ROI for Small Businesses

Increasing the marketing ROI for small businesses is crucial for sustainable growth. Focus on strategies that maximize impact while minimizing costs . Here are a few ways to enhance your marketing efforts:

• Track and analyze your marketing campaigns to understand what works best.
• Prioritize customer retention through loyalty programs and excellent service.
• Optimize your website for search engines to attract organic traffic.
• Leverage email marketing to reach customers directly with personalized messages.

The Ultimate Small Business Marketing Strategy Template offers a comprehensive and customizable blueprint for success, saving time and resources. Unlock growth potential now!

Remember, the key to increasing ROI is not just about spending less, but also about spending smarter. By carefully selecting the right channels and tactics, small businesses can achieve significant results without breaking the bank.

10. Create Business Cards and Other Materials

In the digital age, tangible marketing materials like business cards remain a staple for networking and brand recognition. Always have your business cards on hand and be generous in distributing them; they are a direct line to your business. Similarly, materials such as informational one-sheets or postcards can be powerful tools when attending events, allowing you to connect with new audiences and leave a lasting impression.

Consider the impact of swag—items like keychains, water bottles, and shirts emblazoned with your logo. These items can turn your customers into brand ambassadors, spreading awareness in their daily lives.

For a structured approach to creating marketing materials, follow this simple checklist:

• Design your business cards with clear contact information and branding.
• Create informational one-sheets that succinctly describe your products or services.
• Develop postcards for events with engaging visuals and a call to action.
• Invest in branded merchandise to give away at events, increasing brand visibility.

Remember, each piece of material should align with your brand’s message and aesthetic, ensuring a cohesive and professional image.

11. Start a Podcast

Starting a podcast can be a powerful way to engage with your audience and add a personal touch to your brand. Investing in a good microphone and learning the basics of audio editing can set you on the path to creating content that resonates with listeners. With dedication and consistency, your podcast can become a platform for sharing expertise and building brand awareness.

Podcasting is not just about speaking into a mic; it’s about storytelling and connecting with your audience on a deeper level. Here are a few steps to get started:

• Choose a niche that aligns with your business and audience interests.
• Plan your content and episode structure.
• Record your episodes with clear audio quality.
• Edit your recordings for a professional finish.
• Publish your podcast on popular platforms like Apple Podcasts and Spotify.
• Promote your podcast through social media and your business network.

Remember, the key to a successful podcast is providing value to your listeners. Whether it’s through informative discussions, interviews with experts, or entertaining content, make sure each episode leaves your audience wanting more.

12. Sponsor Local Events

Sponsoring local events is a powerful way to embed your business within the community. Sponsoring community events and supporting local causes are key strategies for hyper-local marketing. Engage with the community to build trust, drive sales, and foster loyalty.

By aligning your brand with local activities, you not only gain visibility but also demonstrate your commitment to the community’s well-being. Consider sponsoring a variety of events to reach different segments of the community:

• Sports tournaments
• Charity fundraisers
• Educational workshops
• Cultural festivals

When you sponsor an event, you’re not just advertising; you’re becoming a part of the community’s fabric. This can lead to a deeper connection with potential customers and a stronger local presence.

Remember to leverage these opportunities to showcase your products or services in a way that adds value to the event. Whether it’s providing free samples at a festival or offering a workshop at a conference, make sure your participation is memorable and impactful.

13. Design and Distribute Bookmarks

Bookmarks offer a creative and enduring way to keep your business in the minds of readers. Design bookmarks that are not only visually appealing but also convey your business’s key message or contact information. Here’s how to make the most of this strategy:

• Identify your audience : Tailor the design to appeal to your target market.
• Include essential information : Your logo, website, and a catchy tagline can make your bookmark memorable.
• Collaborate with local bookstores : They may be willing to distribute your bookmarks for free or a small fee.
• Attend literary events : Book fairs and readings are perfect opportunities to hand out your bookmarks.

Remember, the goal is to create a tangible reminder of your business that customers will see every time they open their favorite book.

By strategically placing these bookmarks in locations frequented by your ideal clientele, you’re ensuring regular exposure and keeping your brand top of mind. This low-cost marketing tool can be surprisingly effective, especially if you’re in a business related to education, literature, or the arts.

14. Set Up a Local Event Table

Setting up a local event table is a hands-on way to engage with the community and showcase your business. Be proactive and seek out events where your target audience congregates. Whether it’s a street fair, farmer’s market, or a business expo, having a physical presence can make a lasting impression.

Visibility is key, so choose events with high foot traffic and relevance to your industry. Here’s a quick checklist to ensure you’re prepared:

• Research local events and choose those that align with your business values.
• Design an attractive and informative display.
• Have plenty of business cards and promotional materials on hand.
• Engage visitors with demonstrations or interactive elements.
• Collect contact information for follow-up marketing efforts.

Remember, the goal is to connect with potential customers and other local businesses. A well-executed event table can lead to partnerships, sales, and increased brand recognition.

15. Sponsor a Sports Team

Sponsoring a local sports team is a strategic move that can enhance your brand’s visibility and foster goodwill within the community. Engage local market through sports event sponsorship, which can lead to increased brand recognition and customer loyalty.

Benefits of Sports Team Sponsorship:

• Heightened local brand awareness
• Positive brand association with community values
• Opportunities for in-person engagement with potential customers
• Enhanced corporate image through support of youth or amateur sports

By sponsoring a sports team, you’re not just advertising; you’re becoming a part of the community’s fabric and creating lasting relationships.

Remember, the key is to choose a team or event that aligns with your brand values and resonates with your target audience. This ensures that your sponsorship is more than just a financial transaction; it’s an investment in your community’s spirit and a step towards building a robust local presence.

16. Use a Business Budget Template

A business budget template is an essential tool for small business owners and entrepreneurs. It provides a structured approach to managing finances, ensuring that every dollar is accounted for and strategically allocated. Utilizing a budget template can help you maintain financial discipline and avoid overspending in areas that don’t yield significant returns.

• Identify your total revenue sources
• List all business expenses
• Allocate funds to different marketing strategies
• Monitor and adjust the budget as needed

By adopting a business budget template, you can focus on optimizing your marketing spend to achieve the best possible outcomes. It’s not just about tracking expenses; it’s about making informed decisions that drive your business forward.

The Small Business Marketing Strategy Template offers comprehensive guidance for entrepreneurs to elevate brand presence, attract customers, boost sales, and achieve sustainable growth through data-driven decision making and market insight.

17. Learn to Run the Business Alone

Embarking on a solo business venture can be a thrilling yet daunting task. Mastering self-reliance is crucial when you’re the CEO, marketer, and accountant all rolled into one. To ensure you’re prepared, consider these steps:

• Develop a diverse skill set to handle various aspects of your business.
• Establish a routine that promotes productivity and work-life balance.
• Stay informed about industry trends and necessary regulatory requirements.

Embrace the challenge of running your business alone as an opportunity to grow both personally and professionally.

Remember, while independence is valuable, don’t shy away from seeking advice or mentorship when needed. The journey of a solo entrepreneur is filled with learning, adapting, and evolving.

18. Achieve a Positive Work-Life Balance

Achieving a positive work-life balance is crucial for the well-being of both business leaders and their teams. Set clear boundaries between work and personal time to ensure that neither sphere encroaches on the other. Prioritize communication with your team to foster understanding and respect for these boundaries.

• Establish specific work hours and stick to them.
• Take regular breaks to recharge and avoid burnout.
• Delegate tasks when possible to maintain focus on high-priority activities.

Maintaining a healthy work-life balance is not just beneficial for personal well-being; it also enhances productivity and job satisfaction.

Remember, a balanced life leads to a more fulfilled and effective workforce, which in turn can drive the success of your business.

19. Attracting Customers

Attracting customers is a pivotal challenge for startups, often overshadowed by other strategic challenges such as funding and work-life balance. Identifying and understanding your target market is the cornerstone of any successful marketing strategy. By devoting resources to customer engagement , you increase the customer lifetime value , ensuring sustainable growth.

Devoting resources to keeping your customers engaged and happy will pay off.

Here are three steps to help you pinpoint your ideal customer:

• Determine the essential demographics of your target prospects, like age and location.
• Analyze your target market’s personalities and behaviors to create customer personas.
• Establish your brand’s message to resonate with your research findings and satisfy your target customers.

Remember, existing customers are more valuable than new ones. Strengthen your customer relationships through valuable content, social media interaction, and loyalty programs.

20. Finding Funding

Securing the necessary funding is a pivotal step for small businesses to flourish. Finding the right financial support can fuel your growth and innovation. It’s essential to explore various funding options, from traditional bank loans to more creative alternatives.

Small business loans are a common starting point, but don’t overlook other resources such as grants, crowdfunding, or angel investors. Here’s a quick guide to help you navigate the funding landscape:

• Traditional Bank Loans : Investigate different banks’ offerings and compare interest rates.
• Online Lenders : They often provide faster approvals and less stringent requirements.
• Crowdfunding : Utilize platforms to raise small amounts of money from a large number of people.
• Angel Investors : Connect with individuals willing to invest in promising startups in exchange for equity.

Remember, each funding source has its own set of advantages and challenges. It’s crucial to assess which option aligns best with your business goals and financial situation.

21. Print Informational One-Sheets

Informational one-sheets are a powerful tool for conveying your business’s key messages at a glance. Printed one-sheets can serve as a quick reference for potential clients or partners, highlighting the essentials of what you offer. They are particularly useful for trade shows, meetings, and networking events.

Distribution is key to making the most of your one-sheets. Consider the following points when planning to use them:

• Identify your target audience and tailor the content accordingly.
• Ensure the design is professional and aligns with your brand identity.
• Include clear calls to action, such as contacting your business or visiting your website.

Remember, the goal is to make an impact quickly. Your one-sheet should be visually engaging and easy to digest, leaving a lasting impression.

When budgeting for marketing materials, it’s important to track expenses and understand the allocation of funds. Utilize tools like marketing budget templates to keep a clear overview of your spending. For example, a marketing budget summary and a monthly marketing budget tracker can help you optimize your investment across different channels.

22. Hand Out Postcards at Events

Handing out postcards at events is a tactile and personal way to connect with potential customers. Ensure your postcards are eye-catching and contain a clear call-to-action to maximize their effectiveness. Here are some tips for using postcards in your marketing strategy:

• Design postcards that reflect your brand’s identity and message.
• Include essential information such as your website, contact details, and a compelling offer.
• Choose events that align with your target audience for distribution.

When attendees take home your postcard, they carry a reminder of your business with them. This can lead to increased website traffic, inquiries, and ultimately, conversions.

Remember to track the success of your postcard campaign. Consider using a unique promo code or a QR code to measure engagement and conversion rates . By analyzing this data, you can refine your strategy for future events.

23. Design Your Own Business Cards

In the digital age, a physical business card still holds significant value for networking and brand recognition. Designing your own business cards is a creative way to leave a lasting impression. With tools like Adobe Illustrator or Canva, you can craft a card that truly represents your brand’s aesthetic and ethos.

• Keep it simple: Your name, position, and contact information are essential.
• Reflect your brand: Use colors and logos consistent with your brand identity.
• Call to action: Include a subtle nudge for the recipient to take the next step.

Remember, your business card is often the first tangible introduction to your business. Make it count.

By distributing your self-designed cards at events, you’re not just sharing contact information; you’re engaging in guerrilla marketing for small businesses. Collaborate with local businesses and use unconventional advertising methods to tailor strategies for success.

24. Order Custom Marketing Materials

Custom marketing materials are a tangible extension of your brand’s identity. Ordering high-quality, custom items can significantly impact your business’s visibility and memorability. From brochures to banners, the right materials can convey your message effectively and leave a lasting impression.

Quality is key when selecting materials. It’s not just about aesthetics; it’s about durability and the ability to catch a potential customer’s eye. Consider the following when ordering:

• The material and finish of your print items
• The design and color scheme that reflects your brand
• The quantity needed to maximize cost-efficiency without overstocking

The Ultimate Small Business Marketing Strategy Template offers a comprehensive and customizable blueprint for success, saving time and resources while empowering informed decisions for sustainable growth.

Remember, your marketing materials are often the first point of contact between your business and potential clients. Make sure they represent your brand well and are aligned with your marketing strategy.

25. Broaden Your Reach and more

Expanding your business’s influence requires strategic thinking and a willingness to explore new avenues. Collaborate with complementary businesses and thought leaders to tap into new audiences. Joint ventures like webinars, co-authored reports, and shared events can create a win-win situation for all parties involved.

Networking is key to broadening your reach. Offer to speak at local events, industry conferences, or host workshops. This not only positions you as an authority but also connects you with potential customers and partners.

Embrace local SEO and optimize your online presence to ensure your business is easily found by those searching for what you offer. Remember, a strong local foundation can lead to global opportunities.

Lastly, don’t underestimate the power of traditional media. Newspapers and magazines still have their place in a comprehensive marketing strategy, especially when combined with modern analytics to track campaign effectiveness.

In the journey to elevate a small business, marketing plays a pivotal role, and it doesn’t have to be an expensive endeavor. The strategies outlined in this article serve as a testament to the power of creativity and community engagement over hefty budgets. By honing your pitch, getting involved locally, leveraging referrals, and utilizing strategic social media engagement, you can make a significant impact. Establishing a marketing budget, even a modest one, and choosing cost-effective materials and methods like business cards and podcasts can further your reach. Remember, success lies in a thoughtful strategy and an understanding of your audience. With these low-cost marketing strategies, your small business is set to thrive in a competitive market, proving that with ingenuity and dedication, financial constraints do not define your business’s potential.

Frequently Asked Questions

How can i market my business on a tight budget.

Even with a limited budget, you can use a variety of low-cost marketing strategies such as honing your pitch, engaging on social media, asking for referrals, sponsoring local events, and creating business materials like cards and one-sheets. The key is to be creative and strategic with the resources you have.

What are some effective low-cost marketing ideas for small businesses?

Some effective low-cost marketing ideas include getting involved in your community, creating a solid marketing plan, sponsoring local sports teams, setting up a table at local events, and distributing bookmarks or postcards. These strategies can help increase your visibility without a large expenditure.

Is it necessary to have a marketing budget for a small business?

Yes, it’s essential to establish a marketing budget, even if it’s small. This will help you allocate resources efficiently and measure the effectiveness of your marketing strategies. A business budget template can be a useful tool to manage your finances and plan your marketing spend.

Can starting a podcast benefit my small business?

Starting a podcast can be a great way to reach a new audience and establish yourself as a thought leader in your industry. It’s a relatively low-cost marketing strategy that allows for deep engagement with listeners and can help build brand loyalty.

What should be the end goal of my marketing efforts?

The end goal of your marketing efforts should be to achieve your business objectives, whether that’s increasing brand awareness, generating leads, or driving sales. It’s important to define clear, measurable goals so you can track progress and adjust your strategies accordingly.

How can I increase the marketing ROI for my small business?

To increase your marketing ROI, focus on targeted strategies that reach your ideal customers, leverage analytics to measure the success of your campaigns, and continuously refine your approach based on data. Also, consider using cost-effective methods like social media marketing and community involvement.

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What are some small business marketing and low-cost promotional ideas?

• February 15, 2024

Introduction

In today’s competitive market, small businesses often grapple with the challenge of promoting their brand without exhausting their resources. Navigating the marketing landscape with a limited budget can seem daunting, but with creativity and strategic planning, it’s entirely possible to make a significant impact. This blog post explores practical, low-cost marketing and promotional ideas tailored for small businesses.

What Are Some Cost-Effective Digital Marketing Strategies for Small Businesses?

Digital marketing offers a plethora of opportunities for small businesses to reach their target audience without the hefty price tag of traditional marketing methods. Here are some strategies:

Social Media Marketing: Platforms like Facebook, Twitter, and Instagram provide free access to a vast audience. Tailoring your content to suit your brand’s personality and engaging with your audience can build a loyal following.

Content Marketing: By creating valuable content, such as blogs or how-to guides, you can attract and engage your target audience. This not only positions your business as an authority in your field but also improves your search engine rankings.

Email Marketing: An effectively crafted email campaign can keep your customers engaged and informed about your latest offerings. Utilising email marketing tools can automate this process, saving time and effort.

How Can Small Businesses Use Community Engagement to Promote Their Brand?

Community engagement is a powerful tool for small businesses. Participating in local events, sponsoring community projects, or hosting workshops can increase brand visibility and create a positive brand image. Here’s how:

Networking Events: Attend or host local business networking events to build relationships within the community.

Collaborations: Partner with other local businesses for joint promotions or events. This can be a cost-effective way to reach a broader audience.

Social Responsibility: Engaging in social responsibility initiatives resonates well with consumers and can elevate your brand’s reputation.

What Are Some Innovative Offline Marketing Ideas for Small Businesses?

While digital marketing is prevalent, offline marketing still offers valuable opportunities, particularly for local engagement. Here are some innovative and budget-friendly offline marketing ideas:

Local Partnerships and Cross-Promotions: Forming partnerships with other local businesses can be a highly effective strategy. For example, a café could partner with a local bookstore to offer discounts to each other’s customers. This cross-promotion benefits both businesses and increases local visibility.

Local Media Features: Gaining exposure in local newspapers, community bulletins, or even local radio stations can significantly boost brand recognition. This can be achieved through press releases about your business’s unique aspects, community involvement, or upcoming events.

Referral Programs: Implementing a referral program where existing customers are incentivized to bring in new customers is a powerful way to amplify word-of-mouth marketing. This could be in the form of discounts, special offers, or even small freebies.

To Sum It Up

For small businesses, the key to successful marketing lies in leveraging both online and offline channels effectively while keeping costs low. By adopting these low-cost promotional ideas, small businesses can enhance their visibility and grow their customer base without straining their budgets.

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