Marketing is an ongoing challenge for small businesses. As a small business owner, your budget determines how you operate and promote your business. Money’s limited, and you’re always thinking of ways to save.
The good news is, promoting your business doesn’t have to be expensive. With the right strategies, you can be effective with your marketing on a budget.
Here are some inexpensive ways to promote your business without blowing your marketing budget.
I | Promotion and Marketing 101
Planned marketing is the way to go. You can’t efficiently or successfully promote your business and services without clearly understanding what you’re promoting and your target audience.
The promotional method is nothing without messaging. And messaging becomes muddled and topsy-turvy without direction and clarity.
Decide what you want to say and to whom you’re saying it by creating a marketing strategy. Set your budget from free to the highest you can afford if the most effective avenues cost money.
Many of the options on the list below offer budget customization, like setting the price limit on your Facebook ads, discount limits, and the cost of prizes for giveaways and freebies.
Once you’ve organized your game plan, choosing the suitable marketing medium becomes easier. But don’t overdo it. Start by selecting three. Some may have a learning curve, while others may not.
II | Low-cost Options for Marketing on a Budget
Offline Promotional Strategies
Offline marketing solutions may have a limited reach, but they are evergreen and rarely fall out of trend. They give you greater control over your efforts and require stellar interpersonal skills.
You can fake it over the internet, but meeting prospective customers and clients in person removes the cyber-veil many of us, especially introverts, hide behind.
All the options below have the potential to bridge your offline marketing with your online advertising.
Let’s look at some of your options and their advantages.
1. Business Cards
It’s the simplest way to leave a lasting first impression. Business cards show you’re professional and serious about your business, and they provide all your points of contact. They’re great networking tools as you collect business cards from other business owners in your industry.
Advantages
- Business cards are affordable, and you can print them as needed.
- Business cards are convenient because of their small size. They are versatile because you can include more than your business information. Some businesses put QR codes on their cards that take recipients to targeted landing pages. You can add a video introduction to your business or discounts and bonus gifts here.
- Business cards are evergreen elements of business promotion. Five years from now, their formats might change, but their advantages will not. Unlike online impressions, business cards are tangible reminders that stay present with your customers.
2. Email and Stationary
Are your business name, logo, and information on your correspondents? Include a letterhead on your electronic and paper communications. Include a footer in your email with your business information and company tagline.
You can also add links to promotions and relevant content. Redirect recipients to a particular landing page on your website. Add links to your social media channels as well.
Advantages
- It maximizes your communication touchpoints by “speaking” about your business in every interaction you make. It’s a subtle form of advertising.
- Electronic documents offer easy customization so you can update your contact and promo messaging when the needs arise.
- Minimal hassle and requires no extravagant spending for reprints on a limited budget.
3. Put a Sticker on It
Transform your company vehicle into a mobile signboard. Custom decals and stickers are handy for building brand awareness while you drive around town.
Include your logo, slogan, and contact information.
Make them funny for more elaborate designs with a caricature that best depicts your message. Humor brings smiles to your customers and customers to your business.
You can also include fun stickers as freebies when a customer purchases. Customers like free and cutesy treats with their orders.
Advantages
- Stickers and decals are relatively inexpensive. The cost depends on the design and the cut.
- Many customers love stickers. Bonus points if they’re cute, minimal, or functional.
- Add a QR code for a landing page with a product launch or special sale.
4. Flyers, brochures, and pamphlets
Flyers, brochures, and pamphlets are traditional methods of promotion. They’re marketing staples because they work on any budget.
If you run an online business, search for potential collaborators with brick-and-mortar businesses. Ask your location supermarket or hardware store if you can leave a few flyers for customers by their cash register. Choose locations that a potential customer might frequent.
Are there community bulletin boards in your area? Tack a flyer there with details about your offerings.
Advantages
- Inexpensive in-hand business promotion tool.
- You can print them as you need them with your budget in mind.
- They keep you at the fore of a customer’s mind when they need time to consider their options.
- You can include a QR code joining your offline and online marketing.
5. Calendars
Calendars are functional. Many businesses create branded calendars close to the end of the year to hand out. You can use the traditional format to show only the days of the month or create fillable calendars where people can write in events and other important dates.
Printing may be more expensive since they require more paper, but fillable calendars provide added value. Choose a style based on your budget.
Advantages
- Year-round advertising option.
- Calendars are inexpensive ways of creating brand awareness.
- Functional for customers to use year-round.
- It can include a QR code and direct customers to your online business profiles.
6. Customer Referral Program
Sweeten the incentive of word-of-mouth marketing with a referral system. Offer your current customer list free upgrades, bonuses, discounts, or whatever other rewards you can think of to recommend you to their social circle.
This may also extend to you creating an affiliate program. With an affiliate program, signed customers will vlog or blog reviews and supply their audiences with discount codes while receiving concessions themselves.
Advantages
- It helps you build a “street team” to get the word out about your business offerings.
- Expand your efforts into video marketing.
- Referrals are social stamps of approval, and a potential customer is more likely to work with your business if a friend tells them of their positive experience.
- Loyal customers will be happy with the discount or freebie.
7. Business Awards
Does your industry offer business awards where you can win online badges? Badges from well-known organizations can boost your credibility. These organizations run the scope of professional organizations to industry leaders and publications.
Check out this list of Small Business Awards you can enter.
Advantages
- Boosted credibility increases consumer confidence in you and your business.
- It’s also a stamp for industry leadership, which can attract other businesses to work with you, opening doors to high-quality cross-promotion opportunities.
- Increased promotion if you are a finalist or winner, showcasing your company to a broader potential audience.
- Helps recruit high-quality employees drawn in by the prospect of working with a recognized and reputable company.
Online Promotional Strategies
Your online presence widens your reach. Use it wisely and responsibly. Wherever possible, direct the conversation around your business online. Create an online community and make use of the advantages. It will all help you in your promoting your business.
Here are some online business marketing ideas.
8. Website
Websites act as virtual storefronts. They bring your products and services to customers without them having to leave their homes. Bonus points to you if your website comes with online checkout.
Customers love convenience.
Many prefer to research a product or service they’re interested in before choosing a vendor. Provide them with all the information they need to make an informed decision.
It’s not only about the “Buy Now” or “Let’s Chat” option. Some customers require a little push to enter your customer list. Invite customers to contact you with additional questions.
Be transparent about your products and services and how you do business. Honesty builds trust, and trust fosters customer loyalty. Loyal customers provide return business and become your word-of-mouth advocates.
Advantages
- It’s an affordable strategy for your marketing plan.
- Set up a newsletter and collect user information by offering an opt-in. Your curated email list will give you a ready audience for your email marketing campaigns.
- You can contact your subscribers directly for feedback on your products and services. This information will help you improve current offerings while brainstorming new options.
- You maintain greater control over your audience with a website than social media. Social media companies change their algorithms regularly, which can cost you hundreds of views. If the company closes, you’ll lose contact with your followers.
- Break free of your geographical restraints. A website launches your business globally if you have a digital product or service you can offer long-distance. Wider exposure means an increased chance of a sale.
9. Blogs and Articles
Blogging is another evergreen promotion strategy. It attracts traffic to your website, putting your expertise, products/services in front of potential customers.
Create posts with specific topics geared toward the interests of your audience.
It’s a tricky balance, writing blog posts with value. You want to show off your expertise while not being ‘salesy.’
Customers come to you for solutions. Each blog post you upload should fulfill the needs of your customer base. Apply the 80/20 rule.
- Focus 80% of your content on user-based interests.
- Use the other 20% on selling them on why you’re their best pick out of all their many options.
It takes time to write and curate high-quality content. But it’s time well invested in your business. Pack each post with information readers find helpful in their daily lives and share it with their social circles.
Advantages
- You’re maximizing your website’s capabilities. Both for spotlighting your products and services and establishing yourself as an industry expert.
- Blog posts are helpful for cross-platform promotion with other business owners. While networking, seek opportunities to become a “guest expert blogger” on someone else’s blog. Offer them a spot on yours in exchange. Ensure the material you both provide is beneficial for your respective audiences.
10. Social Media
Social media marketing is here to stay for the foreseeable future, and its influence is growing. Having a social media presence can, therefore, increase the success of your business by putting you in front of a wider audience.
Social media advertising is a reasonably priced boost in your marketing efforts.
Post graphics or branded videos to advertise your products or services. Viewers love behind-the-scenes videos as well. It creates an openness that builds consumer trust.
Ask your friends and others in your social group to share your posts with their social circles, expanding your reach.
Advantages
- Social media is free and inexpensive, depending on how you use it.
- Interactive content builds a connection with your audience. Emotional connections can help you stand out from your competition and gain more paying customers.
- It broadens your audience base, adding another level to your content marketing.
11. Cross-Promotion
Buddy marketing takes some of the load off you. Not enough to rest solely on the fruits of your cross-promotion, but enough to give you a bit of a boost. And it can cut your marketing cost, providing you and your partners with more while saving money.
Pooling your resources with other business owners on a joint venture can extend your reach. It works for both online and offline marketing channels.
- Online: share blog and social media posts and “shoutouts” to your social media platforms.
- Offline: swap business cards, leaflets, flyers, and brochures to share with respective customer bases.
Advantages
- Widening your reach without increasing your workload or budget.
- It also saves you time while somewhat simplifying your marketing.
- You increase your business network, which comes with benefits you can infuse into the growth of your business.
Conclusion
Be creative when promoting yourself and your business on a budget. Explore your offline and online options.
- Business cards
- Email and stationary
- Stickers
- Flyers, brochures, and pamphlets
- Calendars
- Customer referral programs
- Business awards
- Website
- Blogging
- Social Media
- Cross-promotion
The combination you decide on depends on your budget, where your audiences are, and the best way to reach them. Research consumer trends and create a strategic, low-cost marketing plan for your business promotion.
