I hate to break it to you, but you’re not in the business you think you’re in. Whether you are a service provider or sell widgets, your first responsibility isn’t to be ‘good’ at your job. No. You’re first job is to find customers. Once you’ve found them and sold them, then you can wow them on your products’ awesome features or your first-class customer service. But until a customer is acquired, none of that matters. This means that you are a marketer above all else.
For startups and small businesses, effective marketing can often seem like an unattainable goal, especially when budgets are tight. Doesn’t it cost money to advertise? Yes, but in the internet age, there are now alternatives to simple paid advertising.
Marketing doesn't always have to mean a hefty investment. By utilizing strategic, free or low-cost methods, you can still achieve results. I am a firm believer in starting with FREE before deciding to spend money in any aspect of business, and marketing is no different. Yes, spending makes things easier and can seem like it’s required, but who’s telling you that? Marketing Agencies!
Here are a few of the most cost-effective marketing strategies that I have employed that you might consider when you’re operating on a limited budget. All of these low cost marketing strategies tactics are discussed at length in The Tradesman’s MBA.
1. Content Marketing - The Low Cost Marketing Solution
Creating valuable content is one of the most affordable and effective ways to engage potential customers. Blog posts, videos, and infographics all help establish your business as an authority in your field. By regularly publishing content relevant to your audience, you improve your website’s search engine ranking, making it easier for customers to find you organically.
There’s a cost, though, and it comes in the form of mental energy that you must expend to come up with solid, informative and unique content. Yes, AI can help you here, but if you use it as a crutch and not devise your own unique voice and perspective, you will lose credibility.
And, as you might imagine, content marketing is my own favorite medium. Primarily because I have a face for radio, so putting myself on video is definitely out! But also because I feel I can provide better information, in a more convenient way for the consumer, than videos, podcasts or other mediums. And being informative and useful to my audience is the whole point.
Advantages of Content Marketing:
Increases organic traffic to your website
Builds authority and trust with your audience
Long-term cost-effectiveness as content continues to attract visitors
Blog posts are forever. They continue to work for you years after you write them.
Disadvantages of Content Marketing:
Time-consuming to create high-quality content. Many times, I spend easily a week on each article I write, if not more.
Results may take time to materialize
2. Social Media Marketing
Social media platforms like Facebook, Instagram, and LinkedIn allow small businesses to connect with their audience directly. Social media provides an opportunity to engage customers, showcase a brand’s personality, and promote products or services without spending a fortune. And I’m not talking about paid social media advertising. Simple, consistent and informative posts to people who want to hear from you help establish your business and keep your business at ‘top of mind.’
To make the most of social media, consistency is key. Regular posting, responding to comments, and engaging with followers help to build a loyal community around your brand. And I will admit that this is where I struggle. I am not a social media animal, so posting on social media, or creating a solid social media presence, just isn’t in my DNA. And all those responses and interactions cost time and energy. Yes, there are automations for that, but I can spot those a mile away and I have NO patience for responding to robot DM’s.
Besides that, social posts typically have limits on length. You might as well cut me off at the knees. If ‘brevity is the soul of wit,’ I am a moron.
Advantages of Social Media Marketing:
Free to use
Provides direct access to your target audience
Encourages engagement and brand loyalty
Disadvantages of Social Media Marketing:
Requires regular attention and updates
Success depends on algorithm changes, which can limit visibility. Remember, you are living on rented real estate. The social platform can change at any moment.
3. Search Engine Optimization (SEO)
SEO involves optimizing your website’s content so it ranks higher in search engine results. By targeting specific keywords relevant to your business, you can attract customers who are actively searching for products or services like yours. Investing time in SEO means your website will attract traffic organically, reducing the need for paid advertising. But beware, this is a long, and often ongoing, process.
The way this is done is that you first determine what words or phrases you believe your perfect customers are themselves using to find the products or services you provide. Then, you strategically place those keywords or phrases scattered about your website for the search engines to find.
Be careful though! There’s such a thing as ‘keyword stuffing’ and the algorithms are wise to it. So make sure your use of keywords and phrases make sense in the context of your site’s content.
If you’d like to take your SEO to the next level, I can recommend Semrush as a research tool to discover the best keywords to use. A word of caution, however: Semrush is a highly technical tool and will require a bit of time to learn just the basics to get the most out of it. And because Semrush is a paid service, it’s best to spend the time learning how to use it before plunking down those scarce dollars for a tool that you don’t yet know how to use.
I will tell you that I have discontinued all social media marketing and have instead opted to concentrate almost exclusively on the long game of SEO. Yes, it will take more time, and yes, it is a more technical problem to solve, but the money saved in marketing is well worth the effort. You know the old saying:
Half of all marketing dollars are wasted. The trick is to know which half…
Advantages of SEO:
Increases long-term organic traffic without continuous spending
Builds credibility by ranking higher in search results
Compounds over time with ongoing optimization
Disadvantages of SEO:
SEO strategies take time to show results
Requires regular updates and knowledge of SEO best practices
4. Email Marketing
Closely related to Content Marketing, email marketing is a highly cost-effective strategy, offering a direct line to your customers. By building an email list, you can send personalized promotions, product updates, or newsletters. Tools like Mailchimp or ConvertKit make it easy to manage email campaigns and automate workflows. Email marketing not only “nurtures” leads but also drives repeat business from existing customers. I am a firm believer in Email Marketing and I discuss it at length in The Tradesman’s MBA.
Previous marketing research has shown that a person must ‘interact’ with your brand a minimum of seven times before they make a decision to buy (or not!). And this was the purpose of advertising on TV and billboards: to get brands in front of eyeballs to reach that 7x threshold.
But here’s the bad news: in the internet age, because we are so inundated with advertising, this 7x threshold has risen to between 12 to 20 times (research differs). This means that people must see your brand a minimum of 20 times before they make their decision to buy from you. Email marketing consists of an automated series of emails sent to sales ‘leads,’ helps get you to that 20x threshold with the least amount of work on your part. Efficiency is what we’re shooting for here. And automated emails are pretty darn efficient.
Advantages of Email Marketing:
Low-cost with a high return on investment (ROI)
Can be personalized for better engagement
Easy to automate with email marketing tools (CRM)
Disadvantages of Email Marketing:
Requires a growing email list to be effective
Over-sending emails can lead to unsubscribes
A note on unsubscribes: they are not always a bad thing. Maybe I’ll do an article on that next week?
When it comes to marketing on a budget, creativity and consistency are key. Content marketing, social media, SEO and email marketing are all cost-effective strategies that can help your small business grow without breaking the bank. While some of these tactics may require time and effort to show results, the long-term benefits can be significant, driving growth and increasing brand awareness. By focusing on these budget-friendly approaches, your startup can compete in the marketplace and attract new customers, even without a large marketing budget.
The Shameless Plug
The Tradesman's MBA: A Simple Guide to Business Mastery
Starting or running a business can feel overwhelming, but it doesn't have to be. The Tradesman's MBA breaks down complex business concepts into easy-to-understand language, helping small business owners and entreprenuers like you take control of your business. Whether you're launching a new venture or fine-tuning your operations, this book gives you the tools to succeed—without the confusing jargon.
Ready to take the next step? Grab your copy today and make your business thrive!
Business Planning Made Simple: Get the Help You Need
Building a successful business starts with a solid plan, but you don’t have to figure it all out alone. With expert guidance, you can develop a clear, actionable business strategy that sets you on the path to success. From market research to financial forecasting, I’ll help you create a roadmap tailored to your goals.
Avoid costly mistakes, clarify your vision, and ensure your business is ready to thrive—starting with a well-thought-out plan. Let’s take your business from idea to reality. Schedule your consultation today!
Unlock Your Business Potential: Book a 1-Hour Discovery Call
Struggling to take your business to the next level? In just one hour, we can uncover your biggest challenges and identify the key opportunities for growth. Whether you're fine-tuning an existing business or starting something new, this discovery call will provide clarity and actionable steps to move forward.
Comments