For small businesses with a small budget, marketing can be a catch-22. You need marketing to grow your business, but you don’t have the capital to pay for marketing.

Luckily, there are many cost-effective marketing strategies that work well for small businesses. These strategies involve little to no cost, just a bit of sweat equity.

So what are the best ways to get a return on investment with your marketing? Keep reading to find out.

How to do Marketing on a Low Budget

For low-budget marketing plans, consider going through these steps to create a well-thought-out marketing plan:

1. Determine exactly how much you can budget for marketing
2. Create a marketing plan within that budget
3. Calculate the expected projections and return on investment
4. Create a timeline for your marketing
5. Execute on the marketing plan
6. Make adjustments to your marketing as needed

41 Cost-Effective Marketing Strategies for your Business

For low-cost marketing strategies to be effective, they must bring in a high ROI (return on investment).

Here are forty-one great strategies that, when done correctly, can improve your bottom line.

1. Research your target market
2. Create a marketing plan
3. Have a remarkable website
4. Start a blog
5. Promote your content
6. Create an ebook
7. Get listed on local directory sites
8. Optimize your Google Business Profile
9. Manage reviews on Google Maps
10. Create a “How to” Guide
11. Engage in social listening
12. Contribute to social media groups
13. Boost your most successful posts on social media
14. Use email marketing
15. Build partnerships
16. Start a podcast
17. Optimize your site for SEO
18. Earn backlinks from other websites
19. Publish evergreen content
20. Write a blog for another website
21. Create a loyalty program
22. Launch a referral program
23. Use forum sites like Reddit or Quora
24. Record and post videos
25. Turn employees into ambassadors
26. Host webinars
27. Hire freelance marketers
28. Collaborate with nano-influencers
29. Post user-generated content
30. Attend local events
31. Host your own event
32. Donate time to an important cause
33. Speak at a college or industry association
34. Create a free online tool
35. Launch a YouTube channel
36. Go above and beyond to help someone
37. Lean into local PR
38. Create co-marketing campaigns
39. Track website data
40. Offer a free product or service
41. Make adjustments to your strategy

Let’s dive into each strategy!

1. Research your target market

It starts with your customers. Have a keen understanding of your target market. It’s the first and most important step in any marketing plan. By doing this research, you can save your budget for other focus areas. In most cases, you’ll have more ideas than money. So do this work up front.

2. Create a winning marketing plan

Having a marketing plan to follow is your North Star. It outlines the strategies and tactics you’ll use over a specified period of time. Build out your low-budget marketing plan to follow and you’ll set yourself up for success. There are many free resources to help you put together a marketing plan — in fact, check out my new marketing plan template!

3. Have a remarkable website

There are many low-cost website updates that can drastically improve the functionality of your site. Make sure you provide a terrific user experience, that your copywriting is clear and to the point, and your navigation is easy to follow. Your website is one of your most important marketing platforms, and it’s your “own media channel.” Make sure it stands out against the competition.

4. Start a blog

While blogging can be a time-intensive marketing strategy, it’s proven to bring ROI to your business as long as you add value. Most importantly, it’s completely free if you already have a website! Blogging on a consistent basis has shown great benefits to attracting new visitors and improving your website’s SEO (search engine optimization) performance.

5. Promote your content

These days, it’s not enough to write a blog – and hope your audience finds it – especially in a crowded marketplace of crazy competitive businesses. To have your content be seen, you need to promote it to your audience and do it in a way that grabs their attention. WIFT? There should be plenty!

6. Create an ebook

Ebooks can be a valuable resource for B2B companies, and a proven low-cost marketing strategy when well-executed. Gated ebooks (users must fill out a form) can be an excellent way to generate leads for your business. Ebooks without a form can also be a practical resource. Your clients, colleagues, and influencers may want to promote them online (if they find it valuable, of course). Have you asked?

7. Get listed on local directory sites

Filling out your company profile on directories is proven to help your website perform better in local search. Paid tools like Yext can help you get listed and manage your directories all in one place, but directories like Google Business Profile, Bing Places, Yelp, and Manta are free to fill out. You just have to claim them manually.

8. Optimize your Google Business Profile

Google Business Profile (formerly called Google My Business) is one of the best no-cost marketing strategies that both brick-and-mortar and service-area businesses should invest time into. Make sure your profile is completely filled out – this means adding as many photos and videos as possible, and regularly posting to share news, blogs, FAQs, and company updates.

9. Manage reviews on Google Maps

Online reviews are critical for local business, and Google Business Profile is the most used site for reviews. Positive reviews are part of Google’s algorithm and help your business appear more frequently. Getting 5-star reviews helps with your profile’s performance and brings interested parties right to your door. Respond promptly to all reviews, whether they’re positive or negative to show that you care.

10. Create a “How-to” guide

Publishing a how-to guide can help people answer questions or solve problems. And studies show that people type in search queries to find information to solve a problem. Create an educational guide to bring in more traffic, gain awareness and build trust. Sure, writing a high-depth how-to guide can take time, but it can be something you can publish yourself to save your marketing budget (and can be repurposed in so many ways).

11. Engage in social listening

Companies that use social listening can better understand their customers, get a pulse on the perception of their brand, and what’s really happening on their social channels. After all, the more insights you have on what your prospects and customers think about your company, the more prepared you are to make changes or adjustments to your marketing approach.

12. Join social media groups

Want to connect with your target audience? Join highly niched social media groups. They can be industry-specific, city/town groups, or professionals with the same interest as yours. Members will often ask questions or publish “ISO” (In Search Of) posts to get opinions and answers from other group members, so conversations can be telling. This is a tremendous word-of-mouth strategy that businesses should monitor and – when appropriate – respond to.

13. Boost your most successful posts on social media

As you publish content, you’ll find that some articles or posts perform better than others – which is completely normal. For content pieces that draw significant traffic and engagement, consider promoting them more by boosting an extra social media post on Facebook and Instagram. You may also decide to take snippets and use them elsewhere in your marketing and PR efforts.

14. Use email marketing

Email marketing isn’t dead. In fact, it delivers a huge ROI. Stay in touch with your customers to stay top of mind and to encourage repeat business! Email marketing is an effective way to share newsworthy updates, discounts, deals, and important information with your subscribers. Remember, they’ve given you permission to email them.

15. Build partnerships

As a small business owner, long-term partnerships can be an excellent opportunity to increase online visibility. When you cross-promote with another business, there’s potential to gain brand awareness with a new audience and extend your reach even further. Just be sure to partner with the right brand that aligns with your values and goals. Synergy is key.

16. Start a podcast

For natural-born speakers and entertainers, a podcast can be the perfect channel to reach your audience. I started the Fast Marketing Minute with an idea, a shoestring budget, and a $50 snowball mic. For training, I watched a few YouTube videos (a few times). With a podcast you can deliver content that’s not just text. Promote your podcast online and reach out to guests that will help you build buzz!

17. Optimize your site for SEO

SEO (search engine optimization) helps your website appear in searches on Google and other search engines like Microsoft Bing and Yahoo. Many free SEO resources are available to help you optimize your site for what your audience is searching for. Want to DIY? There’s a ton of free SEO training, too. Check out Semrush and Yoast for starters.

18. Earn backlinks from other websites

One part of Google’s algorithm that can help your website’s SEO performance is getting backlinks or links from other websites. While quality content is an important factor for SEO, backlinks allow other businesses to find valuable information and link to your web page. It’s all part of no-cost low-cost marketing and PR strategy!

19. Publish evergreen content

Evergreen content is a topic that stays fresh or relevant over a long period. This type of content stands the test of time and has the potential to get more exposure and engagement online. Like many of these strategies, there’s no cost to doing this except for the time it takes to write and publish it. Look at what you’ve written or published, and see what fits in this category.

20. Write a blog for another website

Share your expertise with other businesses by writing articles for their websites. Many sites and blogs are open to the idea of accepting guest posts, as long your content provides value to their audience. Here’s an overview of how to quickly find a blogger’s information. If you already started your own list, fantastic! If not, this will give you a head start.

21. Create a loyalty program

Loyalty programs are a great way to build a connection with your most loyal customers by offering them deals and discounts. With a loyalty program, the goal is to boost engagement and brand affinity. The result can be a boost in repeat sales and lifetime customers (and revenue). Who doesn’t want that?

22. Launch a referral program

Referral programs improve your sales and marketing efforts on a low budget. It’s an opportunity to increase word-of-mouth advertising with your target audience, and keep them coming back for more. Think about creating a landing page or brochure that explains your referral program. That way, you can share it with others – and sweeten the deal when you like.

23. Use forum sites like Reddit or Quora

There’s a reason there’s so much buzz about forums. They can help your company establish credibility and rev up your visibility, too. As a subject matter expert (that’s you), log in to answer questions about your topic and in a non-salesly way, talk about your specialty. From there, quietly refer them to your website or case study for more information. You can also find prospects on sites like Reddit and Quora, and maybe even a competitor or two.

24. Record and post videos

Social media platforms like YouTube and TikTok have billions of subscribers and the number is growing exponentially. As a small business owner, it makes good sense to promote your products and services on these platforms. Over 90% of businesses use video marketing to compensate for what other strategies lack — the need to be human, show some personality, and connect in a way your audience likes.

25. Turn employees into ambassadors

Don’t let your employees sit idle. They can be your greatest brand advocates. Focus on an often overlooked marketing strategy; turn employees into brand ambassadors that have insight on your brand, and why you do what you do! Communicating your brand message can be a powerful, cost-effective marketing strategy that works. Identify three people in your company that are enthusiastic and engaging, and train them to represent your brand. Make sure to offer them special perks for their help!

26. Host webinars

Webinars can be a great B2B marketing strategy that provides companies with an opportunity to promote their brand and generate leads. Find a relevant and interesting topic for your audience, (look at FAQs for ideas). Prepare an interactive or evergreen presentation and promote it on your website, blog, videos, and social media. You can also ask your inner circle to co-promote  it, too.

27. Hire freelance marketers

Sites like UpWork and Fiverr can connect you with freelancers who can take on short-term projects. You can find affordable marketing specialists to hire for areas that you don’t know, don’t want to know, or don’t have the technical expertise for. Always look for 5-start ratings and schedule a test-drive on a smaller project first. That way, you’ll see if you like their style of work, communication, dependability – and end result. You don’t need to be married to any one vendor – but you’ll probably find one that’s a favorite!

28. Collaborate with nano-influencers

Celebrity influencers may be costly for a business, but working with nano-influencers can be effective. While their following may be smaller, nano influencers are often more relatable than established influencers. Their audience is also more likely to be authentic and engaged. Who in your industry would you consider to be a nano-influencer? Are you in touch with them on a regular basis? Don’t ask, don’t get!

29. Post user-generated content

Another cost-effective marketing strategy is to promote user-generated content (USG). Brands leveraging user-generated content can engage and build trust with their audience by featuring customers’ comments.What kinds of USG work best? It depends on your brand, product or service, but here’s a list of my top 7 USG tactics: Reviews and ratings, social media posts, photos and videos, testimonials, and contests. Q+ A’s and discussion groups also count.

30. Attend local events

Don’t ignore offline marketing tactics! Networking at small in-person events can be a cost-effective marketing strategy to pursue. Meeting people in person provides the chance to tell your story – face-to-face, not just in a Zoom room. It’s a wonderful way to build business relationships and represent your company, plus it shows your personal side and authority as an expert.

31. Host your own event

Thinking of hosting an event? For local businesses, hosting your own event helps you reach your specific target audience and community. Promote your event on social media, your website – and if you’re co-sponsoring with another non-competitive, aligning brand, create materials you both can share. Contact the local press to see if they’re interested in a story and create your own event hashtag.

32. Donate your time

Giving back is win-win cause-related marketing. Companies that give back to the community are often seen more favorably because it’s important to their audience that they’re authentic and care about a cause. Giving back can be a powerful marketing strategy that doesn’t have to be costly. Instead of donating money, it’s equally rewarding to volunteer your time or expertise. When you schedule it on your calendar, it’s a commitment.

33. Speak at a high school or college

A great way to promote your company is to speak to a class of high school or college students willing to learn. Speaking to students or young adults is a cost-effective strategy to save your marketing budget while promoting your company. It’s also a potential press opportunity — and builds your credibility as an industry expert.

34. Promote a free online tool

Are you tech savvy? Consider creating or embedding a free tool that helps a particular online audience. These tools could be a calculator, quiz, or template. And the best part is,  you don’t need coding experience to create or embed these. There are plenty of free and low-cost tools available to use. And if you’re willing and have the talent, create your own!

35. Launch a YouTube channel

YouTube is the top search engine in the world and an amazing no-cost platform to upload video content. Launch your own official channel and record and post videos your audience and customers will watch, share, and love. Optimize your content for maximum exposure and build your channel’s following. Remember to add call-to-actions and links to your website and social channels in the video description.You’ve got 5,000 characters to claim as your own.

36. Go above and beyond to help someone

A small gesture to someone in need can go a long way and feel good, too. As part of your corporate social responsibility efforts, share what you’re doing in the community because your customers care about what you’re doing. It helps earn their trust and it’s important to them. This cost-effective marketing strategy isn’t just an option in today’s marketplace. It’s a must-have.

37. Lean into local PR

Local PR can be a tremendous way to promote your business locally. Reach out to local news outlets and press with an interesting story, fact, or opinion. Blogs, radio, TV, and cable stations are always looking for new ideas and on-target pitches. Learn how to write a compelling pitch that matches your expertise – and what their readers and viewers want to know.

38. Create co-marketing campaigns

Co-marketing campaigns allow two companies to work together to promote content or a shared offer. Find the right organization to partner with, and determine the best way to collaborate. When done correctly, a co-marketing campaign can yield great results for both parties involved.

Two heads are better than one.

39. Track website data

Use Google Analytics and Webmaster to track user activity on your website. When you install tracking code on your website, you’re able to get better insight on what’s going on behind the scenes. Another benefit is that it’s completely free and doesn’t take too long. A few YouTube videos and blogs will help you if you like to DIY –or you can hire a freelancer. Both options work. It’s what you do with the results that matter.

40. Offer a free product or service

Want to generate traction with your marketing?  Promote a free product or service – even open office hours. It’s a simple and effective way to gain exposure and build customer loyalty. It’s up to you to determine the product or service that will be most effective. You probably have something in your digital library that’s fantastic – and maybe just forgot about it! 

41. Make adjustments to your marketing strategy

There may be certain parts of a marketing plan that don’t work – and that’s okay! Cost-effective marketing is experimenting with what works best for your business. It’s important to evaluate your marketing plan to gain new insights and make adjustments if needed. There will always be tweaks to any marketing plan. It’s a recipe for success that’s dependent on so many factors, but most importantly, YOU.

Wrapping Up: Finding The Best Cost-Effective Strategies for Your Business

Some of these marketing strategies may work better than others.

While many of the strategies are free, they can take time and effort. It’s all about finding what works best for your business and then implementing them. Create, track, and measure. That’s what marketing is all about. 

Have more questions about the best cost-effective marketing strategies for your small business? Robin Samora is a marketing and PR consultant that works with small businesses.