When you are running a small business, money can be tight – even when you are out of the start-up business phase. However, marketing doesn't have to cost the earth. The key to successful low-cost marketing is consistency and creativity. Experiment with different strategies to see what works best for your business and target audience. Additionally, monitor the results of your marketing efforts to understand what's driving the most engagement and adjust your strategies accordingly.

Be your own PR person

If you have some interesting news to share about your business – such as winning local business awards, opening a new premises, announcing an event, or launching a new product, service or online business stream – make sure people get a chance to hear it. The good news is that with press release distribution sites (like Newsmaker, Medianet and Get the Word Out), you don’t need an expensive public relations agency to distribute your news to journalists. Even without a guarantee that your release will be picked up or published every time, if chosen, your news may be published online at free of charge to your business.

Utilize Free Online Directories

List your business on platforms like Google My Business, Yelp, Bing Places, and other relevant directories. These platforms can improve your online visibility and attract local customers.

Get Social

Are you making the most of social media? Create business accounts and participate in the most popular social media for business platforms – Facebook, Twitter, LinkedIn, Google+, Pinterest and Instagram. You don’t need to be on all platforms but make sure you research the best ones for your business.

Social media campaigns are a fun, easy and inexpensive way to connect your SME business and brand with consumers, but it should involve more than just paid advertising. Instead, try offering your followers personal, unique and interesting content – try top 10 lists, client stories and best practices for your industry. Video content can also be really valuable and easy to record on a smartphone.

Content Marketing

Start a blog or create engaging content relevant to your industry. Chances are you already have a website for your small business. But if your site just sits there with the same old content, you'll quickly find yourself lost in the search engine results. Avoid falling beyond the first few pages by keeping your site updated with regular – and interesting – content. Share tips, how-to guides, industry news, and other valuable information that your audience would find useful. Writing not your strong suit? There are still ways you can produce great content like instructional videos, new imagery, testimonials, infographics or slide decks.

Email Marketing

Email marketing is a great way to get new visitors engaged with your business and maintain relationships with your existing customers. Send regular newsletters with updates, promotions, or useful content. Get new website visitors to sign up for your newsletter by offering a special offer or bonus content for subscribing, e.g. a discount on your first purchase or a free e-book with your expert tips. Platforms like Mailchimp or Sendinblue offer free plans for small subscriber lists.

Local Marketing

Depending on what kind of business you are running, local marketing can be the cheapest and smartest way to build your small business, especially if it is regional or relies on the support of local business. Local marketing can include online activities. Create a localized landing page on your website exclusively for your target market. Offline marketing activities such as letterbox drops with localized offers, contests or giveaways can also be effective in raising awareness of your business in your local community.

Get Involved with the Community

Another way of marketing locally can be to support a local group, charity, community event, or cause. As a small business, you can make a positive difference and get your name out there at the same time without spending a lot of money. Some ideas for you: your employees could volunteer as linesmen for local youth sports matches wearing t-shirts with your brand, or you can offer a prize at a small business support group or fund raising event in exchange for your logo being included on the program and special mentions during proceedings. Also, look for local groups that might be planning an upcoming event with a program in which you could place a small advert.

Create a Customer Referral Program

Word-of-mouth referrals are one of the most effective ways to support the growth of your business. Encourage your satisfied customers to refer friends and family by offering them incentives such as discounts, freebies, or loyalty points for every successful referral.

Collaborate with Other Businesses

Partner with other small businesses for cross-promotion. This could involve joint events, sharing each other’s content on social media, or co-hosting webinars or workshops. It’s usually worth connecting with other businesses to help stem any feelings of being isolated. Join your local chamber of commerce or small business support group, industry trade group or business to business Facebook or LinkedIn group – to find new ways to support each other.

Collaborating with other businesses on new ideas, synergies, and creating business partnerships may give you access to new customers, products or markets. Look for other businesses that have resources you could potentially leverage for a ‘win-win’. Look for a potential partner to help sell your product or service to their customer base. What could you offer them in exchange? Is there an opportunity to package or bundle your products together if you have similar business goals?

Enter Business Awards & Attend Networking and Industry Conferences

Entering industry or local business awards is a great low-cost way to increase your profile, boost your credibility and give you some ‘bragging rights’ to share across your marketing channels (including your website, social media business pages, PR releases and email newsletters). Also, participate in local networking events or industry-specific conferences. These events offer opportunities to meet potential clients or partners and expand your network.

These low-cost marketing strategies can be incredibly useful for small businesses operating on a tight budget. Implementing these suggestions strategically can help you reach a wider audience, engage customers, and ultimately grow your business without excessive spending. Consistency, creativity, and adaptability are key to making the most of these cost-effective marketing techniques. If you have any specific questions or need further advice on implementing these strategies, feel free to ask!