No money for marketing, then think again?
Marketing your business on a shoe-string budget is not only possible, it can be as effective as throwing huge sums at advertising, if you approach it with a plan and regular effort.

It may be more time intensive, and require a different mind-set, but it can not only build visibility, but credibility as well. Try some or all of these low cost activities to get your marketing off the ground.

Know who you’re targeting
Instead of trying to reach everyone, look at your existing customer base. Who are your best customers? What do they have in common? How did they find you? Are you running campaigns that attract unprofitable clients? If so, cut those campaigns and refocus on attracting the clients you want.

Ring the changes
If your advertising never changes, your customers may become desensitised to it. Run small split testing campaigns on door drop, direct mail and print advertising. Also consider testing Google adwords and Facebook campaigns where you pay for results rather than eyeballs. Make sure your landing pages are optimised to create a seamless user experience.

Provide fresh interesting content across social media and on your website on a regular basis to keep customers coming back. If that content is funny, informative or entertaining, it has a chance of going viral and bringing in new users.
Track your results. When something works, do more of it, and when it stops working, take a new approach. It sounds simple, but you’d be surprised how easy it is to let inertia set in.

Run competitions and surveys
Generate interest with competitions and surveys. Prizes don’t have to be huge if the competition is fun to enter. Consider grouping together with other businesses who serve the same customers but who aren’t in direct competition with you to maximise entries. An example might be a florist teaming up with a photographer, videographer, wedding dress maker and wedding venue to offer a free wedding to one lucky couple.

Networking
Networking doesn’t have to mean attending long boring meetings run by the local Chamber of Commerce where everyone is trying to sell their own agenda. Instead, create a think-tank group of similar businesses and run joint ventures. Talk to your customers and suppliers and see how you can help their businesses grow. Swap testimonials, mail shots and other low cost activities or share the costs.

Support a good cause
Don’t just give money to charity to claim tax breaks. Get behind a local cause and campaign for something. Make it something your customers can get behind too, and they will spread the word.

Launch with lunch
Got a new product or service, or something to shout about? Invite your best customers to a lunch event to launch it. Also invite potential new prospects, and let your customers do the selling for you. Bring in a speaker, or present an award to give the occasion focus, but keep it short and remember to have fun with it.

Don’t forget to make the most of everyday communication, such as email signatures and print communications.

Dean Williams

Dean Williams is a design and marketing blogger working for Print-Print Limited, promoting business and building brands through quality print marketing. If you’re interested in small business promotion then please get in touch hello@print-print.co.uk