Small-scale businesses have always faced the challenges of competing with big corporations, whose advertising budgets make three times what they earn over a year. Advertising’s goal is the same regardless of how much you put into it. To be noticed, gain customers, and continue to grow.
There’s a way to outwit this system and outspend your competition to achieve the same end. Low-cost or free advertising strategies are available and readily accessible to small companies to benefit from when they are willing to invest the time. We asked ten small-business experts to share their experiences of what they believe to be the most effective free advertising strategy to gain customers. Don’t waste cash and start working!
Email is a fantastic method to promote your business; it’s highly effective and cost-free when you choose an option such as Mailchimp. Utilize your personal social media profiles to begin soliciting signups and send regular emails to your subscribers. Personalize it so that you can establish a relationship with your readers.• Doug Dennison, MailNinja
User-generated Content
User-generated content is the new word of mouth; yes, you can access it at no cost. Suppose your customers interact with your product or service through an image or post on Instagram or a review posted on YouTube. In that case, you have an even more powerful, authentic voice to promote your company’s image. I’ve seen companies run effective marketing campaigns and dramatically increased click-throughs simply because they’ve woven the right content from their followers. They quickly become advocates for your brand as they all want shared content.
(HTML0) Hana Ruzsa Alanis Graphic Designer and Marketing Specialist
Offer Something Free for Free
The most effective method of free publicity is to offer things at no cost. For our clinics for dentures, we offer patients an unbeatable denture cleansing kit ($49 value) when they book an appointment for a no-cost consultation. Giving away a product or service may encourage potential patients to make the extra effort of calling or making the request online.
– Henry Babichenko, DD, European Denture Center
Be a thought leader.
Small businesses often are caught up in chasing marketing opportunities that are only available to thought leaders. If you are a thought leader, those marketing opportunities are brought to you, and you are less likely to be chasing opportunities. How to become a thought leader? My answer was to write and publish an award-winning book. Through sharing high-quality content in the form of a book, I’ve noticed that people would like to get more content from me via interviews, talks, and content contributions.
— Brian Greenberg, Insurist
Take advantage of the power of Social Media.
When small-scale business owners often think about the social web, they assume it’s an over-saturated market that produces only leads and not likes – however, this isn’t the reality! Social media is a tremendous and cost-free way to promote your small business, as there are no barriers to entry, and the reach is limitless. For success, you must be genuine and take the time to engage your followers. With some of the largest companies like Airbnb, Gymshark, and Glossier blaming their success on social media, I believe this is an opportunity that should not miss.
– Nikitha Lokareddy Markitors
Noncompetitive Partners
My most reliable source of free advertising is working together with partners who are not competitive. For instance, I collaborated with an organization that offers training in project management. By promoting my company to its members, I increased my list of email addresses and utilized them to market my products.
– Bruce Harpham, Technology Marketing Consultant
Networking
Networking is an effective tool when utilized in correctly and is an excellent way to promote your business for free. I’m thankful for the connections I’ve made throughout the years, which have brought me the referral of friends and also a constant flow of customers. Many people show up at networking events (when you actually can “show the way” at these events), and you can sense the need in them that they require to do business. Connect with your authentic self; not everyone will be great client. Get to know people you respect and who share your beliefs, and they’ll become your most reliable sources of referrals. They’ll also promote your social media posts to increase engagement and create new perspectives, and it doesn’t cost anything… perhaps you can have a glass of wine on occasion.
– Leeanne Gardner, Unbridle IT
Local Media
Make them disappear with your creativity. I’m a massive supporter of media that is local! They’re always searching for positive stories connecting to the local population. It’s all you have to do is provide them with a reason to take note of you. Be creative, and perhaps tie it to some community event or cause. Get involved with other community members to ensure that your story will be bigger and, therefore, more likely to be reported.
— Brian Cairns, ProStrategix Consulting
Utilize Connections You Already Have
One of the most effective methods for small businesses to advertise themselves for free is to use the connections they already have. Have satisfied customers refer them to friends or leave positive reviews online. Get in touch with partners to inquire about joint promotions that tap into each other’s customer base. If you’re a member of an industry or chamber in your area association, ask whether they’ll be willing to announce any new developments within your business on their social media followers and mailing lists. In return, you can share their latest promotions to establish a mutually beneficial relationship that you can build upon to return to in the future.
– Colton De Vos, Resolute TS
Word of Mouth
Since a lot of customers depend on reviews, it’s essential to ensure that you have a robust web presence that is positive and positive. Some suggestions include ensuring you promote your social media platforms and encourage your customers to write online reviews. Also, use email newsletters with hyperlinks on your social media websites and include links on your social media pages in your signature email. Also, ensure that you’re active and monitoring your social media accounts so that potential customers feel and appreciate the value you bring to your customers. If you’re persistent in customers’ engagement and develop an excellent relationship with them, they’re likely to recommend your services to others and bring new customers to you.
– Jennifer Leicht, Marketing and Small Business Consultant