Creative Ways to Grow Your Business With No Marketing Budget

Having successfully managed my print/promotional product distributorship for over 25 years, I reached my goal of financial independence at the young age of 49 and exited my business at 53. I was able to achieve this seemingly impossible task due to a laser-sharp focus on the most important number: profits.

In every department, function and aspect of my business, if an action didn’t add to the bottom line, directly or indirectly, I didn’t proceed with it. Here, I’ll share free or affordable strategies to market your business that are easy to implement.

1. Unleash the power of public relations: I started my distributorship in 1996 from my two-bedroom apartment in Ohio. In 1999, a write-up in my local newspaper led to an appointment with one of the largest companies in my area. That company ended up becoming one of the largest and most profitable clients for the next 22 years. Besides that large client, I received calls from four other small and medium-sized companies, who contacted the publication to get my contact info and wanted to do business. Internet was not a thing those days, so for somebody to make the extraordinary effort of contacting the newspaper demonstrates the power of public relations (PR). It is believable, memorable, boosts your credibility — and best of all, it's free.
2. Don’t just meet customer expectations — exceed them: You may have heard it costs five to six times more to gain new customers than keep existing ones. Unfortunately, many companies invest a large percentage of their marketing budget to acquire new customers. Instead, dedicate resources to providing such an experience to your existing customer base that they never think of leaving you. Make doing business with you so easy that no other business can compare. Become an extension of their ever-shrinking departments. Educate them. Do the thinking for them. Become their trusted partner, not just another supplier. This is how you create raving fans.
   
   I didn’t have a sales staff for most of my years in business, but my business grew almost every year —even during the 2008 financial crisis and COVID-19 pandemic. My team went out of their way to provide personalized and reliable service, creating raving fans who would constantly refer us to their contacts. My biggest expense — sales and marketing — was eliminated, adding to my bottom line year after year. If you want to learn more about how to accomplish this, “Raving Fans” by Kenneth Blanchard is an easy and fun read that offers an insightful perspective.
3. Forge strategic marketing partnerships: Create win-win partnerships with other like-minded small businesses, offering non-competing products and marketing each other’s services. For example, a metal sign shop owner could refer their customers needing print products and vice versa. A successful marketing partnership can optimize limited or nonexistent marketing dollars and expand your potential customer reach.
4. Position yourself as an expert: Write, speak and post useful content on social media, and educate your customers and prospects. This adds to your credibility and positions you as an expert in your field, driving more business.
5. Take your own branding seriously: How can you expect your prospects to trust you with their collateral materials and design if your branding is off? Examine your printed materials, social media posts, website, self-promo handouts and other places displaying your logo or brand, and make sure branding standards are consistently maintained.
6. Develop a plan for your online and social media presence: Social media can prove to be a very cost-effective tool for your small business if used strategically. The key is identifying your target market and selecting the social media platform to reach them. From dozens of other online marketing tools you have at your disposal, such as content marketing, blogging, email marketing, search engine optimization (SEO) and affiliate marketing, select the ones you can efficiently, effectively and consistently manage.
   
   The common theme in what I write and speak on is how to focus on profitability in all actions entrepreneurs take. Keep a tight grip on expenses, regardless of the internal or external factors affecting your business.

By Anup Gupta, a professional speaker, author, consultant, and small business trainer passionate about coaching entrepreneurs in their quest to grow their businesses with a focus on the bottom line. He may be contacted at [email protected] or 330-554-2152 (call/text).