Affordable Marketing Strategies: 18 Amazing Options for Small Businesses on a Budget

For small businesses and startups, finding the budget to start a comprehensive marketing campaign can be challenging. When resources are tight, affordable marketing strategies are key to growth and future success.

The good news is that there are plenty of low-cost strategies that should help you reach your target audience without breaking the bank. Here we will explore cost-effective marketing tools and approaches for small businesses that work. You just need to put the effort in.

Whether you’re just starting or looking to improve your current marketing efforts, these tips and techniques will help you maximize your marketing ROI and achieve your goals.

1. Affordable Starter Websites: Utilizing Ready-Made Templates and Budget Hosting

Building a professional and visually appealing website for your small business is now more affordable than ever, thanks to the availability of ready-made templates and budget-friendly hosting options.

A well-designed website not only enhances your online presence but also serves as a central hub for all your marketing efforts. Here’s how to create a starter website for next to nothing for your business using an off-the-shelf template and budget hosting:

1. Choose a Website Builder: Select a user-friendly website builder that offers a variety of ready-made templates and customization options. Platforms like Wix, Squarespace, and WordPress are popular choices that cater to different skill levels and budget requirements.
2. Pick a Template: Browse through the available templates and choose one that aligns with your brand identity and the functionality you require. Ensure that the template is mobile-responsive as a significant portion of website traffic now comes from mobile devices.
3. Customise Your Template: Personalise the chosen template by adding your logo, brand colours, and custom fonts. Modify the layout and navigation to suit your needs, and incorporate relevant images, videos, and other multimedia elements to make your website visually engaging.
4. Add Quality Content: Populate your website with well-written and informative content that showcases your products or services, communicates your unique selling proposition, and provides value to your target audience. Don’t forget to optimize your content for SEO by including relevant keywords, headings, and meta tags.
5. Select Budget-friendly Hosting: Research affordable hosting options that offer reliable performance and can be easily upgraded as your business grows. Hosting plans can start at just a few pounds per month and typically include features like a free domain, SSL certificate, and email accounts.
6. Plan for Growth: As your business becomes more successful, consider upgrading your hosting plan, incorporating additional features or functionality, and investing in professional design or development services to enhance your website further.

2. Top Free and Low-Cost Plugins to Enhance Website Functionality

Plugins are an excellent way to add advanced features and functionality to your website without the need for extensive technical expertise or a big financial outlay.

Many popular website builders, such as WordPress, offer a vast library of free and low-cost plugins designed to cater to a wide range of needs. Here’s a selection of some of the best ones that can significantly enhance your website’s functionality:

1. Yoast SEO (Free/Premium): Yoast SEO is a must-have plugin for optimizing your website’s content for search engines. It offers comprehensive on-page SEO analysis, XML sitemap generation, and readability checks to help improve your website’s search engine visibility and rankings.
2. WooCommerce (Free): For businesses looking to sell products or services online, WooCommerce is a powerful and customizable e-commerce platform. It integrates seamlessly with WordPress and offers numerous extensions and themes to create a tailored online shopping experience.
3. WPForms (Free/Premium): An easy-to-use form builder, WPForms allows you to create custom contact forms, surveys, and registration forms with just a few clicks. The premium version offers additional features such as payment integration, email marketing integration, and advanced form fields.
4. Jetpack (Free/Premium): Jetpack is an all-in-one plugin that offers a range of features, including site analytics, security, image optimization, and social media sharing. The premium version provides additional services like automated backups, spam protection, and SEO tools.
5. Mailchimp for WordPress (Free/Premium): This plugin integrates your WordPress site with the popular email marketing platform, Mailchimp. With its easy-to-use interface, you can create custom sign-up forms, manage your mailing lists, and send targeted email campaigns directly from your WordPress dashboard.
6. Akismet Anti-Spam (Free/Premium): Akismet helps protect your website from spam comments and form submissions by automatically filtering out suspicious content. The premium version offers advanced features like priority support and a spam-free guarantee.
7. Smush (Free/Premium): Smush is an image optimization plugin that compresses and resizes your images to improve your website’s loading speed without sacrificing image quality. The premium version offers additional optimization features and faster compression times.
8. MonsterInsights (Free/Premium): MonsterInsights is a powerful Google Analytics plugin for WordPress that enables you to track your website’s performance and user behaviour directly from your dashboard. The premium version offers advanced tracking features, e-commerce tracking, and custom dimensions.
9. Wordfence Security (Free/Premium): This comprehensive security plugin helps protect your website from hackers and malware by offering features like a web application firewall, malware scanning, and real-time threat defence. The premium version provides additional protection, such as country blocking and real-time IP blacklisting.
10. Social Media Share Buttons & Social Sharing Icons (Free/Premium): This plugin enables you to add customizable social media share buttons to your website, making it easy for visitors to share your content across various platforms. The premium version offers additional customization options and social media platform integrations.

By incorporating these free or low-cost plugins into your website, you can significantly enhance its functionality and user experience without breaking the bank. Be sure to research and choose the plugins that best align with your specific needs and business goals. Remember also to keep your plugins updated and well-maintained to ensure optimal performance and security.

3. Google Business Profile: A Great Tool for Local Businesses

The Google Business Profile (formerly known as Google My Business) is a free and user-friendly platform that allows businesses to create and manage their online presence across Google Search and Google Maps.

By claiming and optimizing a listing, local businesses can improve their online visibility, engage with potential customers, and drive more foot traffic to their physical locations.

1. Enhanced Local Search Visibility: A well-optimized Business Profile listing can significantly improve local visibility in Google’s local search results. This is particularly important as consumers increasingly use search engines to find local products and services. By appearing prominently in local search results, businesses can attract more customers and increase their chances of being chosen over competitors.
2. Improved Online Reputation: Listings provide businesses with the opportunity to showcase customer reviews and ratings. Positive reviews can greatly influence consumers’ purchasing decisions and help to establish a strong online reputation. Additionally, businesses can use it to respond to reviews, address customer concerns, and demonstrate their commitment to customer satisfaction.
3. Access to Insights and Analytics: Google Business Profile offers valuable insights into customer behaviour, such as how users find a business listing, the keywords they use, and the actions they take after viewing the listing (e.g., visiting the website, requesting directions, or making a phone call). These should help businesses better understand their target audience, refine their marketing strategies, and make data-driven decisions to drive growth.
4. Showcase Products and Services: Businesses can use their listing to display important information, such as their address, phone number, website, and hours of operation. They can also showcase their products and services through photos, videos, and detailed descriptions. This allows potential customers to quickly and easily learn about what the business has to offer, increasing the likelihood of a visit or purchase.
5. Utilize Free Marketing Tools: Google Business Profile offers a range of free marketing tools, including the ability to create posts, promote special offers, and share updates. These features can help local businesses engage with their audience, promote their offerings, and drive more traffic to their websites and physical locations.
6. Strengthen Local SEO: By providing accurate and up-to-date information, businesses can enhance their local SEO and improve their chances of ranking higher in local search results. This includes optimizing the GMB listing with relevant keywords, regularly updating the listing with new content, and encouraging customers to leave reviews.

4. Harness the Power of Social Media

Social media platforms like Facebook, Instagram, Twitter, and LinkedIn offer incredible opportunities for small businesses to reach potential customers at a relatively low cost. By creating engaging content, optimising your profiles, and utilising hashtags, you can significantly increase your organic reach and engagement.

Start by identifying the platforms that are most popular among your target audience and focus your efforts there. Then, develop a content strategy that incorporates a mix of promotional posts, educational material, and entertaining content that resonates with your audience. Be sure to use relevant hashtags to increase visibility and encourage user-generated content by asking questions or creating shareable posts.

Check out our post: How to Use Facebook to Grow Your Customer Base to get you started.

5. And the Power of Hashtags!

Hashtags are another powerful tool for organising and categorising content on social media platforms, such as Twitter, Instagram, and LinkedIn.

By using relevant and targeted hashtags, businesses can increase the visibility of their content, reach a wider audience, and engage with users who share similar interests or are searching for specific topics. In addition, hashtags can help businesses stay informed about trends, competitors, and conversations within their industry.

Here’s how to find the right hashtags for your business or sector:

1. Start by researching hashtags commonly used within your industry or sector. Look for hashtags that are relevant to your products, services, or target audience. You can identify these by following industry influencers, competitors, or trade publications on social media and noting the hashtags they use.
2. Stay up-to-date with current trends and popular topics within your industry by regularly monitoring trending hashtags. Utilizing trending hashtags in your social media content can increase visibility and help your business join relevant conversations.
3. Keyword research tools, such as Hashtagify or RiteTag, can help you identify popular and relevant hashtags for your content. These tools analyze hashtag usage and suggest related hashtags based on their popularity and relevance to your target audience.
4. Include a mix of broad and niche hashtags in your social media content. Broad hashtags will help you reach a larger audience, while niche hashtags will connect you with a more targeted, engaged user base. For example, a bakery might use the broad hashtag #foodie alongside the niche hashtag #veganpastries.
5. Track the performance of your chosen hashtags to determine their effectiveness in reaching your target audience and generating engagement. Adjust your hashtag strategy as needed, experimenting with new hashtags or refining your selection based on performance data.
6. Create unique branded hashtags that represent your business, products, or campaigns. Encourage your followers to use these hashtags when posting about your brand, helping to foster a sense of community and increase brand visibility.

While it’s important to include relevant hashtags in your social media content, avoid overloading your posts with too many. The optimal number of hashtags varies by platform, so research best practices for each channel you use.

Use short, easy-to-remember hashtags that accurately represent your content. Long or overly complicated hashtags may be difficult for users to recall or type, reducing their effectiveness.

Monitor and engage with content posted under your chosen hashtags. This includes liking, commenting on, and sharing user-generated content. This engagement can help you build relationships with your audience, gain valuable insights, and foster a sense of community around your brand.

6. Collaborate with Influencers and Bloggers

Influencer marketing and blogger outreach are great options for small businesses looking to increase brand awareness and credibility. By partnering with relevant individuals, you can tap into their established audience and leverage their influence to promote your products or services.

To identify suitable partners, research influencers and bloggers in your niche with a strong following and high engagement rates. Reach out to them with a personalized message, explaining the benefits of collaborating and offering a sample of your product or service in exchange for a review or promotional content. Remember to track the success of these partnerships by monitoring referral traffic, social media engagement, and sales.

7. Utilise Email Marketing

Email marketing remains one of the most effective and affordable marketing strategies for small businesses. By building and maintaining an email list, you should be able to nurture relationships with existing customers, promote special offers, and drive traffic to your website.

To get started, encourage website visitors to sign up for your newsletter by offering a lead magnet, such as a discount code or a free resource. Then, create targeted email campaigns that provide value to your subscribers, such as industry news, exclusive promotions, or helpful tips. Make sure to monitor your open and click-through rates and continuously optimize your campaigns for better performance.

Fortunately, there are several free and low-cost email marketing software options available that offer robust features and tools to help you create and manage effective campaigns, even on a tight budget. Here are some of the top options to consider:

1. Mailchimp (Free/Premium): Mailchimp is a popular email marketing platform that offers a generous free plan, allowing you to send up to 10,000 emails per month to 2,000 subscribers. Its user-friendly interface and pre-built templates make it easy to create professional-looking emails, and its analytics tools help you track the performance of your campaigns. The premium plans offer additional features such as A/B testing, advanced segmentation, and multi-user access.
2. Sendinblue (Free/Premium): Sendinblue is another feature-rich email marketing platform with a free plan that allows you to send up to 300 emails per day to an unlimited number of subscribers. It includes a drag-and-drop email editor, customizable templates, and advanced targeting features. The premium plans provide additional features like marketing automation, landing pages, and SMS marketing.
3. Benchmark Email (Free/Premium): With Benchmark Email’s free plan, you can send up to 250 emails per month to 2,000 subscribers. The platform offers a range of pre-built templates, a drag-and-drop email editor, and basic analytics tools. The premium plans include features such as A/B testing, marketing automation, and advanced reporting.
4. MailerLite (Free/Premium): MailerLite offers a free plan that allows you to send up to 12,000 emails per month to 1,000 subscribers. It includes an intuitive drag-and-drop email builder, customizable templates, and basic analytics tools. The premium plans provide additional features like marketing automation, advanced segmentation, and priority support.

When choosing a free or low-cost email marketing software, consider factors such as your subscriber count, email volume, the features you require, and integration with your existing tools or CRM.

8. Content Marketing and Blogging

High-quality content is essential for attracting and retaining customers, as well as improving your website’s SEO performance. By creating valuable blog posts and optimizing them for long-tail keywords, you can increase your organic search traffic and position yourself as an authority in your niche.

Start by conducting keyword research to identify relevant topics that your audience is searching for. Then, create informative and engaging blog posts that provide helpful solutions to common problems or answer frequently asked questions. Don’t forget to optimize your posts for SEO by including relevant keywords, internal and external links, and engaging images or videos. Additionally, consider guest posting on reputable websites in your industry to expand your reach and improve your domain authority.

Check out our post: Business Blogging – Best Practices for 2023.

9. Offer Exclusive Deals and Promotions

Encouraging customer loyalty and attracting new customers are crucial for small businesses, and offering exclusive deals or promotions can help you achieve both of these objectives. By providing limited-time offers, discounts, or loyalty programs, you can incentivize repeat purchases and entice potential customers to give your products or services a try.

Collaborate with other local businesses or partners to create joint promotions that benefit both parties. Be sure to track the success of your promotional campaigns by monitoring sales, website traffic, and customer feedback.

10. Leverage Local SEO

Local SEO is an essential marketing strategy for small businesses looking to attract customers in their immediate vicinity. By optimizing your online presence for local search, you can increase visibility and drive more foot traffic to your store or service.

Begin by claiming and optimizing your Google Business Profile listing, ensuring that your business name, address, phone number, and website are accurate and consistent across all online directories. Encourage customers to leave reviews and respond to them promptly to demonstrate your commitment to customer satisfaction. Additionally, utilize geotargeting in your advertising campaigns to reach potential customers in your local area.

Check out our post: The Power of Local Marketing: A How-To Guide for Small Businesses.

11. Network at Local Events and Trade Shows

In-person networking at community events, trade shows, and industry conferences can be an invaluable way to make connections, build relationships, and generate leads. By attending relevant events and engaging with other professionals, you can increase brand exposure and create opportunities for collaboration or partnership.

Research upcoming events in your area or industry and make a plan to attend those that align with your business goals. Come prepared with business cards and a polished elevator pitch to make a lasting impression on potential customers or partners. Additionally, consider sponsoring local events or becoming a guest speaker to further establish your authority in your niche.

12. Utilise Referral Marketing Strategies

Referral marketing, or word of mouth, is one of the most trusted and cost-effective marketing strategies for small businesses. By creating a referral program that incentivizes customers to recommend your products or services to their friends and family, you can tap into the power of customer advocacy to drive new business.

Design a referral program that rewards both the referrer and the referred customer, such as offering a discount or free product for each successful referral. Promote your referral program through social media, email marketing, and in-store signage to maximize its reach. Be sure to track the success of your referral marketing efforts by monitoring referral sources and the number of new customers acquired.

13. Optimise Your Website for Conversions

A well-designed and user-friendly website is essential for attracting and retaining customers. By optimising your website for conversions, you can increase the likelihood that visitors will take the desired action, such as making a purchase, signing up for your newsletter, or contacting you for more information.

Start by ensuring that your website is easy to navigate, mobile-friendly, and loads quickly. Include clear calls to action on every page, and consider utilizing tools like heatmaps or A/B testing to identify areas for improvement. Continuously monitor your website’s performance and make adjustments as needed to improve conversion rates.

14. Experiment with Low-Cost Paid Advertising Marketing Strategies

While organic marketing efforts can yield significant results, paid advertising can also be a valuable tool for small businesses with a limited budget. Platforms like Google Ads and Facebook Ads offer scalable, pay-per-click advertising options that allow you to control your ad spending and target specific audiences.

Begin by setting a modest budget and testing different ad formats, such as search ads, display ads, or social media ads. Monitor the performance of your campaigns and adjust your targeting, ad copy, or budget as needed to maximize ROI. Consider experimenting with retargeting campaigns to re-engage website visitors who didn’t convert on their first visit.

Check out this guide to using Facebook Ads.

15. Create Shareable Infographics with Canva and Other Tools

Infographics are an excellent way to present complex information in an easily digestible and visually appealing format. By creating shareable infographics, you can engage your audience, increase brand exposure, and improve your content’s shareability across social media platforms.

One of the most affordable and user-friendly tools for creating infographics is Canva. With its vast library of templates, icons, and design elements, the site makes it easy for even non-designers to create professional-looking infographics without the need for expensive software or design expertise and it only costs a few pounds every month.

Here’s how to leverage Canva and other similar tools for creating compelling infographics:

1. Identify a Topic: Choose a subject that is relevant to your audience and can be effectively communicated through a visual format. Consider using your existing blog content, research data, or industry trends as a starting point for your infographic.
2. Gather Data and Information: Compile relevant data, facts, and figures that support your chosen topic. Be sure to use reputable sources and cite them within your infographic to establish credibility.
3. Choose a Template: Select a template from Canva’s library or another design tool that best suits your content and style preferences. Customize the template by adjusting colours, fonts, and layout to align with your brand identity.
4. Organize Your Content: Arrange the information in a logical and visually appealing manner, using a combination of text, icons, and charts to convey your message. Ensure that the content flows naturally and is easy to follow.
5. Optimise for SEO: Include relevant keywords in your infographic’s title and description to improve its search engine visibility. Also, consider creating an accompanying blog post that expands on the infographic’s content and includes an embed code for others to share on their websites.
6. Promote and Share: Distribute your infographic across your social media channels, email marketing campaigns, and website to maximize its reach. Encourage your audience to share it with their networks, and consider reaching out to influencers or bloggers in your industry who might find it valuable and share-worthy.

Creating and sharing infographics is an affordable and effective way to enhance your content marketing efforts, engage your audience, and increase brand awareness. With tools like Canva, even small businesses with limited resources can create visually stunning and shareable infographics that resonate with their target audience.

16. Cost-effective Print Marketing: Cards, Flyers, and Promotional Magnets

While digital marketing has become the primary focus for many businesses, traditional print marketing materials like cards, flyers, and promotional magnets still offer cost-effective and impactful ways to reach local customers. These tangible marketing tools can effectively increase brand awareness and generate leads, especially for businesses targeting a local audience.

Here’s how to leverage cards, flyers, and promotional magnets for your small business marketing:

1. Design Eye-catching Materials: Create visually appealing designs that reflect your brand identity and communicate your key message clearly. Ensure that your contact information, logo, and call to action are prominently displayed. You can use design tools like Canva to create professional-looking designs without hiring a graphic designer.
2. Opt for Affordable Printing Options: Thanks to advancements in digital printing technology, printing marketing materials have become more affordable than ever. Look for online or local printing services that offer competitive prices and bulk discounts to maximize your budget.
3. Distribute Strategically: Identify high-traffic areas and local events where your target audience is likely to be present. Distribute your cards and flyers in these locations, or partner with other local businesses to display your materials in their establishments. For door-to-door distribution, consider using a local delivery service or engaging with a team of volunteers.
4. Utilize Promotional Magnets: Promotional magnets are an excellent way to ensure your business remains top of mind for potential customers. By providing useful and visually appealing magnets, you can encourage people to stick them on their fridge doors or other visible surfaces, serving as a constant reminder of the services you offer.
5. Track Your Success: Include a specific call to action, such as a unique discount code, QR code, or dedicated phone number, on your print materials to track the success of your campaign. Monitor the number of leads or sales generated from these materials to determine their effectiveness and make adjustments as needed.
6. Combine with Digital Marketing: Integrate your print marketing efforts with your digital marketing strategy for maximum impact. For example, you can share images of your flyers on social media or create a landing page on your website that mirrors the content of your promotional materials. This approach will create a cohesive and consistent brand experience for your audience.

17. Give Guerrilla Marketing a Try

Guerrilla marketing is an unconventional and creative marketing strategy that focuses on low-cost, high-impact tactics to promote products or services. It aims to create a memorable experience for the target audience and generate buzz around a brand. The concept was popularized by Jay Conrad Levinson in his 1984 book “Guerrilla Marketing,” and has since become a go-to approach for small businesses looking to make a big impression with limited resources.

Check out our quick guide here.

Small businesses often have limited marketing budgets. Guerrilla marketing allows them to make a significant impact with minimal investment, providing a high return on investment (ROI). By creating memorable experiences, guerrilla marketing can generate buzz and word-of-mouth publicity, ultimately increasing brand awareness and reaching new potential customers.

Guerrilla marketing strategies help small businesses stand out from their competitors by showcasing their creativity, innovation, and unique selling points. Unlike traditional marketing campaigns, these can be easily adjusted and adapted to suit changing circumstances or capitalise on emerging trends.

Guerrilla marketing campaigns often encourage interaction and engagement between a brand and its audience, fostering deeper connections and long-term customer loyalty. Here’s a step-by-step guide to executing a successful and cost-effective campaign:

1. Know your target audience: Before launching a guerrilla marketing campaign, it’s essential to understand your target audience’s preferences, behaviours, and interests. This knowledge will help you craft a campaign that resonates with them and generates the desired impact.
2. Be creative and original: The key to a successful guerrilla marketing campaign is its ability to stand out from the crowd. Brainstorm unique and innovative ideas that align with your brand identity and will capture your audience’s attention.
3. Leverage the element of surprise: Guerrilla marketing thrives on the unexpected. Incorporate an element of surprise in your campaign to create a memorable experience and encourage word-of-mouth marketing.
4. Focus on high-impact, low-cost tactics: Effective guerrilla marketing doesn’t require a massive budget. Explore affordable marketing strategies like viral videos, social media campaigns, street art, or flash mobs that can generate significant buzz without breaking the bank.
5. Monitor and measure results: Track the performance of your marketing strategies to determine their effectiveness. This may include monitoring social media mentions, website traffic, or other relevant metrics.

18. Harnessing the Power of Video: Affordable Marketing Strategies for Customer Connection

The advent of smartphones, affordable digital cameras, and user-friendly editing software have made video production accessible to businesses of all sizes. No longer restricted to large corporations with big budgets, video marketing is now an affordable and effective way for small businesses to engage and connect with their customers.

Types of videos you could look at include:

1. How-to Videos: These instructional videos provide valuable information and guidance to customers on how to use or get the most out of a product or service. By sharing practical tips and solutions, businesses can establish themselves as experts in their field, build trust with their audience, and encourage customer loyalty.
2. Product Demos: Demonstration videos showcase a product’s features, benefits, and functionality. These videos can help potential customers better understand how the product works and how it can address their needs or solve a problem, ultimately driving conversions and sales.
3. Behind-the-Scenes Content: Offering a glimpse into the inner workings of a business, behind-the-scenes videos humanize the brand and allow customers to connect on a more personal level. This content can include employee interviews, workspace tours, or sneak peeks at upcoming projects or product launches.

Balancing Cost-Effectiveness and Time: Choosing the Right Marketing Strategies for Your Business

While implementing cost-effective marketing solutions can help small businesses make the most of their limited budgets, it’s crucial to recognize that time and resources are equally valuable. With countless marketing strategies and tactics available, it’s essential to strike a balance between affordability and the time and effort required to execute these strategies effectively.

Before selecting marketing strategies, clearly define your business goals and assess the resources you have available, including time, manpower, and expertise. This will help you determine which marketing solutions are most aligned with your objectives and capabilities.

Evaluate each marketing strategy based on its potential impact on your business and its feasibility in terms of time and resources required. Prioritise the strategies that offer the greatest return on investment (ROI) while remaining realistic about your capacity to execute them successfully.

When trying new marketing strategies, start with a smaller, more manageable scope before scaling up. This allows you to test the effectiveness of the strategy, learn from the experience, and make necessary adjustments without overcommitting time and resources.

Continuously track the performance of your chosen marketing strategies, using relevant metrics and key performance indicators (KPIs). This data can help you identify what’s working and what’s not, allowing you to optimize your efforts and allocate your time and resources more effectively.

Be prepared to adapt your marketing strategies as your business evolves and the market landscape changes. Flexibility is key to staying ahead of the competition and ensuring that your marketing efforts continue to drive results.

If you find yourself struggling to balance the demands of marketing with other aspects of running your business, consider outsourcing some tasks or seeking assistance from professionals. This can help you focus on your core competencies while ensuring your marketing efforts remain effective and efficient.

Summary of Affordable Marketing Strategies

There are numerous affordable marketing strategies available to small businesses looking to promote their products or services without breaking the bank. By harnessing the power of social media, collaborating with influencers and bloggers, utilizing email marketing, and more, you can effectively reach your target audience and drive growth.

Remember that the key to successful marketing strategies is experimentation and adaptability. Try out different strategies and techniques to find what works best for your unique business and continually refine your approach based on the results. With dedication and creativity, you can achieve your marketing goals even on a limited budget.