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12 Ways to Market Your Small Business on a Shoestring Budget

Updated: Nov 23, 2022

Are you struggling to reach customers this year? What about worrying about making rent to keep your doors open? You're not alone. With government-imposed shutdowns and restrictions still underway, small businesses are still cutting costs to remain viable.

If these restrictions are forcing you to cut your marketing budget, don’t fret! You can still generate brand awareness, leads, and sales for your small business.

Business owner relaxing looking out at some mountains

Take a breath, and instead of fixating on your budget limitations, focus on your customers. What you need is to redefine your content creation and promotion strategy to be more personal. In fact, 56% of marketers believe personalized content marketing can boost brand engagement.

With these 12 marketing tips, you can reach customers, spark their interest, and start attracting fresh leads. All while reducing or at least containing your marketing budget! You can improve your ROI while growing your business without stressing about overspending.

Are you ready to kick 2023 into high gear? Give your small business marketing the turbo boost it needs with these 12 easy marketing strategies for a shoestring budget.


1. Produce (cheaply) and Share Engaging Videos

Let’s face it, you should have been doing this a long time ago. Not only do videos provide fun, interactive ways people can view your business, they also are loved by the Google Gods. Perhaps the leads were coming in from other avenues so much so that you didn’t feel the need to dedicate that time. However, with the possible reduction of ad spending, suddenly something “free” should move up your priority list.

A couple looking awkward in a holiday photo
They aren't shy, neither should you be!

Keeping up with the latest content marketing trends can help you appear relevant and engaging with customers. Videos provide you with a method to display your company’s personality. No longer are you merely a cold, heartless sign on the street. NOW you’re the silly group of people working to create a positive environment for your customers. Make sure to include your entire team so that viewers see employees that are normally behind the scenes. Videos don't have to add anything to your budget to start creating content, either.

Go ahead and grab your smartphone, tripod, and start rolling!

Video content is becoming even more popular this year. In fact, almost 70% of consumers prefer video over text to learn about a product or service. Adding video to your website landing pages can even boost conversions by 86%.

As an added bonus, once you produce the content, you can use the videos for your search engine optimization strategy, pay-per-click advertising landing pages, and emails. They can help you draw in a fresh audience through social media, too.

In fact, almost 90% of marketers are satisfied with their video social media marketing ROI.

More importantly to this article, you don't need expensive software or equipment to create an engaging video. Your modern phone, a phone tripod, and maybe a microphone are all you need! Also, consider different video formats you can experiment with, including:

infographic with a list of video formats against a mountain backdrop

In order to choose your format, focus on your target audience. What do they care about? What do they want to gain from your videos?

Keep your videos personal, fun, and engaging. Then, use the tools at your disposal to clean up your videos and start posting!

2. Publish Quality Blog Posts

small business owner kicked back reading a helpful blog

One quick, easy way to prove the value of this item is to remind you that you’re reading OUR blog post. We have created content that hopefully you enjoy and provides you knowledge. Chances are high that there are people out there with needs for whom you could provide solutions.

Let’s start by conducting some keyword research to learn more about your target audience. The idea here is to find the terms that people literally type in to find the solution they are looking for. Something like: “why is my AC blowing hot air?” If you’re a HVAC service company, you can bet the farm you’d love your blog, and therefore your service, to pop up. How you do that is to write a blog that answers that literal question.

For a great example here at Out of the Box Advisors, we wrote a blog a while back titled: “Empowering Que