57 Low-Cost Ways to Promote a Business

Lots of business owners are starting their company on a shoestring budget; naturally, they need ways to stretch their small business marketing budget. Marketing a business doesn’t have to cost a lot. Here are 57 low-cost, high-impact methods to advertise and promote a business.

Determining the best ways to advertise and promote a business can be an ongoing challenge. If someone’s business is new, they might not have a well-developed marketing strategy. Even someone who’s been in business for years might find themselves wondering how to boost their marketing efforts since their old ones don’t work as well anymore. The way customers shop for what the business sells may have changed, their needs may be different, or maybe the company’s missing younger, new customers because the owner’s unsure how to promote to them.

Whatever company structure a small business has (or its circumstances), a small business owner needs proven advertising and marketing tactics to find new customers without spending a fortune. These need to include a mix of traditional and digital marketing. Here are some of the best ways to bring in business on a limited budget.

57 Low-Cost Marketing Strategies

Here are 57 strategies that can help small business owners market their business. And this list is by no means exhaustive! But these ideas can be a good starting point, especially for those who don’t have thousands to spend on their marketing strategy.

1. Plan out a small business marketing strategy

Before an entrepreneur can market their business successfully, they need a marketing plan: an organized, strategic approach. Hit-or-miss marketing wastes time and money. Smart business owners start by defining their marketing strategy and setting a budget.

2. Market research: Identify the business’s best prospects

Determine the characteristics of the company’s best prospects and the best promotional strategies to reach them. Be as specific as possible.

Is the decision-maker the CTO of a company, the director of human resources, the paralegal filing new business LLCs, or a 37-year-old working mom? Can the business find those customers on X, Pinterest, Facebook, YouTube, or Instagram? What about in-person networking at local business meetings or community organizations?

What about advertising? Will customers be searching for the company’s product on Google or Bing? Do they look for coupons in newspapers?

Additionally, when does the business want to promote to them: when they’re at the very start of the buying cycle or when they’re about to pull out their credit card and make the purchase?

The answers to these questions are important; they’ll affect how a business owner creates their messaging (the ZenBusiness Marketing Plan Worksheet is a helpful tool for this step, too).

Digital marketing isn’t an option — it’s a necessity. Whether a company sells turquoise jewelry, empanadas, or asbestos removal services, the owner needs to promote and advertise where their customers are searching for what they sell. And that’s online.

3. Set up a website for the business

If the business doesn’t have a website, it’s time to get one set up. A working website is critical for marketing a business and for making the brand known, even if the business has a big social media following. A good business domain name can be a huge asset because (depending on what the business sells) the company website serves as a lead generation tool, online brochure, catalog, and information source for potential customers.

Having a website is important because it gives a business owner complete control over how they promote their products and services on it and how long promotions and other content are visible. Companies don’t have that control over social media.

Whether an entrepreneur chooses a ready-to-use template or has someone build a site for them, it’s essential to check that the design is responsive. It needs to look good and be easy to read on mobile devices as well as on desktop and laptop computers.

How to Advertise a Website for Free

4. Include a blog for content marketing

Blogs (or other written articles on a site) serve two functions. They inform both customers and prospects. But blog or article content also improves the company’s chances of being found in search engines.

An entrepreneur doesn’t even need to be a professional writer to add a blog. Many successful owners just write information that their customers will find helpful at different stages of the buying cycle, or provide tips and hints on using what they sell. It’s also possible to use an AI SEO Writer to help with structuring clear, helpful posts more easily.

5. Use basic search engine optimization (SEO) for the website

SEO stands for search engine optimization — in other words, setting up web pages so the search engines understand the content of the page. Doing so increases the chances of having a site show up in search results when someone searches for what the company sells or the kind of information it provides.

Although some companies spend a lot of money on SEO, there are a number of things a business owner can do on their own to improve the SEO of their site. Among them:

Use a different title for each page on the website
Use phrases people search for in the page title
Include the business name, location, and phone number on all pages of the site

6. Promote the business on Google

It’s possible to set up a business profile for free on Google. The profile may show up when people search for the company name and can help advertise the business. To get listed on Google, go to Google Business Profile. Bing has a similar option. To get listed on Bing, go to Bing Places for Business.

On both sites, fill out all the information possible, including phone number, website, business address, and hours of operation, when appropriate. Doing so can help the business show up at the top of search results when someone in the general vicinity is searching for the brand’s products or services.

Google Ads can also be a cost-effective advertising strategy, offering discounts and promo credits.

7. Claim the company’s Google Business Profile listing to boost local SEO

Claiming the brand’s Google Business Profile (formerly Google My Business) listing is a crucial step in promoting a business online. This free listing allows an entrepreneur to manage their business’s presence across Google Search and Maps, making it easier for potential customers to find them. By verifying a business, an owner can add photos, videos, a link to the business website, and other information to their listing, which can help increase their visibility and credibility.

Additionally, business owners can use their Google Business Profile to respond to customer reviews and engage with their target audience. This interaction not only builds trust but also enhances a brand’s online reputation, making it a vital tool for promoting a business effectively.

8. Take advantage of social media marketing

Business owners can set up a free business profile or page on social media sites such as LinkedIn, Facebook, Instagram, X, and Pinterest. A strong social media presence is crucial for driving brand awareness and customer interaction.

Business owners can set up a Facebook page for their business that is separate from their personal profiles. To attract attention from potential customers, be sure to include a good description, keywords, business phone number, and a link to the website. Keep the business and personal pages separate on other social media sites, as well.

9. Participate in social media discussions

Look for or start social media discussions on topics related to the business’s industry. Look for groups or conversations that talk about the brand’s type of products or services and participate in the conversations, but don’t spam them with constant promos for what the business sells.

10. Use LinkedIn Groups to expand the brand’s network

Yes, LinkedIn qualifies as a social media platform, and LinkedIn Groups are a great way to expand a network and promote a business to a targeted audience. By joining industry-related groups, it’s possible to connect with other business owners, share expertise, and build relationships that can lead to new opportunities.

Business owners can also use LinkedIn Groups to share their content, participate in discussions, and establish themselves as a thought leader in the industry. With millions of groups to choose from, any owner is sure to find ones that align with their business goals and target market. Engaging in these groups can help an owner stay updated on industry trends and gain valuable insights from other business owners.

11. Use email marketing to bring in business

Email is arguably one of the most cost-effective ways to advertise and promote a business. For small business owners, email marketing is a cost-efficient tool for attracting and retaining customers by communicating with them and reminding them to make purchases or visit the website.

A business owner can use an email marketing service to maintain their mailing list and send emails. Ask customers, website visitors, and social media followers to sign up for the email list. Then, send an email newsletter and promotional offers to customers and prospects on a regular basis.

One good way to build a permission-based email list of people who want the company’s mailings is to give something away. It could be a free ebook, a free tip sheet on how to do something related to the business, a discount on the first order, and more.

For example, a health coach might offer a tip sheet with “10 Easy Ways to Lose Weight Without Going on a Diet” to people who sign up for their email list. If they didn’t have a downloadable guide to give away, they could try offering a signup discount on the first few coaching sessions as an incentive.

An email service can be especially helpful for this step. It can help a business owner manage their list and send professional-looking mailings.

12. Post tips and images regularly to social media accounts

To turn social media posts into a marketing success, it’s essential to post regularly. If a business posts too infrequently, its posts won’t be seen. Information and photos that are interesting, helpful, or entertaining to the audience will get the most visibility. Tips on how followers can improve their lives or businesses, and posts with special offers are likely to get the most likes and shares.

In addition to posting regularly, it’s prudent to vary the time of day of social media posts. Different followers will read at different times of day.

13. Boost the most popular posts

Boosting social media posts is a low-cost option for advertising on social media sites. When a business owner boosts a post, they pay to increase its visibility. Many brands target the boosted posts at groups of people who are most like their existing customers. This can be an inexpensive way of getting a business in front of potential customers in very targeted locations or who have interests that match what the brand sells.

12. Run ads on Facebook and other social networks

Although boosting a social media post is one type of ad, businesses get more options when they create an ad instead of boosting a post. On Facebook, for instance, creating an ad lets an entrepreneur set objectives such as conversions or lead generation, create call-to-action buttons, take advantage of more advanced targeting options, and do other things that aren’t possible when boosting a post.

15. Partner with influencers to boost marketing efforts

Influencer marketing can be a highly effective way to promote the business to a wider audience. By collaborating with influencers who have a large following in a target market, business owners can increase their visibility, build credibility, and drive traffic to their website. When choosing influencers to partner with, look for those who have a genuine interest in the industry and are willing to promote the business to their followers.

A business can also offer incentives, such as free products or services, in exchange for their promotion. This strategy not only helps in reaching a broader audience but also makes use of the trust and influence that these individuals have with their followers.

16. Run a webinar

Pick a topic for the webinar that will be popular with customers and prospects. Some topics that can foster customer engagement are important industry news, strategies for improving some aspect of life or business, and ways to solve common problems. An owner could also teach a short introductory course in a webinar.

Promote the webinar on social media and in the company newsletter. Encourage friends to promote it on their social media accounts and newsletters, too. Require attendees to register with an email address so it’s possible to remarket to them after the webinar.

17. Host classes and events

Hosting classes and events is a great way for an owner to promote their business and establish themselves as an expert in their industry. By offering educational content, an owner can attract potential customers and build trust with their target audience. They can host classes and events online or offline, depending on their business goals and target market.

Additionally, an entrepreneur can use these events to promote their products or services and build relationships with their attendees. Whether it’s a workshop, webinar, or live demonstration, these events provide a platform to showcase an owner’s expertise and engage directly with their potential customers.

18. Create PDF versions of promotional materials

Smart entrepreneurs convert their promotional literature to PDF format so they can send product literature to those who request it via email. This not only saves on postage but also gets the customer the material in minutes instead of days. Use a lead form on the company website to offer the promotional material to website visitors.

19. Test pay-per-click (PPC) advertising

Buying pay-per-click advertising on search engines is an effective marketing channel for entrepreneurs who need to acquire new customers and leads. Whether or not it will work for depends on the nature of the business, the owner’s ability to manage and optimize campaigns using an ad server, and how well it helps them track performance and adjust strategies in real-time.

For those new to PPC advertising, it can help to look for offers that give $50 or $75 in free advertising to start. It’s prudent to read the directions for the planned service and very carefully watch spending daily until there’s a clear picture of what the ads cost and their return on investment.

20. Look into Google local service ads

Google local services ads are shown at the top of Google search results when people search for certain local consumer services like plumbers, electricians, or roofers. Potential customers can click or tap on a local services ad to either call or send a message request. An added benefit: a Google Guarantee badge is available for businesses that pass a Google screening and qualification process.

The pro of this approach is that the business only pays for valid leads. The con is that the cost per call or text can be very high. Thus, these ads are best suited for established businesses that know how to convert leads and know that the average customer charge or lifetime value of a customer will allow them to make a profit.

21. Ask customers to review the business

Good customer reviews are an important promotional tool. When someone is ready to choose a product or a service provider, they want to be assured that they’re making a good choice. One way they gain that assurance is by looking at the reviews. To increase the chance that customers will leave a review, many business owners send them a note thanking them for their business and asking them to review their site online. An easily accessible link can increase the likelihood they’ll post a review.

22. Boost credibility by forming an LLC or corporation

If a business owner is running an unregistered business like a sole proprietorship or general partnership, they could consider forming an LLC or a corporation. The “LLC” or “Inc.” designation that closes the business name can help make a business seem more permanent and established. That perception can give the company a marketing advantage by increasing its credibility.

23. Get business cards and stationery created

If a business owner’s just starting out and doesn’t have a business card, business stationery, or promotional flyers yet, it’s time to have them made up — immediately. They tell prospective customers that they’re a professional who takes their business seriously.

Printed business cards are important for marketing a business because they help people that an owner meets remember them, their brand, and what their company does. Be sure to list the website address on the business card, letterhead, and any handouts. Include the brand’s main social media profile link, too, if possible. Another good strategy: include a QR code on the back with a link to sign up for the company’s email list.

It’s best to have business cards professionally printed, but with good paper, some entrepreneurs can print their own letterhead and envelopes, especially in small quantities. Businesses with large quantities of handouts might prefer a professional printer.

24. Give business cards to friends

Savvy business owners get their business cards into the hands of anyone who can help in the search for new clients. They call friends and relatives and tell them they’ve started a business. During a visit, they’ll leave a small stack of business cards to hand out to their friends. It’s even possible to keep a few in a wallet or purse to give out to people as needed.

25. Give extra cards to service customers

Neighbors and friends often ask each other for recommendations for service providers. Many business owners leave a few extra business cards with their customers after they work for them. That way, when their friends and neighbors ask them for a recommendation, they have an easy way to pass on the company’s name and contact information.

26. Ask vendors for business and recommendations

A business’s own suppliers might need some of its services or, at the very least, they know people who do. Ask for their business, and ask for referrals. If they have bulletin boards where business cards are displayed (for example, printers often do, and so do some supermarkets, hairdressers, coffee shops, etc.), it can be helpful to ask if the company’s card can be added to the board.

27. Get out and network

People like to do business with people they’ve met and feel like they know. Smart business owners get known by attending meetings of professional groups such as the local chamber of commerce, other local business groups, local chapters of national groups such as the National Association of Women Business Owners (NAWBO), or civic associations. Have business cards in a pocket where they’re easily reachable, and pass them out when a good connection’s made.

To make good connections in local marketing, it’s essential to ask people about themselves and really listen to them. Taking an interest makes a big impact on a potential customer or business partner.

28. Become actively involved in some groups

Being active in local groups can bring valuable word-of-mouth marketing to a business. Networking is one thing, but if someone does it too eagerly, they might come across as a self-serving opportunist (and most people don’t buy from such a business). But if a business owner is actively involved in a local group, they’ll increase their chances of making meaningful connections.

29. Become a paying member

Pay for membership in those groups that attract target customers. Becoming a paying member lets others in the group know the business is one of them, are interested in the group’s mission, and that the brand isn’t just another freeloader or fly-by-night. Plus, many business owners find that being a subscriber actually benefits their own business growth because they learn something as a member, gain access to valuable tools and resources, and more.

30. Get listed in member directories

Many business groups maintain member directories that they publish online. Being listed in these accomplishes two things. It helps members looking for specific services find a company’s contact information. It also provides a link to the website that can be useful for search engine optimization. Some groups may list members automatically. Others will require their members to submit their own information for listing. In either case, be sure all contact information is correct, and the link to the website works.

31. Exhibit at local trade shows

Local trade shows, as a type of local event, give business owners a strategic tool to enhance community engagement and visibility by displaying their products and services to the general public and other local vendors who may need their products or know someone to recommend them to. All an owner needs to do is keep their setup clean and inviting. Think about using branded signage, printed materials, banners, or even a custom canopy tent from trusted providers like Sign Shark, to make a booth look more approachable without stretching the budget too far.

32. Sponsor a local trade show or event

The cost of being a sponsor of small, local events or trade shows can often be relatively low. If the event attracts a business owner’s audience, they might find that being a sponsor can build name recognition for their company and engage with the community and potential customers. Their business name would be seen wherever the event organizers promote the show. That could be in pre-show mailings, the organization’s website, and in handouts and displays set up during the show.

Sponsoring local 5ks, fun runs, or similar events can have a similar effect. Local school events are also great options.

33. Give away useful promotional products

If a business will be having giveaways at its booth, it’s helpful to give away items that their prospects will want to keep and use. Jar openers, keychain flashlights, hand sanitizers, refrigerator magnets, calendar magnets, drinkware, and pens are all items that can be imprinted to advertise a business, and they are all items people tend to keep and use.

34. Help the community

Think about the needs in the local community. Could the business get its name out there by organizing a food or clothing drive? For example, a coffee shop could give free coffee one day a week to local police, nurses, first responders, or teachers. A business on a local river might organize an environmental cleanup. It’s good press and exposure, and it’s giving back to the local community. That’s a win-win, and it might help increase sales through goodwill.

35. Publicize noteworthy aspects of the business

Some entrepreneurs find it helpful to write press releases promoting what’s unusual about their business or how the company makes a difference. It’s also possible to use press releases to announce new products or services, share company news, and promote the business to a wider audience. This method not only helps in reaching a broader audience but also enhances a brand’s credibility and authority in the market.

Prudent entrepreneurs send the releases to local newspapers, radio stations, cable TV stations, and magazines whose audiences are likely to be interested in buying what they sell. They can even post the press releases on their own website in a “news” section, and send them to one or more online press release services, too. They don’t forget to include their website URL in the press release, either.

If an owner passes along their press release, they’ll send on a photo as well to help increase the likelihood that their piece is published. Editors of printed publications and online sites are often in need of “art” (drawings or photos) to fill space and break up the gray look of a page of text.

36. Help reporters find the business

Reporters are constantly looking for sources to quote in their stories. One way they find those sources is to use services that distribute their request for sources to publicists, experts, marketers, and others who want to be sources. To find out when reporters are looking for information their business can provide, some business owners sign up for these lists and scan them regularly. One such service is HARO (short for Help a Reporter Out), which is free. Another service, PR Leads, is fee-based.

37. Write an article that demonstrates expertise in the field

…And then send it to noncompeting newspapers, magazines, and websites in the field that accept submissions from experts. It’s prudent to include the business name, phone number, and a reference to the brand’s product or service at the end of the article. If the editor can use the article, the author gets their name in print and possibly gets their contact information printed for free, too.

Better yet, some entrepreneurs can ask to be a guest columnist for publications that reach their audience.

38. Publicize any publicity

Whenever an entrepreneur does get publicity, they should capitalize on it. That means they’ll get permission from the publisher to reprint the article containing the publicity. They might make photocopies and mail the copies out with sales letters or any other literature they use to market their product or service. The publicity clips lend credibility to the claims about the company’s products or services.

39. Add an “As Seen On” or press section to the website

Savvy business owners with several publications might list the names of those publications and a link to the articles that mention them. This simple promotion can help add a little credibility to the site.

40. Ask for work

Sometimes, it’s as simple as asking: friends, acquaintances, former employers (if the job ended on good terms), nonprofit organizations, schools and colleges, and even other businesses are good places to ask for work. Yes, a business owner might experience lots of “no” replies doing this, but the number of “yes” answers can be surprising.

41. Network with others doing the same work

It sounds surprising, but a business owner can actually help their “competition” in a way that helps their business. This might look like letting them know that the business is available to handle their work overloads if they ever find themselves in a tough spot. An owner can even return the favor and send work their way when they get swamped. (But whatever they do, they don’t try to steal their customers outright; that can ruin a business’s reputation.)

42. Offer to be a speaker

Industry conferences, volunteer organizations, libraries, and local business groups often need speakers for meetings and experts to run workshops and seminars. A business owner could benefit from the name recognition, contacts, and publicity they gain from being a speaker at these events.

43. Give demonstrations

If a business owner’s product or service is appropriate, they can give demonstrations of it to whatever groups or individuals might be interested. Or, perhaps they could teach others how to use some tool they use in their work.

44. Embrace video

Many business owners find it helpful to put videos of their product or service on YouTube and other video-sharing and slide-sharing sites. For some people, video is a preferred way of learning about products and services.

45. Discover government resources for business

Another resource for business owners is finding out what federal, state, and local government programs are available to help small businesses in their area. Most offer free business counseling, and some can put business owners in touch with government agencies and large corporations that buy from small and woman-owned businesses.

46. Publicize any diversity

If the business is woman-owned or minority-owned, a smart business owner will highlight that fact on their website. Some entrepreneurs even opt to get certified by private, state, or federal organizations. Many purchasing agents have quotas or guides for the number of goods and services they need to buy from minority- and women-owned businesses.

47. Use sales letters to attract customer attention

Sales letters might seem old-fashioned, but they can help. A business owner could send a letter to everyone they think might be able to use what they sell, describing the business in terms of how it can help that prospect. Even better: they could drop a business card in every letter they send out and then follow up periodically with postcard mailings.

48. Use vehicles to advertise the business

Business owners who use a car or truck in their business could have their business name and contact information professionally painted on the side of the vehicle. That way, even the owner’s means of transportation becomes a mobile, highly visible ad for their business.

49. Use a magnetic sign on the vehicle

If a business owner doesn’t want to have their name painted on their car or truck, they could order a magnetic sign with their name, logo, phone number, and slogan. These signs come in various sizes, and they’re easily removable. Online printing and sign shops often offer these signs for a very reasonable price.

50. Make cold calls

Some business owners find it helpful to get on the telephone and make “cold calls” to introduce themselves to prospects. It might seem like a dated approach, but these calls can help make connections, establish sales appointments, and build business.

51. Give out samples

Wise entrepreneurs get samples of their work into as many hands as possible. If samples are impractical or impossible, they might set up a portfolio of their work on their website instead.

52. Offer a free consultation

Sometimes a no-obligation consultation for potential customers can attract customers, especially if the business owner gives a special offer on their services after the consultation. Business owners could promote their services, highlighting how they can solve a very real problem for that customer.

53. Ask for referrals

A loyal customer is often glad to refer a business to their friends. Business owners can help their clients remember to do so by asking for referrals and leaving them extra business cards or fliers that they can give to their friends and family who need their services. A link to post a review online is also helpful.

If someone gives a business owner a lead, they’d be prudent to follow up on it right away. That’s polite, and it’s more likely to lead to a sale.

54. Get other people to help sell products

In addition to selling their products themselves, entrepreneurs often look for affiliates, resellers, or people who will generate leads for them in return for a commission on sales. If a business owner goes this route, they’ll need to ensure their pricing structure covers the fees or commissions they’ll have to pay on any sales.

55. Team up with other businesses for promotions

Strategic business owners get together with other businesses that serve the same market but sell different products and services. That way, they can make arrangements to cross-promote each other’s goods and services by passing leads back and forth, sharing mailings, and making referrals.

56. Keep promotional materials on hand

Have sales letters, brochures, flyers, and other pertinent information printed and ready to go. In addition to the printed copies, keep PDF versions on the computer. Having these materials on hand can help local small business owners capitalize on opportunities as they happen.

57. Run a contest

Contests are yet another way to promote a small business. Make the prize something desirable and related to the business — it could be a free gift basket of the brand’s products, for instance, or free services. Then, publicize the contest in local media, on social media, and to the company’s email list.

Be creative

There are many other low-cost ways entrepreneurs can get attention for their business. If an owner’s feeling stuck they can toss around ideas with business associates, friends, and family. Creative marketing ideas can be surprisingly effective for the company that needs to build brand awareness.

Disclaimer: The content on this page is for information purposes only and does not constitute legal, tax, or accounting advice. For specific questions about any of these topics, seek the counsel of a licensed professional.