“I’m sure that I could get a lot more business if people knew my work actually existed, but I can’t afford to pay for the marketing to get my name out there.”

Sound familiar? If so, you’re not alone. Many small business owners believe marketing requires a big budget to be effective. But the truth is, marketing doesn’t have to be expensive to work. In fact, some of the best marketing strategies don’t cost anything—just a little time and consistency.

Start with what you already have

Before you worry about paid advertising, take advantage of the resources at your disposal. Your current customers, social media, and personal network are all powerful marketing tools—if you use them strategically.

1. Leverage your existing customers

Your happy customers are your best marketers. They already trust you, they know your work, and they can help spread the word. Here’s how:

• Ask for reviews and testimonials. A glowing review on Google, Facebook, or Yelp can make a huge difference when someone is deciding whether to work with you.
• Encourage word-of-mouth referrals. Make it easy for customers to refer you by offering incentives, such as discounts or small perks.
• Feature customer success stories. Share how your product or service helped a customer—it builds credibility and social proof.

2. Use social media strategically

You don’t have to post every day or dance on TikTok to make an impact. The key is to show up consistently and provide value.

• Show your work. Post photos, behind-the-scenes content, or finished projects so people see what you do.
• Share your knowledge. Provide tips, answer common questions, and position yourself as the go-to expert in your field.
• Engage with others. Comment on posts, participate in groups, and start conversations. Social media is about being social, not just broadcasting your message.

3. Tap into your network

Sometimes, the best opportunities come from the people you already know. But they can’t help if they don’t know what you do!

• Tell friends, family, and colleagues about your business. You’d be surprised how often people want to support you but don’t realize how.
• Join local business groups or online communities. Get involved, share your expertise, and connect with potential customers.
• Collaborate with complementary businesses. Find businesses that serve the same audience and cross-promote each other.

Use email marketing to stay top of mind

If you have a list of contacts (even a small one), email marketing is one of the most cost-effective ways to nurture relationships and drive business. (In fact, you can get 20% off three full months of Constant Contact here.)

• Send useful, engaging emails. Share helpful tips, success stories, and occasional offers—without overwhelming people.
• Be consistent. You don’t have to email every day, but staying in touch regularly ensures people remember you when they need your services.
• Encourage replies. Email is a two-way street. Ask for feedback, invite questions, and build relationships through direct communication.

The bottom line: marketing is about visibility, not just money

Marketing isn’t just about spending money—it’s about being seen, building relationships, and staying top of mind. While paid advertising can speed up the process, many free or low-cost strategies can help you grow your business without breaking the bank. The key is to take action consistently.

So, here’s your action item: Pick one strategy from this list and start implementing it today. Small, consistent steps will get you further than waiting for the “perfect” marketing budget.

Got questions? Hit me up on LinkedIn—I’d love to hear what’s working for you!