Are you worried that marketing costs too much?
True, Coca-Cola spent $3.499 billion on marketing in 2014, while McDonald’s were splashing out $2 billion in 2017.
But for smaller businesses looking to make a big noise, it doesn’t have to be that way. With creativity, ingenuity, and smartness, you can market your business on a shoestring budget - just like Dropbox did, and just like Dollar Shave Club did. Here are five ways to do it:
Shoestring Budget Strategy #1: Make a Video 
Speaking of Dropbox and Dollar Shave Club, if you didn’t click the links above, this is what they did: They both made a viral video that cost little, but which exploded all over the Internet.
In Dropbox’s case, they made a 2 minute animated explainer video. It was quirky and engaging, and Dropbox placed it on their landing page. Because it was the only thing on their landing page, site visitors had no option but to press play or bail out.
Most pressed play, and because the video explained what the company was all about having fun but straightforwardly, people were hooked, and Dropbox became a household name almost overnight.
In Dollar Shave Club’s case, the company practically reinvented the wheel with a short, snappy and hilarious ad that made a boring topic fun. With the video, DSC went from a small-time shaving company no one had heard of to one that is now competing with established names like Gillette.
When it comes to video marketing, you don’t need to spend a fortune. If you’ve ever seen the original Dropbox video that went viral, it’s clear that this was a brand operating on a budget. All you need is an original idea and a way of presenting a problem and a solution in an engaging and eye-catching style.
Moreover, there are lots of video production companies who are willing to make your video for you at a very affordable price.
Shoestring Budget Strategy #2: Go Old-School with A Window Banner
Do businesses still invest in offline marketing tactics? Sure they do.
A vinyl banner is a great way to build a buzz around your small business. These banners are inexpensive, colorful and eye-catching.
Moreover, if you can place them strategically in towns and cities - next to traffic lights is a great idea - you can massively boost conversions.
Good marketing is all about building excitement around your brand, so if you do choose to use a banner, make sure it stands out.
Shoestring Budget Strategy #3: Create a Blog
One of the cheapest and yet best ways to market your business in 2018 is with a blog.
What does a blog do? It serves many purposes:
- Increases your visibility on Google
- Drives more traffic to your site
- Boosts conversions
- Positions you as the expert in your niche
- Builds a lasting relationship with your customers that’s built on trust
For your blog to be successful, you must create high-quality content that adds value to peoples lives. Long-form content works best for SEO and engagement purposes because the more value you create, the more people will see your business as the one that will solve their problems.
If you don’t see yourself as a writer, or if you simply don’t have the time to maintain a blog, outsource this aspect of your marketing.
Shoestring Budget Strategy #4: Leverage Email Marketing
Again, email is such a low-cost form of marketing that any brand -- regardless of their budget -- can do it.
The hardest bit, indeed, might be getting people to hand over their email address to you in the first place. The easiest way to get around this is to come up with a lead magnet - typically a gift - that you offer in exchange for their email address.
Then, once you’ve built up an email list, it’s time to nurture your relationship with your followers via a series of targeted emails. For an email campaign to be a success, it’s crucial that you don't center all your emails on selling. Add genuine value to people’s lives by engaging, entertaining and informing them.
One inexpensive, classic idea that you can implement digitally is to send greeting cards. How is this digital? Send birthday, funny, and thank you eCards that benefit charity to connect with your customer while helping those less fortunate than yourself.
Of course, you’re a business, too. So, save some of your emails for promotions, product launches, deals, and offers.
Shoestring Budget Strategy #5: Stay Active on Social Media
Everyone is on social media in 2018, including your customers. It can cost you nothing but time to engage with your followers by replying to their tweets and comments, and it’s a reliable and cheap marketing tactic that works.
Naturally, Facebook ads can cost a lot of money if you want to scale. But there are also more inexpensive ways to market your brand on social media, too. Make the most of Facebook and Instagram Live to raise awareness of your brand and make a connection with people. Tell your story. Engage with your followers by getting involved in the conversation. Ask questions.
Create a Facebook Group, too. Once you’ve got a group, you’re in the perfect position to establish yourself as an authority. Once you’ve built a devoted following - or “tribe” - you’ve then got lots of loyal fans you can sell at a later date.
Conclusion
In 2018, good marketing is all about building relationships, and it costs nothing to engage with people and add value to their lives. Keep focusing on what you can do for people, and you will be a success. Use this guide to start on the right foot -- stick with it, and you will go far on your marketing journey, one step at a time.
