Okay. Number #1 Marketing can be expensive. Undeniable: Marketing is also necessary.

If you want your small business to grow you need to invest in marketing it in some way. Word of mouth is great, after all, but it’s simply not enough on its own. You need a lot of momentum and it takes a lot of customers for word of mouth to be significant enough.  It is also hard to maintain. This poses a challenge for small business owners who are on a shoestring budget. It is costly to operate a business and because of the price tags. Not to mention the many choices available. Therefore, marketing is sometimes what ends up getting skipped. Try not to get overwhelmed and do some very simple and inexpensive things to help your dream grow faster and more cost-effective.

1. Always Carry Business Cards

Business cards give you a quick way to exchange information and they can lend some credibility and professionalism, too. You can meet potential clients, vendors, or even employees pretty much anywhere, so you want to be prepared. I can’t tell how many times I’ve been out somewhere and meet someone who needs a marketer, copywriter, or content manager, but I can tell you that my business cards have paid for themselves many times over. I always have a few stashed in my car or wallet because I’m often introduced to get-togethers to people as a marketeer or he writes for a living.  Many small business owners will find that the same will be true for them. People ask about what I do, and about 10% of the time they’re in a position where they need a strategic planner, content marketer/copywriter, or editor. I give them my card, and they get in touch within a few days. Not only are business cards a cost-effective small business marketing tactic, but they’re also a great way to find leads that you also have a personal rapport. Business cards are one thing you can afford to invest in fully (don’t forget, they count as a business expense come tax time!).

2. Offer Incentives for Referrals

Notice that I don’t say “start a referral program.” It’s the same kind of idea, but my phrasing is intentional here. Most small businesses don’t have the money to set up an expensive online referral system with custom links and tracking and automatic payouts. Instead, you can let your current clients know that if they send you a referral that turns into a customer, you’ll give them 10% off your next invoice. I offer this to my clients when I’m actively taking on new clients and I always make sure to send out email reminders of this perk if my schedule is looking a little slow. I even send emails to past clients who haven’t hired me in a while and the discount (and just getting in touch) would often result in them hiring me for another project. Referrals from clients will give you warm, qualified leads. These leads will know what to expect from you and your clients won’t send them your way knowing they’d be a nightmare client or on too tight of a budget to be able to afford you.

3. Network Often

This ties in a lot with the business card strategy, but it works online and in person. Leverage your network for all its worth (without being obnoxious) and you’ll see much better results. Your network already knows and hopefully trusts you. Reaching out and letting them know that your business is open and what you can do for them is all that’s needed. This can be effective even if it’s a single Facebook post letting your friends know about your goods and services. People who know you most will be most likely to check it out and they may even tag some of their friends who need the services you offer. There’s a huge audience out there who needs your services, after all, and a recommendation from a friend can help you find each other.

It’s also good to network within industry groups. I’m in a large number of groups for writers and there are groups like this for every industry. Make yourself known in them, even if they’re online—participate, ask questions, and answer questions, too. People often refer work and clients to each other in these groups, so making yourself a standout and building relationships there can be invaluable.  Offer to speak at civic organizations such as the Rotary, Lions, or Exchange club.  Don’t worry about your fear of public speaking – just talk to them like your other customers.  Guess what?  They can be.

4. Work With Other Small Businesses

Think you are all alone out there?  You are not. Partnering up with other small businesses—officially or unofficially—is a great way to go. This could be a vendor, but it could also be other businesses in complementary industries that share a target audience with you. For brick-and-mortar businesses, this would probably mean sticking to other businesses nearby. Partnerships and collaborations can be flexible. Different strategies you could use include: Setting up a referral program where you send each other clients and pay a 10% fee on the first project booked. Offering package deals together, like if a site developer and a graphic designer partnered up to offer a full site redesign package.

Going in together on prizes for a social media contest, with each business contributing an equal share to make the prize more valuable.

5. Email Marketing

This is the most forgotten marketing tactic and it can be the absolute cheapest and most effective. All those emails you’ve managed to capture through blogging, social media contests, and past purchases? Don’t just neglect them. Use email marketing campaigns to stay in touch with your audience, leads, and customers both included. Your email marketing can help to nurture relationships with customers and solutions like MailChimp are affordable for small businesses to use. You can send out a few emails a month or set up triggered autoresponder campaigns like the following: A welcome email series that thanks users for signing up Triggered autoresponders that send follow-ups based on page views or abandoned carts Order confirmation series, which include information on a purchase order, receipts, and tracking information if relevant.

6.  Your Email Signature

This is a secret weapon that works for you over and over.  A signature is the contact information at the bottom of every email. Think about all the emails you send that could help you…and it’s FREE!  It is easy to set up if you don’t have one and you should.  (Here’s How).  Here’s an example of the email signature I use….notice all the elements that will help my business.

Can you see how hard this signature is working?  There is a link to take readers straight to my website or encourages them to check out my social media channels.  All for no cost.  Think about how this might help you build your audiences and influencers?   It also shows people you are a modern viable organization that values all types of marketing vehicles.

7. Offer Giveaways, Discounts, or Trials

It is a tried and true method and you might not think of it as marketing, but it truly is.  Some call it sampling when you give away free products but If you want to get new clients quickly, offering discounts, giveaways, or free trials to leads is a great way to drive some conversions. This presents a low-risk, high-reward situation for them, where they have everything to gain and nothing to lose. They don’t have to worry about you disappearing after they make that first down payment, or paying too much for glitchy software that doesn’t work. You know your product or service is good, this can help you show other users, too. A lot of businesses list these benefits on the homepage of their site or within the first few emails to grab users while you still have their interest and before they move on to someone else. Make sure to always specify that it’s for first-time customers only, or it’ll chew a hole in your pocket quickly. Marketing is necessary if you want your business to survive, let alone grow, but that doesn’t mean it needs to break the bank. These small business marketing tips can help you to actively invest in your business so you can get the most out of any budget that you have available. I’ve personally used each of these strategies to get my business off the ground when it was new and I was pretty much broke, so I can speak to their effectiveness. Back these tips up with great products or services and you’ll see growth before you know it.

Mark Thomas is a nationally-recognized integrated marketing professional that has worked for major brands such as DuPont, Volvo, Invisible Fence, and Continental Airlines.  In 2018, Thomas was named as one of the top social media experts by being named to PR News’ “Social Media  Movers & Shakers” list.  In June, he added to his 19 national and regional marketing awards by winning his second “Telly” award for a TV show he created for the City of Bristol.