How to market on a shoestring budget

It's no secret that marketing, like anything really, is a lot easier when you have deep pockets.

Billboards, TV spots, influencer campaigns that cost more than a house—if you have the budget, the world is kind of your ad playground. But, in this economy????? Please.

So, what if your budget is, well, non-existent? Welcome to the reality of many small businesses, startups, and scrappy entrepreneurs. The good news? You don’t need millions to make an impact. You just need creativity, consistency, and a little bit of hustle. So, this one's for the marketers without the billion dollar ad spend. The normies (like me.)

So, let’s break down exactly how to stretch your marketing dollar without sacrificing results.

1. Build your brand on social media like a pro

If you’re not using social media, you’re leaving money on the table. I shouldn’t have to tell you this at this point. And the best part? It’s free to use. But to make it work, you need a strategy. Instead of trying to be everywhere, identify where your target audience hangs out most.

• Instagram & TikTok? Short-form video is king. Master storytelling in 30 seconds.

• Twitter/X? Dive into threads and engaging conversations in your industry.

• LinkedIn? Position yourself as a thought leader with insightful posts and networking.

Engagement is key! So respond to comments, ask questions, and create shareable content. Posting blindly without interaction won’t get you anywhere.

2. Master the art of community building

Community is your marketing secret weapon. Believe me when I say there is nothing more powerful than this. People trust recommendations from peers more than ads. So build a loyal following that does the marketing for you.

• Create a branded group on Facebook, Discord, or Slack where customers can connect, share experiences, and feel valued.

• Turn customers into brand advocates. Offer insider perks or feature them in content.

• Go beyond transactional. Share behind-the-scenes stories, product development insights, and user-generated content to deepen relationships.

3. Let content marketing become your long-term growth play

Content marketing isn’t just about blogging for the sake of it. You need a strategy for:

• SEO. Find low-competition, high-intent keywords your audience searches for and create in-depth, valuable content.

• Content pillar & clusters. Write a cornerstone blog post (pillar) and multiple related posts (clusters) linking back to it, boosting search rankings.

• Evergreen vs. trendy content. Balance long-lasting content (guides, FAQs) with trends to stay relevant.

4. Turn your email marketing into a sales engine

It’s not just about blasting promotions and being annoying. Your emails need to build relationships and provide value. A few ideas for you:

• Create an irresistible lead magnet (free e-book, checklist, exclusive discount) to grow your list.

• Use segmentation. Don’t send the same email to everyone—customise based on user behaviour.

• Automate wisely. Welcome sequences, abandoned cart emails, and re-engagement campaigns work while you sleep.

5. Use guerrilla marketing to make a statement

When your budget is tight, think beyond traditional marketing. Get creative with it!

• Stunts & PR moments. Do something so unexpected that it earns media attention (e.g., surprising street art, flash mobs, or local activations).

• Hyperlocal marketing. Think local, whether it’s sidewalk chalk advertising, community sponsorships, or clever window displays.

• The shareability factor. Make people WANT to talk about your brand. Challenge customers to participate in a viral trend or quirky social experiment.

6. Cross promote & partner for maximum reach

Team up with businesses targeting a similar audience (but not direct competitors, duh) to expand your reach without extra costs.

• Co-host webinars, live Q&As, or joint giveaways to tap into each other’s communities.

• Guest post or podcast swap to showcase your expertise to a new audience.

• Bundle products or services for an irresistible limited-time offer.

7. Repurpose content for maximum ROI

Every piece of content should live multiple lives.

• Blog post? Turn it into an email newsletter, a Twitter thread, an Instagram carousel, and a TikTok script.

• Long-form videos? Chop them up into bite-sized clips for social media.

• UGC? Feature it in ads, website testimonials, and stories.

8. Tap into free & affordable marketing tools

There’s no excuse for blowing your budget on software when there are so many free (or dirt cheap) tools available:

• Creating campaigns? Canva (design), CapCut (video editing), Google Analytics (tracking), Trello (project management).

• Want free press exposure? Sign up for HARO (Help a Reporter Out) and pitch journalists looking for expert quotes.

9. Turn customers into marketers

Make it easy for people to share their love for your brand. Try:

• Creating a branded hashtag and featuring customers who use it.

• Launching a referral program with discounts or exclusive perks.

• Hosting a contest that requires user submissions (e.g., "Best way to use our product" challenge).

10. Don’t underestimate the power of PR

Getting featured in the right places can boost credibility and awareness without paying for ads.

• Pitch stories to blogs, podcasts, and local news outlets.

• Offer free value to journalists and content creators looking for expert insights.

• Align with timely events and trends to increase your chances of getting picked up.

A small budget shouldn’t stop you from making a big impact.

The brands that win aren’t always the ones with the deepest pockets—they’re the ones with the best strategy. Creativity, consistency, and community-building will always beat a lazy big-budget, boring ass ad campaign. Now go out there and make it happen!

-Sophie, Writer