The 5-Proven Strategies for Promoting Your Small Business (In-Depth Guide)

By Kimberly Clark September 5, 2020

It takes a lot of courage to start a new business nowadays.

The times are hard for entrepreneurs, and the chances are you have a restricted budget for your freshly-founded company.

The fact the money is tight doesn’t mean you should neglect marketing. You can only attract clients by promoting and spreading the word about your business.

Fortunately, there are plenty of ways on how you can promote your small business without investing a lot of cash.

In this article, we are focusing on the five most effective low-cost marketing strategies for small businesses.

Check them out, and feel free to combine them to give your company the jumpstart it needs!

1. Set Up a Website

It doesn’t matter if you are offering services only in your local area, or selling products worldwide, you can equally benefit from having a website.

We are living in an era of technology, and that is something we should embrace.

A great website doesn’t have to cost a lot of money. You can use one of the numerous free content management systems, such as WordPress and Joomla.

They are user-friendly and easy to install and maintain, and we can say the same for e-commerce platforms.

Pick the Right Domain and Hosting

The journey to an excellent website starts with picking an excellent domain name.

It needs to be closely related to the company name, but you want your URL to be short and simple to spell.

Your potential clients need to remember it and type it easily, which means you should avoid hyphens or numbers.

The next step is choosing a reliable hosting option.

You probably don’t need a dedicated server or VPS hosting, but consider it in the future as it can speed up loading times, and optimize your website performance.

Create a Website

Now, choose a CMS that suits you. WordPress has a market share of over 60%, and there is a good reason for that.

Feel free to experiment with different templates and colors until you find the perfect design.

The critical thing is to provide an optimal user experience. You want the visitors to navigate the site easily.

Whatever page they are looking for, it should be a piece of cake to find it.

Creating a website these days doesn’t take any coding knowledge. However, if you feel like you need a professional, maybe you should consider hiring one.

A great website is essential for your future online presence, and you want everything to work flawlessly.

What About the Content?

Once you set up the website, it is time to add the necessary content to it. A business website should contain the following

  • About us page to present the company
  • A list and a brief explanation of products or services
  • Features of products and services
  • Portfolio, samples, or product images
  • A contact page with listed ways how potential customers can get in touch
  • A map to your offices (unless your service is strictly online)

The Importance of Adding a Blog

Your website needs to stand out from the rest, and the best way to ensure that is to offer high-quality content.

Go ahead and create a blog section where you will regularly share insightful posts about the industry.

You can share useful tips customers can use or comment on the latest events relevant to your company.

The goal is to create content that will drive visitors to your website. Unique content will also boost your search engine reputation, and position your site higher up the rankings.

2. Use Online Marketing Strategies

It is an undeniable truth that the internet is the place where you can promote your business easily.

Although there are strategies that cost money, you can also use free marketing techniques.

For starters, you want to embrace social media, and create accounts on social networks.

That includes Facebook, Instagram, Twitter, Pinterest, LinkedIn, and any other network you consider relevant.

Make sure to keep them professional and respond to messages quickly.

If you want to attract plenty of followers, it is essential to post updates regularly and share intriguing content.

That can include your blog posts, but also other relevant and useful content you found online.

Don’t Forget Local SEO

Search engine optimization is important, and you should consider it when creating content for your website.

Apart from general SEO, you also want to focus on optimizing search engines for local searches.

Start by adding your company address to Google Maps and optimizing the My Business page.

That way, the potential clients will immediately know your location and working hours.

With some smart SEO, you can quickly rise to the top of local rankings, although that also depends on the competition in your area.

Marketing Campaigns

Contrary to popular belief, online marketing is not expensive. You can test various approaches to see which one works best for you.

Google and other search engines allow you to pay to appear as the first in search results for particular keywords.

Since you choose the keywords, it is essential to pick them smartly to attract potential customers, and not just increase website traffic with random people.

Social media advertising can also be tempting. Here, it is vital to target the right audience.

If you are selling a tech gadget, you should target young adults, and avoid targeting older people.

Feel free to experiment with the types of posts you are promoting. Give each campaign a couple of days, and compare results after a while.

That will allow you to select the most successful campaigns and focus on them to maximize the results.

3. Look for Ways to Represent Your Company and the Industry

The next step in promoting your business is seeking the opportunity to speak for your company and industry.

You can contact media in your area (or even national media) to offer your expert comments about the latest industry topics.

Once someone asks you for a comment, make sure to be insightful, and offer value.

You may even consider controversial comments to attract more attention, but keep in mind the goal is to attract customers, so avoid being too bold.

You can also consider organizing free seminars or speeches that would help those who want to learn more about industry topics.

That will allow you to speak to the audience that is interested in the industry, and that is a great opportunity to promote your products.

Use the Power of the Internet

Once again, you should use the power of the internet to your advantage. Here are some ways to represent your company online:

  • Offer guest posts – look for the most reputable websites, and offer to write a new and intriguing article for free. The only condition should be a link to your website, and brief information about you and your company.
  • Answer questions on Quora – it is a social network where people ask all sorts of questions. Choose those related to your industry, and include a website link in your answer.
  • Post on forums – don’t hesitate to do some networking within your industry. Post on relevant forums, and exchange ideas and opinions with other people.

The idea is to establish an image that you are an industry expert.

Do you know how people go to 911 Crossword Answers if they need help with solving that tricky crossword?

That is how they will start coming to you with their industry-related questions over time.

And that will help you to jumpstart your company, and boost your profit. 

4. It’s Time for Old-Fashioned Phone Calls

If you don’t have a big budget to advertise in newspapers or online, how about doing it the old-fashioned way?

First, you will want to gather the phone numbers of potential business partners.

Next, prepare a scenario of how the conversation will go and aim to present your company in a short but effective manner.

Finally, give the companies a call, and even if you don’t establish partnerships right away, you will benefit from spreading awareness.

You can also send e-mails asking for meeting with relevant managers, or even business owners.

Be polite and include a sentence or two about your business. The chances are several companies will respond to your plea, and you will set up a meeting soon.

Mailing Lists Can Be a Great Way of Reaching More Customers

Phone calls may not work for potential customers because it takes a lot of time to call each of them individually.

That is why you call technology to the rescue again and set up a mailing list.

For starters, ask your customers to leave their e-mails during their first purchase.

It is a great way of staying in touch and keeping them informed about new products.

You can also set up a newsletter on your website.

People might not be eager to enter the e-mail address right off the bat, so how about enticing them with something?

hink about offering a symbolic discount (5-10%) on their first purchase if they sign up for the mailing list.

An excellent way to collect e-mails can also be a giveaway. The rewards do not have to be big since the key lies in the fact that people love free stuff.

Once you have enough e-mails, it is time to create a newsletter.

Make sure that it is of the highest quality possible, and don’t send newsletters often because you don’t want to risk ending in the “spam” folder.

5. Use Existing Customers and Business Partners

Have you ever thought about leveraging your current clients to find new ones?

Not only that is possible, but it is one of the most effective ways to attract new customers.

However, it will take time and effort to do this because you will need to impress your existing clients first.

That is why you need to present yourself in the best way possible from the first step.

Anyone who called over the phone, or sent a message on Facebook, can turn into a long-term client.

You should be polite and professional and respond to their queries promptly.

Next, make sure that you delivered the best product or service quality possible.

Be willing to go the extra mile to impress your first-time client and exceed their expectations.

If everything goes through the way you intended, it is time to work on spreading the word.

Start by confirming the client is completely satisfied. If the answer is yes, ask them if they could recommend your company to their friends, or other business partners.

Don’t be aggressive, but suggest that they should keep your company in mind in case someone asks them for a recommendation.

You can do the same with your suppliers. Furthermore, you can find a mutual interest with them because a company boost for you might mean selling more supplies for them.

That is why they shouldn’t hesitate to recommend you to their other partners, and spread brand awareness.

The Power of Positive Feedback

You need to maintain communication with everyone from potential clients to long-term partners.

Those who you work with already are your ticket to new customers. Once the work is done, ask your customers to leave feedback as that can secure multiple benefits.

It can be posted on Amazon or any other website you use for selling your products, or on your Facebook page.

You can consider sharing these reviews on your website, too.

If you did everything right, the chances are you will get plenty of 5-star reviews quickly.

That will immensely help in attracting new clients. Shoppers have become smarter over the years, and they seriously consider online reviews when choosing a product or service.

Having positive feedback indicates you make high-quality products and care about your customer satisfaction.

Finally, don’t forget that your one-time clients may turn into recurring ones.

That might also take effort, so make sure to add them to the mailing list, ask them to follow you on social media, and even remind them about new products occasionally.

It doesn’t matter if money is tight as long as you are willing to invest time and effort.

Ultimately, those are the crucial factors that will determine the success of your small business.

Let me know your thoughts in the comment box below!

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Kimberly Clark

Kimberly Clark is a content marketing specialist in IT & SEO, who helps clients increase their revenues by improving their organic traffic and building powerful campaign through Google Adwords. She can be reached via email at kimberly (AT) linkingaces (dot) biz.


  1. Elvis Michael says

    Great stuff, Kimberly. At its very core, promoting your business is not really rocket science. We just need a solid plan along with consistency and engagement. This, while also ensuring we make it all about customers as opposed to making it about ourselves.

    Enjoy your week!

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