Marketing can feel overwhelming when you’re a small business owner with a tight budget. The ads promising instant results cost more than you can spend. The agencies want retainers you can’t afford. And every “expert” seems to have a different opinion on what you should be doing.
But here’s the truth: you don’t need a massive ad spend to grow your business—you just need the right strategies.
In this post, I’m sharing five low-cost marketing strategies that are simple, effective, and perfect for small business owners who want to make an impact without breaking the bank.
Strategy 1: Leverage Social Media (The Right Way)
Social media is a goldmine for small businesses. It’s free, it’s where your audience is already spending their time, and it’s one of the easiest ways to build relationships at scale.
But here’s the catch: most people are using it wrong. They’re posting randomly, chasing every trend, and wondering why nothing’s working.
How to use social media strategically:
Focus on one or two platforms where your ideal clients are most active. Don’t try to be everywhere at once. If you’re a B2B service provider, LinkedIn might be your best bet. If you’re targeting busy moms, Instagram or Facebook could be the move.
Use trending content formats like Reels or TikToks to boost visibility. These formats are prioritized by algorithms, which means more eyes on your content without paying for ads.
Post consistently—even 3x a week is enough if it’s strategic. Consistency beats perfection every single time.
Pro tip: Batch your content to save time and avoid overwhelm. Set aside a few hours once a month to plan and create your posts, then schedule them in advance.
Strategy 2: Build an Email List
Social media is great, but you don’t own your followers. Platforms can change their algorithms, shut down your account, or disappear entirely. Your email list is the one place where you have full control over your audience.
Plus, email marketing consistently delivers one of the highest ROIs of any marketing channel—even on a tiny budget.
How to get started with email marketing:
Create a simple lead magnet that solves a specific problem for your audience. Think: a checklist, free template, quick guide, or mini-training. It doesn’t have to be complicated—it just needs to be valuable.
Use a free email marketing tool like Mailchimp or ConvertKit to get started. Both offer free plans for small lists.
Send value-packed emails consistently—even once a month can make a difference. Share tips, behind-the-scenes content, or exclusive offers that make your subscribers feel special.
If you’re not sure where to start, our free Canva Brand Book template is a great example of a lead magnet that works. It solves a real problem (brand consistency) and naturally leads people into our ecosystem.
Strategy 3: Partner With Other Small Businesses
Collaboration is one of the most underrated marketing strategies out there. When you partner with other small businesses, you get access to their audience, and they get access to yours. It’s a win-win.
Ways to collaborate:
Co-host a giveaway or event. Pool your resources to create something bigger than either of you could do alone, and watch both audiences grow.
Cross-promote each other on social media. Share each other’s content, tag each other in posts, or do Instagram takeovers.
Bundle your products or services for a special offer. Create a package that provides more value together than separately.
Pro tip: Look for businesses that share your target audience but aren’t direct competitors. A wedding photographer and a florist? Perfect. A wedding photographer and another wedding photographer? Not so much.
Strategy 4: Use Content Marketing to Build Authority
Content marketing is one of the best long-term investments you can make in your business. Blog posts, videos, and even Instagram captions can position you as an expert in your niche—without spending a dime on ads.
The key is creating content that genuinely helps your audience solve problems or answer questions they already have.
How to make content marketing work for you:
Answer common questions your audience has. What do they Google? What do they ask you in DMs? Turn those questions into content.
Repurpose content across platforms. Turn a blog post into an Instagram carousel, a video script, and an email newsletter. Work smarter, not harder.
Focus on SEO basics to help your content get found on Google. Use relevant keywords naturally, write clear headlines, and link to other helpful content.
Pro tip: You don’t need to post every day. Focus on quality over quantity. One valuable, well-crafted piece of content will outperform ten mediocre ones.
Strategy 5: Tap Into Word-of-Mouth Marketing
People trust recommendations from friends and family more than any ad, influencer, or brand message. Word-of-mouth marketing is free, powerful, and often the most effective way to grow—especially when you’re just starting out.
How to encourage word-of-mouth:
Offer an incentive for referrals. Give existing clients a discount or freebie when they refer someone new. Make it worth their while to spread the word.
Ask happy clients to leave reviews on Google, Facebook, or wherever your ideal customers look for recommendations. Social proof builds trust fast.
Create shareable content that your audience will want to repost. Think: valuable tips, inspiring quotes, or relatable memes that reflect your brand personality.
Pro tip: Make it easy for people to share your business. Provide pre-written captions, branded graphics they can repost, or referral links they can copy and paste.
Start Marketing Smarter, Not Harder
You don’t need a big budget to market your business effectively. You just need to be strategic, consistent, and willing to show up for your audience in helpful, authentic ways.
Start with these five strategies, and you’ll be amazed at what’s possible when you focus on connection over cash.
Struggling to stay consistent with your content?
👉 Download The Glow + Go AI-Powered Content Planner and plan a full week’s worth of posts and Stories in minutes—so you can stop stressing about what to post and start showing up consistently.
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