21 Most Effective Strategies for Promoting Your Business—With or Without a Budget

To thrive and expand, your business must attract customers. To achieve this, effective promotion is essential. In the past, this often meant choosing between flyers, brochures, postcards, or local newspaper advertisements.

However, in today’s digital landscape, the options are vast and can feel overwhelming.

If you find yourself uncertain about the best promotional strategies for your business or what choices are available, rest assured you are not alone, and you’ve come to the right place.

In this article, I will outline 30 highly effective methods to promote your business, regardless of whether you have no budget, a limited budget, or some flexibility in your spending.

Promoting Your Business on Google

To distinguish your business from competitors and attract customers, effective promotion is essential. Let’s begin with the most widely used platform: Google. Leveraging Google for your business promotion is essential, as it captures over 90% of the market share, making it one of the most effective ways to reach consumers actively seeking solutions. Here are the top strategies for utilizing Google to enhance your visibility:

1. Establish and verify your Google Business Profile

Your Google Business Profile (the official term for your Google listing) enables your business to appear in Google Maps, the local section of Google Search results, and the Knowledge Panel on the right side of search results when someone searches for your business name and location. As Google continues to refine its results based on user location, securing this free directory listing should be a priority.

To effectively use your Business Profile for promotion, it’s crucial to verify ownership of your listing through your free Google Business account. Once verified, you can optimize your listing to improve its ranking in search results and increase visibility for relevant searches.

If your business appears on Google Maps or in the Local Pack of standard search results (which is quite achievable), it effectively markets itself around the clock. Additionally, you can post directly to your Google listing, showcasing appealing promotions to your audience when they are most likely to engage.

To explore this free and highly effective strategy for promoting your business, check out Google My Business Optimizations.

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2. Establish a website

Having a website is essential for marketing, regardless of how traditional your business or clientele may be. Your website serves as the primary resource for both current and potential customers. Even if they discover you through social media or Google, they will likely visit your website, which, like your Google listing, promotes your business continuously.

A well-designed business website not only acts as a promotional asset but also narrates your business story, outlines your offerings, provides contact details, and showcases your brand’s unique personality and features. Furthermore, it is crucial for tracking and enhancing the effectiveness of your other marketing strategies.

When you run advertisements, it's essential to have landing pages hosted on your website. Similarly, when you share valuable content on social media, it should direct users back to your website. By channeling all your marketing efforts towards your website, you can utilize analytics to identify the most effective strategies and gain critical insights into your audience.

While there are entirely free options to establish a website for your business, if you are genuinely committed to promoting your brand, you will likely need to transition to a paid website solution. Owning a unique domain name, presenting a professional appearance, and having the flexibility to scale and incorporate additional features are vital for your business's growth.

3. Implement Search Engine Optimization

Promoting your business is one aspect; getting Google to do the same is another. Search Engine Optimization (SEO) encompasses a range of practices designed to align your business with Google's ranking algorithm. As this algorithm has advanced to incorporate machine learning and user behavior, optimizing for search engines effectively means optimizing for users—especially those looking for your products or services.

SEO is not a singular tactic but a combination of various strategies that work in unison to enhance your ranking. Additionally, thanks to Google's excellent location-based search results, you have an equal opportunity as larger retailers to appear on the first page of Google—without incurring any costs, aside from the initial website setup.

Some effective SEO strategies to promote your business include:

- Incorporating relevant keywords related to your industry and location in key areas of your website.- Regularly creating original, high-quality content, complete with tagged images.- Ensuring fast page load times and robust security.

When your business achieves a high ranking in search results, Google effectively acts as a promoter for you, targeting individuals actively seeking your offerings. It doesn't get much better than that.

4. Establish a Business Blog

We briefly mentioned this in the previous strategy, but content plays a crucial role in SEO, warranting its own focus as a promotional tactic. A business blog is not merely a platform for personal reflections; while you can share updates about milestones and events, a successful blog should focus on creating educational content that reflects your brand's voice and addresses the questions and terms your target audience is searching for on Google.

These inquiries and terms are known as keywords. The more content you generate that targets these keywords, the greater the chances for your business to appear in search engine results pages. Effective blog posts can include:

- How-to guides and instructional articles- Lists of strategies and resources (e.g., top 10, 5 best, 3 essential)- Q&A sessions or interviews with industry experts- Thought leadership articles- Example or template posts- Guest contributions- Customer testimonials or case studies- Seasonal content (like this one)

For assistance in identifying keywords and crafting SEO-friendly blog posts, consider these resources:

- WordStream’s Free Keyword Tool

- Href Free Keyword Research Tool

- Semrush Free Keyword Research Tool

- Ubersuggest Free Keyword Research Tool

5. Promote Your Content

A blog that showcases your expertise, approachability, and genuine intent to assist your audience serves as an excellent promotional asset for your business. Therefore, don’t just publish your posts—actively promote them! Utilize social media, email newsletters, or even transform them into downloadable guides to help generate leads. Moreover, if you create content marketing strategy with shareability in mind, your blog posts may attract attention from reputable websites, leading them to mention and link back to your site on their platforms—effectively promoting your business for you.

Keep in mind that as your website attracts more visitors, ensuring that your content loads swiftly becomes increasingly crucial. For larger or expanding websites, utilizing a Content Delivery Network (CDN) can facilitate rapid content delivery. There are numerous options available, such as HubSpot, which offers a CDN service.

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6. Utilize Google Ads

While search engine optimization (SEO) is an effective long-term marketing strategy, it often requires weeks or even months to yield noticeable results. If you're looking for quicker visibility and have the budget for it, Google Ads is an excellent choice. Google Ads appear prominently at the top of search engine results pages, above both organic and local listings. Among search engines, Google stands out as the most widely used, not only due to its dominant share of search traffic but also because of its extensive flexibility, ad creation tools, and comprehensive performance analytics.

Although mastering Google Ads may take time and involve some trial and error, a well-optimized campaign can provide significant returns on your investment. You can advertise on Google through text ads on the Search Network or through branded banner ads on the Display Network. If you're ready to begin, check out our step-by-step guide on how to run Google Ads.

If you're already using Google Ads, evaluate the true performance of your campaigns with our Free Google Ads Performance Grader.

How to Market Your Business Through Online Directories

Consumers frequently turn to online directories to find and evaluate businesses that meet their specific requirements. These platforms are typically well-established, high-traffic websites with strong domain authority, making it common for your business profile or name to appear on the first page of Google via these domains. Creating online listings is a quick process that can significantly boost your online visibility, attracting local customers who are ready to make a purchase.

7. Establish Listings on Major Directories

Smaller directory sites often aggregate data from larger ones, so by setting up listings on the major platforms, your business is likely to appear on smaller directories as well. Here’s a list of key directories to consider starting with. All of these options are free, although many offer paid features for enhanced functionality.

- Google (refer to tactic #1)- Yelp- Facebook- Relevant niche directories such as TripAdvisor, Angie’s List, etc.- Better Business Bureau- Glassdoor- Foursquare (despite its decline as a social platform, its data is utilized by numerous other platforms)- Yellow/White Pages- Bing

For a more comprehensive overview, refer to the article on the Top 10 Free Local Listing Sites.

8. Optimize Your Listings

Creating a listing is just the first step; optimizing it is equally crucial. By completing all fields in your profiles, uploading images, and gathering reviews, you can increase your business's attractiveness and improve your search rankings against competitors. It’s essential to ensure that the information across all your listings is consistent with what is presented on your website. Discrepancies can lead Google to question your credibility. Additionally, regularly check your listings for any inaccuracies, which may occur due to auto-population. For further tips on optimizing your listings, refer to the previously mentioned article (and I’ll link it here again for convenience).

9. Acquire Online Customer Reviews

While we previously touched on the importance of gathering reviews, their significance for small and local businesses warrants a dedicated discussion.

Word of mouth remains one of the most effective methods for reaching your target audience. While testimonials featured on your website are beneficial, reviews on established platforms like Google, Facebook, and Yelp hold even greater value.

These platforms enhance your visibility, and due to their mechanisms designed to filter out fake or spam reviews, consumers tend to trust the feedback found here more than on other sites. Additionally, reviews play a crucial role in determining local search rankings.

Promoting Your Business on Social Media

Social media marketing offers another cost-free avenue to promote your small business. The most widely used platforms include Facebook, Instagram, LinkedIn, and Twitter, but don’t overlook niche-specific sites like Pinterest or Reddit that may also benefit your marketing efforts.

10. Emphasize Facebook

As the largest social media platform, Facebook offers an excellent opportunity to maintain relationships with current customers while also attracting new ones. The approach to promoting your business on Facebook can differ significantly based on your industry, but here are some fundamental strategies:

Establish a Facebook business page that includes your contact details and a clear call to action. Utilize Facebook events to enhance visibility and boost attendance for your gatherings. Host Facebook Live sessions featuring tutorials or exclusive behind-the-scenes content.

Facebook advertising enables you to target very specific demographics, allowing you to reach audiences based on their profile details such as marital status, job title, interests, and more. To initiate or enhance your Facebook advertising efforts,

If you are already running ads on Facebook, ensure you are optimizing your budget by using the Free Facebook Ads Performance Grader!

11. Engage and Share on LinkedIn

LinkedIn has evolved beyond a platform for posting resumes; it now serves as a venue for engaging in group discussions, connecting with potential clients, establishing new partnerships, and facilitating general networking. Prospective customers can research you or your business to learn about your employee count and gather more information about your team’s background.

You can also subtly promote your business on LinkedIn by sharing insights in group discussions and linking to relevant content on your website. Just be cautious not to focus solely on promoting your own material.

12. Upload Videos to YouTube

Utilizing video marketing is an excellent strategy for promoting your business, and YouTube video marketing provides a free platform to do so! By showcasing your business on YouTube, you can effectively connect with potential customers or clients. Creating a brief overview video of your business and uploading it to YouTube serves as a valuable sales tool that can be featured on your website's homepage or shared in emails to prospective clients.

Additionally, you can share educational content, tutorials, or how-to videos on your YouTube channel to attract individuals searching for your services. There are many budget-friendly options available for video production; refer to our guide on DIY home videos for more information. Incorporating videos into your blog posts can also improve their SEO performance.

13. Engage Your Audience on Instagram

Although it is one of the newer social media platforms, Instagram ranks as the third most popular platform available. With its variety of posting options—such as permanent images, ephemeral Stories, IGTV series, live sessions, best time to post on Instagram and Story Highlights—there are numerous ways to engage your audience and promote your business. You can:

- Use hashtags to promote sales and deals, thereby increasing your reach.- Organize contests featuring free or discounted products/services to create excitement and gather leads.- Provide advice and tutorials to establish yourself as a trusted resource.

For additional strategies to promote your business on Instagram,

14. Utilize Twitter

Twitter serves as a valuable free platform for promoting your business online, particularly if your target audience includes individuals aged 18-24. Building an audience may require more effort, but with consistent engagement, you can effectively navigate the platform and reap its rewards.

You can showcase your products or services:

Or simply encourage local customers to visit:

15. Explore Pinterest

Although Pinterest primarily revolves around photo sharing, the ability to link your images back to your website presents a unique opportunity to promote your business and increase traffic to your site.

Pinterest is particularly effective for e-commerce businesses aiming to connect with a female audience, as the platform's user base is predominantly female. If this aligns with your target market, consider becoming active on Pinterest.

16. Engage in online communities

A great way to gain an advantage is by helping others. Join relevant communities and groups on platforms like LinkedIn, Reddit, and Facebook, and provide valuable advice and solutions to those seeking assistance. (Ensure that your profile information links back to your business, of course.)

Establishing a genuine reputation and cultivating strong relationships with individuals relevant to your field is highly beneficial. The principle of reciprocity often holds true. Keep in mind that while you assist one person with their inquiry, many others are quietly observing your actions, taking note of your name and contributions.

17. Consider Collaborating with Influencers

Your business can engage with both local and niche-specific communities, and influencers serve as key figures within these niches. Although they may not be mainstream celebrities, they are well-respected, immensely popular, and trusted authorities in their respective areas. With substantial followings on social media and blogs, a mention or feature from an influencer can significantly enhance your business's visibility to a large, relevant audience.

However, influencer marketing requires a strategic approach. Before contacting an influencer, invest time in understanding their presence across various platforms; engage with their content by commenting, liking, and sharing. When you reach out, ensure you have a clear request and offer something of equal value in return. For instance, you could provide them with a month of complimentary classes in exchange for a review on their blog and social media mentions. Alternatively, you might propose writing a high-quality guest post for their blog that serves their audience while including a backlink to your site.

For example, consider David Patterson, an influencer in the automotive sector, who promotes a local auto shop.

Establishing a genuine reputation and cultivating strong relationships with individuals relevant to your field is highly beneficial. The principle of reciprocity often holds true. Keep in mind that while you assist one person with their inquiry, many others are quietly observing your actions, taking note of your name and contributions.

18. Invest in Social Media Advertising

Social media advertising stands out as one of the most innovative, widely adopted, and lucrative forms of digital marketing available today. With over 3.6 billion users, it continually adapts to provide user-friendly experiences and exceptional value for your advertising investment. When executed effectively, paid social media campaigns can promote your business to a precisely targeted audience, offering several key benefits:

Familiarity: Engage with users on the platforms they frequent the most.

Cost-effectiveness: Sophisticated targeting ensures your advertisements reach only the most pertinent audience.

Supporting content: Your organic posts can enhance the visibility of your sponsored content.

Brand loyalty: Increasing your follower base fosters a sense of community and loyalty around your brand.

Analytics: Gain insights into what strategies are effective, allowing you to allocate your budget more efficiently.

How to Market Your Business Within Your Community

For local enterprises, the community plays a vital role in their overall success. Retailers and restaurants inherently recognize this, and even businesses with a broader focus maintain a strong connection to their operational locations. With that in mind, let’s explore several strategies for promoting your small business within your community.

19. Establish Collaborations

Collaborating with non-competing businesses that target the same audience can effectively enhance your visibility within the local community. After forming a partnership, you can promote each other's offerings through email campaigns, in-store promotional materials, or social media interactions. Embrace innovative strategies to fully leverage the benefits of this collaboration.

Utilizing cost-effective marketing strategies, whether online or offline, can invigorate your business with fresh energy from new customers and clients.

If you choose to engage in networking (which I highly recommend), don’t overlook my collection of nine networking email templates, including the one featured below:

20. Participate in, organize, or support local events

In an increasingly digital landscape, engaging in local events—whether by attending, organizing, or sponsoring—remains an excellent strategy for promoting your business and enhancing relationships with local clientele.

You might consider conducting a workshop at your venue, offering to lead a session at a school, library, or another community space, or even hosting a lively seasonal or family-friendly gathering. Maximize the effort you invest in creating and delivering the workshop by having a friend record your session, which you can then share on your website and YouTube.

21. Explore direct mail marketing

Even with the prevalence of digital communication, utilizing postcards, flyers, letters, or other forms of mail can still serve as an effective means of reaching local customers. A significant challenge with this approach is the inability to precisely target your audience, necessitating the distribution of a large volume of mail to achieve a response. However, if executed well, direct mail marketing can be a reliable method for attracting new customers through a consistent process.

You might consider sending small gift packages to your loyal customers during the holiday season. This gesture can encourage repeat business and likely lead to them recommending your brand to their friends and family.