How to Survive Without Marketing – Part Two

Get reviews from clients
If you’re a service-based business, use your network and ask friends and family for testimonials about your work. You could also offer a special deal or freebie for new customers who recommend you to others. Be sure to display these reviews on your website, on business cards and in any other marketing material you create. If you’re creating physical products, seek out beta testers who will give feedback on early versions of your product—and review it after it launches. The next step is to get some press coverage: if you have a unique angle, write an op-ed piece for a local newspaper; if not, reach out to bloggers who cover similar topics. The key is to start with one publication (or blogger) and then move onto another once that initial piece runs. And don’t forget offline options like networking events and speaking engagements.

Post on social media
Social media is a powerful way for companies to connect with their audiences, build relationships and drive traffic. While many small businesses do invest in social media advertising, not all marketing budgets include full-time social media managers. The good news is that you can still market your business successfully even if you don’t have an extensive budget. Here are some tips on how you can save money while still managing your company’s presence on social media platforms
Your initial engagement with social media should be focused on setting up accounts, optimizing them for search and building a network of followers who are genuinely interested in your product or service. Take advantage of any built-in analytics tools each platform offers as well so you can monitor what types of content resonate best.

Approach local media outlets
Local media outlets are a great way to get your business’s name out there with very little cash spent. Write a press release, contact local journalists and show them that you’re an expert in your field and a viable source of information. They may also run quotes from you in their articles about your industry. If enough write-ups come out about you, it could have a positive impact on your search engine optimization (SEO). These days, press is good for business!

Get interviewed online
Getting interviewed by a journalist is a great way to promote your business. The trick is doing it without spending a ton of money on traditional marketing techniques like print ads or radio spots. Getting a writer interested in interviewing you doesn’t have to be that hard; they’re always looking for interesting stories, and businesses with fascinating backstories have an advantage over those that don’t. If you can create a story about how your company was founded, how you developed your product or service, or even just how you came up with an innovative new idea—you could get some free exposure. Just make sure that when journalists come calling, you’ve got something good to tell them!

Don’t be afraid to email cold leads
Cold emailing might not be popular, but it’s still a great way to get started in B2B sales. When most people think of cold calling, they picture themselves reaching out to warm leads—people who may or may not have heard of their business. In fact, there are plenty of leads who aren’t warm at all and are often happy when you contact them. These so-called cold leads include people who haven’t engaged with your company yet (for example, they haven’t visited your website), as well as those who don’t know you exist. While these prospects may seem intimidating at first glance, cold emailing can help make that initial connection and lead to a sale down the line.

How to Survive Without Marketing – Part One

When it comes to starting and running a business, it seems like everyone will tell you the same thing: if you don’t market your business, it won’t survive. That’s just not true! In fact, businesses like this have thrived in one way or another since the beginning of time, and as long as there are people who need what you have to offer, you’ll be able to turn your business into something worthwhile without having to spend all of your time on marketing yourself and your products or services.



Do I really need marketing?

I’m sure you’ve heard from many people that marketing is an absolute necessity for a new business. And if you’re running a business with little money, it might seem like there’s no way you can afford marketing. But although many businesses depend on marketing to succeed, that doesn’t mean it’s not possible to run a profitable company without it. You just have to be creative and come up with other ways of getting your name out there. In fact, some of today’s most successful companies—including Google and Apple—were started by entrepreneurs who decided they didn’t need marketing right away. They got their names out through other means and then began investing in advertising once they had a firm foundation.

Create lead magnets

From cheat sheets and guides, to white papers and e-books, there are a number of different ways you can package your expertise in an easy-to-consume format. Creating these lead magnets helps establish yourself as an authority in your industry. When others see that you’re creating resources they know they can come back to at any time, it reinforces how much value your services bring. If people start to associate you with helpful content, they may be more likely to reach out when they need help. The more content you create, the better known you become as someone who offers great advice and tips—and people will be more likely to ask for your help when they need it.

Share your content with influencers

Influencers have a huge following on social media. When you share your content with influencers, they’ll most likely post about it for their audience. For example, if you’re running a local fitness studio, and Joe Shmoe Fitness Fanatic has 100k followers on Instagram, he or she might want to repost a picture of your new abs workout program; in turn, you gain access to Joe Shmoe’s huge following. This is called influencer marketing. It’s a great way to get exposure without having to spend money on advertising.

Develop relationships with partners

Understand that your partner is as important as you are in your endeavor. If there’s a reduction in budget, look at how you can work with partners who have similar goals and interests. These relationships will only improve over time, helping everyone grow their brand and expand their network of contacts. While partnerships might not generate revenue directly, they often lead to business opportunities down the road.
You should start out by doing some research on potential partners. Use social media channels like LinkedIn or Twitter to find people who might be able to help you achieve your goals; these sites allow you to connect with professionals from different industries and get an idea of what others are doing within their respective niches. If you have a hard time finding someone, try reaching out to other businesses in your area that seem similar to yours—they may be interested in growing their network as well. Once you’ve found a few candidates, reach out via email or phone and ask if they’d be willing to meet for coffee.