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.

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