If you’ve got a great product or service but your budget is basically “hope”—here’s how to start getting the word out without spending anything but time.
Tell Your Story Out Loud
Before you even think about social media, branding, or massive content creation, do this: Tell 10 people what you do. Friends. Family. Your old co-worker. The parent from your kid’s soccer team. It doesn’t have to be a pitch – and in fact it shouldn’t be. It’s just a conversation.
Get used to explaining what it is that you do, and where you’re headed with it. And tell it like it’s a story, not a scripted elevator pitch. Be you. Not some kind of fake image of who you imagine others think you should be.
If it’s easier, begin by telling one or two of your closest friends that you want to practice telling your story, and ask them to ask questions when you’ve finished. Make a note of those questions – they’ll help you figure out where you need to sharpen your storytelling.
It’s fine to keep a running list of bullet points to remind you about important elements in your story, but try not to turn those bullet points into a word-for-word script. People can tell when the “real” you is talking to them, and when it’s “fake” you without feelings or emotion.
And don’t forget to change your story if you need to. No two stories you tell will ever be exactly the same. You’ll want to add or subtract sections to match your audience. And your story will naturally evolve over time.
Make Google Your Friend
If you serve a local area, claiming your Google Business Profile is a no-brainer. It’s like planting a digital signpost in your neighborhood. It’s free, and it means when someone Googles “accountant near me” or “best plumber in Croydon,” you’ll have a better chance of appearing in the search results.
[add screenshot of plumber in Croydon results]
Fill out your profile, upload a couple of photos (they need to be decent but not necessarily professional shots) and ask one or two loyal clients to leave a review. That alone can bring in leads.
Of course, you’ll want to add to your Google Business Profile over time, but starting it is an important first step – especially when you’re limited budget-wise.
You Already Know Enough… People
You probably already have some kind of audience and you may not have even noticed. So take a long, careful look at who you already know and put those contacts to good use.
Do you have a personal Facebook page? An old email list from a time when you had a great idea but just weren’t consistent enough to grow it? A list of former or current customers? Friends? Friends of friends? Send out a short, friendly message. Let them know what you’re up to and ask for help getting the word out.
For this to be effective, you’ll want to create a written, shorter version of your story. Succinct, pithy and packing a punch. That’s what to shoot for.
If You Don’t Ask, You Don’t Get
People want to help you, especially if you’re just starting out. But you need to ask. At the end of your emails or social posts, try something like:
Figure out exactly what help you need and ask for it. The worst that can happen is that you’ll get a no in response. But the best thing is that you’ll get the help and you’ll be able to move forward.
Think about where your roadblocks are at the moment. Where are you falling behind? Would it help you if someone could take a particular project off your hands? If they could give you a quiet place to work for a couple of days? If they could make an important introduction for you?
Asking might take you out of your comfort zone as a reluctant marketer, but it’s simple to do, and surprisingly effective.
No More Marketing Excuses
Marketing on a shoestring doesn’t mean doing nothing. It means focusing on what matters most: relationships, reputation, and being useful.
You don’t need a perfect website or a polished Pinterest board to get started (although, come to think of it, Pinterest can be extremely effective and it’s free).
Just show up, be yourself, and talk to people. That’s marketing too.