#027 – Zero Budget Marketing
AKA Guerilla Marketing

Published on September 17, 2018

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If you have a business, you will have customers. If you have customers, you will need to market to them. Marketing costs money but if money is tight, then zero budget marketing techniques are a great way to get revenue coming in. Which can then be set aside to build a war-chest to re-invest in…your marketing.

There are possibly three scenarios where this is applicable. First is for startups where capital is tight. Second, legacy businesses that want to move into digital techniques and have yet to decide on budgetary requirements. And finally, established businesses that have blown their marketing budget for no real return.

For startups, the real trick here is to build up a head of steam. Initially, it will feel like a LOT of work. The key is to keep at it and you will find that it becomes easier and easier till it’s almost second nature.

For legacy businesses, zero budget marketing is useful for marketing staff to demonstrate new techniques to senior management. When runs on the board are achieved, what usually follows will be the establishment of a formal budget.

The last category, businesses that have blown their budgets on conventional main-stream media but haven’t made targets is a bit more tricky. This usually requires a flexible executive leadership team to not just identify, institute and implement opportunities but also to lead the charge.

Zero Budget Marketing Techniques

Reaching out to influencers is also a good way to use your time, especially if you’re selling a product. Give out samples for review or a year’s worth of product as a prize for their followers.

Start making content. Be it a blog, newsletter, online publication, podcast, video channel. Anything that your customers want to read, see or listen to. Even better, create a culture that encourages your customers to create content for other customers (user-generated content).

Listen to our episode that talks about that.