Executing a robust marketing strategy with limited cash flow is a challenge face by many entrepreneurs and small businesses. If you're a small business owner or budding entrepreneur here is a list of inexpensive or free marketing tools and strategies to consider when starting out. 

1. Free media coverage. 

Securing free media coverage can bolster your credibility as an entrepreneur, show your expertise which can lead to presentation or pitch gigs and ultimately increase your sales. Business owners need to submit newsworthy press releases or contribute to relevant conversations within their industries via press releases. For more on this, check out our article on tips for garnering media coverage here. 

2. Collaborate with industry peers. 

Obtaining referrals, specifically via word of mouth, is excellent for your small business. We suggest that entrepreneurs strive to support each other by recommending each other's services and products. For more check out our piece on how to get referrals from fellow entrepreneurs. 

3. Produce content and become an industry thought leader. 

Small business owners and entrepreneurs can make use of social media channels and blogs to engage with clients and potential new customers. To effectively position yourself as an industry thought leader, we suggest responding to customer queries and contribute to any conversations aligned with your sector. If this is done effectively, you'll earn the trust of your client base and your audience, which could ultimately result in new leads and sales. 

4. Ensure that your business is easily found on Google. 

Google My Business is a fantastic, free service, which increases the visibility of businesses within Google's search results. Entrepreneurs can create profiles for their companies, which includes location and contact information. It makes it easier for people searching for registered businesses and the relevant contact information via Google and Google Maps. 

5. Consider entering entrepreneurship competitions.

It takes time and effort to find and enter the many startup and entrepreneurship competitions out there. However, if done well, you stand the chance of winning prizes, often cash. Moreover, your business also benefits from the opportunity of being exposed to other well-known corporates within the initiative. 

6. Host intimate client parties.

Several businesses only consider hosting client events during peak seasons, but we believe that hosting an intimate event during out of season is a great idea. Of course, this is a strategy for once the COVID-19 lockdown restrictions are lifted, but it's one to consider for the future. It will only cost your business the hiring of a venue (if you opt not to use your premises), food and drink and perhaps gift bags for your guests. 

7. Running Facebook campaigns. 

Facebook's fantastic ad platform offers your small business the opportunity to develop carefully targeted audiences, create and advertise along a sales funnel, run conversion campaigns and benefit from notable ROI. Of course, this costs money, but the cost of Facebook ads vary, so we advise starting small to test the waters and depending on the performance of your ad, you have the option of increasing your budget at any time. 

8. Create a customer email database. 

It's often said that building a customer email database is one of the most lucrative long-term marketing strategies. Business owners can opt for free marketing automation platforms such as MailChimp to sent out emails or pay for email marketing tools. Of course, you need to target the correct audience and when communicating with it, consider the question, "What's in it for them?" 

9. Always listen to customer feedback 

Social media channels are common grounds for customers to comment, query and complain about products and services. It makes for a more natural method to communicate with brands as opposed to making a phone call.

When customers air their grievances on social media, they're effectively giving you insight into what works and what doesn't in your offering.  By failing to address your customer pain points adequately, you are effectively giving them a reason to find your product or services elsewhere. 

10. Consider offline marketing strategies. 

There is still notable value within traditional offline marketing strategies such as advertising in school newsletters, bulletin boards, libraries and malls. All of these avenues are excellent and inexpensive lead generation strategies. Moreover, business owners should also consider utilising A-frame display stands with catchy headings or offers which point towards your store or premises.

11. Become the face of your business. 

The future of branding is personal, CEOs and founders have become the faces of their businesses, as the logo of companies is no longer the face. A great CEO can attract media attention, acquire additional investors and excellent recruits for a business. Take Apple, for example, many students still dream of working for them because of Steve Jobs, even though he's no longer with us. 

12. Expand your network. 

As much as 33% of entrepreneurs who have been in business for two or more years, attribute their success to fostering robust personal networks. Hosting and attending events is excellent, but during times of crisis and lockdown, online networking, and social media connections are invaluable resources.