Not every business has the budget for a splashy introduction to the world.
And even though it would be great for every new venture to start its journey with a decked-out launch party and a couple of hundred thousand in ad spend, more new businesses will be living close to the wire than not in the early days.
But a smaller budget doesn’t have to mean abandoning your marketing (as many businesses may have the urge to do). Instead, it’s important to ride that early momentum and get out into the world.
Luckily, there are quite a few completely free ways to do just that.
Write a press release and distribute
The idea of a press release may seem daunting, but press releases aren’t just for the Amazons and Googles of the world. Any business can – and should – be utilising press releases to announce newsworthy information about their organisation.
And whilst we’re not saying you can get featured by the Financial Times on your first outing, you should certainly be able to score some coverage in your local business publication – maybe even a trade magazine.
The great thing about a press release is that it cuts straight to the point and can be distributed across publications.
Press releases are a great, practical way to get the word out about your new business and, should it be picked up, have it featured to a pre-built audience at no cost.
Come up with a free offering for your Ideal Customer Profile (ICP)
In the early days, before you have a reservoir of positive reviews, case studies, and referrals to draw from, your number one bargaining chip will be your skills. More than ever, you will have to rely on your craft alone to get people interested.
A great way to utilise your skills before you have the necessary social proof and reputation to regularly close deals is to craft a small free offering that you can provide for your ideal customer. This can be a complementary audit, a report, a conversation, or something else entirely.
The key is to pique their interest and showcase your value.
Ideally, and in the event that you elect to do one large free or discounted project instead of lots of little ones, these activities can then be turned into case studies, testimonials and business reviews.
If you decide to go this route, do make sure that you bake into the terms that whilst the work is free, it is on the condition that they provide a testimonial and/or allow the project to be used in your portfolio.
In that same vein, you can and should be looking for opportunities to trade your services for exposure. One way to do this is through business partnerships.
Find a business you can partner with
By this point in your journey, you know quite well what you can do for other businesses; but what can other businesses do for you?
Chances are, there is a business out there with fantastic overlap with your ICP… without having the same offerings. Explore how you and one of these businesses can mutually benefit from a relationship, and how they may be able to drive business through your doors.
Go to networking, small business, and startup events
In the early days (and potentially beyond, depending on your business model), you are your business. Putting a face to the name can help tremendously when it comes to driving interest and trust in your offering. By attending relevant events, you can gain access to a lot of potential customers for a minimal (if any) cost.
Attending these events may also reposition you in front of some familiar industry faces, allowing you to further leverage your existing network whilst reminding them of your new offerings.
Start posting on socials
Getting active on socials helps build trust and brand visibility over time. While you may not see instant results, the earlier you start, the sooner you will reap the rewards.
So, as you work to build that initial momentum, social media is a hugely powerful free tool for you to utilise. The key is to consider where your audience will be and focus your time and energy on appearing there.
For example, a corporate lawyer may want to dedicate their time to building their LinkedIn following, where larger corporate leaders may spend their free time. On the other hand, an accountant targeting small businesses may want to spend more energy on Instagram and Facebook, where small businesses tend to congregate.
It’s important to note that utilising social media during this crucial period doesn’t just mean starting new business accounts to post from; it also means leveraging your existing accounts and network. It’s likely that, by this point in your career, you already have a LinkedIn. Be sure to tap into your already-built network there; this can be done by posting regularly, interacting with your peers’ content, dedicating time to growing your network by connecting with new people and reaching out directly to your peers and former colleagues to nurture your relationships.
Think creatively
The most important thing during these leaner times is to think creatively and always keep an eye out for potential opportunities.
As you already know by now, starting your own business requires a whole lot of guts, creativity and willingness to try out new things. The same goes for your marketing. While it may look scrappy for a while, it will pay off in dividends once you get into the groove and start landing those clients.
James Le Gallez (main picture) is the Founder and Chief Marketing Officer at Edward & James, a qualified marketing consultancy helping professional service providers make confident decisions, execute effectively and grow with intent.
Working across finance, legal and beyond, Edward & James helps professional service businesses get to the strategic heart of their work, whether it be the first week of their company or the thousandth. Get in touch today: [email protected]
