Getting the word out about your small business can be more difficult than you originally anticipated due to your limited online visibility and resources (like budget or time). But don’t worry, there are several ways to scale up your business's marketing results on the cheap. 

Whether you have a limited budget, a tiny team, or a lack of direction the right marketing strategies can help you scale your business online. 

1. Understand who your audience is.

Assuming that just "anyone" is your customer is a critical mistake. And if that's what you think you are flushing money down the drain.  It's possible that larger enterprises can reach a broader audience, but there's a reason why "the riches are in the niches" as the expression goes.

To appeal to your core audience put yourself in their shoes - 

What are their pain points?  

What pushes them into a purchasing decision?  

What solutions can you provide your customers?

It's time to create a buyer persona to dial into the mindset of your ideal customer. 

2. Highlight your value proposition.

There is no compelling reason for a buyer to engage with you if there is no difference between you and your competitors. So WHY are you better?  

Your value proposition should set you apart from competitors in your industry and convince prospects that you are the solution they should choose.

Your value proposition should set you apart from competitors in your industry and convince prospects that you are the solution they should choose.  Why are you better qualified in your industry than anyone else?  Your audience should know. 

3. Remain concentrated on your goals and objective

It's tempting to try to do everything all at once. Building a complicated marketing machine in the hopes of covering all your bases, but it's too easy to take on too much at once and then nothing gets finished. 

4. Setup the fundamentals

Let's be honest SEO takes time but it's worth the time and effort. But even at this stage it's in your best interest to at least to let Google know your business exists.  So make sure you have your website optimized for success. 

*Google Business Profile (formally Google My business) is setup and configured.

5. Profit from short-term plays.

Investing in a Local SEO campaign is normally a smart move but if you're just starting out, you won't see a return quickly enough if SEO is your only main focus.  Strategies that take time to grow (like SEO) are poor fits in this case.

Paid Ads offer a much faster ROI, have great training resources, and right now you can get free advertising credits valued over $100 just by searching for "free google ppc credit" 

If research shows that that people are searching for your specific solution on Google with the intention of buying it, you may find that paid ads will give you that short-term ROI.

6. Double down on what is working

Once your campaign is up and running and you’ve tried a few things a few things, pay attention to the stats. Use them as your personalized roadmap as you grow. 

You will learn what's working and what’s not working and as you grow it’s a smart idea to rely on proven revenue-generating strategies in order to scale.

7. Recognize the importance of your existing consumer base.

The expense of acquiring a new customer is typically five times greater than that of losing an existing one. So don’t stop marketing to them after they've made a purchase – these are your best customers! Identify your opportunities for repeat business, upselling, and cross-selling.

Your current clients already know, like, and trust you.   If they had a positive experience, they will statically be more likely to work with you again if there's an opportunity. Having the ability to send out special offers and promotions to existing customers will be a game changer. So make sure you are collecting customer emails. 

Honorable mention: Start an email marketing campaign and generate leads. 

Mentioned a little bit already above - Simply because you converted website visitors into leads does not guarantee those leads are ready to buy. It's essential to stay top of mind and move them closer to making a purchase decision. 

Having a customer list is gives you the ability to create sales practically on demand.  

The takeaway?

Start marketing now.

You may have a long road ahead of you but the sooner you get started the faster you'll start seeing results.  In the end, there's many ways you can promote your business but no matter what direction you decide, do it with informed data.  Smart marketing will help you achieve your goals faster.