Low and No-Cost Marketing Strategies for 2024!

Low and No-Cost Marketing Strategies for 2024!


1️⃣ The Problem

Plenty of SMBs are overlooking marketing options that cost little or no money.

2️⃣ The Solution

For most SMBs it makes sense to maximize low and no-cost marketing before investing in options like paid search, advertising, conferences and tradeshows, and more.

A Comprehensive Guide

In the world of business-to-business (B2B) marketing, success is often determined by your ability to reach the right audience while optimizing your budget. While large enterprises can afford substantial marketing expenditures, many B2B startups and small businesses operate on tighter budgets. Fortunately, there are numerous low and no-cost marketing strategies that can help B2B companies thrive without breaking the bank. In this comprehensive guide, we’ll explore a plethora of these strategies that will help you boost your brand and drive sales without emptying your wallet.

Quick Slide Summary

Let’s dive deeper…low and no-cost marketing

1: Content Marketing

One of the most effective and budget-friendly ways to market your B2B company is through content marketing. High-quality content can position your business as an industry authority and attract a steady flow of potential customers.

Blogging: Starting a blog on your website is a cost-effective way to showcase your expertise. Regularly publishing relevant, informative content can help you reach and engage your target audience.

Guest Blogging: Reach out to industry publications and offer to write guest posts. It’s an excellent way to gain exposure to a wider audience and establish your authority.

E-books and Whitepapers: Creating and distributing free e-books and whitepapers can help you capture leads and demonstrate your industry knowledge.

Webinars: Hosting webinars is a low-cost way to provide value and generate leads. You can even repurpose webinar content into blog posts and videos.

2: Social Media Marketing

Social media platforms provide an excellent arena for B2B companies to connect with their audience, build relationships, and establish a strong online presence. Here’s how to make the most of social media without a hefty budget:

Leverage LinkedIn: LinkedIn is the primary social platform for B2B networking. Create a professional company page, join relevant groups, and engage with industry professionals through posts and comments.

Consistent Posting: Maintain an active presence on social media by sharing valuable content regularly. Scheduling tools like Buffer and Hootsuite can help you stay consistent.

User-Generated Content: Encourage your customers and clients to share their experiences with your products or services. User-generated content can boost credibility and trust.

Partnerships: Collaborate with complementary businesses and share each other’s content. It’s a win-win that can expand your reach.

    3: Search Engine Optimization (SEO)

    Search Engine Optimization is the practice of optimizing your website to rank higher on search engine results pages (SERPs). While SEO might seem complex, many aspects can be tackled without any financial investment.

    Keyword Research: Use free tools like Google’s Keyword Planner to find relevant keywords for your industry and create content around them.

    On-Page Optimization: Improve your website’s meta descriptions, titles, and content to be more search-engine friendly.

    Quality Content: Regularly publish high-quality, relevant content that appeals to both search engines and your target audience.

    Backlink Building: Build relationships with industry peers and ask for backlinks, or submit guest posts to reputable websites.

    4: Referral Marketing

    Referral marketing is a low-cost and effective strategy to acquire new B2B clients. By encouraging your existing clients to refer others, you can quickly expand your customer base.

    Referral Programs: Implement a referral program that rewards customers who refer new business to you. The rewards can be discounts, freebies, or other incentives.

    Advocacy Marketing: Identify your most enthusiastic clients and encourage them to become advocates for your brand. They can provide testimonials, case studies, and even participate in referral programs.

    Leverage Customer Reviews: Positive online reviews and testimonials can work wonders for your credibility and reputation. Encourage satisfied customers to leave reviews on platforms like Google, Yelp, or industry-specific directories.

    5: Networking and Industry Events

    Building relationships in your industry can be a game-changer for B2B companies. While attending conferences and events can be costly, there are numerous ways to network effectively on a tight budget.

    Online Events: Participate in webinars, virtual trade shows, and online industry conferences. These are often more affordable or even free compared to physical events.

    Industry Associations: Join industry-specific associations and organizations. These groups often provide networking opportunities and resources that can be highly beneficial.

    Local Meetups: Attend local business and industry meetups to connect with potential clients, partners, and collaborators.

    6: Public Relations & Media Coverage

    Getting media coverage and press attention is a fantastic way to raise awareness for your B2B company. While traditional PR agencies can be expensive, you can still generate publicity without them.

    Press Releases: Write and distribute press releases about your company’s significant achievements, milestones, or newsworthy events.

    Pitch to Journalists: Identify journalists who cover your industry and reach out to them with unique story angles.

    Thought Leadership: Position yourself or key team members as thought leaders by sharing expert opinions on industry topics through articles, interviews, and guest posts.

    Local Media: Don’t underestimate the power of local newspapers, magazines, and news websites for building initial recognition.


    Marketing your B2B company doesn’t have to be an expensive endeavor. By implementing a mix of low and no-cost marketing strategies, you can successfully reach your target audience, build brand awareness, and generate leads without exceeding your budget. Remember that consistency and quality are key to the success of these strategies. Adapt them to your specific industry and audience, and stay committed to providing value and building strong relationships. Over time, your B2B business can grow and thrive without draining your financial resources.

    I can do this…

    I offer solutions for both CEOs and marketing teams. Creating a productive, measurable marketing function isn’t difficult, but it does  involve change.

    Would love it if you checked them out!

    ROI Calculator for B2B Marketers

    ROI Calculator for B2B Marketers

    Your B2B marketing ROI matters.

    Wooden blocks spelling B-2-B against a blurred background.

    You are welcome to use our new marketing ROI calculator, customized especially for B2B marketers.

    We looked at a lot of ROI calculators available on the web and found them inadequate. So we developed our own.

    Our calculator is built in Google Sheets. I recommend that you download the calendar, study it a bit, and customize for your business and circumstances.

    Pay attention to the built-in notes, indicated by red triangles in a few cells.

    This is a free download if you are a subscriber to my monthly updates (scroll to end).

    Many thanks to Anders Hoff for providing the foundation for this calculator.

    The back story

    Marketing ROI in B2B has evolved from a mostly ignorable nuisance to a must-have for today’s top performing marketers.

    CEOs and CFOs are under more pressure than ever to show results and they’re transferring that pressure to you.

    Most ROI calculators seem to be configured for e-commerce. This doesn’t work for overall B2B marketing, with our lengthier sales cycles and metrics requirements.

    An ongoing project

    View this ROI calculator for B2B marketers as the start of your ongoing efforts to track ROI from various activities over time. You will need to customize the calendar for your purposes. For example, there are fields for deal closing probabilities that only you can enter. However, we’ve provided some back-of-the-envelope formulas to get you started.

    Plan to own the calculator. Download it from Google Sheets and customize it. Share it with your colleagues, especially those in sales. Help them understand your objectives for measuring ROI and how it helps the company overall.

    How to use

    Our calculator is actually six calculators in one, plus an Overview of all your marketing ROIs:


    1. Email
    2. Events
    3. Advertising
    4. Social media
    5. Public relations
    6. A blank template
    ROI calculator for B2B marketers

    Pick one ROI calculator that seems like a good place to start. Customize it where you can and make a note of the fields for which you’ll need to find information. All of the ROI calculators contain probabalities of a deal close from various CTAs. Obviously someone scheduling a demo from your landing page is going to carry a much higher weight than someone just clicking on a content link.

    The best way to use this is make a copy of the entire worksheet for each month. Then within that month make copies of individual spreadsheets for multiple campaigns in the same category.

    Works best with a marketing automation platform

    You’ll work a lot faster with a marketing automation platform. A good platform will deliver a lot of the data you’ll need for this spreadsheet.

    However you can still find the right data with Google Analytics, your website platform and dozens of other tools that deliver campaign results.