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!

    B2B Marketing Benchmarks…put some sizzle in that plan!

    B2B Marketing Benchmarks…put some sizzle in that plan!

    CEOs want to see marketing benchmarks in those 2024 plans!

    Put some B2B marketing benchmarks in your 2024 plan to help it sizzle and make your CEO happy!

    Nothing says A+ credibility like benchmarking your performance against your industry and competitors.

    Here are 12 top B2B marketing benchmark resources:

    Chuck Wicks, entertainer and business owner.

    Industry Associations and Reports

    Many industries have associated trade associations and organizations that publish reports and research related to marketing and industry trends. These reports often include benchmarking data and insights. Examples include the American Marketing Association (AMA) and the Content Marketing Institute.

    Market Research Firms

    Firms like Forrester, Gartner, and Statista regularly publish reports and data on various industries, including B2B marketing benchmarks and trends.

    Competitive Analysis Tools

    Tools like SEMrush, Ahrefs, and SimilarWeb can help you assess your website’s performance and compare it to competitors in terms of traffic, keywords, and backlinks.

    Social Media Analytics

    Social media platforms provide analytics tools that can help you benchmark your social media performance against competitors. Tools like Socialbakers and Sprout Social offer additional insights and competitive analysis.

    Email Marketing Platforms

    Email marketing services like MailChimp, HubSpot, and Constant Contact provide benchmarks and insights on email open rates, click-through rates, and other key metrics.

    Marketing Automation Platforms

    Platforms like Marketo, Pardot, and HubSpot often provide benchmarking data on email marketing, lead generation, and other marketing activities.

    LinkedIn Industry Insights

    LinkedIn offers industry-specific insights and benchmarks related to B2B marketing, especially if you’re targeting a professional audience.

    Marketing and Advertising Blogs

    Blogs and websites like Buffer, Neil Patel, and Moz often publish industry-specific benchmark reports and guides.

    Google Analytics and Google Search Console

    These tools offer data on website performance and organic search traffic, allowing you to benchmark your website’s performance against industry standards.

    Customer Relationship Management (CRM) Data

    Plenty of CRM platforms let you analyze your sales and marketing data to benchmark your conversion rates and customer acquisition costs.

    Surveys and Customer Feedback

    Surveys and customer feedback can provide insights into customer satisfaction, which can be compared to industry standards.

    Industry-Specific Conferences and Events

    Attending conferences and industry events related to your B2B sector can provide valuable networking opportunities and access to industry benchmarks and trends.

    B2B Marketing Benchmarks – Summary

    Remember that the availability of industry-specific benchmarking resources can vary, and in some cases, you may need to rely on a combination of general marketing benchmarks and your own internal data. It’s also a good idea to collaborate with peers in your industry and share benchmarking information, as industry-specific data may not always be publicly available.

    Best wishes for your 2024 plans!

    If you need help, feel free to reach out

    B2B Marketing ROI

    B2B Marketing ROI

    It’s B2B Marketing ROI season again!

    Your 2024 Marketing Plan will soon be due. Here’s a free online calculator to help you validate your campaign metrics and measurements.

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    Present your 2024 plans with confidence

    “Marketing suffers from a crisis of credibility. Often, executives outside the marketing department perceive that marketing exists solely to support sales, or that it is an arts and crafts function that throws parties, churns out Tweets, and puts logos on pens. Either way, marketing often does not command the respect it deserves.”

    The Definitive Guide to Marketing Metrics and Analytics, Marketo™

    Cover page of Marketo Definitive Guide to Marketing Metrics and Analytics

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    For B2B companies that want growth, B2B Marketing ROI is a must.

    Also, credible metrics are now a non-negotiable requirement of the Chief Marketing Officer and his/her team.

    Not the Same As Brand Marketing

    Demand generation is different from brand marketing. It consists mainly of inbound and outbound campaigns which lead to conversions and sales conversations. With engaging content that encourages audiences to say “tell me more”, campaigns also include a next step such as clicking to go deeper, engaging in chat, or registering for events and notificatinos.

    Please note that asking website visitors to fill out a form is rapidly going by the wayside. We must be smarter with our outreach and deliverables, or risk losing prospect engagement.

    Corporate marketing includes brand building, print advertising, public relations and other activities. Their impact is important however results are more difficult to measure when it comes to conversions and sales conversations.

    "Measurement builds respect and accountability"

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    B2B Marketing ROI

    Campaigns and tactics can be adjusted to yield far better results when measured. This has huge implications for budget and B2B marketing ROI.

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    A marketing automation platform is the fastest way to do this. Thousands are in the market today and there are MAPs available for every size of B2B company. MAPs can personalize emails, segment databases, automate lead nurturing and track sales throughout the funnel. Plus they can give you reliable metrics so you can plan and adjust going forward.

    Many B2B marketing leaders report difficulty in measuring overall results. We believe it’s due to an overall lack of education and willingness to tackle it, not for any lack of numbers. Focus on small victories before moving to more difficult measurements like calculating content ROI. Since email is the number one lead generator, start there.

    Marketo is one of the world’s leading enterprise marketing automation platforms. Their Definitive Guide to Marketing Metrics and Analytics is a wonderful guide to B2B marketing ROI.

    Use the button to view and download your copy. No fee or email required.

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