Shoestring Marketing: Big Impact on a Small Budget

If there’s one thing I know from running my own business (and now supporting so many others), it’s this: marketing doesn’t need to cost the earth. Yes, big budgets are nice, but let’s be honest - most small businesses don’t have the luxury of throwing money at glossy campaigns or hiring a full-time team. I’ve been there too, counting every penny, wondering if I could afford to invest in a photoshoot and juggling bills while still wanting to put my business out into the world.

That’s why I loved delivering a presentation/workshop recently to a brilliant group of female founders and small business owners on the topic of shoestring marketing. It was a room full of women who are doing exactly what I’ve done: making the most of limited resources, but still determined to grow. My message to them, and to you, is simple - you don’t need a huge budget to make a big impact. You just need the right focus.

One of the most powerful tools you can lean on is PR and collaborations. Getting your business mentioned in the right places, whether that’s local press or online features, is often about telling a good story - and that doesn’t cost a thing beyond your time. Likewise, teaming up with another small business for a giveaway or a pop-up can double your reach without doubling your spend.

Then there’s email marketing, which I will happily champion until the end of time. It’s one of the cheapest and most effective tools in your kit. When I ran my shop, email was the backbone of my sales. Even during the busiest days when everything else felt overwhelming, sending a simple, consistent email kept me connected to my community and drove sales far better than chasing likes on social media. If you’re not already building an email list, this is your sign.

Customer referrals are another gem. Word-of-mouth is priceless and encouraging your happy customers to spread the word doesn’t have to cost more than a thank you note, a small discount, or even just an excellent experience worth talking about. People trust people, so let your community do some of the heavy lifting for you.

And don’t underestimate the power of content batching. When you’re busy, trying to post on social media every day can feel impossible. Setting aside time to plan and create in one go makes life easier, saves your sanity, and keeps your messaging consistent. Pair that with repurposing - turning one blog post into several snippets, or one video into reels, posts and emails - and suddenly your marketing stretches much further.

The truth is, small changes stack up. You don’t need to overhaul everything at once or spend thousands to see results. What matters is showing up regularly, making the most of what you already have, and being clear on who you’re speaking to. Shoestring marketing is less about scrimping and more about being smart - and I say that as someone who has been right there, running a business with minimal budget and maximum determination.

So if you’re sitting there thinking you don’t have the money to market your business properly, let me reassure you: you absolutely can. It takes focus, creativity, and a little persistence, but the rewards are worth it. And if you need a hand working out where to start, well, that’s where I come in.