For small businesses, I think the best marketing strategy is one that is inexpensive and effective. Thankfully, there are a lot of options and tools at your disposal. Let’s start with this list below:

1. Maximize Social Media

Social media lets you connect with customers and discover new audiences in the most cost-effective way possible. If you’re strategic about how you post, you can share information in your unique brand voice, communicate with customers, engage followers, and eventually build brand loyalty as you elevate your brand’s customer service.

On social media, strive to give your business a relatable voice that audiences will feel compelled to follow. Whether you do so by posting regularly on your feed or making sure that you engage your followers in the comment section, leveraging social media is a proven way to boost your customer base and retain them.

2. Publish a Blog Regularly

A blog is a great platform that allows you to inform, communicate, and build brand authority. Publishing regularly on your blog gives your audience a reason to anticipate what you’re going to publish next, giving them a more compelling reason to tune in to what you have to say.

Depending on your blog strategy, you can also use your blog as a way to expand your audience reach. Through guest blogging, you’re able to reach new audiences within a similar niche. If you invite high-profile industry leaders to contribute to your blog, you bring their audience to your website and create value for your established audience while continuing to build authority.

3. Leverage Search Engine Optimization

One of the most effective ways you can expand your audience is by making sure that you’re easily searchable across a broad demographic through SEO.

Effective SEO allows you to rank your site at the top of search engine results and is a powerful way to target and segment customers. Of course, while it’s important to craft your content following SEO guidelines, remember that quality is just as important. You’re still writing for real readers, not search engines. You should be creating well-written, relevant, and engaging content that offers real value—and you need to make it easy for new audiences to find.

4. Build a Comprehensive Mailing List

Build your mailing list. Contrary to what everyone says, email is not dead. I find that it’s still the most reliable way to get in touch with customers and can be a very effective way to nurture leads. This means collectively a comprehensive mailing list allows me to expand my customer base to nurture them until they actually convert. Additionally, having a direct line of communication to customers means I can take care of my customers’ needs, thereby building loyalty and establishing a good relationship with them.

Have you tried any of these strategies? Let me know what you think, and I hope my answer helps. If you have any questions, comment below or join the conversation on our Twitter or LinkedIn.