This week, I shared ideas with members of the Pittsburgh North Regional Chamber about a topic that hits home for almost every small business: how to market yourself when the budget is tight.
Let’s be honest — marketing doesn’t feel optional, but it often feels overwhelming. When you’re a lean team (or a team of one), you can’t afford to waste time, money, or effort on things that don’t move the needle.
So how do you make your message matter when resources are limited?
That’s where “marketing on a shoestring” comes in.
The Reality of Small Business Marketing
If you’re running a small business, you’ve probably had one of these thoughts:
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“I know I should be doing more, but I don’t know where to start.”
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“I post when I have time, but I’m not sure it’s doing anything.”
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“Everyone says I need to be everywhere — but I can’t be!”
Sound familiar? You’re not alone.
Here’s the truth: you don’t need to do everything. You just need to do the right things — well, and consistently.
Budget First: Spend Time Where It Matters Most
Before you touch tactics, get grounded in a few essentials:
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Ruthless Prioritization – You can’t do it all, so pick what matters most.
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Clear Goals – Know if you’re chasing awareness, retention, referrals, or leads.
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A Solid Brand Message – It’s not just a logo. What do you want people to remember?
The Essential Low-Cost Marketing Mix
Once you’re clear on your goals and message, here’s the low-cost, high-return toolkit we recommend:
Email Marketing
Still the best ROI-per-dollar channel out there.
Start with a welcome series. Use tools like Mailchimp or Constant Contact. Focus on adding value, not just selling.
Organic Social Media
Show up where your customers already are.
Use scheduling tools like Canva or Buffer. Consistency beats perfection — always.
Google Business Profile
It’s free and boosts local search visibility.
Post updates just like you would on social. Ask for reviews. Stay active.
Content That Lives Forever
Write one helpful blog or shoot one video a month.
Use it across email, social, your website, even print. Content builds trust and boosts SEO. Use tools like Yoast or ChatGPT for support.
Leverage What You Already Have
Marketing doesn’t always mean reinventing the wheel. You’ve got assets already — use them.
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Your customers – Ask for reviews. Reward referrals.
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Your inbox – Turn FAQs into social posts and blog content.
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Your story – People connect with authenticity more than polish.
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Your network – Show up online and in person.
When to Spend (and Where)
Even small budgets need smart spending:
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Boosted social posts with clear calls to action
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Upgraded tools (Canva Pro, Grammarly, CRM subscriptions)
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Consultants or freelancers to free up your time
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Print only when it’s targeted (not a stack of “spray and pray” postcards)
Final Thought: Consistency Beats Complexity
Marketing is a marathon. You’ll get further doing a few things well every month than trying to do everything all at once. Set small, trackable goals. Then build from there.
Need help? That’s where we come in. At CCM&A, we work with small businesses every day to build strategies that fit real budgets and real lives.
