What do you do if your brand has huge growth ambitions and a zero marketing budget? Don’t despair. Having a zero marketing budget forces you to be creative and resourceful.

Here are a few suggestions on what to do.

1 Create Your Marketing Content In House

Can’t afford an ad agency? Take a DIY approach to marketing communication. Make your own videos, write your own blog posts, and create your own e-mail campaigns. MailChimp can help.

Many free or affordable tools can give your content a professional air. For example, Canva or Piktograph. You don’t need expensive equipment. A half-decent phone is all you need. Even if your material lacks polish, don’t worry. It will feel a bit more authentic and relatable. And with a bit of practice, you’ll get better and better.

Of course, your content has to be useful, interesting and engaging, but it doesn’t need to be expensive.

2 Make the Most of Social Media

Can’t afford paid media? Use leverage social media to amplify your marketing content. You don’t have to use all the platforms at your disposal. Focus on the one or two that are most relevant to your potential customers. It could be Linkedin, Facebook, Instagram or TikTok - the usual suspects. The key is to publish regularly and build an audience.

Optimise your website and keep it up to date. Nowadays, platforms such as Wix or Squarespace make it easy to create and run your website, even if you have minimal design expertise. They also include e-commerce elements to help you create a complete marketing platform.

3 Leverage Your ‘Owned’ Assets

Want to move beyond social media? Think about all the other assets under your control.

Your brand’s packaging is, of course, prime marketing real estate. What messages could you include on the side, back or inside your packaging? Oatly uses every millimetre of its pack to convey its marketing story. Tony Chocolonley uses the inside of its wrapper to talk about its mission to create a world of ‘slave-free’ chocolate. Warby Parker uses the cleaning cloth in the glasses case to outline its origin story.

Some packs, notably in the beauty category incorporate QR codes which link back to your website for more detailed product advice. I’ve also seen this with wine labels, where producers can tell more detailed brand stories via QR codes.

What else do you own? A shop front? A vehicle? Clothing? Anything you own provides an opportunity to communicate.

4 Focus on a Niche Audience

Can’t afford to target a large audience? Start small. There was a famous article by Kevin Kelly called 1000 True Fans. 1 000 may not be the precise number, but you do need ‘true fans’. It means building a community of early adopters or brand enthusiasts. Offer them early access to products. Use email marketing to stay in touch with them. Invite them to exclusive events. Offer them discounts. Encourage them to share their experiences of your brand. They can act as your cheerleaders, advocates and supporters.

A great example of this is Gymshark. It grew to megabrand status by focusing on the needs of fitness enthusiasts and bodybuilders.

5 Barter and Exchange

Can’t afford to pay all the people you need? Think about what else you can offer them in exchange for their services. This could be discounted or free products. Your expertise. Training. The use of your facilities or references for future jobs.

For example, you could collaborate with micro-influencers, who would be willing to promote your brand in exchange for free products. Choose people who love your brand, so the collaboration and endorsement is authentic.

6 Create Partnerships

Look for partnering opportunities with another brand to cross-promote each other’s goods or services. If you run a coffee shop, could you partner with a neighbourhood bakery? If you run a bar, could you partner with an artist to hold an event?

I’m not suggesting that Heinz is a brand with a zero marketing budget, but I’ve also enjoyed the way it cross-promotes its brands. I love the tomato ketchup collaboration with Lick Paints. I’ve recently seen their Monster Munch promo for Halloween. Pickled onion-flavoured mayo? Yum.

The aforementioned Gymshark has partnered with Surreal Cereals to produce limited-edition products.

Ideally, seek an equal partnership where no money changes hands. It’s a win-win for everyone involved.

7 Get Out and About

Sometimes, you’ve just got to put yourself out there.

There was a lovely story about how Jo Malone promoted her brand in New York by asking students to walk around the fashionable neighbourhood with empty branded shopping bags. Something she called ‘Walking the Dogs’. Read the full story here.

I’ve seen examples of eye-catching temporary street art of chalk messages featuring brands. Don’t forget old-fashioned flyers or posters in local cafes or community boards. Set up stalls in markets. Hand out free samples in high-traffic areas. Be an active brand. Build a presence in areas of high visibility.

Summary

Of course, we all dream of huge marketing budgets, but it doesn’t guarantee great marketing. There’s a risk of being wasteful. Or falling in with the conventional approaches to communication. Having a zero budget shouldn’t hold you back. It could be an advantage. Nothing is entirely free of course. There’s a cost involved in setting up and managing your marketing. But there is a lot you can do. You’ve got to get your hands dirty. Start small and build a community. Create your own work, use social media consistently and your assets to communicate. Look to barter, exchange and build equal partnerships. Get out there. A zero budget does not mean zero marketing.