Starting a company is tough, and setting aside a chunk of money every month for marketing purposes may be even tougher. But, the old quote usually stands true—“You have to spend money to make money.”

If you have limited funds, you can still obtain tangible results if you put your money in the right places. Here are four ways to get big marketing results on a small budget.

1. Remarketing

You may not be familiar with the term, but you’ve definitely seen several of these ads on the internet. Remarketing, or retargeting, simply gathers a user’s information and shows ads from a website they’ve recently visited. It’s effective and it should be a part of your marketing strategy.

Retargeting is a cost-effective way to take advantage of AdWords. Anyone who lands on one of your company’s web pages will see your ads as they continue to browse the web. This makes them high value leads because they’ve already visited one of your pages, so they are most likely already interested in your company. As a plus, click through and conversion rates on remarketing ads are generally higher than regular search ads.

2. Email Marketing

Email marketing, or email blasts, are an extremely easy and low-cost option that you should implement as soon as possible. If you are already using email to talk to potential customers, consider making it a higher priority and taking it a step farther. Of course, building a mailing list is the first challenge. Here’s how you can do it:

  • Requesting signups on your site with an incentive

  • Providing valuable content pieces to encourage readers to join your mailing list

  • Collecting business cards while networking

  • Holding webinars and collecting emails from participants

If you create valuable and relevant content in your emails, and incentive to sign up, people will generally stay signed up. However, never abuse email marketing! Share content that is useful, and never too frequent or spammy. Keep your emails brief, use graphics and send special offers. Give the people what they want to see.

Always measure your email marketing results so you can stay on top of what works and what doesn’t. These reports will tell you exactly how many people are opening your emails, clicking your links and even sharing your content.

3. Public Relations

In advertising, you usually have to pay to have your message placed where you want it. In public relations, the article that features your company is free, making it a good choice for those with a small budget. Your only expenses are generally phone calls and mailings to the media.

Publicity has the potential to also reach a far wider audience than advertising generally does. If your story were to be picked up by the national media, the word about your business would be all over the country. In addition, you get a credibility factor. Readers feel that if an objective third party magazine, newspaper or radio reporter is featuring your company, you must be doing something worthwhile.

That brings us to the hardest part—you have to do something worthwhile.

  • Start by making sure you know everything you can about your industry.

  • Network as much as possible. If you’re nervous about public speaking, practice and practice some more, and then make unforgettable presentations. Volunteer to talk to key organizations who might be interested in what you have to say.

  • Volunteer to write articles, columns or opinion pieces.

  • Offer seminars or demonstrations related to your business.

  • Appear on a local television station or radio station.

4. Social Media

Social media is a great tool for marketing your company. Not only is it free if you want it to be, but you are building your brand for anyone to see. Social media will allow you and your business to be seen and heard as an expert in your field.

Branding is a marketing practice to build a brand around your company. It’s all about creating a persona and marketing the organization as an expert in the industry, which is why people should trust you and your opinions. Here’s how to start:

  • Know your audience.

  • Have a branding strategy in place.

  • Post a few times a week.

  • Don’t overdo it on the promotional material.

  • Start a community group.

Building your brand is all about working together with your community, being a fun organization and connecting with the right people.

You can have a marketing plan that’s cost-effective if you’re savvy and dedicated. By utilizing one, or a combination, of the options listed above, you will be on your way to learning the marketing world on a small budget.