Not all business owners have giant marketing budgets (or even moderate marketing budgets). Some don’t even have a marketing person much less a marketing team or department. So how do you, as a small business owner, compete with companies who have marketing budgets, salespeople and a marketing team?

You bootstrap. Here are five easy ways to get a handle on your marketing and grow your business.

Make a Plan

One thing you cannot do is randomly throw out marketing tactics waiting for something to stick. You need to create a plan that covers at least six months  into the future. Look at your year seasonally and make a calendar. What promotions should you run and when? What content should you be pushing out? What channels do you need to be on?

Forcing yourself to sit-down and plan out your year allows you to take a step back, look at the big picture and set goals.

Get Out in the Community

Small, local businesses have a big advantage over chains and franchises: they are local – something that is valued much more these days. This is especially true in Richmond, Virginia. You may not have the budget to put out an ad in the paper or a commercial on television, but that doesn’t matter. You need to meet people face to face.

Networking is marketing and the more you do it, the more people you will reach.

Choose the Right Marketing Channels

With limited time and budget, you should be placing time, money and effort marketing where your target audience is likely to see you. Choose a handful of channels that work best for your brand, and that you know will reach your audience.

Choose social media channels and ad placements wisely and make sure you are tracking return on investment, growth, and reach.

Spend Time on Social Media

Set aside twenty minutes to an hour a day to focus on social media. If you’ve made a plan, then you already know what content needs to go out. Use your social media time to write posts, engage on the channels you’ve chosen, and study metrics to keep refining your process.

Give Back

Companies that give back to the community in which they live will always be rewarded by their community. Embrace being local and partner with non-profits or other businesses who have the same passion for the city around them as you do. Giving back enriches your company, your staff, and your community. It shows that care and have values. And it really does pay off. In addition to community engagement, consider addressing contemporary needs, such as supporting remote work initiatives through innovative solutions like payroll for remote working.

Make a plan, get out and meet people, leverage social media, and give back. This is how many successful small businesses make it on a bootstrapped marketing plan.