Marketing on a Shoestring: What to Do When the Budget’s Tight but the Business Matters
Do less, gain more
Starting a business with limited funds? These no-fluff, low-cost marketing tips help solo entrepreneurs and second-act retirees grow with clarity—not overwhelm.
When you're pouring your heart into a business that matters, but the budget is tight, marketing can feel like a luxury you can't afford. Inflation, unpredictable income, and limited time are real challenges, especially for solo entrepreneurs and second-act business owners.
But here's the good news: effective marketing doesn't have to break the bank. With the right strategies, you can connect with your audience, build your brand, and grow your business—even on a shoestring budget.
Budget Constraints Don’t Mean You Can’t Show Up
It’s a myth that good marketing has to be expensive. In reality, some of the most effective strategies cost more time than money—and if you’re strategic about where you put your energy, you don’t need a big budget to make a real impact.
The goal isn’t to do more—it’s to do the right things.
What Works When You Don’t Have a Lot to Spend
Here are a few low-cost, high-impact ways to market your business:
Word of Mouth and Referrals: Still one of the most powerful tools. Don’t be afraid to ask happy clients to share your work.
A Simple, Clear Website: You don’t need fancy animations or custom code. Just clarity and a way for people to understand what you offer. Even a single page can work.
Email Newsletters: Start collecting emails and send occasional updates, tips, or reflections. Tools like MailerLite or Substack are free and beginner-friendly.
Google Business Profile: Claiming your Google Business Profile is free and helps people find you locally.
Local Collaborations: Partner with other solo business owners or community groups. A shared workshop or referral arrangement can go a long way.
A Quick Reality Check from My Own Life
I know this topic inside and out—because I’ve lived it.
In February 2024, I was laid off from a high-paying corporate content marketing job. Not just me—my whole team was let go. And months later? None of us had landed full-time work. I’m in my late 50s, with over two decades of experience, and still, I kept hearing I was “overqualified.” The more subtle reasons? Well, they looked a lot like ageism and sexism. I don’t want to sound whiny, but let’s be honest—those biases are real, even if no one says them out loud.
So, I did what a lot of women in this stage of life are doing: I started something of my own. Quickly. Sustainably. With what I had.
Hanging out a website shingle and posting on Facebook wasn’t going to cut it. I had to lean into relationships. I reached out to friends (thankfully, I’ve collected many over the years), and to my arts community—I sing in several local groups here in Olympia. I let people know what I was doing. And slowly, opportunities started coming in.
Is it fully paying the bills yet? Nope. I still have a GoFundMe going. But what I’ve learned is this: for so many women “of a certain age,” this is becoming The Way. We’re building second acts—not because it’s a cute hobby, but because it’s how we survive. And we deserve support, respect, and smart strategy while we do it.
What to Skip When Time and Money Are Tight
Let’s be real—you don’t need to:
Show up on every single social platform
Drop cash on ads you’re not ready to manage
Build out a fancy funnel or sales system
Pay a branding agency $5k for a logo
Start small. Stay focused. Let go of what drains you or doesn’t move the needle.
Start with Your Message, Then Build Around It
You don’t need a marketing degree to get this right—you need clarity.
If you can explain who you help, how you help them, and why it matters, you’re already ahead of the game. That message is your foundation, and everything else builds from there.
🧰 Toolbox: Free and Low-Cost Marketing Tools
Canva – Design graphics, flyers, or social posts with ease. Free plan has plenty.
MailerLite – A great option for starting an email newsletter.
Google Business Profile – Essential for local search visibility.
Buffer – Schedule a week’s worth of posts in one sitting.
SparkToro – Find out where your audience spends time online (great for strategy).
You Don’t Need to Hustle—You Need a Plan
Marketing on a tight budget is hard, yes—but it’s doable. And you don’t have to do it alone.
If you’re spinning your wheels trying to figure out where to start, let’s chat. I offer free 30-minute strategy calls to help you get clear on what’s working, what’s not, and what’s worth your energy.
