This article originally appeared on American Express OpenForum:
You may not have wads of cash to spend on marketing in the early stages of your startup, but that doesn’t mean that there aren’t effective ways to get your brand out there.
Before the Internet, small businesses only had a few ways to market their products cheaply, through methods like printing out fliers or sponsoring little local events. Now there are all kinds of opportunities out there on the Web—you just need to know where to look.
Here are seven ways to promote your business online that won’t cost you a dime:
Registering your business with Google Places allows it to be found more easily on Google searches and it shows up on Google Maps. All you have to do is fill out the form and register, then get your business verified through their confirmation process, which can be done either with a phone call or snail mail.
Yahoo! also has a big database of businesses called Yahoo! Local. It's free, and is certainly worth the few minutes it takes to set up. Microsoft's Bing has a similar service that's easy to sign up for.
Social media isn't just a tool to gain exposure--it has now become a necessary time investment for every business to make. You can tie in ads and offers on your Facebook page and have a direct channel with your customers on Twitter. Networking on LinkedIn--both at the personal and company level--can be another way to help your startup.
A blog not only helps your company get its name out through followers, but is a way to connect with your consumers more directly. But remember that one of the major keys of blogging is to keep your stream updated as frequently as you can. A dormant, abandoned blog is worth nothing.
Every time your business does something newsworthy, don't hesitate to shoot off a press release--maybe folks will pick up on it. They're a powerful media tool to use to help generate publicity, and having free distribution of them is a bonus.
Every niche has communities online that you can get involved in. But just signing up for a forum and posting every once in a while about your business isn't beneficial for anyone, and will likely just annoy people.
Actively contribute and build a rapport with the community, while keeping your business out of it. Passively promote your business by putting a link in your signature or mentioning it only when the context is appropriate.
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