Guerrilla marketing ideas for small businesses

“Guerrilla marketing” allows smaller businesses with limited budgets to compete with larger firms without breaking the bank. This strategy involves creative tactics that get your business more exposure and capture the attention of target customers.

A larger business may have more financial resources, but bare-bones efforts can be extremely effective. Just consider all the videos or memes that have gone viral and all the well-funded efforts that have not.

While there are some differences in approaches for a storefront business vs. an office-based one or one located in an industrial area, here are some ways to drive business without incurring considerable costs:

Developing a customer referral program. Word-of-mouth is a powerful tool. So, offer existing customers a free product or some other reward for referring new customers. You may give them a coupon or code to share with a friend that offers the friend a discount if they do business with your firm and then rewards current customer with a future discount. (This ensures the current customer returns for future business too.)

Using printed window decals or car magnets. Leverage your car, company vehicles and your employees’ autos with a creative custom-printed window decal or car magnet. The items should look professional and include your business’ logo or website and possibly a slogan. Do not be too cryptic and use a vague hashtag or be tempted to put too much information on the signage. Just enough to make it clear what your firm does and how to reach you.

Using stencil graffiti or other floor signs to attract passers by. This is an effective means of attracting pedestrian traffic or on abandoned storefronts or other “canvases” to attract drivers. Stencil graffiti allows you to create multiple instances across many different spaces quickly. They can all be similar or the signs can be modern versions of the old Burma Shave signs that encourage people to look for the next one. They do not have to be spray painted or damaging like regular graffiti. While more ephemeral, street chalk signs can be eye-catching without leaving any negative impressions. (Get permission from a property owner before creating a Banksy or even something simple on the side of their building.)

Using marketing channels like social media. In today’s digital marketing world, no business owner should be without a robust social media effort. This does not mean creating a Facebook, Instagram or Twitter presence for your firm and hoping to create followers or fans. A good social media effort takes time to mine connections and spread the word. Join groups and enter into dialogues with connections in a way that makes them click to learn more about you (and your firm). Share ideas and post helpful information, such as tips, that will encourage people to turn to you for more info.

Distributing useful branded or logo items. There are countless items to give people with your company information imprinted, but something that will be kept around and used is most effective. The item should convey a sense of your image, whether fun or serious. For example, branded power banks for cell phone users can be staid-looking or loud depending on your target market, but would be used by a professional, homeowner or college student. In more environmentally friendly areas, branded grocery bags are always a great promotional tool (who doesn’t need more of them?) that serves as a walking billboard.

Sponsoring an event or hosting a group that would include potential customers. An information event, particularly one that partners with another business or a group of new faces, is an inexpensive and effective way to get your logo and business mentioned in all the promo material. You can even post fliers on community bulletin boards at libraries, coffee shops and colleges that would normally not allow business advertisements, but would be happy to post something about a local event or class. Be sure to add extra marketing stickiness by supplying pens or branded water bottles at the event as well as being there to interact with the guests.