Marketing on a Shoestring Budget


March 2017—

Three techniques to get you going

Every store owner knows that it takes a push from marketing to get to the sales goals. However, with a tight budget, it can be daunting to strategize on the best ways to market your store. It’s unfortunate that marketing does not come naturally for many small home furnishings store owners. Most of them lurch from one idea to another unsuccessfully because they lack proper tactics. To avoid this, here are low-cost techniques to improve your store’s marketing strategy.

Find your Target

This is the most critical part of any marketing campaign. If you’re looking for a high-impact campaign on a low budget, be sure to get customers who are easy to identify and affordable to reach. Look for small niche markets your store could benefit from contacting. Reaching out to all possible clients may be ineffective due to higher marketing costs. Instead, leverage your current relationships and focus on what your company can realistically handle with cold outreach. The customers you already work with should be your store’s best advocates. As you create trust and credibility, they’ll help spread your word and more relationships will develop.

Focus on Online Marketing

Today most small home furnishings retailers have a fairly inexpensive virtual storefront. This allows you to build relationships with prospective customers and maintain relationships with current ones. You can establish a homepage at relatively low costs to reach your audience. It’s advisable to include basic details such as your email address and your phone number. Ensure that your blog, website, and other social media platforms contain high-quality content and graphics. Social media is a great networking platform to engage with customers and will keep you on a competitive edge. If you aren’t comfortable with online marketing or don’t have the time, consider hiring a content marketing agency to help you get started.

Focus on Email Marketing

If you’re the owner of a small store, this is one of the most flexible, easy to measure, and cost-effective ways of marketing. Through it, you can easily drive traffic to your site and stay in constant touch with both your loyal and prospective customers. Send your established group a direct mail. This will be fully dependent on the amount you are willing to spend on delivering quality services. There are firms qualified to carry out direct mailings. Therefore, look for a reliable and affordable firm to do the work for you. This form of marketing should be used to share publicity success or announce the arrival of a new furniture line. Always ensure that the message sent reflects your store’s brand, carries your objective, is valuable, and appropriate for your contacts. Don’t be afraid to do your research for new outreach marketing ideas to incorporate into your business strategy.

If you’re eager to extend your store’s customer base on a low-budget, marketing is the surest way to achieve this goal. In fact, it becomes financially riskier not to market yourself. Your success highly depends on leveraging every article, published mentions, and press releases. With these cost-effective ideas, you can increase your revenue.

(This article first appeared in

About the Author

Emma Sturgis
Emma Sturgis is a freelance writer based in Boston, Mass. She writes most often on education and small business. Say hi on Twitter @EmmaSturgis2.