It’s the art of making the most of the free and cheap.
By Roy Harryman
Heard of a Molotov Cocktail?
It’s nothing you’d order at a bar.
This cocktail has been described as a poor man’s bomb. With a glass bottle, fuel, a rag and a lighter, you’ve got an improvised explosive device. It’s not pretty, but it gets the job done (I do not know this from personal experience!).
The name was coined in Finland during World War II when the Finns used improvised weapons to repel the invading Soviets. Molotov was a Soviet politician and the face of Russian diplomacy; hence, the name of the “cocktail.”
I’m a history geek, so when reading about Molotovs, it struck me that local businesses need the same kind of small-but-mighty “boom!”
Another term sometimes used for this approach is “guerilla” marketing. This is a reference to guerilla warfare, not the giant apes. In this type of combat, small bands of insurgents, like the American revolutionaries, make an impact disproportionate to their size.
Marketing on the cheap
Molotov Marketing begins with establishing goals (see my previous post). After that, we begin with tactics that are free or inexpensive. Money will likely need to be spent later to accelerate your results. But you can start with a zero budget or small investment, evaluate it, then decide what to do next.
The skeptic may say, “Nothing’s free.” Yet as of this writing, these marketing tools are still 100% free:
Google Business Profile
Facebook business page
Twitter (now X) account
Instagram business page
LinkedIn accounts and LinkedIn business pages
Flickr photo site
YouTube business channel
Introductory email marketing programs
This is not a complete listing, but gives an idea of what’s possible.
Beyond free tactics, a website need not cost hundreds of dollars per month (though you can easily pay that). Depending on your requirements, you can spend $50 per month or less to host your site.
Now, to be clear, there’s sweat equity involved in using these free tools. But no (or minimal) actual cash outlay is required. And that’s good news for a small business or nonprofit.
Although these resources aren’t new, I find most people haven’t gotten the word. Or if they have, they haven’t done the work. That means you have the opportunity to become one of the few businesses that effectively uses these free resources to establish a powerful presence in your marketplace.
Ready to go?
P.S. Don’t miss this free tool
The Google Business Profile is the ultimate in Molotov marketing. It’s 100% free and is a fully legitimate listing created by Google itself. If you’re not sure what a Google Business Profile is, you’ve certainly encountered one when searching for a business (“ice cream near me”). The profile includes a company’s address, directions, contact information, hours of business, photos and customer reviews/ratings. Did I mention it’s 100% free?
However, problems often set in when a business attempts to access this profile.
Sometimes Google sets the profile up automatically. That means you’ll need to follow specific instructions in order to claim it as your own.
Companies often discover that somebody set up a profile years ago, but no one remembers who did it. Login credentials have been lost. In that case, it’s time to do some detective work and reclaim your profile. Once you have gained access, retain your login credentials in a fireproof safe. Lock them down! As a backup, add additional, trusted people to your account to ensure continuity.
If you do have access to your profile, make sure all of the information is correct. In addition, step back and consider the first impression it leaves. How are the pictures? Have you responded to any reviews customers have left (thanking them or answering a question)? The profile also allows you to leave updates, which are much like a social media post. This could be an offer, an announcement or photos of a business event.
The Google Business Profile is powerful, helps people find you and is highly customizable. Are you using it?
ABOUT ROY HARRYMAN
Roy Harryman is the author of “Small Business, Big Impact: A No-Nonsense Marketing Strategy For Companies That Do More With Less.” This post is excerpted from the book.