On May 1, Rizco had the opportunity to participate in the “Marketing on a Shoestring” panel presented by the New Jersey Chamber of Commerce and sponsored by NJM Insurance Group.
I joined incredible panelists, including Lacey Dean of Fulton Bank and Heather Shostack of NJCPA, to dive into the realities of building a brand with limited resources. Whether you’re a solopreneur, nonprofit, or small business, one thing is clear: you don’t need a massive budget to market effectively—you just need clarity, creativity, and consistency.
Start with the Brand, Not the Channel
Before you invest in any marketing channel, ask yourself: Do I know my brand?
Marketing without brand clarity is like baking sourdough without a recipe—you may get something edible, but it won’t rise to its full potential. Like sourdough, your brand needs time to develop its flavor and identity. Think about your logo as the design on the crust, your pricing as the packaging, and your audience as the person who can’t wait to take the first bite.
When you know what you’re selling, who it’s for, and how you stand out, choosing the right marketing channel becomes much easier and more impactful.
Yes, Your Website Still Matters
If your brand is your recipe, your website is your storefront. In 2025, your site must be fast, mobile-friendly, SEO-optimized, and aligned with your brand. Even a simple one-pager with clear messaging, contact info, and updated services can go a long way. Platforms like Squarespace and Wix make it affordable, while WordPress remains a scalable option for long-term growth.
Brand Awareness vs. Sales: It’s Not Either/Or
If you’re just starting out or looking to grow long-term, prioritize brand awareness. Focus on low-cost tactics like:
- Content Marketing (Blogs, Videos, Social Posts)
- Social Media Engagement
- SEO
If you need quick revenue, shift your energy to direct sales tactics:
- Email Marketing
- Promotions & Lead Magnets
- Retargeting Ads
The sweet spot? Doing both simultaneously: build awareness while deploying conversion-focused tools to drive results. And yes, your LinkedIn network is a goldmine. Download it, reconnect, and start conversations.
DIY Content Creation: Use What You’ve Got
You don’t need a full content team to be engaging. Ask your employees: Who has a passion for photography, video, or writing? Tap into those hidden talents to capture everyday moments, customer wins, or behind-the-scenes content.
Want tools? Try:
- Canva – for beautiful graphics and templates.
- Later – for scheduling social posts.
- CapCut – for easy, professional-looking video edits.
Also, don’t underestimate students! New Jersey’s universities (Montclair, Monmouth, Kean, NJIT, and more) and high school business academies are bursting with talented young creators eager for internships and mentorships.
Social Media: Where Should You Be?
Not every platform is worth your time. Start with:
- Where your audience already spends time.
- What your competitors or industry leaders are doing—especially outside your region.
- What type of content you can consistently create (video, photos, carousels, etc.).
In 2025, short-form video is still king. Instagram Reels, TikTok, and YouTube Shorts dominate. A great video doesn’t need to be high-end. Just be consistent, authentic, and branded.
Pro Tips:
- Film vertically for mobile.
- Use the same person to capture content to keep it on-brand.
- Keep your background clean and your message focused.
Get Hyperlocal
Some of the best marketing doesn’t feel like marketing. It’s just showing up in your community:
- Sponsor a local team (soccer is trending for 2025-6 #WorldCup).
- Partner with nonprofits.
- Encourage employees to share their experiences.
- Ask happy customers to post and tag you.
- Co-brand campaigns with like-minded businesses to split costs.
And don’t forget: every time you give back, tell the story. Share it through email, social media, and blogs.
Email: Still the Best ROI in the Game
Email marketing is often forgotten—but it’s powerful. You can:
- Use MailChimp (free for <500 contacts) or Klaviyo.
- Segment your list.
- Resend to non-openers.
- Use your email list to build lookalike audiences for PPC ads.
Email once a month. Start small. Focus on delivering value and writing strong subject lines. And scrub your list at least twice a year—clean lists lead to better open rates (15–25% is healthy).
Budget-Friendly SEO Musts
To boost your local search presence, don’t skip these:
- Google Business Profile – post weekly, respond to reviews, and track insights.
- Yoast SEO – great plug-in if you use WordPress.
- Blog – one keyword-rich article a month can move the needle.
Also, get listed on:
- Chamber websites
- Yelp
- Nextdoor
- Apple Maps
- Bing Places
AI Can Help, Too
AI tools like ChatGPT are incredible for:
- Brainstorming Ideas
- Drafting Blog Outlines or Captions
- Summarizing Meetings (use Scribbl)
Use AI to move faster—not to replace your human voice. You bring the empathy, storytelling, and strategy that no machine can match.
Don’t Just Join—Activate Your Chamber Membership
Chambers and associations are lifelines. They offer:
- Education
- Referrals
- Community
But here’s the catch: paying dues isn’t enough. You need to show up. Volunteer for the membership committee where you are on the front lines meeting new people, attend events, and make real connections. Those relationships often lead to long-term collaborations and customers.
The One Trend You Shouldn’t Ignore in 2025
If I had to pick one? Audit and optimize what you already have.
Too often, we chase the shiny new tool and forget to polish our current ones. When was the last time you:
- Reviewed your analytics?
- Audited your website?
- Asked your staff for feedback?
- Updated your messaging or brand visuals?
Refining what you already have can be the smartest and most budget-friendly move you make all year.
Final Thoughts
Marketing on a shoestring isn’t about cutting corners—it’s about being resourceful, intentional, and scrappy in the best way possible. We are so grateful to NJCC and NJM Insurance for hosting this panel and continuing to support the small business community.
Want help building a brand that works harder for you? Rizco is here to champion your vision—no matter your budget.
