When time and money are both in short supply, marketing can quickly slide to the bottom of any entrepreneur’s priority list. It’s not that you don’t care about reaching people or building your brand; it’s just hard to do all that when you’re also managing bookings and chasing invoices on the side. For a lot of small businesses in Aotearoa and beyond, the real challenge isn’t knowing that marketing matters; it’s finding the time and budget to do it well.
Here’s the good news, though: you don’t need a sky-high budget or a small army of marketers to run effective campaigns. Thanks to digital-first tools and smarter ways of working, you can get your brand in front of the right people without overspending or burning out. Whether you’re a solo operator or part of a lean team, small shifts in your approach can unlock big results when you know where to focus.
In this feature, you can read about a handful of practical, low-cost strategies that are especially helpful when you’re short on time, money, or both. Think of them less as marketing hacks and more as creative, doable ways to get your message out there without adding another full-time job to your plate.
Pick One or Two Social Channels to Prioritise
Trying to post everywhere is a fast way to post nowhere. There’s no point in spreading yourself thin across five platforms when you’ve already got an overflowing to-do list. It’s a recipe for frustration and likely inconsistent messaging as well. Instead, concentrate your energy where it counts. Focusing on Instagram, for instance, is a viable digital marketing strategy NZ businesses can leverage if they are capable of producing strong, high-quality visuals. But what if tapping into local groups and events is your priority instead? If that’s the case, then Facebook should be your go-to platform.
The real advantage here is that you’ll free up time to post more meaningfully and respond to comments faster. That means you’ll actually be connecting with your audience in the spaces where it counts. Better one great post a week on the right channel than daily content no one sees on the wrong ones.
Maximise Engagement with Short-Form Video
There’s a reason short-form videos are dominating feeds; they’re quick, scroll-stopping, and surprisingly low-effort to make. You don’t need a production crew or studio lighting. All it takes is a phone, a steady hand, and something worth sharing, like a how-to or a behind-the-scenes peek. And even if you’re camera-shy, you can use text overlays or voiceovers to tell your story. Think of it as a conversation starter, not a sales pitch. The more human it feels, the more likely it is to land.
Don’t Underestimate the Power of Email Marketing
It’s easy to forget about email in the age of reels and trends, but if you’re looking for bang for your buck, email marketing quietly outperforms many flashier digital tactics. That’s especially true when you’ve built your list from real customer interactions, whether online or in-store. A simple monthly newsletter or a timely promo can keep your audience engaged without draining your resources. Done right, it’s one of the easiest ways to stay top of mind without getting lost in the algorithm.
Focus on Local Marketing First
Before you chase reach, check your own backyard. If your customers are mostly locals, showing up in their search results is worth more than a viral TikTok. Simple updates to your Google Business Profile — accurate hours, fresh photos, and regular posts — can make a big difference in how often people nearby find you.
It’s also worth listing your business on local directories, community Facebook pages, or regional platforms like Neighbourly. When people are looking for “cafés near me” or “Wellington plumbers,” being easy to find (and easy to trust) often wins over the fanciest ad campaign.
Work on Creating Great Content
You don’t need to reinvent the wheel, just give it a bit more grip. A helpful how-to post, a quick tip on Instagram, or a short blog answering a common customer question can go a long way. Anything that solves a problem or makes someone smile counts as good content.
The real win? Repurposing. Break that one blog post into bite-sized social posts. Turn an especially relevant customer question into a video. With a little planning, you’ll get more mileage from each idea and less stress trying to dream up something new every day.
Try Running a Free Workshop or Webinar
You’ve got expertise, so why not share it? Hosting a free online session can help you build trust and even add new potential partners or clients to your network. It doesn’t have to be fancy or long. A 30-minute Zoom session on something you know well — think photography basics or social media for small shops — can position you as a go-to in your field. Plus, you can record your session and turn it into evergreen content later. Bonus points if you invite questions and keep things casual. People love learning from people, not just slides.
Use Testimonials and Word-of-Mouth to Your Advantage
Nothing beats hearing “you’ve got to check this out” from someone you trust. While you can’t force word-of-mouth, you can make it easier. Ask for reviews when a customer is happy. Share kind words on social. Turn a loyal client’s story into a short case study, with their permission, of course. Real voices will humanise your brand and help people feel like they’re making a safe, informed choice, not just taking your word for it.
At the end of the day, you may just find that you need less than you think to make your marketing work. A bit of clarity, creativity, and consistency will take you far. When you focus on what truly matters to your audience and play to your strengths, even the smallest effort can leave a lasting impression.