I seem a lot of this in my job. How to do more with less. Without hundreds of thousands of dollars, or even a small percentage of that, to fill the awareness/consideration end of the marketing funnel, how do you introduce new people to your service?

Traditional Marketing Funnel

(I am not trying to analyze the appropriateness of a traditional marketing funnel in the social media world. That’s the subject of a separate post, to come. But suffice to say that we have to drive awareness and consideration of your product or service, regardless.)

Here are some of the strategies and tactics I have employed in budget-challenged times that reap results:

Marketing Value Trades

If you have something to offer, trade. Trade promotional units, emails, blog posts, your technology, know how for promotion in return. At Photobucket, we have been promoted by #1 air time radio hosts, FOX TV shows, many music bands, even the Presidential Inaugural Committee for Barack Obama. Build a tiered trade system that you can measure. Estimate what it would cost to have your value sponsored or sold, and get value in kind.

Partner Placements

Partner programs, where you trade what you have for promotion on your partner sites, even if no money changes hands work. If partners integrate with your technology or content, work with them to promote it to their users, do PR outreach, and share the love. If they have marketing dollars to spend, so much the better. Leverage their budget to your mutual benefit.

Viral Promotions

Many blog words have been spent trying to unlock the key to what makes something viral. If you have the approach to build viral-sharing into your property from the very beginning, you’re in with a better chance. But it’s very hard to know what’s going to take off. We all have viral envy. I often look at viral campaigns and think how easy it looks, and how hard it actually is to do. But keep trying. No one will fault you for trying, and failing. Just keep trying. But do look a the failed campaigns that uncovered the PR or Ad Agency schills, and avoid the most obvious pitfalls. See another blog post here, “what makes a message viral?” and “what do great viral videos have in common?”

Word of Mouth

Build word-of-mouth into everything from the beginning. “Share this with a friend” options should always be part of your site. Look to see what people are talking about, and if it’s absolutely relevant to your product, join the conversation. (If you’re not relevant, you’ll be outed as @spam right away.) Build conversations wherever you go. If you can build forums, even crowd-sourced ones, do so. Respond to blog comments. Build your Twitter presence. All these help. They sometimes feel slow to get going, but get going they will.