The most effective and least expensive marketing/promotional tools

A few days ago I saw a question on LinkedIn as follows:
"What are the most effective and least expensive marketing/promotional tools for a Small Business Owner (1-2 people) in any given market-place?"


The straight answer is that it depends on the type of the business. Different types might use different marketing approaches. However, here are few ideas that hopefully will get you on the right track:


1) Online presence is important and even crucial to some business. If you have a good eye for design and you don't require anything too complicated, you can start by using one of the free site building services (personally, I like http://www.wix.com/). As per SEO (Search Engine Optimization), it is true that some SEO services will deliver great results. However, if you do not have the budget for it start with very simple things:


    (a) Submit your site to ALL search engines
    (b) Make sure to update and add content to your site regularly
    (c) Use as many social network sites (e.g. LinkedIn, Facebook, YouTube, etc.) to post information about your business with a link to your site.
These are just a few basic methods, and obviously a professional service might be able to offer you greater and faster results.


2) Write Press Releases and submit them through a press release submission service, a recommended one is: http://www.prweb.com/. You can also use free PR distribution services, however, be careful to check their reputation before using them as some of them are noted for sending spam and can actually cause more damage then help.Press releases are especially useful if you have a website.


3) Make sure to register your business on as many free directories. There are many free directories online and all you have to do is to search them on Google and start registering with them. Try to add as much relevant information and keywords in your ad.


4) DON'T underestimate the power of cold calling. Indeed it is an old tried method, with no sex appeal, but this method has probably generated more business then all other methods combined; and with today's low low rates from VOIP services (e.g. Vonage.com), phone calls cost next to nothing.


5) Word of the mouth. Make sure you give great value (not to confuse with price) and service to your customers and they will make sure to tell about your business to the people they know.


6) Don't be shy. If you have a satisfied client make sure to ask the client if knows anyone else that might be interested in your business. You'll be surprised are people are happy to refer you to someone they know.


7) Mailing list. Mailing lists can be a great tool to drive business in your direction. Make sure that your mailings are relevant and are worthwhile for your customers to open them. Always include in them, information but also promotional offers.


8) Discount Sites. Sites like groupon can help you get business.


9) eBay. While trying to sell your product on eBay you might be able to get additional exposure for your business, in the form of including its name, website, etc. in your ad.


10) Try to see if there are any governmental agencies that might have an interest in promoting your business (e.g US EPA in case you are cleantech company). These agencies can get you free promotions through publication and speeches they give.


11) Last but not least. Make sure to include your logo, brand-name, slogan, etc. on your product! (and obviously on all stationary). 


The above list is just a basic starting point for marketing your business, but there are many other promotional and marketing methods and they are limited only by your imagination and ingenuity. Make sure to dedicate the time to research and think about how you can promote, develop, and market your business.