Marketing should be an essential part of any good business strategy, but nowadays there are a host of cheap and sometimes free marketing opportunities that are ideal for cash strapped start ups.

Socialise
You can't fail to heard about the Web 2.0 phenomenon and the rise of social networking. Websites like Facebook, MySpace and LinkedIn are all the rage and are being used by businesses of all sorts and sizes to promote their products and services. A group on Facebook for example allows you to network with clients and customers looking for the very sort of thing your business is offering. Use it to promote your offerings and keep people up-to-date on the latest content on your website. You can also use social networking sites to email members.

Make your own video
Post videos promoting yourself and your business on sites such as YouTube and Google Video. If your video is amusing or informative, word can spread fast and before you know it, it has been emailed all over the place bringing great publicity for your business.

Blog it
Blogging is a great way to keep your website fully up-to-date. Outdated content can be a real turn-off to site visitors so ensuring it remains fresh is vitally important. As well as blogging specifically about what your company is up to, you can also write your opinion on subjects affecting your sector, your customers or events in the news. Blogging software such as Wordpress which can be incorporated into your website is available online.

Make everyone a winner
People love free stuff so why not run regular competitions? Organising contests relevant to big sporting events or specific times of the year such as Christmas, Easter and Valentine’s Day is one good way of promoting your company and making people think favourably about it.

Keep them loyal
There's nothing to stop you copying the techniques of big businesses and providing your customers with a loyalty card. This method is particularly useful for retailers, cafes or food stores but can also be used by online businesses. Encourage people to collect points or stamps in return for a free gift or service when they've reached a particular total.

Share your know-how
There are always thousands of events which need speakers and publications which need content so why not offer your expertise? Seek out events and exhibitions focusing on your sector and contact the organisers about being a speaker. Similarly, online and offline publications – particularly those in your local area – will generally be happy to consider articles and most will be happy to give you a byline and a website link. Find out the names of local journalists and get in touch. And if you feel you are particularly knowledgeable sign up to media contact agencies which put journalists in touch with experts in particular fields.

Be a good sport
You may not have the resources of AIG to spend on sponsoring the likes of Manchester United but you are likely to be able to afford sponsoring a local sports team. Backing an amateur or school football squad for instance and getting your company logo on the players' shirts can be a cheap and effective way of raising your profile in the local community. And you never know, the team may end up doing a Havant and Waterlooville and end up playing at Anfield.

Testimonials
If you've got lots of happy customers, shout about it! Get them to give you a quote saying why they liked your product or service and put it on your website or promotional literature. Also consider fuller case studies which new customers can read to find out how great your company is. Be warned though, don't make up testimonials; you will get found out!

Fight for your rights
If there's something that the government is or isn't doing that is really winding you up, then start a petition. Setting up petitions on the Downing Street website has become hugely popular and is a great way of promoting your business. During the recent controversy over the government's capital gains tax reforms for example Duncan Cheatle of networking group The Supper Club started a petition which attracted more than 18,000 signatures. As a result, he was quoted in several media articles by journalists seeking comment on the issue.

Stay connected
Internet services such as UK Business Forums allow small business owners to network with thousands of other entrepreneurs. If you become a regular poster who offers useful advice you will soon be seen as an expert in your field. As well as promoting your firm to other companies you can also use forums to actually do business. Make sure you have something worthwhile to say though, as spamming will do you no favours.

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