FREE MARKETING: IS IT POSSIBLE?

Entrepreneurs looking for methods of free marketing often face a lack of immediate results. Marketing is never completely free. It requires the allocation of financial resources for paid campaigns or the investment of time, skills, and effort in organic activities. Investing in free organic marketing builds lasting assets (foundation) for the business, relying on creating value and authentically reaching out to audiences.

CONTENT MARKETING AS AN ASSET

Content marketing is the foundation of organic efforts. Generating valuable, substantive materials attracts customers naturally. Running a company blog that addresses specific issues of the target audience builds expert authority. Creating so-called lead magnets, like PDF reports or analyses in exchange for an email address, serves to acquire contacts. Case studies documenting real solutions to customer problems are tools that build trust.

SEARCH ENGINE OPTIMIZATION (SEO)

SEO is the process that ensures a high position of a website in organic search results. Optimizing the Google business profile is crucial for visibility in a given area, allowing customers to check the location and reputation of the place. At the same time, technical on-page optimization (header structure, meta descriptions, URLs) is a standard implementation requirement. It is also worth mentioning that acquiring links to our website (link building), for example, through publications on other domains, positively impacts SEO.

PRESENCE ON SOCIAL MEDIA

Effectiveness in social media depends on building a community, not just on publishing. It requires focusing on 1-2 key platforms where target customers are present. Communication is based on delivering value (the 80/20 principle), with 80% being substantive/entertaining content and 20% sales communication. Running profiles without financial investments must focus on utilizing trends such as RTM (real-time marketing) and on providing value to potential customers. Interaction and responsiveness are key to building organic reach. Utilizing user-generated content (UGC) is a credible form of promotion.

EMAIL MARKETING AS A DIRECT CHANNEL

The algorithms of social media and search engines are constantly changing. Having your own email address database is an asset independent of external platforms. Building a subscriber list, for example, through sign-up forms and lead magnets, should be a continuous process from the beginning of the business. An effective newsletter provides unique value and dedicated offers, building a lasting relationship with subscribers. It's important to be aware that sent emails must be valuable to the recipient, spam does more harm than good.

NETWORKING AND ACQUIRING REVIEWS

Free marketing also involves building relationships. Active participation in industry discussion groups (e.g., LinkedIn) and forums establishes expert status, leading to natural interest in the offer. Systematically asking satisfied customers for reviews (on Google, on industry platforms) is a simple form of word-of-mouth marketing. Simple referral systems (affiliate marketing) - e.g., "refer a friend, and you'll both get a 10% discount" generate costs only at the point of sale completion.

CONSISTENCY AS A DECISIVE FACTOR

Free marketing is not a collection of one-off actions but a marathon. It requires consistently building value through content, attention to visibility (SEO), creating communities, and nurturing relationships. Paid actions (advertising) show significantly greater effectiveness when supported by solid organic foundations.

THE SWEAT EQUITY MODEL AS A STRATEGIC ALTERNATIVE

Alongside organic actions and the success fee model, there is the Sweat Equity Marketing model, implemented by Profitova Group. The structure of cooperation involves the exchange of assets, meaning stocks or shares in the company, for comprehensive marketing services. For companies at an early stage of development, cooperation with Profitova Group practically means acquiring full marketing service without financial burden – it is free marketing from the owner's perspective. The remuneration of Profitova Group is contingent on future profits generated by the company, calculated using the EBIT-MA index. The business model is not oriented towards quick returns. Each entity within the group is a form of investment with varied horizons and rates of return. Profitova Group invests in entities, taking over marketing activities in exchange for a share of future profits and assets of the partner company.