Free advertising

Jul 20, 2025

MARKETING WITHOUT A BUDGET - FREE ADVERTISING

The concept of free advertising in a business context is an oversimplification. Effective marketing actions always require investment in resources, which can be time, skills, or financial capital. Implementing a marketing strategy without direct financial commitment is possible through alternative collaboration models based on the exchange of value.

WAYS TO ADVERTISE FOR FREE

The existing methods to achieve actions like free advertising are based on the allocation of time and expertise capital. Their implementation leads to building organic visibility and generating inquiries. Such actions include search engine optimization (SEO), which through technical audits and content optimization increases visibility on Google. Managing profiles on social media such as Facebook or LinkedIn builds relationships with the brand's audience. A priority for local companies is managing and positioning their Google listing. Other actions without a budget cannot be classified as free advertising. This includes, for example, website project costs, which are realistically costs within hosting, even if done for free. Google Ads incur costs from clicks, or initiatives such as loyalty programs.

FREE MARKETING AGENCY

The standard operational model of marketing agencies and freelancers is based on fixed subscription fees or project-based billing. A close approximation to the 'free advertising' model is the success fee used by specialized freelancers. In this structure, the remuneration is a commission based on profits generated directly from the implemented marketing actions. Freelancers operating under this model select projects with high and fast potential returns. The analysis focuses on businesses where the implementation of specific technical solutions brings immediate revenue growth. This applies to the e-commerce sector with existing, untapped traffic, where crucial integrations are missing, such as Google Merchant Center, or presence on marketplace platforms. However, freelancers acting as free advertising are very selective in choosing entities. This approach in the business model forces them to choose not only a specific industry but also the specific market conditions of the entity. A freelancer focused on a quick return and a constant influx of capital cannot afford deferred gratification.

ALTERNATIVE APPROACH TO FREE ADVERTISING

Alongside organic actions and the success fee model, there is the Sweat Equity Marketing model. This is implemented by Profitova Group. The collaboration structure is based on the exchange of assets, meaning shares or equity in a business, for comprehensive marketing services. For companies in the early stages of development, including at the idea stage or pre-revenue, collaborating with Profitova Group financially equates to free advertising. Profitova Group's remuneration is dependent on future profits generated by the company, calculated by the EBIT-MA ratio. The entire business model is not aimed at quick returns as in the case of freelancers under the success fee model. Each entity within the group is a form of investment, which can have varying (or no) periods and rates of return. In simplified terms, Profitova Group invests in various entities (not just in the e-commerce sector) assuming all marketing activities (similar to marketing agencies) in exchange for a share of future profits and the equity of the partner company. Preferred sectors by our company include, among others, the construction industry, development, HoReCa, manufacturing, or chemical sectors, as well as SaaS products, but there are no restrictions on the industry of the entity. When a company is at the very beginning of its journey, from a technical standpoint - it receives a service worth tens of thousands of zlotys for full marketing, or in other words, it is free advertising.

COLLABORATION STRUCTURE AND SETTLEMENT

The process begins with approximately a two-week free analysis of the entity, market, and current situation. During this period, we familiarize ourselves with the company, its competition, and its current position. After this analysis, we provide the potential partner with the complete analysis and suggestions for further actions. Following this period, there is a two-week free trial period, during which we conduct audits and create the foundations for the strategy. After the trial period, decisions are made, shares are transferred, and full cooperation begins. The standard period for active operational cooperation is two years. After the operational period, the partner gains preparation for independent marketing management , and the collaboration may evolve towards strategic consulting or buyout of shares/equity.