Small businesses and start-ups generally don’t have the luxury of outsourcing their marketing needs to professionals. However, there are a handful of marketing practices available to entrepreneurs that don’t require them to burn through valuable resources to get this challenge under foot and get their business humming.

1. Create local awareness.

Gaining coverage in local papers, trade magazines and websites can greatly increase name recognition and educate people about your business – driving new customer acquisition. While many growing businesses in competitive landscapes may want to hire an expensive public relations firm, start-ups and small businesses can start off with some simple “do-it-yourself” PR.

Start by researching publications and writers that cover your industry — or local business. Once you have a grasp on the writers you want to reach and the stories they typically write for their publication, craft a pitch around your business that will pique their interest.

2. Increase lead generation and customer engagement with email marketing.

According to a recent survey conducted by Ascend2, email is the most effective digital marketing tactic, the one that delivers the best ROI and the least difficult to execute. Start a customer newsletter that offers timely information about the business, special promotions or an inside look at the company. This helps build a community with your customers, and it keeps your product and business on their minds.

3. Stand on the shoulders of your customers.

Satisfied clients can be a business’s best marketing tool. Actively engage pre-existing clients through PR, social media and email.

For example, pitching your business and a satisfied customer to a writer can be mutually beneficial for both parties. This tactic generally leads to a more compelling story and a stronger relationship between you and your customer. Once you have a customer army of spokespeople, let them share positive experiences and tell your company story for you.

Marketing a small or new business is extremely crucial to a company’s success but that doesn’t necessarily mean you have to invest a huge chunk of capital into it. Savvy, frugal entrepreneurs can find products and services that can help increase visibility and drive customer acquisition – without spending any overhead.