In today’s world, the ongoing development of your brand determines the long-term success of your business.

As the famous saying goes, “People won’t remember what you said or did, but they will remember how you made them feel”—and the same applies to brands. Consumers today engage with brands they feel connected to; they want you to evoke emotion, make them feel heard and understood, and connect with your brand story and values.

As Scott Goodson once wrote in Forbes, “Products have life cycles. Brands outlive products. Brands convey a uniform quality, credibility, and experience. Brands are valuable.” With this in mind, building your brand should be the top priority of any business owner.

So how can you build your brand effectively, especially in a landscape dominated by pay-to-play infrastructure? Here are five free tactics to expand your influence and market your offerings.

1. Google Testimonials

Never underestimate the power of testimonials, and never be afraid to ask satisfied customers for reviews. A recent consumer review survey revealed that 85% of customers trust online reviews as much as personal recommendations, and 82% of consumers look up a business online before using it.

Why Testimonials Matter: Positive testimonials increase your brand’s credibility. Happy customers serve as ambassadors, attracting new clients without the skepticism that comes with paid ads. Clients generally only provide testimonials when businesses genuinely earn them, making this form of feedback even more powerful.

Pro Tip: Google offers a simple process for customers to provide testimonials. Encourage your happy clients to leave reviews—it’s an easy task for them and incredibly beneficial for your brand.

2. Email Marketing

Email marketing continues to be one of the most powerful tools for business owners.. Regardless of your target market, email remains an effective way to reach your audience. Many consumers even prefer email communication when engaging with brands.

Why It Works: Email marketing allows you to reach hundreds or thousands of customers at once, making it highly scalable. Tools like Mailchimp offer easy-to-use templates, list management, and automated campaigns. Best of all, Mailchimp offers a free option, making it accessible for businesses of all sizes.

Pro Tip: Use email marketing to share promotions, offer value, and stay top of mind with your customers. Customize your emails to create a personal connection and boost engagement.

3. Instagram Advertising

Social media, particularly Instagram, is a force in today’s marketing landscape. With over 500 million people accessing Instagram daily, it’s a prime platform for brands to increase exposure and connect with audiences.

Free Exposure: While Instagram offers paid ads, the platform itself is free to use. By posting great content consistently, brands can organically grow their following.

Pro Tip: Post high-quality visuals and use Instagram to showcase your brand’s personality. Develop a content calendar to ensure regular and strategic posts, and engage with your audience by replying to comments and messages. Instagram Stories and Reels are also excellent ways to give users a behind-the-scenes look at your brand.

4. Blogging, Including LinkedIn Blogs

Thought leadership is a powerful tool for positioning your brand as an industry authority. By creating high-level, insightful content, you can provide value to your audience and build trust.

Why It Works: According to recent studies, 55% of decision-makers use thought leadership to vet businesses. Consistently publishing informative blogs can increase your brand’s visibility and credibility.

Pro Tip: Publish blogs on your website and repurpose them on platforms like LinkedIn, where the algorithm often favors business-related content. LinkedIn has seen more than a 50% increase in viral activity in recent years (Hootsuite).

5. Google Business (Posts and Offers)

Google My Business is an excellent free tool for businesses to control what shows up when someone searches for them. It allows you to post offers, updates, and relevant content that appears alongside your business listing.

Why It Works: Google even offers a free marketing kit to help you create personalized posts and promotional materials. This is a great way to provide updates and offers to potential customers searching for your business.

Pro Tip: Keep your Google My Business profile updated with fresh posts and offers. Doing so boosts your visibility in local searches and improves your business’s credibility.

Building your brand is crucial for long-term success. By leveraging these free marketing tactics—Google testimonials, email marketing, Instagram, blogging, and Google My Business—you can boost your visibility and engage your audience without breaking the bank.