Bootstrapping refers to starting and growing a business with little or no external funding. Entrepreneurs who bootstrap rely on their own personal savings, revenue generated by the business, or small loans from family and friends. This approach allows them to maintain more control over their company, but it also means they have to be resourceful and manage their finances carefully.
Every go-to-market strategy (GTM) requires an initial push of momentum, but dumping a ton of money into advertising is likely not in your budget. That doesn’t mean there’s not a means of advertising, though! Many social media and search (PPC) digital ad services offer sign-up bonuses that let you extend a small budget into a much larger one, and some may even provide you with an initial budget with no strings attached.
Advertising Platform Credits
- Google Ads: Google is the dominant player in online advertising, offering vast reach across Google Search, YouTube, Gmail, and millions of websites through the Google Display Network. It boasts a wide range of ad formats and targeting options, making it a versatile choice for businesses of all sizes.
- Microsoft Advertising (formerly Bing Ads): Reaches a significant portion of the search market, particularly on Bing, Yahoo, and AOL. It’s known to attract an older demographic and those in specific industries, offering a potentially cost-effective alternative to Google Ads.
- Snapchat Ads: Highly popular among younger demographics, offering various ad formats like Snap Ads, Story Ads, and AR Lenses for interactive and immersive experiences.
- Reddit Ads: Targets niche communities and interest-based groups (subreddits), allowing for highly targeted campaigns. It’s particularly effective for reaching engaged audiences with specific interests and fostering community-driven conversations around your brand or product.
- X (Formerly Twitter) Ads: Best for reaching a broad audience quickly and building brand awareness. Offers promoted tweets, accounts, and trends, allowing businesses to engage with users in real-time conversations.
That’s over $3,000 in credits when you spend just over $4,000 across these channels. If you do your homework, learn the ad platforms, and optimize your ad offers… that can drive a lot of awareness for your business!
Other Advertising Platforms
In writing this article, I did not see offers for credits or sign-up incentives for the other advertising platforms, but they’re worth checking in the event they have temporary offers.
- LinkedIn Ads: Specifically targets professionals and businesses, making it ideal for B2B marketing and reaching decision-makers. Offers various ad formats like sponsored content, InMail, and text ads.
- Meta Ads: Offers unparalleled reach across two of the largest social media platforms (Facebook and Instagram), allowing you to target users based on demographics, interests, behaviors, and connections. It’s a versatile platform for various goals, from brand awareness to lead generation and sales.
- Pinterest Ads: Effective for reaching a primarily female audience interested in visual content and lifestyle topics. Promoted pins seamlessly blend in with organic content, making them less intrusive and potentially more engaging.
- TikTok Ads: Rapidly growing platform, especially among Gen Z, known for its short-form video content. Offers various ad formats like In-Feed Ads, Brand Takeovers, and Hashtag Challenges for creative and engaging campaigns.
Promotional offers and credits can vary depending on your region or target audience. It’s always best to check the individual advertising platform’s website for the latest information on their promotional offers. I’d highly recommend meeting with an Ad associate before you execute a single campaign. They often provide a ton of insight and may even extend a custom offer to you.
Read the Fine Print
While these platforms offer enticing promotional credits, reading and understanding their specific terms and conditions is crucial. Each platform has unique requirements and restrictions on how and when the credits are applied and any spending thresholds you need to meet. Take the time to thoroughly review these details to ensure you can effectively utilize the credits and maximize your return on investment.
