Marketing on a Budget: How Underdog Brands Can Win Without Outspending the Competition
Let’s be real: most small businesses don’t have $10k/month to spend on marketing. And that’s okay.
At Project Underdog, we believe in the power of spending smart, not big. Just like in sports, the underdog doesn’t win by trying to outmuscle the favourite. They win by being strategic, gritty, and playing to their strengths.
If you’re a small business trying to grow with limited resources, here’s how you can still come out on top.
Focus on Consistency, Not Perfection
You don’t need flashy equipment, a full-time marketing team, or a video production budget. What you do need is consistency.
Show up regularly on social media.
Stick to a schedule.
Build familiarity and trust.
Done is better than perfect. And in the world of social media, relevance beats polish every time.
Use the Tools Already Available to You
You don’t have to reinvent the wheel. Free and low-cost tools are your best friend:
Canva for design
CapCut or InShot for video editing
Meta Business Suite for Facebook and Instagram scheduling
Google Business Profile for local visibility
AI Tools for copy ideas and brainstorming
Spend your budget on strategy, not expensive subscriptions.
Maximize Organic Social First
Before you boost a single post, make sure your content is doing its job organically:
Is it clear who you are and what you offer?
Does it reflect your brand personality?
Is it speaking to your ideal customer?
Once that’s in place, even a small paid budget can go further, because the content is built to connect.
Run Small, Targeted Paid Campaigns
You don’t need to run ads 24/7. You just need the right message in front of the right people.
We recommend:
Test campaigns with a low budget
Geo-targeting your local area
Retargeting people who visit your website or engage with your content
Using the marketing funnel: Awareness → Consideration → Conversion
Even a modest ad budget can drive results, if it’s backed by a solid strategy.
Build Relationships, Not Just Reach
Some of your best marketing won’t come from ads, it’ll come from conversations.
Reply to every comment
Repost customer stories
Tag people and businesses in your community
Show your face and tell your story
People want to support businesses they feel connected to. So give them something real to connect with.
Underdogs Win With Strategy
You don’t need to outspend your competitors. You need to outthink them.
And that’s where we come in.
At Project Underdog, we specialize in helping small businesses grow smart, with custom strategies that get results, even on tight budgets.
Let’s chat → info@projectunderdog.ca
