As an entrepreneur running a bootstrapped company, marketing is not likely at the top of your to-do list. Bootstrapped companies are by definition lean, so founders don’t usually spend much on formal marketing. After all, great products sell themselves, so why bother?

Unfortunately, if you’re not doing much marketing, you’re missing a huge opportunity to scale your business. When done right, marketing will help attract new customers, strengthen your brand relative to competitors, and position your company for long-term revenue growth. The best part: You don’t need to spend a fortune to do it.

New marketing channels are growing exponentially as digital communication evolves. So the first step is to identify opportunities that deliver the most bang for your buck. The following strategies and tools can be a great starting point for cash-strapped CEOs looking to kickstart their marketing programs on the cheap.