How to Build Your Audience Without Spending a Fortune on Ads
Have you ever felt like building an audience today is like trying to climb Mount Everest in flip-flops?
It used to be so much easier. Back in the day, you could throw a couple of dollars at ads and see thousands of new followers, subscribers, and buyers roll in. I remember building an audience for less than 1 cent a click a few years ago.
Now?
Social media platforms have grown smarter, stingier, and much more competitive. The days of $1 ads guaranteeing sales are long gone.
But here’s the good news: you don’t need a big budget to build an audience. You need a strategy.
I’m here to tell you that it’s possible to grow without spending a fortune—and I’ll show you how.
Why Ads Are Overrated
First, let’s get something straight. Ads aren’t bad. They’re just not the golden ticket everyone thinks they are.
Without a solid foundation, even the most expensive ad campaign won’t deliver.
Too many people dive in to ads without having a back end that will convert, big mistake.
What you really need is attention—and there are ways to get it without draining your wallet.
Leverage the “Stalker Strategy”
Yes, I’ve mentioned this before, but it’s worth repeating.
Here’s how it works:
•Identify 5–10 influencers in your niche.
•Monitor when they post.
•Add thoughtful, valuable comments to their posts as soon as they go live.
This isn’t about spamming “Great post!”—it’s about contributing insights, sharing relevant experiences, or asking smart questions.
What happens next?
People who see your comment will be curious about you. They’ll click your profile, check out your content, and—if it resonates—they’ll stick around.
The cost? Zero. Just your time and a bit of effort.
Collaborate With Others
If you’re a small creator, teaming up with others is one of the fastest ways to grow.
Here’s the trick: collaborate with creators at your level or slightly above.
•Guest posts on their blog or newsletters.
•Co-host a live event or webinar.
•Swap shoutouts on social media.
When you collaborate, you tap into their audience while offering them value in return. It’s a win-win.
Create Evergreen Content
Evergreen content is the gift that keeps on giving.
What is it?
It’s content that stays relevant for months or even years.
Think tutorials, how-to guides, or answers to common questions in your niche.
For example:
•If you’re in fitness: “5 Beginner Exercises to Lose Weight”
•If you’re in marketing: “How to Write Emails That Convert”
Here’s why it’s powerful:
Platforms like YouTube, Pinterest, and even blogs favour evergreen content in search results. Once your piece gains traction, it keeps bringing new eyeballs to your work—for free.
Use Your Email List
Let me be clear: if you don’t have an email list, you’re leaving money—and audience growth—on the table.
Unlike social media platforms, your email list is something you own. No algorithms. No distractions.
How to grow your email list without spending a dime:
•Offer a free resource (like a checklist or eBook) in exchange for sign-ups.
•Promote your list in your social media bio.
•Ask your audience to share your newsletter with friends.
Every email you send is a chance to nurture relationships and turn casual subscribers into loyal fans.
Repurpose Your Content
Here’s a secret: you don’t need to constantly create new content. You just need to be smart about the content you already have.
For example:
•Turn a blog post into a social media post thread.
•Take key points from your YouTube video and make an infographic for Instagram.
•Record a short audio summary of your article and post it on your newsletter or Substack.
Repurposing allows you to reach different audiences across multiple platforms—all without creating something from scratch.
Repurpose just like this!
Focus on Engagement, Not Numbers
This is a mindset shift, and it’s crucial.
It’s tempting to chase follower counts or subscriber milestones. But what matters more is how engaged your audience is.
Engagement leads to:
•People sharing your content.
•Word-of-mouth growth.
•Long-term trust (which eventually turns into sales).
How to boost engagement:
•Respond to every comment and message.
•Ask questions in your posts to spark conversations.
•Be consistent and show up regularly.
Bonus Tip: Be Patient
Building an audience without spending money takes time. But here’s the thing: the audience you build this way is often more loyal and engaged than one you pay for.
Why?
Because they chose to follow you.
They saw value in your content, not just an ad campaign.
So, do you need to spend a fortune on ads to grow an audience? Absolutely not.
With strategies like the Stalker Strategy, collaborations, and repurposing content, you can build a thriving audience that sticks around. It won’t happen overnight—but if you stay consistent, it will happen.
I’m Mark Thompson, and I’ve been building audiences online since 2004.
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