How to Get Featured Without Paying for Ads

No matter how big or small your business is, there’s one thing every founder craves…

Media attention!

Talking about industry giants like Apple, Gucci, and Nike, they have the upper edge in hiring influencers and running campaigns worth over a million dollars…

But for startups, that kind of budget isn’t exactly realistic. So, how do you make it happen without spending on ads?

The truth is, there are plenty of ways such as posting on social media, asking for referrals, and even working on your SEO.

It all works but without the right direction, it’s just another rounded loop with no exits.

So, here’s a detailed guide on some of the easiest ways to get featured without paying for expensive ad campaigns.

8 Killer Ways to Get Featured Without Paying for Ads

• Free methods are a time waste…

• It’s too much traffic to beat…

If you’ve been a victim of these rumors then a) you’re not alone, b) you’re in the right place to get rid of them.

Starting with our list of 8 free methods to get featured online, the first one is:

Utilizing Social Media – A Hidden Gem

Social media platforms are the best way for startups to gain exposure without spending a lot on advertisements.

But wait, how could you grasp attention without running meta ads?

There are multiple ways to do so (Don't worry, we'll be sharing examples too)

1. Create Reels (The latest meta UI auto-promotes reels as it's a trend and most viewed format)

2. Post frequently about your relevant industry.

3. Join relative groups and participate in discussions

Other than that, all social media platforms such as X, Instagram, FB, or LinkedIn have spaces for businesses to engage. Founders can use hashtags, provide value to the audience, and regularly engage in online campaigns.

For example, Dollar Shave Club launched a humorous and relatable video on YouTube that went viral, leading to a surge in subscriptions and widespread media coverage.

Grow SEO

SEO is also a great tool for enhancing your startup's online visibility. But, it isn't just about posting random content online.

An SEO campaign works by conducting keyword research and optimizing your website's content accordingly.

High-quality content that addresses the needs and interests of your target audience can establish your startup as an authority in your industry. Plus, earning backlinks from reputable sources further boosts your site's credibility and search ranking.

Host Webinars and Workshops

Talk about bringing in free media attention and webinars work like magic. For many publishers, it's a priority to talk about startups that are organizing workshops or participating in welfare campaigns.

But, these events aren't just limited to talking about a specific sector.

As a founder, you can address industry challenges, offer solutions, or provide educational content relevant to your field. Then, talk with attendees who are interested in your niche and see if they find your campaign helpful.

For example, Hopin, a virtual events platform, gained significant attention by participating in and hosting virtual conferences during the COVID-19 pandemic.

Participate in Related Events

Tech events, annual conferences, trade shows, or hackathons. Public events like these, which are often misunderstood as a meet and greet show, can bring in huge media coverage.

For instance, Do you have a tech related startup?

It's time to participate in TechCrunch Disrupt and get the maximum attention for your startup.

Showcasing your product or service at these events can attract attention from journalists covering the event. Engaging in panel discussions or speaking opportunities further positions you as an industry expert.

Start Relative Collaboration With Industry Giants

The good old way of getting traffic... Brand Collaborations!

Teaming up with any well-established brand in your industry is the secret to get featured in media outlets.

But, we get it. It's not as simple as it looks. Industry giants need a lot more than just a regular pitch to make the collaboration work.

Well, here are some things you can work out.

1. Find the Right Partner

Not all big brands are the right fit for your startup. Look for companies whose audience overlaps with yours and whose values align with your mission.

Research their recent initiatives and identify areas where your startup could complement their efforts.

2. Come Up With a Win-Win Proposition

Big players aren’t interested in one-sided deals. When pitching, highlight what’s in it for them.

Can your product enhance their offerings? Will your service solve a pain point for their audience?

Make it clear how the partnership will benefit them just as much as it will help you.

3. Start Small

Jumping into a large-scale collaboration right away won't be good for both parties. Begin with a smaller initiative, like co-hosting a webinar or running a joint social media campaign.

This allows both brands to test the waters and build trust.

Promote Your Business Through Referrals

If you woke up, with a broken shelf, would you trust your friend if he recommended you to a good repairing professional?

That's exactly what referrals do. People trust recommendations for their friends more than any advertisement. As a founder, you can use this to your advantage and collect testimonials. Media loves covering startups that have a strong customer-driven growth story.

Back in the days when Dropbox was founded, the marketing team knew ads weren't the quickest way. They skyrocketed user growth by offering extra storage for every successful referral. You can replicate this success by creating a simple, enticing referral program.

Build New Media Networks

Looking up to industry giants, it looks as if they had golden luck with all those doors opening right away.

Surprise, it's not just about luck. We call it, networking strategy.

Building relationships with journalists, influencers, or bloggers is all free of cost and doesn't need any ad campaigns. It takes time but pays off massively.

To get started, jump into the world of journalists/media outlets. Check their latest publications, email them about your remarks, or leave a comment on social platforms.

Wait for the right time and send a pitch.

In the case of Airbnb, they built strong media connections by offering exclusive insights into their early traction and quirky customer stories.

That earned them organic press, putting their name on the map. Relationships build trust and trust brings coverage.

Offer Free Services (Such as Trial or Consultation)

Even in comparison with advertisements, nothing hooks people faster than the word "Free". And when your business has high traffic, it will automatically catch the eye of journalists.

Just in the case of our previous point ( #7 media networks) free trials also need to be built with strategy. It's a no-risk way for journalists and customers to try out your services/products.

Start with inviting journalists to try your product and emphasize how it solves a problem or stands out in your industry. Once they have done all the testing and trials, ask about their remarks, or in the best case, they could write a publication too.

In short, it's all about going above and beyond, making the journalist say "I can’t believe this was free!”

Wrapping It Up: The Art of Getting Featured

There you have it, eight proven ways to get your startup the spotlight it deserves without shelling out for ads.

But before we end this discussion, let’s cap things off with a few extra tips to amplify your efforts:

• The best stories are also the most timely. Keep an eye on industry trends, seasonal opportunities, or breaking news that relates to your startup.

• Journalists are hungry for unique angles, and nothing says credibility like fresh data.

• A picture is worth a thousand words, but a compelling video? That’s worth a feature.