Get a few Anchor Consumers: When you have the big fish in, the small fish will follow. But the big fish need not be a huge celebrity. If you have a local business, a local celebrity will do. Do you have charity man, a famous church singer, a renowned mathematician or a gold medalist in your colony? Connect with him, send him your products and request him to leave a testimonial on your Facebook or Linkedin. Let the power of digital word-of-mouth take on from there. Remember, you will have to be patient with this. You are not paying him to sing your praises. You need to follow up patiently and give him time. Since he lives in your vicinity you will find something to bond on - neighbourhood issues or religious chores. Bond well so that you are assured of a positive feedback.
Market your personal brand: If you are an authority on some subject, use your knowledge to get a few followers. Let people vouch for your credibility first and then your products. You can do that by creating a group of like minded people on any of the social networks. Share your two bits and hear out others. You can also start publishing your own blog and promote those blog posts on social network. If you know something the world does not know, pitch a unique storyline to leading digital publishers. If they think you have something worthy to share with their readers, they will give you a guest blogging opportunity. When you begin to author some articles, people will look up to you. But this also needs time and effort. If you are hoping for overnight success, that will not happen.
Throw Freebies: It does not have to be a product. It can be 'How-to' presentation on slide share. It can be practical walk through on operating a machine via a Youtube Video. It can be an e-book with complete low down on digital marketing tactics. People are looking for information online. Give them a genuinely good piece of content for free. And ask them to come to you for more. Market your offline store or your online site towards the end of the presentation, video or e-book. If they see value in what you are talking, they will come back for more. And remember, slideshare, youtube or Amazon books do not charge you for publishing content.
So digital marketing can be done without money. But you need to invest your time.