How do minimize the marketing costs for online business

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If you open a shop in a business marketplace, you can have customers without having to market and promote. However, online business will thrive only through marketing. Even though there are free marketing methods available, marketing requires a lot of money, As a small online business owner, how do you cut your marketing cost, how d you minimize your promotional cost to maximize your profits
 
The best way to do this would be to use free marketing tools. Social media gives you the opportunity to do this, though paid marketing would be a lot more effective.
 
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