When Fabrice Penot pitched Le Labo--a fragrance company built on perfumes and no hype--investors laughed. Now with stores around the globe and millions in annual sales, Penot is the one who's smiling.

To elevate their digital profiles and carve out entrepreneurial niches, more businesses are turning to social media and other free digital marketing alternatives.

It's a buyer's market for commercial space, and landlords are offering huge concessions to new tenants--but you won't get a nickel unless you know what to ask for.