Michael Turner 
To market a small business, start by knowing exactly who your customer is, then make it easy for them to find you: claim your free Google Business Profile, build a simple website, collect reviews, use one or two social platforms well, build an email list and ask for referrals. Track what brings in customers, and spend more time and money on what works.
- A free Google Business Profile is the easiest win for local businesses.
- Reviews and referrals build trust faster than ads.
- Pick one or two marketing channels and do them well.
- Measure results so you know where customers come from.
1. Define your ideal customer
Marketing works best when it speaks to a specific person. Write down who buys from you: their age, location, problem, budget and where they spend time online. “Busy parents in Austin who need weekend tutoring” is much easier to market to than “everyone”.
2. Claim your Google Business Profile
A Google Business Profile is free and puts your business on Google Search and Maps. Fill in:
- your category, hours, phone number and website
- clear photos of your work, products or premises
- a short, keyword-rich description of what you do
- regular posts about offers and news
Online-only businesses may not qualify, but service-area businesses, such as plumbers or tutors, usually do.
3. Build a simple, fast website
Your website should answer three questions in seconds: What do you do? Who is it for? How do I contact or buy? Include clear prices or a quote form, reviews, and your location or service area. A fast, mobile-friendly site matters more than fancy design.
4. Collect and show reviews
Ask every happy customer for a review on Google or your main platform. Make it easy by sending a direct link. Reply politely to all reviews, including negative ones. New customers read these replies.
5. Use social media, but pick your platforms
| Platform | Best for |
|---|---|
| Visual products, food, beauty, fitness | |
| Local communities, events, older audiences | |
| B2B services, consulting | |
| TikTok and YouTube | How-to content, personality-led brands |
| Home, food, crafts, weddings |
Posting consistently on one platform beats posting randomly on five.
6. Start an email list
Social media reach can change overnight, but your email list is yours. Offer a simple reason to sign up, such as a discount, a checklist or early access. Send helpful emails regularly, not just sales messages.
7. Create helpful content
Blog posts, short videos and guides that answer your customers’ questions bring in visitors from Google for months or years. A bakery might write “how to store a cake”, and an accountant might explain how to track business expenses.
8. Ask for referrals and build partnerships
- Offer a small reward to customers who refer a friend.
- Partner with businesses that serve the same customers, such as a wedding photographer and a florist.
- Join local groups, chambers of commerce and online communities.
9. Try small, targeted ads
Once you know who your customers are, small Google or social media ad campaigns can speed things up. Start with a small daily budget, target a narrow audience and test one offer at a time.
10. Track what works
Ask every new customer, “How did you hear about us?” Use free tools like Google Analytics and your Google Business Profile insights. Put more effort into the channels that bring paying customers.
Free marketing ideas you can start today
- Update your Google Business Profile with five new photos.
- Text five past customers and ask for a review.
- Write one helpful post answering a common customer question.
- Add a clear call to action to your website and social bios.
Just getting started? Read how to start a small business at home.
Frequently asked questions
How much should a small business spend on marketing?
It varies by industry and growth goals. Many small businesses set aside a small percentage of revenue and increase it once they see what works. Start with free channels first.
What is the cheapest way to market a small business?
A Google Business Profile, customer reviews, referrals and helpful social content cost little or nothing.
How long does marketing take to work?
Ads and referrals can bring customers within days. SEO and content usually take a few months to build momentum.
Do I need a website if I have social media?
Yes, ideally. A website builds trust, appears in Google search and is fully under your control.
