Let’s be honest: most small business owners don’t have a six-figure marketing budget or a team of experts running campaigns behind the scenes. More often, it’s just you—maybe with a little help—juggling operations, customer service, and marketing on the fly.
I’ve worked with enough small businesses to know that the key isn’t to spend more, it’s to focus smarter. If you can prioritize a few high-impact, low-cost activities, you can build a powerful marketing foundation without draining your bank account.
Here are three essential (and affordable) marketing moves every small business owner should make:
1. Take Control of Your Google Business Profile
If you want to be found, especially by locals, your Google Business Profile is non-negotiable. It’s the digital front door to your business.
Here’s what you should be doing—regularly:
- Ensure your information is accurate: Your hours, services, website, and contact info should always be up-to-date.
- Manage your reviews: Respond to every review—good or bad. It shows that you care and builds trust with potential customers.
- Post updates and photos: Think of it like a mini social feed. Share new products, promotions, or behind-the-scenes photos. Fresh content helps you stay relevant in local search results.
2. Build a Website That Does One Thing Really Well
You don’t need a massive, complex website. But you do need one that clearly communicates who you are, what you do, and where you serve.
Focus your website on:
- Your service area: Let people (and Google) know exactly where you work. Use phrases like “serving [city/region]” throughout your site.
- 10 or fewer keywords: Don’t try to rank for everything. Pick your top services and focus your content around those search terms.
- Fast loading, mobile-friendly design: If your site takes too long to load or looks terrible on a phone, you’re losing potential customers.
This isn’t about flashy design—it’s about clear, trustworthy information. Think of it as your best salesperson, available 24/7.
3. Be Social… Strategically
Yes, social media can be a time-suck. But when used intentionally, it’s a powerful (and free) tool for building local visibility and trust.
Here’s what works:
- Be active on multiple platforms: At minimum, Facebook and Instagram. Bonus points for LinkedIn if you’re B2B, and TikTok if you’re in a visual industry.
- Follow and engage with local accounts: Comment on posts from nearby businesses, chambers of commerce, or community groups. It increases your visibility and builds goodwill.
- Post consistently: You don’t need to post every day. A few thoughtful updates each week—highlighting customer stories, promotions, or even local events—goes a long way.
You don’t have to go viral to win. You just have to stay visible and show you’re active in the community.
Final Thought: Start Small, Stay Consistent
Marketing doesn’t have to be overwhelming or expensive. The magic is in consistent, focused action. If you manage your Google Business Profile, build a strong local website, and stay visible on social media, you’re already doing more than most.
Want more ideas tailored to your type of business? Drop a comment or message me—I’d love to hear what’s working for you and where you’re getting stuck.