The foundation: what's free
- Create a complete Google Business Profile. It is often the first thing customers see when they search. We have a separate guide on how to create it.
- Ask for reviews. Ask happy customers straight after the job. Ten honest reviews do more than the finest advertising.
- Have a simple website that answers three questions: What do you do, where are you based, and how do people get in touch? It must work well on mobile.
The message: why should anyone choose you?
- Find the one thing that makes you different. Faster delivery, a longer guarantee, local and personal, or simply that you answer the phone. Say it clearly, everywhere.
- Talk about the customer's problem, not about yourself. “We have 20 years' experience” is weaker than “Roof leaking? We'll be there within 24 hours.”
- Show real photos. You, your staff, your premises and the work you do. People buy from people.
Visibility: be where your customers are
- Choose one or two channels and do them properly. It is better to be good on Facebook than half-present on five platforms.
- Use ads aimed at your local area. With a small budget you can reach people in your town who are the right age and have the right interests. Read more about how to get more local customers.
Measure and improve
- Always ask “where did you hear about us?”. The simplest and most underrated marketing tool there is.
- Do more of what works, and stop the rest. Marketing isn't a one-off job, but a habit. A little every month beats a big effort once a year.
Don't have the time?
It's the most common problem for small businesses, and completely understandable. You started your business to do your job, not to learn ad tools. That is when getting help can pay off. We have written about when an agency pays off, and when you should do it yourself.
FAQ
What is the cheapest form of marketing?
A complete Google Business Profile and good reviews. Both are free, and they help you get found by people who are already looking for what you offer.
How much should a small business spend on marketing?
There is no fixed rule. Start with an amount you can afford to test over a few months, measure what it brings in, and increase what pays off.
Do I need to be on every social media platform?
No. Choose the channels where your customers actually are, and do them properly. For many local businesses, Facebook and Google are enough to start with.
How long does it take for marketing to work?
Ads can bring in enquiries within days. Things like reviews, SEO and a well-known name build up over months.
Founder of Campaign Shark in Elverum. Helps businesses and agencies get visible online, with our own technology and ads on Facebook, Instagram, Google and more channels.
