How To Market Your Small Business
Let’s be real—when you’re running a small business, every dollar counts. I started Encompass Marketing during the pandemic, when budgets were tight, and businesses were super cautious about spending. So I had to find ways to grow without burning through cash.
The good news? You don’t need a huge budget to get noticed. Here are some of the cheapest (but still powerful) ways to market your small business—many of which I used myself to get started.
1. Social Media (Free & Low-Cost to Boost)
Yes, organic reach isn’t what it used to be. But here’s the truth: if you’re not on social media at all, you’re leaving free money on the table. The key? Focus on just 2-3 platforms where your ideal customers actually hang out.
If your B2C you can’t go wrong with Facebook and Instagram as your basic social media starter pack. Then, depending on the age of your audience and what you are selling, you could branch out into TikTok if you have great video content, Pinterest for visually-driven products, or even YouTube to raise your public profile and effectively communicate your expertise with tutorials and behind-the-scenes content.
If you’re B2B, LinkedIn is your best friend—post industry insights, case studies, and connect with other businesses.
The key? post consistently with content your audience finds valuable. You don’t need fancy equipment, or schmick video production—just your phone and some creativity!
✅ What Works Well:
- Sharing behind-the-scenes content (people love authenticity).
- Jumping on trends and newsworthy topics related to your business (People love to add their two cents worth).
- Engaging in local business and community groups (free networking!).
🎉Fun Fact:
Social media posts now appear in Google search results since Google started indexing them more prominently in 2023! This means your Instagram Reels, Facebook posts, and LinkedIn updates can actually rank in Google searches—giving you free extra visibility beyond just social platforms.
This Matters Because:
- You can double your reach (Google + social media = more eyeballs)
- Great for local searches (e.g., “best coffee in [your town]” + your Instagram post could show up)
- No extra work—just keep posting valuable content as usual
Pro tips:
Use keywords naturally in your social captions (just like you would for SEO) to boost your chances of appearing in searches.
Be consistent, be authentic and be careful! You don’t want to go viral for the wrong reasons, and you don’t want to put off you target marketing with an opinion that is unpalatable to most of them.
2. Google Business Profile (Free & Essential)
This is a must if you serve local customers. A well-optimised Google Business Profile helps you market your small business and show up when people search for what you offer.
✅ To optimise your profile:
- Fill out every section (photos, hours, services).
- Ask happy clients to leave reviews and share them with your social media audience (statistically speaking, reviews are almost as good as a referral from a friend and therefore is a very powerful tool).
- Post updates (like promos, links to your latest blog/vlog or event) to stay visible and add keyword.
🎉Fun Fact:
Your Google Business Profile is basically a FREE website that Google LOVES to rank? In fact it gets 5X more views than the actual websites of small businesses!
This Is Because:
- Businesses with complete profiles get 7X more clicks than empty ones
- Adding just 3+ photos monthly can boost your visibility by 35%
- Those little “attributes” (like “women-led” or “wheelchair accessible”)? They make you stand out in 42% more searches!
Pro Tip:
Turn on “chat” in your GBP! – Most customers WANT to text you (but 90% of businesses never enable this feature).
Why this works:
- 85% of people prefer texting over calling for quick inquiries
- You’ll beat competitors who only list a phone number
- It’s FREE and takes 2 minutes to set up
3. Referrals (Your Customers Do the Marketing)
Happy customers = your best salespeople. A simple referral program can amplify your business marketing by getting others to market your small business for you.
✅ How you can make it work:
- Offer a small discount for referrals (even 10% works).
- Ask directly (people want to help if you’ve done great work).
- Make it easy (a quick link or email template).
Word-of-mouth is gold—especially when budgets are tight.
Pro Tip:
Systemise your ask (This also works well requesting reviews!) As a process queen, I will always recommend you define a process! 😊Here’s some ideas of what to include:
1. The “Two-Touch” Method
- First Touch: Ask immediately after delivering amazing service (when client love is highest)
- Second Touch: Include referral ask in your thank you/follow-up email with a simple link
2. Make It Easy and Give Them the Words!
Instead of: “Know anyone who needs our services?”
Try: “We help [specific type of clients] with [specific problem]. Who comes to mind in your network who’s currently dealing with this?”
3. The “Reverse Referral” Hack
Offer to refer clients first (to accountants, designers, etc.). Reciprocity kicks in naturally. ONLY offer this to people you genuinely want to attach your businesses reputation to, if you are unsure how good they are in their business, leave this one alone.
4. Track & Celebrate
Create a “Referral Hall of Fame” on your website/socials (with permission). People love public recognition!
🚨 Critical: Thank every referrer personally within 24 hours—even if it doesn’t lead to work. This builds referral culture.
4. Email Newsletters (Low-Cost & High ROI)
Email marketing is still one of the best ways to market your small business and keep customers coming back. Tools like Mailchimp (free up to 500 contacts) make it easy.
✅ Simplify Your Approach:
- Sent helpful tips (not just sales pitches).
- Kept it short and friendly (no novels).
- Added a personal touch (people buy from people).
Pro Tip:
Become the most helpful email in their inbox! Here’s how:
1. Use The “80/20 Rule”
- 80% genuine value (tips, trends, stories)
- 20% soft offers (P.S. Need help with this? We specialize in…)
2. Subject Line Matters
Ditch: “Our Monthly Newsletter” Try: “Your [Month] [Industry] Checklist” instead
3. Make It A “Skimmable Email” Hack
Use bold headers ,bite-sized paragraphs, bullet points, strategic emojis (max 3-5 per email)
4. The Golden Button Placement
Put your CTA twice – After first value bomb and at the end with “P.S.” reminder
5. Track & Tweak
Check open rates in first 24 hours. If <30%, tweak subject line, send time or preview text
🎉Fun Facts:
- Welcome emails get 4x more opens than regular newsletters
- Adding a P.S. line increases click-through rates by 28%
- Tuesday 10 AM is the golden hour for highest open rates (but your audience might be different—test it!)
🚨 Game-Changer: Add a 10-second video thumbnail of you saying “This month’s top tip…” (Boosts clicks 300%!)
5. Content Marketing (Blogging & SEO)
Writing blogs or guides helps you rank on Google—meaning customers find you instead of you chasing them.
✅ What helped me:
- Answering common questions (e.g., “How to choose a marketing agency”).
- Using free SEO tools (Google Keyword Planner).
- Repurposing content into social posts (more bang for your buck).
Pro Tip:
Create content that’s 10 times better than what’s ranking for your target keyword by:
- Going deeper (3,000+ word ultimate guides)
- Adding multi-media (charts, checklists, video summaries)
- Updating quarterly (Google loves fresh content)
🎉Fun Facts:
- The average #1 Google result contains 1,447 words
- Long-form content gets 77% more backlinks
- 55% of marketers say blog content is their top ROI channel
BONUS STAT: Companies with blogs earn 67% more monthly leads than those without!
6. Networking & Collaborations
How Small Businesses Can Thrive Together
Small businesses often compete against larger corporations with bigger budgets, but collaboration can level the playing field and can get you in front of new audiences—for free.
✅ How To Leverage Networking For Growth:
- Cross-promotions (e.g., “Refer a client, get a discount”).
- Joining local business groups (online & in-person).
- Guest blogging or podcasting (free exposure).
🎉Fun Fact:
Businesses that collaborate grow revenue 2x faster than those that don’t (Harvard Business Review). Even rival bakeries in medieval Europe formed guilds to share resources!
Pro Tip:
Every time you partner with another business, aim for 2 mutual benefits:
- Exposure (e.g., cross-promote to each other’s email lists)
- Revenue (e.g., split profits on a co-created product)
🚨 Critical: Always draft a 1-page agreement covering roles, costs, and timelines—even for casual collabs. It saves friendships and businesses!
Remember: The best collaborations make both sides look good. 🤝
7. Cold Calling (If You Do It Right)
I know, I know—cold calling sounds rough. But when done right (without being spammy), it can work.
✅ How I kept it effective:
- Researched prospects first (no blind calls).
- Kept it conversational (not a scripted sales pitch).
- Followed up politely (persistence pays).
Not free, but low-cost if you do it yourself.
Final Thoughts: You Don’t Need a Big Budget
Starting a business in tough times taught me one thing—creativity beats big spending.
P.S. (see what I did there!?) If you’re feeling stuck, try a mix of these tactics. And if you need help to market your small business Let’s chat! I’ve been there, and I’d love to help you grow—without breaking the bank.
