The four channels every small business should master first
Before spending on ads, get these four foundational channels working — they are free or low-cost and compound over time.
- Local search — a complete, active Google Business Profile with reviews
- Content — a website and social presence that answers real customer questions
- Email — a simple list you own and can message anytime, unlike social platforms
- Referrals — a structured way to ask happy customers to send you more
How to get customers for a new business — first 90 days
This is the order we recommend for a brand-new business with little to no marketing in place.
Weeks 1-2: Foundation
Claim and fully complete your Google Business Profile. Get your first 5-10 reviews from early customers. Set up a simple website with a clear call to action.
Weeks 3-6: Content habit
Post 2-3 times per week on the one social platform your customers actually use. Answer the questions customers ask you most often in short posts or a blog.
Weeks 7-10: Email & referrals
Start collecting emails from every customer interaction. Send one useful email every 2-4 weeks. Ask every satisfied customer directly for a referral.
Weeks 11-13: Review & adjust
Check which channel actually produced leads or sales. Double down on what worked; drop what didn't.
Want optional setup services?
Done-for-you technical setup is available as a separate service.
Low budget marketing ideas that actually work
These require more time than money — ideal for a bootstrapped first year.
- Partner with 2-3 complementary local businesses for cross-referrals
- Ask every happy customer for a Google review at the moment of delivery
- Repurpose one piece of content into five formats (post, story, email, blog, flyer)
- Host or sponsor a small local event to build word-of-mouth
- Answer questions in local Facebook groups or forums without hard-selling
A simple small business marketing plan template
Fill in these four sections once a quarter — it takes under an hour and keeps marketing from becoming random.
- Goal: one measurable outcome for the quarter (e.g., 20 new leads/month)
- Audience: who exactly you're trying to reach and where they spend time
- Channels: the 2-3 channels you'll actually focus on this quarter
- Budget & time: what you'll spend in dollars and hours per week
Want optional setup services?
Done-for-you technical setup is available as a separate service.
When to start paying for marketing
Paid ads make sense once your free channels are producing consistent results and you understand your numbers — what a customer is worth and what you can afford to spend to acquire one. Starting with paid ads before that point usually wastes money.
- Know your average customer value before spending on ads
- Start with a small test budget ($5-20/day) on one platform
- Track cost per lead, not just impressions or clicks
- Scale only the ads that are profitable, and cut the rest quickly
Common small business marketing mistakes
These mistakes drain time and budget without producing customers.
- Trying to be active on every social platform instead of one or two
- No system for asking for reviews or referrals
- Posting content with no clear call to action
- Running paid ads before the website or offer is ready to convert traffic
- Giving up on a channel after only a week or two