How to market a new business online with no budget
By Ash, Founder, HosteazePublished 2 min read
The short answer
Start with the free channels closest to buying decisions, namely a Google Business Profile, reviews from your first customers and listings on Apple Maps and Bing. Then tell everyone you already know, join local and industry groups, and pick one social or content channel you can keep up weekly. Spend time instead of money, and measure what brings enquiries.
No budget usually means plenty of effort and very little patience for things that don't work. So the order matters. Start with the free channels nearest to the moment someone decides to buy, then work outwards. Here's the plan we'd give a friend opening a new business this month.
What should I do in the first week?
These cost nothing and put you in front of people already looking.
- Create and verify your Google Business Profile. Our guide to setting up a Google Business Profile has every step.
- Claim your listings on Apple Business Connect and Bing Places, using the same name, address and phone number.
- Set up a simple website with your services, a price guide, the area you cover and contact details. A domain name and basic hosting are the one small cost worth paying for.
- Add a business email address on your own domain. It looks more trustworthy than a Gmail address on a van or invoice, and if you host with Hosteaze, email and SSL are included at no extra cost.
How do I get my first customers?
Your existing network is the most underrated free channel there is.
- Message friends, family and former colleagues individually. Tell them what you do and who your ideal customer is, and ask them to pass it on.
- Ask every early customer for a Google review, using the free review link from your profile. See how to get more Google reviews.
- Join two or three local or industry groups, online and in person, and be helpful there before you promote anything.
- Introduce yourself to businesses that serve the same customers. A wedding photographer and a florist can send each other plenty of work.
Which free channels are worth my time?
Pick one or two and do them properly.
| Channel | Time each week | When it pays off | Best for |
|---|---|---|---|
| Google Business Profile updates and reviews | 30 minutes | Weeks | Any local business |
| One social platform | 2 to 3 hours | Months | Visual or consumer businesses |
| 1 to 2 hours | Months | Business-to-business services | |
| Helpful website guides | 2 to 4 hours | Several months | Anyone people search for |
| Email newsletter | 1 to 2 hours a month | Months, mostly repeat custom | Businesses with returning customers |
If you sell to other businesses, read how to use LinkedIn for small business marketing. If your customers come back, start an email newsletter once you have a few dozen opted-in contacts, and follow the UK rules on consent.
How can I get press and links for free?
Local papers, radio and community sites want local stories. A new opening, a charity tie-in, an unusual service or a useful seasonal tip can all get coverage. Write a short, factual email to the right person with a good photo attached. Coverage online often comes with a link, which also helps your search rankings. How to get backlinks for a new website has more ideas.
How do I know what's working?
Ask every new customer how they found you, and write it down. A simple spreadsheet with date, source and value is enough. After 90 days, stop doing the thing that brought nothing and double down on the thing that brought work. It sounds obvious. Very few people actually do it.
Frequently asked questions
Do I need a website if I'm marketing for free?
It helps a lot. A simple site gives search engines and customers somewhere to check you're real, and it's the one channel you control. Social pages can be changed or closed by the platform at any time.
Which social media platform should I use?
The one your customers already use. Local consumer businesses often do well on Facebook and Instagram, and business-to-business services on LinkedIn. One platform done consistently beats four done badly.
How long before free marketing works?
Your Business Profile and personal network can bring enquiries within weeks. Search rankings and a following take months. Plan for a slow first quarter and keep notes on where every enquiry came from.
