There are many ways to market your business. The hard part is knowing which to do first. This guide lists 15 ways, groups them by job, and tells you what to start with so you do not spread yourself thin.
The short answer: build the base first (a clear website, a Google Business Profile and reviews). Then add one way to get found, one way to stay in touch and one way to show up locally. Track leads from each. Drop what does not work.
Want a longer list of tactics for a local company? Our post on 27 ways to grow a local business goes deeper. This post helps you choose and order them.
In this post
- Start by knowing who you want to reach
- The 15 ways at a glance
- Foundation: get these right before you spend
- Get found: ways people discover you
- Stay in touch: keep people who already know you
- Show up: be seen where buyers spend time
- How to choose your first three
- Track what each way brings in
- A 90-day order that works
- Ways to market your business: common mistakes
- Next steps
Start by knowing who you want to reach
Marketing works better when you know who you are talking to. The U.S. Small Business Administration says that market research helps you find customers, and that competitive analysis helps you learn from businesses competing for the same customers.
You do not need a long report. Answer these five questions on one page:
- Who is my best customer? Think of your three favorite jobs.
- Where are they? Which towns, which kinds of buildings or homes.
- What do they ask before they hire? Price, timing, trust, process.
- Who else do they call? List three competitors.
- Why should they choose me? One honest sentence.
Keep that page. Every way below gets easier once you have it.
The 15 ways at a glance
| # | Way to market | Group | Best for |
|---|---|---|---|
| 1 | A clear website | Foundation | Every business |
| 2 | Google Business Profile | Foundation | Local and service-area businesses |
| 3 | Reviews | Foundation | Every business |
| 4 | Follow-up after the call | Foundation | Businesses that get inquiries |
| 5 | Local SEO and helpful content | Get found | Businesses with search demand |
| 6 | Google Ads | Get found | Businesses that want leads sooner and can track them |
| 7 | Directory and listing cleanup | Get found | Local businesses |
| 8 | Stay in touch | Businesses with repeat or long-cycle buyers | |
| 9 | Referrals | Stay in touch | Trades and services |
| 10 | Social media | Show up | Businesses with something to show |
| 11 | Video | Show up | Businesses that can film real work |
| 12 | Community events and sponsorships | Show up | Local businesses |
| 13 | Partnerships | Show up | Trades with natural partners |
| 14 | Direct mail and print | Show up | Local, neighborhood-based offers |
| 15 | Local press and public speaking | Show up | Businesses with news or expertise |
Foundation: get these right before you spend
1. A clear website
Your website is where every other way ends up. A visitor from an ad, a map listing or a referral will check it. It should say what you do, where you work and how to reach you, and it should load and work well on a phone.
Check yours against our small business web design guide and run the free website teardown to find leaks.
2. Google Business Profile
Your profile shows up on Google Search and Maps. Google’s help page says you can add or claim a business at no charge if it is eligible. Fill it out fully, add real photos and keep hours accurate. Use our Google Business Profile checklist.
3. Reviews
BrightLocal’s Local Consumer Review Survey 2026 (published February 11, 2026, with 1,002 U.S. adults) found that 97% of consumers read reviews for local businesses. It also found that 41% say they always read reviews before choosing a business, and that 74% look for reviews written in the last three months.
The takeaway: ask every happy customer, and keep asking. Fresh reviews matter. Our guide to getting more Google reviews without breaking the rules shows how.
4. Follow-up after the call
Marketing brings a call. Follow-up wins the job. Answer fast, return missed calls and send a quote on time. Even a short “thanks, we got your request” message helps. See our post on AI lead follow-up for what to send and when.
Get found: ways people discover you
5. Local SEO and helpful content
Local SEO helps you show up when people search for what you do near them. It starts with clear service pages, your town names where they belong and answers to real questions. Read our guides on local SEO for small business and content marketing.
6. Google Ads
Ads can bring leads sooner than SEO, if you have a site and tracking ready. Google’s page on how ads work says standard ads use a pay-per-click model, where you pay when someone clicks. It says there is no minimum ad spend and that you can set a daily or monthly cap. You can also target cities or a radius around your business.
Ads need a good page to send people to and a way to track calls and forms. Read our guide on PPC for local businesses first.
7. Directory and listing cleanup
Make sure your name, address and phone number match across directories, maps and social profiles. Fix old listings and remove duplicates. Our guide on local citations and NAP walks through it.
Stay in touch: keep people who already know you
8. Email
Email lets you follow up with leads and past customers. Start small. A short email every month with one useful tip is enough. Read our guide on email marketing for small business to set it up, then email tips to improve it.
9. Referrals
Happy customers are your best marketers. Ask for referrals after a job goes well, at the moment they say thank you. Make it easy: give them a card or a link to share. A small thank-you gift is fine, but check local rules and be honest.
Show up: be seen where buyers spend time
10. Social media
Pick one or two platforms where your customers are. Share real work, tips and reviews. See our guide on social media for small business for how to choose, and our Instagram guide if that is your platform.
11. Video
Short videos of real work build trust. Start with a one-question answer and a before-and-after. See seven videos to film first.
12. Community events and sponsorships
Local events put you in front of people who live nearby. Sponsor a youth team, set up at a fair or host a free workshop. Pick events that fit your customers. Always put a clear next step on your sign or table, like a short link or a QR code to a page that explains your service.
13. Partnerships
Find businesses that serve the same customers but do different work. A roofer can partner with a gutter company. A realtor can partner with a home inspector. Agree to refer people to each other. Keep it honest and say clearly when you have a relationship.
14. Direct mail and print
Mailers and door hangers can work for neighborhood offers. Make the offer clear, keep the message short and give each piece its own phone number or web page so you can see what it brought in.
15. Local press and public speaking
Local papers, radio and community groups often need experts. Offer a short talk or a helpful tip. Tell them what is new about your business, and keep the story true. A good talk can bring in calls and links to your site.
How to choose your first three
Use this table. Pick the row that best matches you.
| Your situation | Do first | Add next |
|---|---|---|
| New business, no site | 1 Website, 2 Profile, 3 Reviews | 5 Local SEO |
| Busy but few new leads | 2 Profile, 3 Reviews, 4 Follow-up | 6 Ads |
| Have a site, no calls | 1 Website fixes, 5 Local SEO, 6 Ads | 3 Reviews |
| Lots of one-time customers | 8 Email, 9 Referrals, 3 Reviews | 12 Community |
| Quiet season coming | 8 Email, 14 Direct mail | 10 Social |
| Strong product, low awareness | 11 Video, 10 Social | 15 Press |
Track what each way brings in
You cannot improve what you do not measure. Keep it simple.
- Ask every new customer how they found you. Write it down.
- Use a different phone number or web page for ads, mailers and big campaigns.
- Check Google Business Profile insights and your site analytics once a month.
- Track calls and forms, not only visits. Our post on what to track in Google Ads explains the idea.
Write down three numbers each month: new leads, jobs won and where they came from. After three months, you can see which ways deserve more time.
A 90-day order that works
Marketing in 90 days
- 1Days 1 to 15. Write your one-page customer summary. Fix your website’s main service pages and your Google Business Profile.
- 2Days 16 to 30. Start a review habit: ask after every job. Set up call and form tracking.
- 3Days 31 to 60. Add one way to get found (local SEO content or a small ad campaign). Send your first email to past customers.
- 4Days 61 to 90. Add one way to show up (social, video or a community event). Review the numbers. Keep what works, drop what does not.
Ways to market your business: common mistakes
- Trying all 15 at once.
- Spending on ads before the website is ready.
- Skipping tracking, so you cannot tell what worked.
- Copying a competitor without knowing their goals.
- Stopping after a month.
- Using stock photos and generic claims instead of real work.
- Ignoring reviews and follow-up.
- Making promises you cannot keep.
Frequently asked questions
What is the cheapest way to market a small business?
Claiming your Google Business Profile and asking for reviews cost little money. Google says you can add or claim a business at no charge. Your time is the main cost.
How much should I spend on marketing?
It depends on your margins, your goals and your market. Start with the foundation, then add spend where you can track results. We do not give one number, because a made-up percentage helps no one.
Which way gets leads fastest?
Follow-up and reviews improve results from the leads you already get. Ads can bring leads sooner than SEO, if your site and tracking are ready. Results are never certain.
How long does marketing take to work?
It varies by market, budget and competition. No one can promise a date. Track leads from the start.
Should I hire an agency?
If you do not have the time or the skills, a good partner can help. Ask how they will track leads and what they will show you each month.
Is it better to do a few things well?
Yes. Doing three ways well beats doing ten ways half-heartedly.
Next steps
Write your one-page customer summary this week. Then pick your first three ways from the table above and set one goal for each.
If you want a plan that fits your business, see our digital marketing services and website design services. We will look at your site and your market with you.
Want help with this in Carlisle or Central PA?
Webfactory Media is a Carlisle, PA agency. See our web design in Carlisle and digital marketing services pages, or call (888) 849-2397 and we will look at your site for free.
