If you are a small or local business, it can be a challenge to get the right reach/promote your business if there are constraints on time, budget etc. But, the good news is, that there are still effective tactics to market your business without dipping too deep into your budget.

1. Create a Google My Business account

First and foremost, all local businesses should create a Google My Business (GMB) profile. It’s free and ensures people will find your business when looking for similar products/services to yours and can increase your brand reputation. 

Having a GMB will list your business under 3 panels:

– Maps Pack – if someone searches a keyword/phrase such as; “craft beers Edinburgh” and it matches a review on your business about the wider selection of craft beers you service in the area of Edinburgh, your business is more likely to appear.

-Local maps – your business appears in a list within a certain area. For example, if you own a go-kart centre in Salford, your business could show if someone was to search for “go-kart centres in Salford”

– Knowledge – appears when a company is directly searched or a keyword that they company offers/delivers is searched. For example, “pool tables Loughbrough”, your business may appear if you own a pub and it has pool tables. 

In short, a GMB will allow:

• Your business to Show up on google maps
• Your business to show up on the local section of Google Search
• You to update your business details updated such as; opening hours and contact information
• People to leave reviews for your business, including photos

Verifying ownership of your GMB allows you to optimise these features and maximise your chances of your business being found. 

One of the best things about the Google profile is the local SEO advantages it gives you, which greatly increases your online exposure, which means it’s easier for people to find your business.

BrightLocal conducted a study and found 64% of consumer have used GMB to find contact details for a local business. 

2. Create a social media account

Social media is a free and powerful tool when used right. Make sure you create business profiles on most (if not, all) major platforms, such as Facebook, Instagram and Twitter. 

The main form of communication nowadays is online. It’s now the mainstream way of promoting your business and finding potential customers. It’s also the way to create a community and engage with like minded people.

To learn the best ways to engage on social media, check out this article:

Moreover, the more platforms you are active on, the easier it is to be contacted by your potential customers. There’s nothing worse than wanting to get in contact with a company and you have to search the depths of the earth to find an email, or worse… a PO Box. 

However, it is also important to note that different social medias appeal to different audiences. Instagram is perfect for visuals, however, Facebook is more used by a larger demographic range of ages and may be a more straightforward approach.

3. Utilise LinkedIn

LinkedIn is a growing platform and is very beneficial to businesses, especially growing ones.

Use it to make connections, contribute to posts and share your own content.  Once you have connections, it’s easier to offer your services through “warm leads” which is a friendlier and more genuine approach than cold calling.

It is also a great platform to build business creditability. LinkedIn has made it easy for people to find the right businesses on this platform and one of the great features if recommendations. Recommendations hold far more worth these days than general advertising. If people recommended your business, it leads to more trust which can be very powerful in a competitive market.