Smart Small Businesses Advertising: 8 Strategies for Growing on a Budget 

Key takeaways: 

• Not all small businesses have a dedicated marketing team. Sometimes, only a handful of employees are also in charge of advertising. 
• Luckily, small businesses can now use various strategies to grow their business without relying on expensive methods. 
• These methods can be free or low-cost, while still providing visible results that can compete with bigger brands. 

Did you know that only 21% of small businesses have a marketing team that consists of five or more employees? For most small business owners, this means you’re the marketing department too. Attracting new customers and building your brand often falls directly on your shoulders, and with a tight budget, it can feel like an uphill battle. 

Luckily, technology has greatly improved, and there are now better ways to compete even with bigger and more established enterprises. With constantly improving tools and new digital avenues, effective advertising is more accessible than ever, even for smaller teams on a tight budget. In this article, we’ll tackle practical, free, and low-cost small business advertising strategies that help you gain more local customers.  

What is small business advertising, and how does it work? 

Small business advertising is promoting your products or services to reach potential customers. Unlike larger corporations that have dedicated departments and huge budgets, small business advertising is often more direct, more personal, and more budget-conscious.  

Various marketing strategies can help local businesses increase their exposure and strategically connect with the right audience for long-term, sustainable growth. Below, you’ll discover budget-friendly advertising types ideal for small, local businesses. 

8 free and low-cost local advertising tips and strategies 

Contrary to common beliefs, advertising doesn’t have to be expensive. In fact, there are tons of free and low-cost online advertising ideas that help small businesses attract customers. Here are a few advertising ideas to reach a wider audience. 

1. Social media advertising 
2. Direct mail 
3. Newsletters 
4. Google Business Profile 
5. Website optimization for SEO 
6. Blogging and content creation 
7. PPC advertising 
8. Networking and local events

1. Social media advertising 

The majority of the world is now on social media platforms on their mobile devices. As of 2025, there are estimated to be 5.4 billion active social media users worldwide. With this fact in mind, many small businesses are now using social media marketing to promote their products and services to their target audience. A few benefits of using social media advertising for small businesses include: 

• It drives traffic. Social media posts are effective in directing users to your website, landing pages, or eCommerce stores. 
• It humanizes your business. Posting on social media allows you to share your brand’s personality, which makes your business more relatable. 
• It builds relationships. Social media enables direct customer interaction through comments and messages. 
• It increases brand awareness. As mentioned above, there are billions of active social media users. With social media advertising, your business reaches a wide audience and makes your brand familiar and more visible to both existing and potential customers.  
• It generates leads and customers. With the right social media campaign, this strategy helps small businesses capture information needed to drive direct sales using targeted promotions and call to actions (CTA). 

Before jumping into social media advertising, it’s best to consider which platform to choose for your goals. Although it’s tempting to create an account on all platforms, this can be tedious for a small business to manage altogether. So to maximize your efforts, it’s better to choose a platform or two to focus your time and resources on.  

Below are the top social media platforms, their content types, advertising features, and main demographics: 

Platform	Content type	Key advertising features	Main audience demographics
Facebook	Text-based updates Photos Videos Link Live broadcasts Stories Reels Feed posts (pictures, videos, image carousels), Polls	Image ads Video ads Poll ads Carousel ads Slideshow ads Collection ads Instant experience ads Lead ads Dynamic ads Stories ads Augmented reality ads	31.1% are 25-34 years old  56.8% male; 43.2% female
Instagram	Photos Videos Image carousels, Stories Reels Live videos Text-only posts (via notes/threads integration)	Image ads Video ads Story ads Carousel ads Explore ads Shopping ads Reels ads	60% of users are under 35 (18-24 age group is 31.7%)  50.6% male; 49.4% female
LinkedIn	Text-based updates Images Videos Links Documents Case studies Professional articles Newsletters	Sponsored content Sponsored messaging Dynamic ads Text ads	50.6% are 25-34 years old  56.4% male; 43.6% female
TikTok	Short-form videos (vertical format) Live broadcasts	In-feed ads Brand takeover ads Top view ads Branded hashtags Spark ads Branded effect ads	35.3% are 25-34 years old  55.7% male; 44.3% female
YouTube	Short-form videos (Shorts)  Long-form videos  Live broadcasts   Community posts  Skippable ads  Non-skippable ads   Bumper ads  YouTube Shorts ads	Video content marketing (tutorials, demos)  Educational content  Product demonstrations and reviews  SEO (as second-largest search engine)  Building trust and credibility  Both B2B and B2C strategies	21.7% are 25-34 years old  54% male; 46% female
X (formerly Twitter)	Short-text posts Images Videos Links Live audio (Spaces) Polls	Text ads Image ads Video ads Vertical video ads Carousel ads Conversation button Polls Pre-roll ads Branded hashtags Branded notifications Dynamic products	36.6% are 25-34 years old; 60% male

Now that you have an overview of these top platforms, the next step is to adjust your content and advertising strategy to suit your chosen platforms. Although different platforms have different methods, here are common social media advertising tips you should keep in mind: 

• Regardless of the platform, visually appealing content performs best. Invest in good photography, simple graphic design, and short-form video.
• Provide educational tips, entertaining snippets, behind-the-scenes glimpses, or relatable stories. Mix promotional content with content that simply adds value to your audience’s day. 
• Ensure your business name, contact information, website link, hours, and a clear description are filled out completely and consistently across all chosen platforms. 
• Acknowledge every comment, direct message, and mention. Go beyond generic replies; personalize your responses to build genuine connections. 
• Don’t just post. Engage with other accounts, industry influencers, and customers’ content. This increases your visibility and shows you’re an active participant. 
• If you plan to use social media ads, run small test campaigns to see what resonates. Identify your best-performing ads and audiences before scaling up. 
• Consistently check your engagement rates, reach, clicks, conversions, and ROI (Return on Investment). Use the native analytics tools provided by each platform. 

Although you can use social media for free advertising, you also have the option to get your preferred platform’s paid ad features. Most of these ads are affordable for small businesses. For example, the average Facebook advertising per click for businesses is between $1.01 to $3.00 per 1000 impressions. 

For more in-depth tips on social media marketing, check our blog on how to use social media for small businesses. 

2. Direct mail 

Despite everything being digital, there are still effective traditional advertising methods that small businesses can use to gain local clients. One of these is direct mail, which allows you to send print advertising directly to nearby customers.  

As of 2025, direct mail is making a comeback. A recent survey showed that 55% of people pay more attention to direct mail ads than their digital counterparts. 

This is attributed to the digital fatigue most people are experiencing. It is felt across all generations: from the Silent Generation to Gen Z. A majority of present generations agree that they’re overwhelmed by email and digital ads. 

Incorporating direct mail into your strategy addresses the need to capture and engage audiences with a tangible medium.  

Here’s how you can use direct mail to your advantage: 

• Make it personal and interactive. Just because it’s a physical mail, doesn’t mean it should be all text. You can make your direct mail a combination of traditional and digital (or tradigital) by incorporating QR codes after your CTA. These QR codes could redirect them to a landing page or survey. 
• Target the right recipients. Like its digital counterparts, direct mail also works best if it’s tailored to the right recipients. Analyze your existing purchase history and geographic information to ensure your mail reaches interested local clients. You don’t have to mass mail all your customers. 
• Use automation. Busy small business owners must wonder how they can fit sending mail into their day-to-day schedule. The best news is that there are now print-on-demand services and technology that can help print, track, and deliver mail. 
• Use creative designs. Your direct mail needs to stand out among bills and junk. Invest in eye-catching designs while also maintaining your business’ branding and logo. 
• Use your own customer data. If you already have a few loyal customers, gather and use their information responsibly.  
• Give the option for subscription. Customers value consent, and giving them the option to receive direct mail subscriptions will build their trust and make your messages more welcome. 

3. Newsletters  

If you still prefer the digital route, newsletters are the more modern equivalent of direct mailing. This method allows you to communicate regularly with your primary audience, deliver valuable content, and promote your offerings directly to their inbox. Newsletters are effective in nurturing leads, building and fostering customer loyalty, and driving repeat business at a low cost. 

As a matter of fact, the reported average ROI for marketing emails like Newsletters in the US is between 3,600% to 3,800%. 

As mentioned above, many consumers are now experiencing digital fatigue, so make sure your newsletters are not spammy to avoid deterring potential customers.  

Here are ways to send out effective, non-invasive newsletters to your local audience: 

• Build an email list. Hand out sign-up forms or place them inside your physical store. To encourage subscribers, offer incentives (e.g., an exclusive discount code, free guides, or early product access). 
• Place CTAs strategically. Make sure your CTAs are easily visible. Use contrasting colors, bold text, or buttons to make your CTA stand out. Tell recipients exactly what to do next, like “Shop Now” or “Read More.” 
• Offer tips and engaging stories. Go beyond promotions. Share helpful tips, industry insights, behind-the-scenes glimpses, or engaging narratives. Your audience will stay subscribed if they consistently receive valuable content. 
• Send personalized newsletters. Segment your audience based on their interests or purchase history. 
• Set a regular schedule. Decide on a consistent sending frequency (e.g., weekly, bi-weekly, monthly) and stick to it. 
• Make it readable and visually appealing. Use clean layouts, high-quality images, and a consistent brand aesthetic. Break up text with headings, bullet points, and short paragraphs for easy scanning on any device. 
• Craft compelling email subject lines and headers. Your subject line is what hooks your customers into reading your mail. Make it short, intriguing, and clearly indicate the email’s content or benefit. Use personalization or a well-placed emoji to stand out in a crowded inbox. 

4. Google Business Profile 

Local businesses will benefit greatly from Google Business Profile’s (GBP) focus on local searches. When people search for businesses “near me,” optimized local listings ensure your business appears prominently in Google Search and Maps. GBP is often the first interaction a local customer has with your business online. They serve as free online directories. 

Here’s an example of a restaurant that has a GBP: 

Notice how the search results page (SERPS) includes all the necessary information that potential customers search for: location, operating hours, reviews, directions, contact details, online menu, and delivery options.  

The best thing about GBP: it’s free and easy to sign up. Here’s how you can set up your account: 

1. Go to Google Business Manager and fill out the Business name and Business category fields. Click Next 
2. You will be asked if you want to add a location to show on Google Maps. You can choose Yes or No. 
   • If you clicked Yes, you will be asked to indicate your store’s address. 
   • If you clicked No, they will ask you where you serve your customers. This is optional, you can click Next to skip. Then you will indicate what region your business is based in. 
3. Complete your profile by providing business information (e.g. phone, email, and website) 
4. To verify your store’s location, you need to provide your address.  
5. After verification, enter your business’s operating hours, description, and messaging preferences. You can also upload photos. 
6. And you’re done!

Remember to: 

• Take time to respond to reviews to foster customer loyalty and clear up miscommunications. 
• Post consistently to keep your customers engaged. 
• Use high-quality pictures to create positive impressions. 
• Keep your GBP postings short and sweet, and include a CTA. 

5. Website optimization for SEO 

If you want your local business to stand out and attract more customers to your website, you will need to incorporate search engine optimization (SEO). SEO is the process of improving your website to increase its visibility when people search for products or services related to your business on Google and other search engines. 

Here’s how you optimize your website for SEO: 

Use targeted keywords 

Use long-tail keywords instead of generic, highly competitive keywords (“coffee shop”). Long-tail keywords are longer, more specific phrases that reflect user intent, such as “best organic coffee shop in Hayward, California.” Long-tail keywords often have lower competition and attract users closer to making a purchase. 

To understand how your customers actually search, use tools like Google Keyword Planner and even Google’s “People Also Ask” section to discover common questions and phrases related to your business. 

Build a dedicated landing page 

Landing pages are dedicated standalone web pages made specifically for a marketing or advertising campaign with a purpose to convert visitors into leads or customers. 

You don’t need to be a coding expert to build a functional, SEO-friendly website. Website builders make it possible to create your own professional site. But you can also seek professional services if you don’t have the time or have enough budget for it. 

Creating an effective landing page involves planning its content carefully.  Here’s how to build an effective landing page: 

• Don’t cram all your services onto one page. Build a distinct landing page for each specific service, product, or offer. This allows you to tailor content and keywords precisely.
• Set a clear value proposition. Each landing page should clearly state the unique benefit of your product or service immediately. Answer “What’s in it for me?” for the visitor. 
• Place strong CTAs. Guide visitors directly to the next step. Use clear, prominent CTAs like “Get a Free Quote,” “Download Now,” or “Order Now.” 
• Write concise and persuasive copy. Keep text focused on benefits, not just features. Use bullet points and subheadings to make the page easy to scan. 
• Use keyword-rich titles and headings. Use your primary keyword in your page title and H1 heading. Use related keywords in H2 and H3 subheadings throughout the content. 
• Place internal linking. Link to other relevant pages within your own website. This helps search engines understand your site’s structure. 
• Use responsive design. Your website should automatically adjust its layout and elements to fit any screen size, from desktops to smartphones. Most modern website builders offer responsive templates. 
• Choose a reliable web host. A fast, well-configured server is foundational to good page speed.  

6. Blogging and content creation 

Aside from creating an SEO-optimized landing page is just one of the few ways to gain website traffic. You can also use SEO to improve your blogging and content creation. 

Content marketing, especially through a blog, positions your business as an expert and helps improve your search engine rankings. A well-maintained blog serves as a valuable resource for your audience and a powerful tool for attracting organic traffic. 

When writing blogs, remember to: 

Identify the common questions, problems, or challenges your target customers face  

Your blog posts should offer solutions, practical advice, or in-depth explanations that address these specific needs. For example, a plumbing business might blog about “5 Common Causes of Leaky Faucets.” 

Write about subjects that won’t become outdated quickly  

While timely news can be useful, prioritize content that remains relevant for months or even years. How-to guides, definitive lists, ultimate guides, and foundational explanations are good examples of evergreen content. 

For example, a pet grooming service can post a blog called “How to Choose the Best Pet Groomer in Phoenix, AZ.” 

Incorporate relevant keywords naturally 

As with website optimization, use keywords that your target audience searches for. Weave them naturally into your blog’s title, headings, and body, avoiding keyword stuffing. 

Include visuals if you can 

Break up text with relevant images, infographics, charts, or videos. Visuals make content more engaging and help explain complex topics. 

Add links and CTAs 

Don’t forget to include internal links (e.g., relevant service/product pages or blog posts) on your own website. Also, link to external web pages with high authority. Don’t forget to encourage readers to take the next step by asking them to subscribing to your newsletter, leaving a comment, checking out a related product, or contacting you for a service. 

Repurpose blog content 

The best thing about blogs is that you can repurpose them into other formats. For one, you can break them down into smaller, digestible pieces for social media. Examples include: 

• Extract key statistics or quotes for image posts. 
• Create short video snippets explaining a concept. 
• Design infographics summarizing the main points. 
• Use compelling questions from the blog to spark discussions. 

Set a content publishing schedule 

A regular schedule, whether for blog posts, social media updates, or newsletters, builds anticipation and helps search engines recognize your site as an active, valuable resource. This consistency strengthens your brand’s authority and ensures your marketing efforts are sustainable and effective over time.  

Do keep in mind that your blog posting frequency depends on your goals, marketing goals, resources, and audience. There’s no solid one-size-fits-all answer. This is why it’s important to test different frequencies (e.g., 2x a week for over six months or 4x a week for over three months) to see which works best for your circumstances and target results.  

Also, monitor your posting schedule’s results to determine which works and what doesn’t. To help with your content publishing, make sure to: 

• Use analytics to pinpoint optimal posting times and frequencies. 
• Commit to a sustainable schedule rather than overextending. 
• Develop a content calendar and map out topics, types, and dates for upcoming content. 
• Automate post distribution using social media or CMS schedulers. 

7. PPC advertising 

Ad campaigns might be intimidating for local businesses because they involve spending money, and it’s risky to allot funds to something you’re uncertain about its effectiveness. 

The good news: pay-per-click advertising is a great strategy. Unlike print advertising, you only pay when someone actually clicks on your ad, which makes it an incredibly efficient use of a limited budget. 

If you’re wondering where to post ads as a small business, here are examples of PPC providers and PPC service assistance: 

• Google Ads 
• Network Solutions 
• LinkedIn Ads 

You can refer to our small business PPC guide for more in-depth information. 

8. Networking and local events 

Along with direct mail, offline marketing also involves networking and engaging with your local community through events. Many people are also seeking face-to-face and real-life connections beyond screens. 

Offline marketing helps you: 

• Generate word of mouth by providing positive local interactions. 
• Build trust and credibility by personally demonstrating your offerings. 
• Get direct engagement with customers so you can showcase your products and services. 

One effective way local businesses can leverage outdoor advertising is networking, which involves joining local business associations and collaborate with complementary businesses. 

Become a member of your local Chamber of Commerce, Rotary Club, or specific business networking groups. Attend their meetings regularly. This way, you get to exchange tips and potentially collaborate with other local businesses. 

For example, if you own a pet clinic, you can collaborate with a local pet groomer. Some of the cross-promotions can include: 

• Bundle offers. For example, “Buy vitamins from us, get a 10% discount on pet grooming from them.” 
• Referral programs. This helps send clients to each other. 
• Joint local events. Co-host workshop, sales, or fun industry-specific events (e.g., fun pet day). 
• Shared marketing materials. Display each other’s flyers or business cards. 

6 advertising tips for small business owners 

The strategies above are just the beginning. To maximize these small business marketing and advertising, you will also need to make smart choices and consistent effort. Here are a few tips to keep in mind: 

1. Identify your target market 
2. Advertise where your audience is 
3. Track your progress 
4. Identify your busiest seasons 
5. Use free marketing tools and resources 
6. Be consistent 

1. Identify your target market 

Before you spend any time or money on advertising, you need to know exactly who you’re trying to reach. Develop detailed profiles of your ideal customers. Include demographics that include their: 

• Age
• Gender 
• Location 
• Interest 
• Values 
• Lifestyle 
• Pain points 

2. Advertise where your audience is 

Once you know your target market, figure out where they spend their time, both online and offline. For example, if your audience is young, TikTok might be more effective than LinkedIn. If they’re local professionals, LinkedIn and Google Business Profile are the best choices. 

3. Track your progress 

Track the progress of your strategies and advertising efforts to check their effectiveness. You should use analytics tools to gain insights into web traffic, customer behavior, and conversion paths. Tools like Google Analytics and your chosen social media platform’s insights feature can help. 

Also, set key performance indicators (KPIs). Examples include:  

• Website traffic. Total visits, unique visitors. 
• Lead generation. Number of form submissions, phone calls, or direct messages. 
• Conversions. Actual sales, bookings, or sign-ups. 
• Engagement rate. These metrics include social media likes, shares, and comments. 
• Brand awareness. Impressions, reach, brand mentions. 

For monitoring ads, make sure to determine your ROI using: 

• Cost-per-click (CPC). This is the cost you pay for each click on your ad. Low CPC is generally better, which signals efficient ad spend. 
• Click-through rate (CTR). The percentage of people who saw your ad and clicked on it. A higher CTR means your ad copy and targeting are compelling. 
• Conversion rate. The amount of customers who completed a desired action (e.g., purchase, sign-up) after clicking your ad or visiting your site. 

Make sure to set a specific schedule to review your KPIs and metrics.  

4. Identify your busiest seasons 

Understanding your business’s peak and slow periods helps you allocate your advertising budget more effectively. 

Look at past sales trends to pinpoint seasonal highs and lows. Do you see spikes during holidays, school breaks, or specific local events in your area? 

Increase your advertising budget and activity leading up to and during your busiest seasons to capture maximum demand. During slower periods, focus on lower-cost brand building or content creation. 

5. Use free marketing tools and resources 

Many powerful tools can boost your advertising efforts for free or low cost. Some examples of marketing tools and free resources you can use include: 

This includes helpful tools for improving your website’s visibility. Examples include: 

• Google Search Console 
• Google Trends 
• Google PageSpeed Insights 

Content creation and design tools 

Need help with creating images and refining your blogs? Here are the tools you can use: 

• Grammarly (free plan) 
• Canva 
• Unsplash/Pixabay/Pexels 
• Capcut (free plan) 

Social media management 

• Buffer (free plan) 

Here are various schedulers and social media tools you can use: 

• Hootsuite 
• Meta Business Suite 

Email marketing 

Send out emails using: 

• Mailchimp (free plan) 
• MailerLite (free plan) 

Project management 

Organize your marketing plans using: 

• Trello 
• Notion 

6. Be consistent 

Consistency is arguably the most underrated yet powerful aspect of effective advertising for small businesses. To stay consistent, you should: 

• Maintain a regular publishing schedule. 
• Keep your branding uniform (voice, visuals, key messages) across various channels. 

Remember that continual, sustained effort, even with a small budget, yields far better long-term results than sporadic, large campaigns. Keep learning, keep testing, and keep engaging. 

What are the most common advertising mistakes small businesses make? 

Even with a limited budget, you can avoid common pitfalls that waste time and money. Here are a few mistakes to avoid: 

• Poor targeting. Don’t try to reach everyone. Focus on the audience most likely to buy from you. 
• Lack of testing. Lack of testing. Don’t assume your first advertising attempts will be perfect. Continuously test different ad messages, images, and landing pages. 
• Not tracking performance. If you don’t measure, you don’t know what’s working. Consistently tracking your advertising progress allows you to make smart decisions and strategies. 
• Not adjusting your strategy. Be flexible. The market changes, and your audience’s needs evolve. Regularly review your approach and refine it based on results to ensure continuous improvement without increasing your budget. 

Make your small business known to the local consumers 

Want to make your small business a household name in your community? You don’t need an enormous budget. The best local advertising for small businesses requires strategic effort, consistency, and a deep understanding of your local community. By focusing on targeted, low-cost advertising strategies, you can build brand awareness, attract new customers, and foster long-term growth. 

Network Solutions offers all the best advertising solutions for small businesses in one convenient place. From our SEO services to PPC advertising, we make it easy to reach local audiences quickly. Contact us today! 

Frequently asked questions