How to advertise a small business, step by step

Advertising is easier when you do things in order. Follow these steps and you avoid the most common waste.

1. Be clear who you want

Describe your best customer: where they live, what they need and what they search for or talk about. You cannot reach everyone, so pick the group that is most likely to buy.

2. Decide what you are offering

Make one clear offer: what you do, for whom, and the next step, such as call for a quote or book online. A clear offer beats a clever slogan.

3. Fix the basics first

Make sure your phone number, website and Google Business Profile are accurate and easy to use on a phone. Advertising that sends people to a confusing page wastes money.

4. Start with free and cheap channels

Reviews, a complete Google Business Profile, accurate directory listings and asking past customers for referrals cost little and work for most local businesses. Browse the tactics library filtered to free and low cost.

5. Add paid advertising where people are already looking

If customers search for what you sell, search ads reach them at the moment of need. Start with one channel and a budget you can afford to test.

6. Track results

Count calls, form submissions and customers by source. Ask every new customer how they found you, and record it.

7. Keep what works

After a couple of months, move money from what is not producing to what is. Add one new channel at a time.