The best ways to promote your business right now include optimising your Google Business Profile, using email marketing to reach your existing list, and asking happy clients for referrals. These three methods offer strong ROI because they are low-cost, practical, and often easier to execute than paid campaigns. If you only have time or money for three things, start there.
Beyond those three, the right promotion mix depends on whether you’re a local business, an online business, or somewhere in between. What follows is a practical, no-filler breakdown – covering free tactics that actually work, paid channels that justify the spend, and the week-by-week plan to put it all in motion.
Free vs Paid Promotion: At a Glance
| Free Tactics | Paid Tactics |
| Google Business Profile optimisation | Google Ads (Search / Local Services Ads) |
| Email marketing to your list | Facebook & Instagram paid ads |
| Asking for referrals / reviews | LinkedIn sponsored content |
| Organic social media content | Influencer or creator partnerships |
| SEO blog content on your website | Paid PR / press distribution |
| Networking events and industry groups | Sponsoring local events or podcasts |
| YouTube or podcast content | Retargeting ads to past website visitors |
| Partnership and cross-promotion deals | Pay-per-lead platforms (Thumbtack, Bark, Angi) |
Online Promotion Tactics That Work Right Now
1. Google Business Profile (Free – Do This Today)
If you have a local or service-area business and you haven’t claimed and optimised your GBP listing, you’re invisible in local search. Add your hours, photos, services, and a compelling business description. Then ask every happy customer to leave a review. One hour of setup can generate leads for years.
2. Email Marketing (Free to Start)
Email has a median ROI of $36 for every $1 spent – higher than social media, paid ads, or SEO. Start collecting emails from day one (even just a simple opt-in form on your site). Send a monthly newsletter with genuinely useful content and occasional offers. Mailchimp and Brevo offer free plans up to 500-1,000 subscribers.
3. SEO Content on Your Website
Write blog posts that answer the real questions your customers Google before hiring you. One well-optimised article can bring in 50-500 visitors per month – for free, forever. Use Google’s ‘People also ask’ section to find the exact questions to answer. Tools like Ubersuggest (free) or Ahrefs help you find low-competition keywords.
4. Social Media (Organic)
Pick one platform where your customers actually spend time and commit to it. Trying to post on five platforms rarely works – it spreads your effort too thin. LinkedIn for B2B, Instagram for visual products and services, TikTok for reaching a younger or broader audience. Consistency beats virality every time.
Offline Promotion Tactics That Still Work
- Referral programme – Offer existing clients a reward ($50-$200 or a service discount) for every new client they send you. Formalise it, track it, and remind people it exists.
- Local business networking (BNI, Chamber of Commerce) – One warm referral from a trusted contact converts 3-5x better than a cold lead from ads. Show up consistently, not just when you need clients.
- Strategic partnerships – Find a business that serves your same customer but doesn’t compete with you. A wedding photographer partners with a florist. A bookkeeper partners with a business coach. Refer to each other.
- Local press and community media – Editors at local newspapers, community blogs, and neighbourhood newsletters are always looking for stories. Pitch something genuinely interesting about your business.
Promotion Channels: Effort vs Impact Matrix
| Channel | Effort Required | Potential Impact |
| Google Business Profile | Low (one-time setup) | High (local search dominance) |
| Client referral programme | Low (set up once) | High (highest close rate) |
| Email marketing | Medium (monthly effort) | High (consistent revenue) |
| SEO / Blog content | High (ongoing writing) | Very High (compounding traffic) |
| Social media (organic) | Medium (regular posting) | Medium (brand awareness) |
| Google Ads | Low setup / High spend | High (immediate leads, costly) |
| Facebook/Instagram Ads | Medium | Medium (depends on audience fit) |
| Networking events | Medium (time-intensive) | High (warm leads, trust-based) |
| YouTube / Podcast | Very High | Very High (long-term authority) |
Your 30-Day Quick-Start Promotion Plan
| Week | Focus |
| Week 1 | Claim and fully optimise your Google Business Profile. Email every past customer asking for a Google review. Set up a basic email list opt-in on your website. |
| Week 2 | Write one blog post answering the #1 question your customers ask before hiring you. Post it and share it on social media and email. |
| Week 3 | Reach out to 5 past clients and ask if they know anyone who might need your service. Offer a referral reward. Reconnect, don’t just sell. |
| Week 4 | Identify one complementary business to approach about a referral partnership. Set up a social media posting schedule for the next month so you stop winging it. |
One thing to do today: text or email three happy clients and ask for a review or referral. It takes 5 minutes and has a higher return than most paid campaigns. Most people just never ask.
