More customers with less advertising: marketing that works for small businesses
July 2025 - As a small business, you don't have to compete with the advertising budgets of large players. Smart SMEs opt for visibility instead of mass advertising. With a few targeted actions, you can reach more customers locally without spending a lot.
1. Make sure you can be found on Google
Most customers search online. If your business doesn't appear on Google, you're invisible. So claim your free Google Business profile. Fill it in completely: opening hours, photos, services, contact details, etc. Ask satisfied customers to write a review: they are worth their weight in gold for your visibility and credibility.
In addition, invest some time in local SEO. Clearly state on your website which region you operate in and use keywords that you want to be found on. Think of combinations such as “bicycle repair shop Ghent” or “copywriter for SMEs Kortrijk”.
2. Share valuable content on social media
You don't have to make viral videos to have an impact. Choose one or two channels that suit your target audience – often LinkedIn (for B2B) or Instagram (for visual or local entrepreneurs). What should you share? Think of tips, customer stories, before-and-after photos, a look behind the scenes, or a short explanation of a frequently asked question. Share content that is useful to people, that inspires confidence and shows your expertise.
3. Use word-of-mouth advertising
A satisfied customer is your best marketing channel. Actively ask for recommendations. You can do this subtly: ‘Do you know anyone who also...?’ or by encouraging customers to write a review or share your profile. Also consider offering a reward (discount or small extra) for each successful referral.
4. Collaborate with other local entrepreneurs
Join forces: organise a joint promotion, cross-reference each other's services or promote each other's posts on social media. Your network is often larger than you think – and you can reach people more quickly that you would not otherwise reach.
Making a big impact doesn't have to cost a fortune. With smart, honest and consistent communication, you can increase your visibility and your customer base without advertising banners or expensive campaigns.
