Starting an online marketing strategy can feel overwhelming, especially if you’re running a small business or launching a startup with limited resources. You may have tried posting on social media or setting up a website but felt unsure about what to do next.
The good news is that online marketing doesn’t have to be complicated or expensive. With the right steps, you can build a strong online presence, attract new customers, hand grow your business swithout a big marketing budget. This guide will walk you through practical and affordable marketing strategies that work, no matter your industry.
1. Establish Your Online Presence
The first step is ensuring your business can be found online. This could be through a business website, a startup landing page, or even a Facebook business page if building a website seems too complex or expensive at first.
Why It’s Important:
Most customers search online when they need services or products. Without an online presence, your business becomes invisible. Think of your website or page as a digital storefront where potential customers get their first impression of you. If they can’t find you, they’ll likely choose a competitor who’s easier to reach.
For Startups: A professional online presence builds credibility and can attract potential partners, investors, and customers.
How to Do It:
Create a Website (If Possible):
Use platforms like Wix, WordPress, or Squarespace, which are beginner-friendly. Include:
- Business Name and Logo: Keep your brand identity clear and recognizable.
- About Page: Explain who you are, what you offer, and what makes you unique.
- Product or Service Page: Clearly describe what you sell, how it benefits the customer, and what it costs.
- Contact Details: Add your phone number, email, and physical address.
- Customer Testimonials: Ask satisfied customers for testimonials and reviews. Use platforms like Trustpilot, which is widely trusted. For tourism businesses, prioritize TripAdvisor and sales platforms like SafariBookings to build credibility and attract more customers.
- Call-to-Action (CTA): Use buttons like “Book Now,” “Get a Free Quote,” or “Contact Us” to encourage interaction.
Free Tools Recommended:
- Website Builders: Wix, WordPress, Squarespace
- Review Platforms:Trustpilot.dk, Tripadvisor.com
2. Be Active on Social Media
Being active on social media keeps your business visible, builds trust, and helps reach a broader audience.
Why It’s Important:
Social media humanizes your brand and builds a direct relationship with your audience. A consistent social media presence boosts visibility and keeps your business on customers’ minds when they’re ready to buy.
How to Do It:
Choose the Right Platforms:
You don’t need to be on every platform. Choose 1-2 platforms where your customers are most active:
- Facebook & Instagram: Great for sharing updates, promotions, and engaging with customers. Perfect for product-based businesses, tourism, shops, and local services.
- LinkedIn: Ideal for professional services, B2B companies, and consultants looking to build industry credibility.
- TikTok & YouTube: Best for visually creative businesses that can produce engaging video content.
Create a Posting Schedule:
Use a Content Calendar Template from tools like Trello, Asana, or Google Sheets. Aim for 2-3 posts per week to stay visible without feeling overwhelmed.
What to Post:
- Product Highlights: Showcase your services or products.
- Customer Testimonials: If you’ve received good reviews on Trip Advisor or similar platforms, share them!
- Helpful Tips: Share valuable insights related to your industry. For example, a safari business could post “5 Essential Tips for First-Time Safari Adventure”
- Educational Content: Share “how-to” guides or answer common safari-related questions. For example, a safari business could post “How to Prepare for Your First Safari” or “What to Expect on a Game Drive: A Beginner’s Guide.”
- Behind-the-Scenes: Give your audience a glimpse into your safari operations. Share footage of your guides preparing for a game drive, a day in the life of a safari camp, or how your team tracks wildlife for the best sightings.
Free Tools Recommended:
- Design Tool: Canva (for creating social media posts)
- Scheduling Tools: Meta Business Suite, Later, Buffer, Metricool
3. Local Search Listings
Registering your business on local directories ensures potential customers in your area can easily find you when searching for services nearby.
Why It’s Important:
Imagine someone searching for “best safari in Tanzania” or “Serengeti migration tour.” If your safari business isn’t listed online, potential travelers won’t find you. Being listed on platforms like Google My Business, TripAdvisor, and SafariBookings builds visibility, trust, and credibility, helping you attract more bookings.
How to Do It:
- Visit Google My Business and create a free listing.
- Add your business address, phone number, and opening hours.
- Request customer reviews to boost your ranking on Google and Trustpilot.
Free Tools Recommended:
- Listing Platforms: Google My Business
4. Start a Blog to Showcase Your Expertise
A blog can showcase your industry knowledge while boosting your online visibility through helpful articles and tips.
Why It’s Important:
Blogging builds credibility by proving you’re an expert in your field. Well-written blog posts answer common customer questions, attract organic website traffic, and keep potential clients engaged. Best of all, it’s free marketing if done correctly.
How to Do It:
- Choose Relevant Topics: Answer your customers’ frequently asked questions.
- Post Regularly: Aim for at least 1 blog per month or biweekly if possible.
- Simplify Language: Use simple terms and explain concepts clearly.
- Share on Social Media: Share blog updates across your social channels to reach a larger audience.
Free Tools Recommended:
- Blog Platforms: WordPress, Medium
- Keyword Tools: Google Keyword Planner
5. Build an Email List and Use Email Marketing
Emails go directly to your audience’s inbox, helping maintain direct communication, promote offers, and share updates.
How to Do It:
- Collect Emails: Use signup forms on your website or social media. Offer incentives like discounts or free resources.
- Send Regular Emails: For a safari business: Share useful tips like “How to Pack for a Safari” or “Best Time to See the Great Migration.” If you offer special deals, include exclusive discounts to encourage bookings. For a restaurant business: Send updates on new menu items, seasonal specials, or tips like “How to Pair Wine with Your Meal” or “5 Must-Try Dishes at [Your Restaurant Name].” Exclusive discounts or loyalty rewards can also boost customer retention.
- Use Free Tools: Mailerlite or Brevo let you design, schedule, and track email campaigns easily.
Free Tools Recommended:
- Email Tools: We use and really like Mailerlite. Hubspot is also a competitive tool.
6. Build Credibility Through Reviews and Collaborations
Reviews and partnerships help build credibility for your business, especially if you’re just starting out. Trustpilot and Trip Advisor reviews influence potential customers by showing your business is trustworthy.
How to Do It:
- Ask for Reviews: Reach out to happy customers and request reviews on platforms like Trip Advisor or your Facebook page.
- Offer Incentives: Consider offering small discounts or free products in exchange for honest feedback.
- Partner with Influencers: If you’re a photographer, find a person with a considerable following (not necessarily a professional influencer). Offer a free photoshoot in exchange for being tagged in their posts.
Free Tools Recommended:
- Review Platforms: Google Reviews, Trip Advisor
7. Engage with Online Communities and Forums
Join online forums like Reddit, LinkedIn Groups, or Facebook Groups to network, build authority, and engage with potential customers.
How to Do It:
If you run a yoga center, join wellness groups or forums. See what people are struggling with (such as stress relief) and share helpful tips. Focus on answering questions and providing valuable advice without promoting your business. This builds trust and authority, making people more likely to seek you out naturally when they need your services.