Marketing on a small budget: practical ideas for new UK businesses

No links in this guide are paid. We are not affiliated with HMRC, Companies House, the ICO, the British Business Bank or Start Up Loans; we link to their free guidance because it is reliable.

Not financial advice: this guide is general information to help you understand the basics. It is not financial, tax or legal advice. Rules and figures can change, so check the linked official pages, and speak to an accountant or adviser about your situation.

You do not need a big budget to get your first customers. You need to be clear about who you are trying to reach, show up where they already are, and keep doing it. This guide draws on Start Up Loans’ advice on marketing on a budget and turns it into a simple plan you can start this week.

Start with who, not how

Before you post anything, write one sentence describing your ideal customer: who they are, where they live or spend time, and what problem you solve for them. A mobile dog groomer, for example, might write: “Busy dog owners within five miles who don’t want to drive to a salon.” Every idea below works better when you know who it is for. Start Up Loans’ marketing guidance puts researching your target market first for the same reason.

1. Get a simple website

Start Up Loans says even a single page with contact details is better than nothing, because potential customers are likely to search for you to check you are a legitimate business. Include clear photos of what you offer, the words your customers would search for, how and when to contact you, and links to your active social accounts. You do not need an online shop on day one.

2. Use free listings

Free business listings on maps and search engines help local customers find you. Make sure your name, address or service area, opening hours and phone number are the same everywhere you appear.

3. Network locally

Start Up Loans suggests checking business hubs, co-working spaces, libraries and business centres for networking events. Local markets, trade events and community groups can work just as well. Go with the aim of being helpful and learning, not just selling. The person you meet may not buy, but may know someone who will.

4. Pick one or two social platforms and post consistently

Start Up Loans highlights Facebook, Instagram and X (formerly Twitter) as free ways to share what you do. You do not need to be everywhere. Choose the platforms where your ideal customer already spends time, and post regularly: behind-the-scenes photos, finished work, customer stories (with permission) and simple tips. Consistency beats perfection.

5. Share useful content

A blog or short how-to posts build trust and help people find you in search. Start Up Loans suggests a clear call to action on each one, telling readers how to buy or get in touch. You can also offer tips to related organisations’ websites or newsletters to reach their audience.

6. Ask for reviews and referrals

Happy customers are your cheapest marketing. Ask them to leave a review, and make it easy with a direct link. Start Up Loans lists customer reviews among its low-cost ideas. A simple “if you know anyone who would like this, I would be grateful for a recommendation” at the end of a job costs nothing.

7. Try free PR and awards

Start Up Loans suggests following journalists who cover small business and watching for requests using #journorequest, and entering free awards aimed at start-ups. Even being shortlisted can give you something to share. Local newspapers and radio are often interested in new local businesses with a story.

8. Host a small, low-cost event

A workshop, open day or pop-up can get your name in front of people. Start Up Loans suggests free ticketing tools to keep costs down and charging a small fee to cover them.

Setting a budget

Free marketing still costs time, and some paid marketing can be worth it once you know what works. Start Up Loans gives a broad rule of thumb that start-ups and businesses under five years old may spend between 12% and 20% of revenue on overall marketing, while saying there is no single figure that works for every business. Whatever you choose, make sure it fits inside your prices. Our pricing and break-even guide shows how marketing counts as a cost.

Measure what works

Ask every new customer how they found you, and keep a simple tally. After a couple of months you will see which ideas bring in customers and which do not. Do more of what works and drop what does not. Start Up Loans recommends setting specific, measurable goals, such as a number of enquiries per month, rather than vague ones.

Make it easy to pay you

Marketing is wasted if a customer is ready to buy and you cannot take their payment. If you sell in person, at markets or on the go, our Find my card reader quiz helps you find a card reader that fits, and our card reader fee calculator shows what the fees would be on your takings.

A simple four-week starter plan

Week 1: write your ideal-customer sentence, set up a one-page website and a free map listing.
Week 2: choose one social platform and post three times.
Week 3: attend one local networking event and ask three past customers or friends for reviews.
Week 4: look at where enquiries came from, and plan next month.