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You don't need a big budget to get your first customers. You do need a clear message, the right two or three channels, and a routine you can keep up. This page gives you a plan for year one and links to our two free playbooks.
Our free marketing guides
- Social media playbook for new UK businesses: choose the right platforms, batch and schedule posts, and measure what works in a few hours a month.
- Google Business Profile playbook: set up and look after your free listing on Google Search and Maps, and ask for reviews the right way.
- marketing on a small budget: twelve low-cost ideas and how to set a sensible budget.
Step 1: be clear who you're for
Write one sentence that says who you help, with what, and where. For example: "Domestic and end-of-tenancy cleaning for busy households in North Leeds." Use the same sentence on your website, Google profile, social media and printed materials. Being consistent helps customers remember you and helps search engines understand you.
Step 2: pick channels that match how customers find you
| If customers mostly… | Start with |
|---|---|
| search for a local service ("plumber near me") | Google Business Profile, a simple website, and reviews |
| browse for ideas or products | Instagram, Pinterest, TikTok, or a marketplace such as Etsy |
| buy business-to-business | LinkedIn, your network, referrals and a clear website |
| come from your neighbourhood | Local Facebook groups (follow each group's rules), leaflets, local events and partnerships |
| come back again and again | An email list and a loyalty or referral offer |
Two or three channels done well beat seven done badly. Our social media playbook explains how to choose.
Step 3: make it easy to say yes
- Show prices or "from" prices where you can.
- Show real photos of your work and, with permission, real customer feedback.
- Give one clear next step: call, book, buy or message.
- Answer messages quickly. Speed often wins the job.
Step 4: ask for reviews and referrals
Reviews help new customers trust you. Ask every genuine customer, at the right moment, and make it easy with a direct link. Don't offer anything in return for a review and don't only ask happy customers: Google's rules don't allow incentives for reviews (Google: Prohibited and restricted content (reviews)). Fake or incentivised reviews can also break consumer protection law. Ask happy customers for referrals too, and thank people who send work your way.
Step 5: measure a few simple things
Each month, note where new customers came from (ask them!), calls and website clicks from your Google profile, and enquiries from each social channel. Drop what doesn't work and do more of what does. Tag your links with UTM parameters so your website analytics shows which posts bring visitors.
The rules you must follow
- Advertising must be legal, decent, honest and truthful. The CAP Code, enforced by the Advertising Standards Authority, covers your website, social media and paid ads: ASA: The CAP Code.
- Marketing law also covers things like describing products accurately and pricing: GOV.UK: Marketing and advertising: the law.
- Email and text marketing to individuals usually needs their consent, and you must give an easy way to opt out. The ICO explains the rules: ICO: Advice for small organisations.
- Paid partnerships and affiliate links must be clearly labelled as ads.
Print still works locally
Business cards, leaflets, vehicle signs and a banner for events can still bring in local work. See our printing page for what to order first and how to avoid wasting money.
A realistic monthly routine (about 4 hours)
- Batch-create and schedule a month of social posts (1 to 2 hours).
- Post on your Google Business Profile and add new photos (20 minutes).
- Reply to all reviews and ask recent customers for one (20 minutes).
- Send one useful email to your list, if you have one (30 minutes).
- Check the numbers and decide what to change next month (20 minutes).
Setting a marketing budget
There's no official rule for how much to spend. Start with free channels (your Google profile, social media, referrals and reviews), then test small paid amounts one at a time, such as a leaflet run or a boosted post with a fixed limit. Keep a simple log of what each test cost and how many enquiries and sales it brought. Only scale up what pays for itself. Our pricing and break-even guide helps you work out what a customer is worth to you.
Partnerships and local networks
Other local businesses that serve the same customers can be your best source of work: a cleaner and a letting agent, a florist and a wedding venue, a bookkeeper and a business bank. Offer to swap recommendations, and keep any referral arrangements honest and disclosed to customers.
Official sources
- ASA: The CAP Code
- GOV.UK: Marketing and advertising: the law
- ICO: Advice for small organisations
- Google: Guidelines for representing your business
- Google: Prohibited and restricted content (reviews)
More tools & services
- Payments & card readers
- Business banking
- Accounting & bookkeeping
- Websites & domains
- Printing
- HR & payroll
- Insurance (info only)
← All tools & services Your first-year roadmap
Last checked 29 October 2026. Spotted something out of date? Let us know.