To get customers for your business, do five things in order: be found on Google, be clear with one offer, ask the customers you already have, do one channel properly, and count your enquiries. Skipping the first three and going straight to adverts is a common reason local marketing disappoints. Each step below has one action you can take this week.
This is how to market a small business locally when you have little money and little time. It is written for a shop, salon, workshop or service in a town like Rundu, where many customers live within reach and hear about you from other people.
1. Be found: Google Business Profile
When someone searches for what you sell, you need to appear with a map pin, opening hours and a phone number. A Google Business Profile does that, and Google does not charge for it.
This week: search your business name on a phone. If you do not appear, claim or add your profile and add five real photos. Step by step. If nobody knows you exist.
2. Be clear: one offer
People choose quickly. A business that sells ten things with ten prices is harder to choose than one that says: “Haircuts from N$X, no appointment needed.” Pick the one offer most people would want, and put it on the sign, the profile and every post.
This week: write one sentence: what you do, for whom, where, and the starting price. If your posts get likes and no enquiries, this page shows what is usually missing.
3. Ask the customers you already have
Satisfied customers are the cheapest source of new ones. They can leave a Google review, tell a friend, and come back.
This week: message your last ten happy customers on WhatsApp with your review link and one question: “Do you know anyone else who needs this?” Thank each one who replies. How to use WhatsApp for this.
4. One channel, done properly
Five channels done thinly bring nothing. For most local businesses the best single channel is WhatsApp together with a complete Facebook page. If it is working and you want more people than it brings, add paid Facebook and Instagram adverts that open a WhatsApp chat.
This week: choose the one channel. Post on it three times a week for a month. If you want to test adverts, read boost or Ads Manager first, and see how much to spend. The budget planner shows what a budget buys.
5. Measure the enquiries
You cannot repeat what you cannot see. An enquiry is anyone who messages, calls or walks in asking about the offer.
This week: keep a tally sheet by the till or in your notes. For every new customer, write how they found you. Count at the end of the month. How to tell which marketing is working, and how to read an advert report if you run adverts.
A first month, in order
| Week | Do this | Cost |
|---|---|---|
| 1 | Claim the Google profile. Write the one-sentence offer. | Nothing |
| 2 | Ask ten customers for a review and a referral. Start the tally sheet. | Nothing |
| 3 | Choose one channel and post three times a week. | Nothing, or your time |
| 4 | Count the enquiries. Decide whether to test adverts. | Nothing until you decide |
Three mistakes to avoid
- Starting with adverts. They multiply what is already there.
- Changing the offer every week. People cannot repeat it to friends.
- Judging by likes. Count enquiries.
When to ask for help
When the first four steps are done and you want more than they bring, or you have no time to do them. Put your budget into the planner, or read about marketing in Rundu, where ADA is based.