Internet marketing for small businesses: where to start

Internet marketing covers every way you promote your business online: your website, search, maps, ads, social media and email. With so many options, the common mistake is trying everything at once and doing none of it well. A better approach is to build in order, with each channel making the next one work harder.

1. Your website: the foundation

Every other channel sends people somewhere, and that's usually your website. If it's slow, confusing or doesn't work on phones, you'll pay for clicks that never become enquiries. A good small business site:

• Says clearly what you do, where, and for whom, in the first screen.
• Loads quickly on mobile.
• Has a page for each main service, with real detail and photos.
• Makes it obvious how to call, book or request a quote.
• Includes a privacy policy and works for people using screen readers.

If yours doesn't do these things, fix it before spending on ads. See our web design service.

2. Google Business Profile: free local visibility

For any business serving a local area, your Google Business Profile is the most valuable free listing you can have. It's what appears in Google Maps and the local results. Complete every field, add photos, choose accurate categories, and keep collecting reviews. Our Google Business Profile checklist walks through it.

3. SEO: compounding traffic

Search engine optimization makes your website show up when people search for what you offer. It takes months to build, but the traffic keeps coming without paying per click. Start with the basics: clear page titles, one topic per page, helpful answers to customer questions and a technically sound site. Read how to increase organic traffic for the full process.

4. Paid ads: immediate, controllable reach

Ads let you reach people today while SEO builds. The two main platforms work differently:

• Google Ads reaches people actively searching for your service: strong intent, often higher cost per click.
• Meta ads (Facebook and Instagram) reach people based on location, interests and behaviour: good for awareness, offers and visual businesses.

Start with a small budget, track enquiries properly, and expand what works. Our guide on Google Ads vs Meta ads explains which suits which business.

5. Social media: staying visible

Social media keeps you in front of people who already know you and builds trust with those who are checking you out. Choose one or two platforms that suit your customers, and post consistently rather than constantly.

6. Email: the channel you own

Algorithms change and ad costs rise, but your email list is yours. A short newsletter or seasonal reminder to past customers brings repeat business at very little cost. In Canada, you need consent under CASL; our CASL guide explains what that means.

7. Measurement: knowing what works

Set up Google Analytics and Search Console from day one, track form submissions and calls as conversions, and review the numbers monthly. Without measurement, you can't tell which channel brought the customer, and budgets drift to whatever feels busiest.

How much should a small business spend?

It depends on your market, margins and goals. A sensible approach is to fund the foundation first (website and Google profile), then add one paid channel with a test budget, and scale only what produces enquiries at a cost you're happy with.

A simple 90-day plan

1. Month 1: fix the website basics, complete your Google Business Profile, set up tracking.
2. Month 2: improve your main service pages for SEO and start asking for reviews.
3. Month 3: launch a small, tightly targeted ad campaign and review the results weekly.

We can help with any part of this, or the whole thing. Our digital marketing services start with a free review of where you are now.