What Marketing Channels Should a Small Local Business Use?
By Bill Stilwell · Last reviewed October 17, 2026
The short answer
Section titled “The short answer”Start with the channels that cost little and keep working: a helpful website, an accurate Google Business Profile (GBP) and other listings, and referrals from happy customers. Add email and text for people who gave you permission. Use social media and events only where your customers actually are and you can keep up. Save paid ads until your tracking, response time, capacity, and numbers are ready.
Why it matters
Section titled “Why it matters”Most small businesses try too many channels at once, do each one halfway, and can’t tell which one brought in work. Picking a few channels, doing them well, and tracking each one saves money and time. It also keeps your business information consistent, which matters for search.
18.1.1 Organic search
Section titled “18.1.1 Organic search”What it means: showing up in regular, unpaid search results because your website answers what people search for.
How to do it: build clear pages for each service and the areas you serve (see 13.4.2 Service Pages and 13.4.6 Location Pages). Write content that answers real customer questions (see 19.2 Content Strategy). Google says its systems favor helpful, reliable content made for people, not content made to game rankings. Google also says there are no special extra steps to appear in its AI Overviews beyond being indexed and eligible to show in Search.
Common mistake: a five-page website with one line about each service.
18.1.2 Listings
Section titled “18.1.2 Listings”What it means: keeping your business information accurate on Google, Bing, Apple, and directories.
How to do it: set up and fill in your GBP first (see 14.1.1 Business Name through 14.1.10 Credentials). Then claim Bing Places, Apple Business Connect, and the main directories for your industry (see 14.11.1 Bing Places for Business, 14.11.2 Apple Business Connect, and 14.11.3 Key Directories and Data Sources). Track every listing (see 14.4.6 Citation Records).
Common mistake: setting up Google and never checking the other listings that still show an old phone number.
18.1.3 Referrals
Section titled “18.1.3 Referrals”What it means: new customers sent by past customers and partners.
How to do it: ask happy customers at the right time (see 17.10 Retention and Reactivation). Build relationships with businesses that serve the same customers, like a realtor and a home inspector (see 14.7.1 Referral Partners). Track where each referral came from (see 18.7 Referral Programs).
Common mistake: counting on referrals but never asking for them.
18.1.4 Email
Section titled “18.1.4 Email”What it means: messages to customers and leads who gave you permission.
How to do it: build your list from customers and people who signed up. Send useful messages, like seasonal tips or service reminders. Marketing emails must follow the federal CAN-SPAM Act, including an accurate sender, a physical address, and a working unsubscribe (see 18.3 Email Marketing Rules).
Common mistake: buying an email list.
18.1.5 Text
Section titled “18.1.5 Text”What it means: messages to people who agreed to get texts from you.
How to do it: use texts mainly for service messages like reminders and updates. Marketing texts sent with automated tools need prior express written consent under Federal Communications Commission (FCC) rules (see 18.4 Text Message Marketing Rules and 12.6 Communication Consent Records).
Common mistake: treating a customer’s phone number on an invoice as permission to send promotions.
18.1.6 Social media
Section titled “18.1.6 Social media”What it means: business accounts on platforms where your customers spend time.
How to do it: pick one or two platforms your customers use and you can post on every week. Use the same business name, phone, and website as your GBP (see 8.4.7 Brand Consistency). Own the accounts in the business’s name (see 8.4.4 Business-Owned Social Accounts).
Common mistake: opening five accounts, posting twice, and leaving them looking abandoned.
18.1.7 Events
Section titled “18.1.7 Events”What it means: local events, trade or business groups, and community activities.
How to do it: choose events your customers attend, like a home show for a remodeler or a pet fair for a groomer. Join a local business group if members refer work. Ask whether your business will be listed on the event or group website, since a local link and mention can support prominence (see 14.7.2 Community Relationships).
Common mistake: paying for a booth without a plan to collect contacts or follow up.
18.1.8 Paid advertising
Section titled “18.1.8 Paid advertising”What it means: paying for ads on search, social, local lead platforms, or offline.
How to do it: start only when you can track where leads come from, answer them fast, handle more work, and know what a customer is worth (see 20.1 Pre-Spend Checklist and 7.8.13 Maximum Customer Acquisition Cost). Then pick the source that fits (see 20.2 Choosing Paid Lead Sources).
Common mistake: running ads before the phone is answered reliably, then paying for calls that go to voicemail.
When to get help from a pro
Section titled “When to get help from a pro”A marketing or local search specialist can help you choose channels and set up tracking. Questions to ask:
- Which two or three channels fit my customers and my budget?
- How will I know which channel brought in each lead?
- What should I stop doing because it isn’t working?
Bill’s note
Section titled “Bill’s note”[Bill: add a short note. For example, which channels bring SiteSmarty the most work, or a client who spread themselves too thin across platforms.]
If you’d rather have help with this, SiteSmarty handles Google Business Profile management and websites for local businesses.
How I did this for SiteSmarty
Section titled “How I did this for SiteSmarty”- [Date I did this:]
- [What I actually did, step by step: which channels I chose for SiteSmarty and why]
- [What it cost and how long it took:]
- [What surprised me or what I’d do differently:]
- [Screenshot or photo to add, with private info blurred: the channel list and lead source report]
- [Result so far:]
Questions people ask
Section titled “Questions people ask”What marketing should a new local business do first? Get your website, Google Business Profile, and main listings accurate and complete, then ask customers for reviews and referrals.
Do I need to be on every social media site? No. Pick the one or two your customers use and that you can keep up with.
Is email marketing worth it? It can be, for customers who gave you permission. Follow the CAN-SPAM rules and send useful messages.
Do ads help my Google Maps ranking? No. Google says you can’t pay for a better local ranking. Ads show in separate ad spots.
When should I start paid ads? When tracking, fast response, capacity, and your numbers are ready. See 20.1 Pre-Spend Checklist.
Audit check
Section titled “Audit check”| Outline line | Question | Pass looks like | Fail looks like | Evidence to collect |
|---|---|---|---|---|
| 18.1.1 Organic search | Does the website have helpful pages for each service and area? | Clear service and location pages | Thin pages | Site page list |
| 18.1.2 Listings | Are GBP, Bing, Apple, and key directories accurate? | Matching details everywhere | Old or mismatched info | Citation record |
| 18.1.3 Referrals | Are referrals asked for and tracked? | Requests sent, sources recorded | No asking or tracking | Referral log |
| 18.1.4 Email | Is the email list permission-based and CAN-SPAM compliant? | Opted-in list, working unsubscribe | Bought list | List source and sample email |
| 18.1.5 Text | Do marketing texts have the right consent? | Written consent on file | Texts to invoice numbers | Consent records |
| 18.1.6 Social media | Are active accounts consistent and business-owned? | One or two kept up | Abandoned accounts | Account list and owners |
| 18.1.7 Events | Do events have a goal and follow-up plan? | Contacts collected and followed up | Booth with no plan | Event notes |
| 18.1.8 Paid advertising | Is the pre-spend checklist done before ads? | Checklist complete | Ads before tracking | Pre-spend checklist |
Where this fits
Do this first: 7.1.4 Ideal Customer, 7.3.8 Search Behavior, 14.1.1 Business Name
Do this next: 18.2 Marketing Campaigns
Related pages: 19.2 Content Strategy, 19.3 Local SEO Strategy, 14.4.6 Citation Records, 14.11.3 Key Directories and Data Sources, 14.7.1 Referral Partners, 14.7.2 Community Relationships, 18.3 Email Marketing Rules, 18.4 Text Message Marketing Rules, 20.1 Pre-Spend Checklist
Sources
- Google Business Profile Help, "Tips to improve your local ranking on Google" (checked October 17, 2026)
- Google Search Central, "Creating helpful, reliable, people-first content" (checked October 17, 2026)
- Google Search Central, "AI features and your website" (checked October 17, 2026)
- Federal Trade Commission, "CAN-SPAM Act: A Compliance Guide for Business" (checked October 17, 2026)
- Electronic Code of Federal Regulations, 47 CFR 64.1200, Delivery restrictions (checked October 17, 2026)
This page explains general rules and Bill's own experience. It is not legal, tax, or insurance advice. Talk to a qualified professional about your situation.