How to market a small business
Kahu team·Updated 2 Oct 2026·8 min read
Decide exactly who you serve and why they should choose you, then pick two or three channels those people already use and show up there every week. Make it easy to get in touch, reply quickly, and keep in touch with past customers. Review once a month and drop what does not bring enquiries.
Start with who and why
Marketing gets easier the more specific you are. A plumber for older homes in one suburb has a clearer message than a plumber for everyone. Before choosing any channel, write two sentences: who your best customers are, and the main reason they pick you over the alternatives.
- Who are your best customers, and where do they live or work?
- What problem do they come to you with?
- What do they say when they recommend you?
- What would make them choose someone else?
A one-page marketing plan
| Part | What to write down |
|---|---|
| Audience | Your best customers in one sentence |
| Message | What you do, for whom, and why you, in plain words |
| Channels | Two or three places those customers already look |
| Offer | A simple first step: a quote, a trial, a booking |
| Routine | What you will do each week, and when |
| Measure | Enquiries and customers by channel, checked monthly |
Choose channels you can keep up
A business that posts every week for a year beats one that posts every day for a fortnight. Choose channels by where your customers are and what you can sustain. For local service businesses that is often a Google Business Profile, a clear website and one social channel. For shops and visual trades, Instagram or Facebook usually matter more. Past customers almost always respond to email.
Where Kahu fits
A weekly routine
- 1Monday: planPick three things to share this week: a recent job, a common question, and an offer or piece of news.
- 2Tuesday: createTake the photos and draft the posts in one sitting. An AI assistant can draft captions for you to edit.
- 3Through the week: replyAnswer enquiries, comments and reviews the same day.
- 4Friday: follow upChase open quotes and thank recent customers. Ask happy ones for a review.
Review monthly
Once a month, look at where your enquiries and customers came from. Keep what works, fix what nearly works, and drop the rest. Spend money on ads only once the free channels and your replies are in good shape, so you are not paying to send people to a weak first impression.
Frequently asked questions
What is the cheapest way to market a small business?
A complete Google Business Profile, asking happy customers for reviews, and keeping in touch with past customers. All three cost mainly time.
How much time does small-business marketing take?
A steady routine of an hour or two a week is enough for many owners, as long as it happens every week.
Should I hire someone to do my marketing?
Once you know which channels work, handing over the routine can make sense. Keep the message and the replies close to you.