Starting a small business can feel like you’re a tiny fish in an enormous pond. With so many competitors vying for attention, it’s all too easy to blend into the background and lose customers before they even discover you. If you self-promote too much, you risk coming across as pushy. But if you don’t do enough business promotion, or don’t do it right, you won’t make a dent.
So let’s talk about how to build a strong brand that attracts the customers you want and gets your name out there in a way that works for your business.
How to build a strong foundation to be a successful business
If you’re just starting out, the best thing you can do is nail down the fundamentals first. We know it’s tempting to jump straight into promoting yourself, but skipping this step means you’re building on shaky ground, and that’ll cost you more time and money down the track. To be successful, you need a clear understanding of what your business is, what you stand for, and who you’re trying to attract. Get this right and you’ll create a memorable brand that resonates with your customers.
Know who you are
Before thinking about getting your name out there, it’s worth taking the time to understand your business inside and out. What’s your purpose? What are your values? What do you offer that’s different in the market? What does your branding communicate? These questions might seem basic, but having clear answers is crucial, not just for you, but for everyone who comes across your business. If you’re struggling to explain your business’ value and what makes you different in a sentence or two, that’s a sign you need to refine your message. Here’s why this matters: customers won’t engage with something that confuses them. Clarity builds trust, and trust leads to customers.
Research who your competitors are
To promote your business effectively, it helps to understand what’s already out there and where the gaps are. Take a look at who else is thriving in your industry and what they’re doing to attract customers. You’re not just trying to copy what works for others; instead, you’re looking for the spaces they’re not filling. Understanding your audience is just as important. When you know what they value and what frustrates them, you can adjust your value proposition to fit their expectations and interests in a way that genuinely sets you apart.
Take action and get started
We see a lot of businesses get stuck in the planning phase because they’re waiting for everything to be perfect. The thing is, once you’ve got your foundation in place, the best thing you can do is get out there. Create your business plan, set up your socials, and launch your minimum viable product, which is the simplest version of what you’re offering. Once you’re out there, you can alter, change, and modify based on what you learn. Real customer feedback will tell you far more than any amount of planning ever could. It’s better to learn what works in the real world than to spend years perfecting something in isolation.
Top 5 business promotion tips to get your name out there
With a strong foundation built and a readiness to get out there, it’s time to focus on visibility. Here’s how you can start making an impact.
1. Build your digital presence
Having a professional website and active social media accounts is essential in today’s digitally-focused world. Your website is often the first impression potential customers get of your business, so it’s worth making sure it’s polished, easy to navigate, and clearly communicates what you do. We also recommend optimising your website for search engines so people can find you when they’re searching for what you offer.
When it comes to social media, focus on showing up where your target audience spends their time. If your ideal customers are Gen Z, platforms like TikTok or Instagram might be your best bet. If you’re targeting corporate decision-makers, LinkedIn is probably a better fit. You don’t need to be everywhere, just where it counts.
2. Create valuable content consistently
As we mentioned, having a digital presence is vital, but what you fill it with matters just as much. The content you create should earn attention by building awareness, promoting what’s new, answering questions your customers have, solving problems, or teaching something valuable.
Not sure where to start? Look at what your customers consistently ask about. Those questions tell you exactly what content they need. And here’s something we can’t stress enough, consistency matters. It’s better to post regularly and keep showing up than to wait for the “perfect” moment that may never come.
3. Network both online and in person
Community grows as your network grows, so putting your network as top priority is a must. A good first step is getting your business listed on local directories and platforms relevant to your industry. From there, consider attending networking events in your area. Yes, they can feel a bit awkward at first, but genuine connections often come from showing up.
Online networking is just as valuable. Reach out to people in your industry, start conversations, build connections, and don’t hesitate to introduce yourself. Join relevant social media communities, collaborate or partner with other businesses, and consider offering free mentorship or consultations to build goodwill. You never know where your next opportunity might come from or who might become your biggest advocate.
4. Nurture relationships
Once you’ve built relationships, maintaining them turns connections into lasting value. Staying engaged with partners, peers, and customers builds trust, credibility, and long-term opportunities. Respond to messages, check in regularly, and show support both in person and online. For customers, ask satisfied ones for testimonials because social proof strengthens credibility in ways self-promotion cannot. It’s best if you can make it easy for them to refer you through referral programs, shareable content, or simply by spreading the word.
Every small effort to nurture connections keeps your network active and opens doors for future collaborations. Strong, authentic relationships are often what turn a small business into a thriving one, because people buy from those they know, like, and trust.
5. You are the expert
People make purchasing decisions based on trust, value, and quality. One of the best ways to build trust is by demonstrating your expertise through the content you share, the way you communicate, and showing up consistently. Say yes to opportunities to speak, pitch yourself for guest blog posts or podcasts, and share your story.
We know it can feel uncomfortable to promote yourself, but here’s the truth: getting visible is how you grow. You’ve built something valuable, and people need to know about it. Remember, most people aren’t paying as much attention as you think they are, so don’t let fear hold you back from sharing what you do.
Business promotion on a tight budget
Here’s the thing, most small businesses aren’t sitting on massive marketing budgets and that’s okay. There’s actually a lot of effective tactics that don’t cost much at all to get you and your business out there on a small budget.
- Start by posting organic social media: You don’t need to pay for ads to build a presence. Consistent, valuable organic content can take you far, especially when you’re just starting out. Engage genuinely with your audience, respond to comments, and join conversations in your industry.
- Claim and optimise your Google Business Profile: This is free and crucial for local visibility. Make sure all your information is accurate, add photos, encourage reviews, and post updates regularly. It’s one of the easiest ways to show up when people search for businesses like yours.
- Collaborate instead of competing: Partner with complementary businesses for cross-promotion. You can share each other’s content, run joint promotions, or even co-host events. It expands your reach without expanding your budget.
- Use free tools and platforms: Canva for design, Buffer or Later for social media scheduling, Mailchimp’s free tier for email marketing, there are plenty of quality tools available that won’t cost you a cent when you’re starting out.
- Repurpose your content: Turn one blog post into several social media posts, an email newsletter, and a series of stories. Get the most out of every piece of content you create by adapting it for different platforms and formats.
What to avoid when getting your business out there
Even with the best intentions, it’s easy to stumble when you’re trying to build visibility. Here are a few traps to watch out for:
- Inconsistent branding across platforms: If your website says one thing, your Instagram says another, and your business cards look completely different, you’re confusing potential customers. Keep your visual identity, messaging, and tone consistent everywhere you show up.
- Neglecting to respond promptly: When someone reaches out, whether it’s a comment on social media, an email inquiry, or a review, respond quickly. Slow responses can cost you customers and damage your reputation.
- Copying competitors instead of finding your own voice: It’s fine to be inspired by what others are doing, but don’t just mimic them. Your unique perspective and approach are what will set you apart. Lean into what makes you different.
- Spreading yourself too thin: You don’t need to be on every single platform. It’s better to do a few things well than to do everything poorly. Choose the platforms where your audience actually is, and focus your energy there.
- Giving up too soon: This is a big one. Building visibility takes time, usually months, not weeks. Don’t expect overnight success, and try not to abandon your efforts just because you’re not seeing immediate results.
How long does business promotion take?
Speaking of time, let’s talk about how long this actually takes. Building a recognisable brand and getting your name out there isn’t an overnight process. Most businesses start seeing meaningful traction around the 6-12 month mark, assuming they’re putting in consistent effort. Some see results faster, others take longer, it depends on your industry, your audience, and how much time and resources you can dedicate to it.
The important thing is to track what’s working. Pay attention to your website traffic, social media engagement, where your leads are coming from, and which types of content resonate most. This helps you double down on what works and drop what doesn’t. You don’t need fancy analytics software to start, even basic metrics from Google Analytics and your social media insights can tell you a lot.
Set up your business for success
Getting your name out there takes consistency, strategy, and a willingness to show up even when it feels uncomfortable. Know who you are, understand your audience, create genuine value, and stay visible. It won’t happen overnight, but with persistence and the right approach, you’ll start to see results.
Our team here at Media Exchange knows that juggling all of this while actually running your business can feel overwhelming. If you’re thinking “this all sounds great, but where do I find the time?” That’s where our marketing team comes in. We help small businesses across Australia build strong brands and get the visibility they deserve, so you can focus on what you do best.
Get in touch with our team and let’s chat about how we can help you grow.
Exchange your details with us today!
