How To Promote Your Business in 2025: 16 Cost Effective Ways

Learn how to promote your business in 16 ways and drive more sales, complete with examples and resources to get started marketing your company.

You’ve developed a stellar product and officially launched your small business—congrats! Now comes the next challenge: getting the word out.

Whether you run an ecommerce store, a brick-and-mortar shop, or both, attracting new customers requires strategy. You need to reach your target audience and build enough brand trust to make them comfortable making their first purchase.

The good news? Promoting your business doesn’t have to drain your budget. With the right mix of digital and in-person strategies, you can effectively promote your business without spending a fortune.

Below, explore 16 cost-effective ways to promote your business, with insights from successful merchants who’ve been there.

1. Create a Business Profile on Google

A Google Business Profile is essential for all businesses. It puts your business on the map—literally on Google Maps—and creates an official listing that appears in Google Search results.

“A Google Business Profile gives local businesses a separate online presence other than their website,” says Amy Falcione, founder of local marketing agency Big Picture Marketing. “Your listing provides a brief but detailed description of what your business offers and who you are.”

Amy explains that potential customers often search for your Google Business Profile to verify your legitimacy. When your profile appears, they can read your Google Reviews, building trust.

Creating a Google Business Profile is free. You can add:

• Photos of your store

• Your address and contact information

• A brief company description

• Links to your website

• Appointment booking software

• Social media profiles

The Google business listing for footwear brand Allbirds. Source: Google

2. Get listed in online directories

Both ecommerce and brick-and-mortar businesses can benefit from being listed in online directories. These listings help establish your legitimacy and build customer trust. For physical stores, directory listings help local customers find you when searching for products or services nearby. They’re also a key part of a local SEO strategy.

Consider listing your business in these directories:

• Yelp

• Better Business Bureau (BBB)

• Yellow Pages

• Foursquare

• Apple Maps

These platforms double as review sites. The reviews can boost your local SEO while showing potential customers that your business is trustworthy.

The Yelp listing for the boot brand Tecovas in Fort Worth, Texas. Source: Yelp

3. Encourage customer reviews

Once you’ve set up your business on review sites like Yelp, actively encourage customers to share their experiences. Reviews not only build trust with potential buyers but also provide valuable insights into what customers like and dislike about your products, helping guide your product development.

Make reviews visible on your product pages by using one of the many product review apps available in the Shopify App Store. These apps include widgets that display photo and video reviews on your site and on platforms like TikTok.

To encourage more reviews:

• Ask for feedback via SMS messages and emails

• Add review links to delivery confirmation emails

• Incorporate review requests into your loyalty program

• Send dedicated messages asking for customer feedback

To maximize the impact of positive testimonials, share them on your social channels. These reviews provide fresh content, build trust in your brand and product quality, and help drive traffic from social media to your store.

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A post shared by Dieux ™ (@dieuxskin)

4. Improve your search ranking

Search engine optimization (SEO) is one of the best ways to drive traffic to your store. The goal is to reach the top position in search results for relevant keywords, so when shoppers search for that phrase, they find your brand, click, and hopefully make a purchase.

SEO marketing is a multifaceted process that includes:

• Optimizing images

• Making your site easy to navigate

• Including important keywords on your pages

Ecommerce platforms like Shopify include built-in SEO tools like sitemaps and auto-generated tags to help you with the more technical aspects. You can also use various SEO tools to help you find relevant keywords to target. Check out our guide to ecommerce SEO to make sure you’re covering all the essentials.

Gymshark and Nike dominate the top results for users searching the keyword “gym clothes.” Source: Google

You can also use SEO to influence your product offerings, as sustainable products marketplace Zero Waste Store did. The company researched commonly searched items in the sustainability space and worked to offer those products in their store.

“We spent about six months researching and testing,” says cofounder Sarah Cieslinski on Shopify Masters. After testing hundreds of products, Zero Waste Store launched with shampoo and conditioner bars, which continue to be its bestselling products.

5. Start a blog

Unlike paid advertising, blogging creates free traffic—though it takes consistent effort. A content marketing strategy that includes starting a blog can help drive new visitors to your site that might never have found you otherwise.

Think of your blog as a mini magazine for your audience. You might publish gift guides, in-depth industry articles, or analyses of trending topics. As you brainstorming blog post ideas, focus on your unique expertise and study successful competitor blogs to see what content performs well.

Focus your content around topics people actively search for by conducting keyword research. Boost your blog’s credibility by featuring industry experts as guest contributors or interview subjects. This association helps build brand trust, and these contributors will likely share your content with their followers, expanding your reach.

Take olive oil company Graza, which playfully branded its blog as Glog. Its content ranges from educational articles like “10 Fun Facts About Extra Virgin Olive Oil” to recipes for mini empanadas with chimichurri and cooking tips from chef and cookbook author Kristina Cho. Graza smartly distributes blog posts through its newsletter, driving subscribers back to their store.

Source: Graza

New blogs rarely generate significant traffic immediately. Accelerate your growth by using blog SEO strategies and guest publishing on established sites. These guest posts create valuable backlinks while introducing your brand to new audiences.

“In today’s world of SEO, content is king, and blogging is the most important thing,” Zero Waste Store cofounder JJ Follano explains on Shopify Masters. JJ recommends using keyword research tools like Semrush to identify popular keywords, then building articles that address these topics.

6. Get press coverage

Press mentions can build your brand’s credibility, improve SEO through quality backlinks, and help you reach wider audiences. Securing this coverage, however, takes strategy and persistence.

The traditional route is hiring a public relations (PR) firm. These professionals maintain strong relationships with journalists and know how to craft newsworthy pitches that get noticed. But PR services can be expensive for new businesses.

For a DIY approach, pitch journalists directly with press releases and press kits that include your release supporting assets like high-quality photos. Build a targeted list of journalists who cover similar businesses or products, then find their contact information through Google searches or social media profiles.

Writing compelling press releases by connecting your pitch to newsworthy moments like award wins or product launches. You can also pitch broader stories with compelling angles—perhaps your manufacturing process is uniquely sustainable or your founder has an interesting backstory.

Another effective strategy is getting your products into gift guides, like this Wirecutter Mother’s Day roundup featuring a cover-up from silk scarves brand Poemet. Consider offering samples to journalists and editors (though this doesn’t guarantee coverage), or suggest your products for specific seasonal guides when holiday shopping is on editors’ minds.

A Poemet cover-up in a Wirecutter gift guide. Source: Wirecutter

Don’t get discouraged by limited responses when you start reaching out. Journalists receive countless pitches daily, but getting on their radar can pay off when they need sources or products for future stories.

7. Focus on email marketing

Email marketing delivers impressive results: for every dollar spent, you can earn an average return of $36. Better yet, you can implement an effective email strategy without a massive budget. Platforms like Shopify Email offer free templates that lend your emails a professional look.

With tools for automated email campaigns—welcome messages, order confirmations, and abandoned cart reminders—you can save time on formatting and focus on crafting compelling promotional content for new product launches and sales.

Building your subscriber list is the first priority. Share your email sign-up link across social media and place your form prominently on your website. Offer an incentive like a first-purchase discount or exclusive content to encourage sign-ups.

Create sign-up forms with engaging copy that speaks to your brand voice, like pantry staple brand Fly By Jing does with its invitation to “Electrify your inbox.”

Fly By Jing’s email list sign up form. Source: Fly By Jing

8. Create a referral program

Referral programs turn satisfied customers into brand advocates by rewarding them for recommending your business to family and friends. These programs expand your reach while encouraging existing customers to return and make additional purchases.

Start by defining clear program parameters. What rewards will you offer? Do referrals need to meet specific requirements? For instance, you might give referrers a free gift when their friend spends at least $50.

Consider creating benefits for both parties in the referral. Sustainable clothing brand Tentree offers customers a $20 credit when they refer new buyers, who in turn get 20% off their first purchase.

Sustainable clothing brand Tentree offers discounts to both referrers and referees. Source: Tentree

9. Build a TikTok presence

With two billion monthly users as of February 2025, TikTok ranks as the fourth most popular social media platform, behind Facebook, YouTube, and Instagram. Many brands have established successful presences—brands like Gymshark have attracted millions of followers.

The beauty of TikTok lies in its accessibility—the platform thrives on authentic, DIY-style content shot from smartphones. You can achieve viral reach even without professional equipment.

Try these TikTok video ideas to build your store’s TikTok presence:

• Sneak peeks: Preview upcoming collections or individual products

• Behind-the-scenes: Show your business process—from designing to manufacturing to preparing packages for shipment

• Tips: Share helpful knowledge relevant to your products—if you sell cooking pans, you could demonstrate proper cleaning and care techniques

• How we got here: Share chapters of your brand story to connect with followers on a personal level

• Interviews: Post conversations with customers, employees, or partners about why they love your products or what drew them to your field

• Memes: Adapt popular memes to highlight your brand and products

Always align content with your brand personality. A luxury clothing brand with a sophisticated image might skip memes in favor of elegant behind-the-scenes content.

Gymshark is a great example of brand-aligned content, with videos that showcase its intense, strength-focused identity, like this video about the difference between heroes and villains:

10. Start a YouTube channel

YouTube has maintained its popularity since launching in 2005, ranking as the second most popular social network after Facebook.

If you have specialized knowledge, create content like tutorials or informative deep-dives related to your products. You can also produce short form videos for YouTube Shorts, or cross-post content across TikTok, Instagram Reels, and YouTube Shorts for maximum reach.

Ecommerce dumpling company MìLà demonstrates this approach with simple videos showing customers how easily they can steam dumplings at home:

11. Collect user-generated content

User-generated content (UGC) builds social proof and creates community around your brand while providing you with authentic marketing materials.

Your approach will depend on what you sell. Food brands might ask followers to share recipes and photos featuring their products. Clothing companies could invite customers to post styling ideas featuring their pieces.

Asian sauce brand Omsom showcases customer-created dishes and encourages followers to tag them for a chance to be featured next. This strategy generates excitement about potential inclusion while broadening Omsom’s reach as users introduce the brand to their own followers.

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A post shared by Omsom (@omsom)

12. Partner with influencers

Influencers significantly impact purchasing decisions: 49% of consumers make purchases based on influencer posts at least monthly, according to a 2024 study by Sprout Social.

These creators work across various platforms—from Instagram to TikTok to Twitch—producing content from lifestyle vlogs to gaming livestreams. This diversity means you need to carefully select partners who reach your target audience. Study your competitors’ influencer partnerships to identify which content types and platforms work best for your industry.

Start by connecting with nano-influencers (500–10,000 followers) and micro-influencers (10,000–100,000 followers), who often charge less than other creators. You can find influencers and manage these relationships through Shopify Collabs, a platform connecting brands with creators.

If your budget is limited, consider alternative partnership models like:

• Affiliate marketing arrangements where creators earn commissions on sales generated through their unique links

• Product gifting instead of direct payment

When gifting products, offer something valuable beyond the free items—like exclusive early access or a product with marketing appeal.

Food brand Good Girl Snacks leveraged this strategy with its viral Hot Girl Pickles, partnering with popular influencers like Alix Earle and Kit Keenan.

“We have a theory that because the name of the product is Hot Girl Pickles, it serves as a hook for these content creators in their videos,” says Good Girl Snacks cofounder Leah Marcus on Shopify Masters. “People are going to be like, ‘What is that? I've never seen that before.’ They're also one of the first people to try it, which gives them a little bit of hype. So it just works out for everybody. It's a win-win situation.”

For effective influencer marketing partnerships, create clear content briefs while allowing creators some creative freedom—they understand their audience and what content performs best. Once you’ve established a connection, formalize the relationship with a contract that outlines payment terms, content deliverables, and timelines.

13. Launch brand collaborations

Building customer trust can be challenging for new businesses. Brand collaborations help you overcome this hurdle by connecting you with established companies, giving you access to their audience and borrowing their credibility. When customers see that a trusted brand has partnered with you, they’re more likely to give your products a chance.

Look for collaboration partners in your industry, but avoid direct competitors. The tinned fish company Fishwife demonstrates this approach through partnerships with complementary food brands, like chocolate maker Bixby.

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A post shared by Fishwife (@fishwife)

14. Join conversations on trending topics

While hashtags originally helped organize social media discussions, being topical and timely remains crucial for brand visibility. Social media algorithms often prioritize content related to popular conversations, helping you reach new audiences when you participate in trending discussions.

Social listening tools like Hootsuite can help you identify emerging trends. On TikTok, check the Explore page to see what’s gaining traction. Your personal social feeds can also reveal patterns—like multiple Instagram Reels on the same topic or friends sharing variations of a particular meme.

When addressing serious topics, ensure they align with your brand identity and that your posts are thoughtful and inclusive. Most importantly, only join conversations where you can contribute something meaningful and authentic.

For lighter trends like memes, adapt them to highlight your products or brand values. Sustainable shoe company Rothy’s customizes popular meme formats to promote its products.

15. Try retargeting ads

Retargeting ads through platforms like Facebook Ads and Google Ads help you reconnect with potential customers who have already visited your store (and opted into cookies). This strategy focuses your marketing budget on people already familiar with your brand, increasing your chances of moving them down the sales funnel and converting them from browsers into buyers.

You can customize these ads based on specific browsing behaviors. For example, Google ads might showcase products similar to ones a visitor viewed but didn’t purchase, reminding them of their initial interest and encouraging them to complete their shopping journey.

Skincare brand Frank Body uses social media to retarget consumers who previously browsed but didn’t make a purchase.

16. Host or attend in-person events

Artisan markets, craft shows, trade shows, and festivals give small businesses valuable opportunities to promote their products, meet customers face-to-face, and build brand awareness. These events allow shoppers to experience your products firsthand—particularly important for items that don’t fully translate in photographs, like premium fabrics, scented candles, or food products.

“Another way to promote your business locally is through workshops and lectures,” says Amy Falcione, founder of local marketing agency Big Picture Marketing. “For example, if you run a candle making business, you can run local workshops to teach people how to make their own candles. It’s a great way to build your reputation in the community and increase brand awareness.”

Before planning any event, clearly define your objectives—whether that’s generating immediate sales, establishing credibility through partnerships, or simply increasing brand awareness.

Canned goods company Heyday Canning Co. created a memorable experience with their four-day “bean swap” pop-up in New York City. Visitors traded cans of beans for branded merchandise like bean socks (three cans), bean hats (five cans), or bean necklaces (15 cans). Heyday matched each donation and gave all beans to the NYC-based food bank City Harvest.

“The objective very much was to cut through the noise on TikTok,” Heyday founder Kat Kavner explained on Shopify Masters. “We really wanted to create an experience that we felt had a high probability that people would capture and create UGC if they went.”

The creative concept paid off, going viral on TikTok and drawing lines down the block.

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A post shared by Heyday Canning Co. (@heydaycanningco)

Illustration by Rachel Tunstall

How to promote your business FAQ

How can I promote my small business effectively?

Boost your small business visibility by creating a Google Business Profile, collecting customer reviews, and establishing a presence on platforms like TikTok. Strategic partnerships with complementary brands, consistent blogging, and targeted SEO efforts can also significantly increase your reach without major investment.

What are the best free promotional strategies for businesses?

Market your business without spending money by creating valuable content on platforms like TikTok, Instagram, and YouTube. Set up profiles on review sites like Yelp and actively encourage satisfied customers to share their experiences. Reward existing customers for introducing new buyers to your store with a referral program, creating a self-sustaining growth cycle.

How much does it cost to advertise on Google?

Google advertising costs vary widely based on industry competition and target keywords. Most businesses spend between $1 and $2 per click for Google pay-per-click (PPC) campaigns, though this can increase to $50 per click in highly competitive sectors. Start with a modest budget, track your return on ad spend, and adjust your investment based on performance metrics.