How to Advertise Your Business (Even Without Spending a Cent)
Don't have an advertising budget? That's not a problem. The best tools to get yourself known are free.
We know: you're busy running your business — customers, suppliers, accounting. Who has the time (and money) to think about marketing too? Yet promoting yourself today is easier than you think, and above all, it can cost nothing.
The numbers speak for themselves: 52% of small businesses have a monthly marketing budget of less than $1,000, and half don't even have a dedicated marketing employee. If that sounds like you, you're in good company. The good news is that in 2026 there are powerful, completely free tools that can bring you real customers without spending a cent.
In this guide, we present six practical tools you can start using this week. No jargon, no hidden costs. Just practical things that work.
1. Google Business Profile
If you can only do one thing today, make it this: create your Google Business Profile. It's completely free and makes you visible on Google and Google Maps every time someone searches for a business like yours in your area.
Why is it so important? Because 97% of people search for local businesses online, and 64% use Google Business Profile to find contact details for a company. If you're not there, for those customers you simply don't exist.
The results are tangible: on average, a verified profile receives about 200 clicks per month and generates 595 calls per year. These are customers actively looking for you, not advertising thrown into the crowd.
A real case
An example we like to share is that of an artisan pizzeria in Northern Italy. By consistently using Google Business Profile and publishing regular updates, they recorded a 7% increase in sales for every post published. In three years, this growth allowed them to hire 5 new employees. All starting from a free tool.
Also read how to appear on Google Maps and get found by customers in your area.
We've written a complete guide on how to set up your Google Business Profile step by step. Read it here for all the details.
2. WhatsApp Business
Already have WhatsApp on your phone? Then you're halfway there. WhatsApp Business is a separate, free app designed specifically for commercial businesses. In Italy, WhatsApp has a 97% penetration rate among messaging users — practically all your customers already use it. Globally, the app has over 400 million monthly active users.
What you can do with WhatsApp Business
- Business profile: enter your address, hours, website, and business description
- Product catalogue: showcase your products or services with photos, prices, and descriptions, directly in chat
- Automatic welcome messages: when a new customer messages you, they immediately receive a professional greeting
- Away messages: if someone writes outside business hours, the customer knows when you'll be available again
- Quick replies: save answers to frequently asked questions and send them with a shortcut
- Broadcast lists: send messages to multiple customers at once (like a newsletter, but on WhatsApp)
- Labels: organize your chats by category (new customer, order in progress, payment received...)
67% of small businesses that use it say it has improved communication with their customers.
Practical tip
Add your WhatsApp Business number to your Google Business Profile and print a QR code to display in your shop or on the counter. Customers can save your number with a simple scan and message you at any time.
3. Social Media: Facebook and Instagram
Social media isn't just for teenagers. In Italy there are 28.5 million users on Facebook and 29.9 million on Instagram. Among them are your customers, your neighbours, and the people who walk past your shop every day.
Why they work for small businesses
Here's a fact you might not expect: small accounts with fewer than 10,000 followers get significantly higher engagement rates on Instagram than large brands. This means that, proportionally, your posts reach and engage more people. That's the beauty of being "small": people trust you more.
Another useful fact: posts with a geotag (i.e. the location tag) receive 79% more interactions. When you publish a photo, always add your shop's location or your city.
Practical tips
- Choose 1 or 2 platforms and do them well. One well-maintained page is better than four abandoned ones. If your customers are over 40, go with Facebook. If you sell visual products (food, clothing, crafts), Instagram is perfect.
- What should you post? Behind-the-scenes photos, your products, your story, the faces of the people who work with you. People want to know who's behind a business.
- Consistency matters more than perfection: 1 post a day is ideal, but 3–4 a week is also perfectly fine. The important thing is not to disappear for weeks.
- Facebook Groups: look for groups in your city or neighbourhood. They're very active local communities where you can get known naturally, without aggressive advertising.
A note of honesty
We should tell you: organic reach on Facebook (meaning how many people see your posts without paying) has dropped to 1–2% of your followers. This means that if you have 1,000 followers, a post is shown to 10–20 people. That's not much, but it's still a free showcase and a point of contact for people searching for you. And on Instagram, the numbers are significantly better for small businesses.
Don't have time to do it all yourself? Ivemind helps small businesses set up and manage their digital presence. 47+ projects delivered, free initial consultation. Let's talk →
4. Online reviews: digital word of mouth
Word of mouth has always been the best marketing for small businesses. Today, word of mouth has moved online and it's called reviews.
The numbers are impressive: 90% of Italian consumers read reviews before buying (source: Capterra Italia). 72% trust a business more if it has positive reviews. And 73% of all online reviews are on Google, yet another reason to have a well-maintained Google Business Profile.
How to get more reviews
The secret is simple: ask. 68% of consumers leave a review when asked. After a purchase or service, simply say:
"If you had a good experience, we'd love a review on Google. It helps us a lot!"
You can also generate a QR code directly from your Google Business Profile that takes the customer straight to the reviews page. Print it on a card near the checkout, on your business card, or on the receipt.
Always respond to reviews
This is crucial: 88% of consumers would prefer to use a business that responds to all reviews, compared to 47% for one that never responds. Always respond: thank people for positive reviews and handle negative ones with courtesy. Show that there's a real person behind the business who cares.
5. Email Marketing (Newsletter)
The newsletter is one of the most underrated tools, yet it has the highest return on investment of all: for every dollar spent, you get back between $36 and $42. No other marketing channel comes close to these numbers.
With Mailchimp, for example, you can start for free with a plan that includes up to 250 contacts. If you don't have a website yet, find out how much a website really costs for a small business. More than enough for a small local business.
What to expect
- The average open rate for a newsletter is 24%: that means nearly one in four customers reads what you send
- Automated emails (like the welcome message or birthday greetings) generate 37% of email sales, while representing only 2% of total send volume
How to get started in practice
You don't need anything complicated. Place a sign-up sheet at the counter with something like "Leave your email to receive offers and news!" or offer a small discount for signing up. Even collecting just 5 emails a week means having a list of 250 contacts in a year — all real customers who chose to hear from you.
6. Local online directories
Besides Google, there are other online "showcases" where your business should appear. Basic registration is almost always free:
- PagineGialle.it: the basic listing is free and it remains a reference point, especially for older customers
- Apple Maps (via Apple Business Connect): essential for iPhone users
- Bing Places: Microsoft's search engine, used more than you'd think
- TripAdvisor: essential if you have a restaurant, bar, hotel, or any tourism-related business
- Yelp: less widespread in Italy but growing, especially useful with foreign tourists
The principle is simple: the more places online that mention your business, the easier it is to find you. And every listing is also a positive signal for your Google ranking.
Discover the non-repayable grants that can cover the costs of digitalization.
Comparison: free digital tools vs traditional advertising
| Channel | Cost | Duration of effect | Measurability |
|---|---|---|---|
| Google Business Profile | Free | Permanent (24/7) | High |
| WhatsApp Business | Free | Permanent | High |
| Facebook/Instagram (organic) | Free | Variable | High |
| Newsletter (Mailchimp free) | Free up to 250 contacts | Permanent | Very high |
| Flyer distribution (5,000 copies) | €425–610 | A few days | Almost none |
| Local newspaper (1/4 page) | €500–800 per issue | 1 day | Low |
The difference is clear. With free digital tools, you get a permanent effect, you can measure exactly how many people find you and contact you, and you spend nothing. A flyer ends up in the bin after a day. Your Google Profile works for you 24 hours a day, 365 days a year.
Where to start: your plan for this week
You don't have to do everything at once. Here's a simple plan, five days, a few minutes a day:
- Day 1: Create your Google Business Profile (15–20 minutes). Go to google.com/business and follow the instructions.
- Day 2: Download WhatsApp Business and set up your business profile (10 minutes). Enter your address, hours, and a short description.
- Day 3: Choose a social media platform (Facebook or Instagram), create your business page (15 minutes). Upload a profile photo and a cover photo.
- Day 4: Ask 5 customers to leave you a review on Google. A simple friendly request after a purchase is all it takes.
- Day 5: Publish your first photo on social media. Your best product, your shop, your team. It doesn't have to be perfect — it has to be real.
Want even more ideas? Read our 9 strategies to attract customers to your shop.
By the end of the week, you'll have a solid and completely free digital presence. From there on, it's just about keeping the rhythm: an occasional post, a reply to reviews, an update to your Google profile when you change hours or add a service.
When it makes sense to invest in a professional
The free tools you've just discovered work. But there's a reason why many businesses choose to get help:
- Time is the hidden cost of "free". Setting up Google Business, WhatsApp Business, social media, the newsletter, and directories takes hours. Managing them well takes hours every week. Your time has a real economic value.
- Strategy beats tactics. Using 6 tools without a coordinated strategy scatters your efforts. A professional creates an integrated plan where each channel reinforces the others.
- Results come faster. A professional knows the best practices, knows what works and what doesn't, and can deliver results in weeks instead of months of trial and error.
- You can focus on your work. You know your trade better than anyone. Leave digital marketing to those who do it for a living, and devote yourself to what you do best.
Ivemind: your digital partner
Ivemind is an Italian social cooperative and innovative startup. We have helped 47+ companies and organizations build their digital presence, with 100% client satisfaction. 60% of our profits are reinvested in social inclusion projects.
We can help you set up all the tools you've read about, create a coordinated marketing strategy, and build an online presence that brings in real customers.
Contact us for a free consultation or discover our consulting services.