How to Build a Strong Online Presence on a Budget

If you run a small business, you’ve probably been told a dozen times that you need to be online. And you do but that doesn’t mean you have to be everywhere, post every day, or spend $5k on a website.

We work with small businesses all the time, and we tell people to focus on the basics, do them well, and then build from there. It really doesn’t have to be complicated (or expensive).

Here are some effective tips for small businesses that don’t want to waste time or money while building their online presence on a budget:

Define Your Brand

Before you do anything else, get clear on who you are. What do you do, who do you serve, and what makes you different?

Your brand identity isn’t just a logo. It’s the message, voice, and visuals that help people recognize and trust you. Write out your mission, your values, and your “why.” Pick colors and fonts that feel like you. Make sure your website, social media, and emails all match.

Show who you are through every aspect of your online presence. Be cohesive and don’t make people guess; this will help them trust you and understand what your brand represents.

Show Up Regularly

You don’t have to post everyday, just be consistent. Regular updates keep your audience engaged and help search engines see that your business is active.

• Add fresh content to your website from time to time, like blog posts, service updates, portfolio highlights, photo galleries, or client success stories.

• On social media, even a simple weekly post or behind-the-scenes story can go a long way when done consistently.

• Reply to comments and DMs.

If something big is happening in your industry or your town, join the conversation. The more active you are, the more likely people are to find you. Think of every post, comment, or blog to lead people back to your business.

Create Value Before You Sell

Yes, the goal is to make money. But before that? You need to be useful.

Think about what your customers want to know. What questions do they ask all the time? What do they worry about? That’s where your content starts.

• Write quick tips.

• Share helpful videos.

• Break things down in a way that’s easy to understand.

Not sure what to post? Start with a list of your customer’s biggest struggles and answer one at a time in plain language. Put yourself in your audience's shoes and be share your knowledge. This positions you as someone people trust and helps build a connection before the sale.

Get Found First

If someone Googles you, what shows up? That’s where you start.

• Google Business Profile: If you don’t have one, make one. It’s free. Add your hours, photos and a short description of what you do.

• A clean, simple website: One page is enough. Tell people what you do, who you help, how to reach you, and maybe show a few photos. You can build something solid with Squarespace, Wix or even a free Canva site.

Be on Social (Even Just a Little)

You don’t need to be a full-time content creator but you do need to exist online.

When people check out a business, they always go to social media. If you’re not there, they wonder if you’re legit. Having some presence just a few posts and updated info goes a long way.

Pick one platform where your audience hangs out. Not three. Not five. Just one to start. Post a few times a week. Show your face. Share what you’re working on. It builds trust and gives people a reason to come back.

Once you’ve built a rhythm and feel comfortable on that platform, you can start repurposing content — turn a caption into a blog post, a client photo into a story, or a tip into a short video. Slowly expand to other platforms as it makes sense, keeping your core message clear and consistent across the board.

• If you sell to other businesses, try LinkedIn.

• If you sell a product or visual service: Instagram.

• If your customers are mostly local, Facebook works.

Use What You’ve Got

If you don’t have professional equipment, no worries. Instead of relying on a ring light, just use natural window light; it gives you great lighting. And honestly, your phone is more than good enough to get started. Don’t overthink it.

Batch it if you can, take a few pics or videos when you’re already set up, then use it over time.

If you need help with content creation or a studio to create your content, let’s have a conversation about how we can support you right where you are. Visit our services page for more details.

Build an Email List

Social media is great, but it’s rented space. Your email list? That’s yours.

Use it to stay connected to customers whether it’s weekly, monthly, or just when you’ve got something to say.

Here’s how to grow it:

• Add a sign-up link on your website and socials.

• Offer something helpful in exchange (like a checklist, template or discount).

• Keep your emails short, helpful, and honest.

Even a small list is valuable when it’s filled with people who care about what you do.

Create Real Relationships

You don’t need to do this alone. Find other people in your space like other business owners, creators, podcast hosts, whoever.

Reach out. Support each other. Share each other’s content. Collaborate. That’s how you get in front of new audiences and build community at the same time.

A few real connections are worth more than hundreds of likes.

Reviews Are Free Marketing

Ask your happy customers to leave a review. Google and Facebook work. Screenshot those reviews and share them. Add them to your website. They do more for your credibility than a fancy logo ever will.

Don’t Try to Be Perfect

Seriously. The polished and corporate vibe is not what people connect with. You’re a real person running a real business. Show that. Talk like you’d talk to a customer.

You’re not building a “brand”, you’re building trust.

Pay Attention to What’s Working

Once you’ve been at it a bit, look at your results.

• What posts do people engage with?

• What content gets shared or brings in DMs?

• Are more people visiting your website?

You don’t need a fancy dashboard with too much data. Just watch for patterns and keep doing what works. Some things take time to see the results. But review your strategy regularly to make sure you're making progress.

You Don’t Have to Do It Alone.

If all of this still feels a bit overwhelming, that’s exactly why we’re here. We help you plan things out, write your content, and figure out your next step. AKay Marketing gives you real support without the pressure or jargon, just a clear plan that fits where you’re at.