TL;DR: Stop waiting for a marketing budget. You can get your next customers for free by focusing on 5 key areas: mastering your Google Business Profile, genuinely participating in local Facebook groups, building a referral network, using smart “boots-on-the-ground” tactics, and creating a simple, trustworthy website. These steps build a rock-solid foundation of trust that makes all future marketing, including paid ads, more effective.
You don’t need a marketing budget to get your next 10 customers. You just need a plan. Here it is.
When you’re running a local service business—whether you’re a plumber, a designer, a landscaper, or a baker—the biggest question is always, “How do I get more customers?” It often feels like the answer involves complex funnels and a pile of money you don’t have.
But the truth is, the most powerful marketing doesn’t come from a big budget. It comes from building trust at a local level. It’s about showing up, being helpful, and becoming a valued part of your community.
This is your playbook to do just that. These five strategies cost nothing but your time and intention. They work because they are based on a simple, natural principle: people do business with people they know, like, and trust.
1. Master Your Digital Storefront (Google Business Profile)
Your Google Business Profile is the new front door to your business. When someone searches for “plumber near me,” the profiles that show up in the map pack are the ones that get the calls. Winning here is a game-changer.
- Why it works: It’s the highest-intent platform on the planet. People searching on Google Maps are actively looking to buy or hire. Being visible and looking trustworthy is everything.
- How to do it:
- Get Reviews, Fast: Ask every single happy customer for a review. Aim for at least 30 reviews to start. The video’s advice is gold: “I literally don’t care if you need to do services for free just to get reviews.” That’s how important they are.
- Add Photos Weekly: This is crucial. Add at least three new photos every week. Show your team, your truck, before-and-after shots of your work, and you at a job site. This signals to Google that your business is active and real.
- Fill Out Everything: Complete every single section of your profile. Services, service areas, hours, Q&A. The more complete it is, the more Google will trust and show your profile.
2. Become a Community Hero (Facebook Groups)
Local Facebook groups are the modern-day town square. People ask for recommendations for everything. Your job is not to be a walking advertisement, but to be the most helpful person in the room.
- Why it works: People trust recommendations from their neighbors far more than they trust an ad. By being a genuine member of the community, you build trust before anyone even knows what you sell.
- How to do it:
- Join, Don’t Sell: Join groups for your town, your neighborhood, and local interest groups (like parenting or gardening groups). For a week, just listen and interact like a normal person.
- Introduce Yourself Once: Make one simple post introducing yourself. “Hey everyone, I’m Alex and I live in the area. I just started my landscaping business, and I’m excited to be a part of the community!” No hard sell.
- Answer Every “In Search Of” Post: Search the group daily for people asking for your service. When you see a post, comment helpfully. Offer advice. Then, and only then, say, “If you’d like, I can help with that. Feel free to send me a message.”
3. Build a Referral Engine
Who already serves your ideal customers? A wedding planner works with florists, caterers, and venues. An electrician works with plumbers and contractors. These non-competing businesses are your most powerful allies.
- Why it works: A warm lead from a trusted partner is a thousand times better than a cold lead from an ad. You are getting a direct endorsement.
- How to do it:
- Make a List: Write down 5-10 other local businesses that serve your customers but don’t compete with you.
- Offer Value First: Don’t just ask for referrals. Offer them. Go meet the business owner and say, “I love your work, and I often get clients who need [their service]. I’d love to send them your way.”
- Create a Simple System: Make it easy. Offer them a small commission ($20) for every customer they send you, or just agree to send business back and forth. The key is to build a real relationship.
4. Get in Front of People (Boots on the Ground)
Digital is powerful, but don’t forget the real world. Simple, direct actions can lead to immediate customers, especially when you’re just starting out.
- Why it works: In a digital world, a real-life connection stands out. It shows you’re a real person who is part of the local fabric.
- How to do it:
- The “While You’re Here” Visit: If you’re doing a job in a neighborhood, knock on the doors of the five closest houses. Say, “Hi, I’m just helping your neighbor with their garden. While I’m in the area, I wanted to see if you needed any help.” It’s low-pressure and highly effective.
- Strategic Yard Signs: After a job well done, ask the customer, “Would you mind if I put a small sign in your yard for a week? I’d be happy to give you a 10% discount on today’s work for it.”
- Partner with a Local Cafe: Offer the owner of a busy local coffee shop free service for a year in exchange for letting you keep a small stack of your business cards by the register.
5. Build Your Home Base (A Simple Website)
Your website is the one piece of the internet you truly own. It’s where you prove you’re a legitimate, professional business. It doesn’t need to be complex, but it needs to build trust.
- Why it works: After finding you on Google or hearing about you from a friend, people will look you up. A professional website separates you from the hobbyists and confirms their choice to contact you. It’s your 24/7 salesperson.
- How to do it:
- Show, Don’t Just Tell: Your homepage must immediately show photos of you, your team, and your work. This builds instant trust.
- Make it Easy to Act: The very first thing people see should be a clear button or form: “Request a Free Estimate” or “Book a Consultation.” Don’t make them hunt for it.
- Include Trust Signals: Clearly display your phone number, service areas, and any licenses or insurance you have. “Separate yourself from the other 90% of people that don’t do things above board,” as the video wisely puts it.
From Free Foundation to Paid Scaling
Do these five things consistently, and you will get customers. You will build cash flow, a stellar reputation, and a deep understanding of your market.
Then, and only then, should you think about pouring gasoline on the fire with paid ads. With the reviews, photos, and customer stories you’ve collected, your ads will be cheaper and far more effective. You will have built a brand worth advertising.
You’ll be moving from “renting” attention on social media to owning your customer relationships. And that is how you build a business that lasts.