When you know you need to market the business online but don't know what to do first, the answer is almost always to build from the ground up rather than picking a tactic at random.
Phase 1: Fix the Foundation
Don't send traffic to a website that isn't ready. Fix broken links, update pricing, and make sure it works cleanly on a phone. A free website audit is a fast way to see what actually needs attention before spending anything on traffic. What small businesses actually need from digital marketing covers this in more detail.
Phase 2: Claim Your Local Listings
If you serve a local area, your Google Business Profile is the highest-leverage free asset available. Claim it, verify it, fill out every field, add photos, and start asking your best customers for reviews.
Phase 3: Answer the Questions Customers Already Ask
Content marketing doesn't need to be complicated. Write down the ten questions customers ask most during sales calls, and turn each into a simple page or post. It builds trust and gives search engines something concrete to match you to.
Phase 4: Pick One Channel and Commit
Don't try to run Facebook, Instagram, LinkedIn, and TikTok simultaneously. Pick the one platform where your actual customers spend time, and commit to it consistently for six months before considering a second.
Pace matters more than speed here. Once the foundation is solid, know when DIY marketing has done what it can and where outside help starts to pay for itself—or start with a straightforward review if you'd rather skip the guesswork.