7 Ways Your Small Business Can Reach New Customers

Finding new customers is one of the biggest challenges for any small business. And while Google is often seen as the go-to place for visibility, it’s not the only growth path — not by a long shot.

Depending too much on Google can leave you vulnerable to algorithm changes, rising ad costs, and heavy competition.

That’s why it’s smart to build multiple channels that bring people to your business, even if they never search your name.

If you’re looking for practical, affordable ways to attract new customers without relying on Google, you’re in the right place.

Let’s talk about seven real, proven strategies that can get your business in front of fresh eyes — and keep it growing.

1. Use Social Media Intentionally (Not Just to “Be There”)

Posting on Instagram or Facebook without a clear plan won’t move the needle. But when you use social media with intention, it can be a powerful way to connect with potential customers — especially if you focus on engagement over volume.

Here’s what I mean:

Pick one or two platforms where your target audience spends time. For visual brands, Instagram is great. For B2B or service-based work, LinkedIn can be gold.
Show up consistently, and focus on building trust. Share behind-the-scenes content, answer common questions, and post helpful tips related to your industry.
Use stories, reels, or short-form video to increase reach organically.
Don’t be afraid to sell — but do it in a way that’s helpful, not pushy.

Tip: Use social listening tools or simply follow hashtags your audience uses to find new people to connect with — and comment genuinely on their posts.

2. Partner with Complementary Businesses

This one is underrated and incredibly effective. Look around your community (or niche) and find businesses that serve the same type of customers you do — but aren’t direct competitors.

For example:

A local photographer might team up with a wedding planner.
A pet groomer could partner with a boutique pet supply store.
A copywriter might collaborate with a web designer.

You can offer:

Joint promotions
Cross-referrals
Bundled services or events
Shout-outs on social media

Not only does this help you reach new customers, it also builds relationships that can fuel your business long-term.

3. Leverage Local Media and Community Boards

Local newspapers, online publications, and community boards (yes, even the ones in coffee shops) still matter — especially if your business is tied to a physical location or serves a specific geographic area.

Here’s how to get noticed:

Send press releases about events, product launches, or community involvement.
Offer to contribute expert advice to local publications.
Join Facebook Groups, Nextdoor, or local Reddit threads — not to spam, but to be part of the community and offer help where it makes sense.

The goal is to be present and helpful, not salesy. Over time, people will remember your name — and that leads to business.

4. Create a Simple Referral Program

Word of mouth is still the most powerful form of marketing. But it helps when you make it easy — and rewarding — for your happy customers to refer others.

You don’t need anything complicated. Here’s a simple version that works:

Offer an incentive for every referral (a discount, free gift, or service upgrade).
Make it clear and easy to share (via email, text, or even a printed card).
Say thank you, every time.

If you already have loyal customers, a referral program turns them into part of your marketing team — naturally and affordably.

According to Nielsen, 92% of people trust recommendations from friends and family more than any form of advertising.

5. Host Workshops, Pop-Ups, or Events

Events can be a powerful way to build trust and attract attention, even on a small scale.

You don’t need to rent a huge venue or plan a big production. A few examples that work well:

A bakery hosting a cookie decorating workshop.
A personal trainer offering a free outdoor bootcamp.
A clothing boutique doing an after-hours styling session.

If in-person isn’t your thing, virtual events work too — think webinars, Q&As, or demos on Zoom or Instagram Live.

The key is to make it valuable and engaging, not just a sales pitch.

6. Get Active on Email (Even With a Small List)

Email marketing isn’t just for big brands. If you’re not using your email list (or don’t have one), you’re missing a huge opportunity to stay top-of-mind with your audience — and bring in repeat business.

Start by:

Creating a simple lead magnet — a discount, checklist, or helpful guide — to get people to sign up.
Sending consistent, valuable emails (weekly or bi-weekly is fine).
Making your emails feel personal, like a conversation.

Even a list of 100 subscribers can bring results — if you treat them well and keep showing up.

7. Use Online Marketplaces or Directories

Google aside, people are constantly searching for businesses on platforms like:

Etsy (for handmade or creative products)
Yelp (for local services and reviews)
Thumbtack or TaskRabbit (for freelancers and home service providers)
Alignable or Clutch (for B2B services)
Eventbrite or Meetup (for local or virtual events)

Choose platforms where your target customers already hang out. Optimize your profile, upload quality photos, and collect reviews — these marketplaces can work like a mini search engine, but without needing to rank on Google.

FAQs

Is SEO still important if I’m not relying on Google?

It depends. If you’re using platforms like Etsy, Yelp, or LinkedIn, SEO still matters within those platforms. But you don’t need to obsess over Google search rankings to succeed — especially if you’re building traffic from referrals, email, or social media.

What’s the best platform for reaching new customers fast?

There’s no one-size-fits-all answer. But generally, short-form video (like Instagram Reels or TikTok) can offer fast organic reach if your content is engaging. Just be sure your audience uses the platform.

How do I know which method to focus on first?

Start with the one that feels most aligned with your strengths. If you’re great at writing, try email or community posts. If you love people, lean into partnerships or events. You don’t need to do everything — you just need to start.

Final Thoughts

Relying entirely on Google to bring in customers is like building a house on rented land. It might work for a while, but it leaves you exposed to changes you can’t control.

The good news? You have more options than ever to reach people — and you don’t need a massive budget or team to make it happen. Choose one of the strategies above, commit to it for the next 30–60 days, and measure the results.

What would your business look like if just one of these methods brought in five new customers this month?