Digital marketing
As a sole trader you are the CEO, the salesperson, the production manager and the marketing manager all at once. How do you do digital marketing that works when you have five hours a week at most?
In brief
- A sole trader’s most effective channel combination: Google Business Profile + LinkedIn + an email list.
- Google Ads can be realistic on a €300–1,000/month media budget if it is handled well.
- Content-led marketing is only worth doing on LinkedIn or another community where you already have an audience.
- A realistic monthly budget: €500–2,000/month all in.
- Referrals are a sole trader’s most valuable channel — ask for them actively.
The best channels
Google Business Profile
Free, and the fastest route to local visibility. Active upkeep takes about 30 minutes a week.
Two or three posts a week, roughly an hour of your time. Works especially for expert services.
One newsletter a month to existing customers, about an hour. The cheapest channel you own.
Google Ads or Meta
Either yourself or through an affordable freelancer, depending on how visual your service is.
What works when you have five hours a week
Google Business Profile and keeping it active (30 min a week).
LinkedIn, 2–3 posts a week (1 hour a week).
An email newsletter once a month to existing customers (1 hour a month).
Google Ads or Meta, either yourself or through an affordable freelancer.
What NOT to invest in as a sole trader
Instagram without a visual product — organic reach is zero.
TikTok if you do not film the videos yourself; content production gets too expensive.
SEO in your own time: it takes 20+ hours a month in the early stages.
Facebook organically — a dead channel for a small business owner.
Referrals: the cheapest and most productive channel
Ask every satisfied customer for a referral.
Automate the request by email, preferably as a personal message.
Ask for Google reviews separately, and thank the customer for them.
Frequently asked questions
Is it worth hiring an agency?
Usually not on a total budget under €1,000/month. A freelancer may be a better fit.
How much time does one lead take?
It varies by industry, from 30 minutes to four hours.
What is the cheapest source of leads?
Referrals and satisfied customers.
Worth a look too
Read these related articles and service pages too:
External sources:
Shall we see whether we would be a fit?
Book a free 30-minute assessment. We work out what is worth doing in your case.
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