#6 Marketing on a small budget. What to focus on in the early years

In the first years of building your business, you probably won’t have a big budget for marketing. But that doesn’t mean you should put marketing on hold. You still need to get the word out, attract attention, and start selling — whatever it is you sell.

In this week’s Founder Notes, I’m sharing a few key marketing focus points for founders growing their business towards that first million. None of this is rocket science — but I hope it gets you thinking and maybe sparks a few fresh ideas.

I’m a firm believer in sharing freely — because that’s often how you eventually get paid. Especially in the early stages, when you're still building your social proof, this is one of the best ways to show that you know what you're talking about.

By writing, speaking, and sharing about your area of expertise, you're offering value and attracting people who are already looking for the kind of knowledge or solution you provide. Yes, you’re giving something away—but in doing so, you're building trust, credibility, and visibility among exactly the right audience.

This one is simple but powerful—and often overlooked. Ask yourself: does your social circle actually know what you do?

Tell the people around you what you do, who you help, and what problem you solve. Keep it simple—so simple that even your aunt Betty could explain it over brunch. She might just be the one who brings you your next lead.

Use your social networks to show what you’re building. Share the process, the progress, the ups and downs. Bring people along for the ride.

In the beginning, you have the space to really see your customers — and make them feel seen. This is your chance to go above and beyond and create loyal ambassadors for your business.

Most businesses don’t give their customers this kind of attention. So even small, thoughtful gestures can set you apart. A quick check-in, a proactive message, or a practical tip can go a long way in building strong relationships that last.

It’s tempting to overthink your marketing. To make a detailed plan, polish every post, and aim for perfection. But often, that leads to getting stuck — and finding yourself in the same place at the end of the month.

Start with one small, clear idea. Put it out into the world. Watch what happens. Learn, adjust, and move on to the next. With a small budget, consistent action beats over-engineered plans every time.

This week, I want to challenge you to give something away—completely free.

Wait, what? Yep. It doesn’t have to be huge. Just something valuable and unexpected. 

Choose one customer or client, and think of a way you can surprise them—no strings attached. Maybe it’s a piece of advice, a quick video walkthrough, or a personal recommendation.

Generosity builds relationships. And relationships build businesses.