A startup should not try every channel. Start with the ones you own and the ones aimed at people already looking: a clear website, search visibility, an accurate Google Business Profile if customers visit or you serve a local area, and email. Add paid search when you know what converts, and use social media and partners to reach people who are not searching yet. Measure one action that matters from day one, and be honest in everything you publish.
Key takeaways
- Start where intent is highest: your website, search and local listings, before broad awareness.
- Google says local results rely mainly on relevance, distance and prominence, and that "There's no way to request or pay for a better local ranking on Google."
- Keep business information current; Google warns that inaccurate details can stop a profile from appearing for relevant searches.
- Pick a small number of channels, measure the action you care about, and stop what does not work.
- The US Federal Trade Commission says endorsements need clear disclosure of any brand relationship, including free products.
Which channels should a startup consider?
| Channel | Best for | First step |
|---|---|---|
| Your website | Everything else points here | A clear page for each offer and a simple way to enquire |
| Search (SEO) | People already looking for what you do | Pages that answer customers' questions; see SEO for a new website |
| Google Business Profile | Customers who visit you or live nearby | Create, verify and complete the profile |
| People who already know you | A sign-up on your site and a useful first message | |
| Paid search | Fast tests of demand | Narrow keywords and a dedicated page; see PPC in 2026 |
| Social media | Reaching people not yet searching | One or two platforms where your customers are |
| Partners and communities | Trusted introductions | Genuine relationships and helpful contributions |
| Content and video | Building trust over time | See Content strategy in 2026 |
Why start with your own site and search?
Because you control them, and they reach people with intent. Google primarily finds pages through links and favours helpful, original content, and a few well-made pages that answer real buyer questions will serve you for years. Treat the site as the hub that every other channel points to, and make the next step obvious on each page; see Web design that converts.
What about Google Business Profile?
If customers can visit you, or you serve a defined area, claim and verify your profile. Google says verification shows you are authorised to represent the business and makes it more likely to appear in search. Local results are based mainly on three factors: relevance (how well the profile matches the search), distance and prominence (how well known the business is, partly from links from other sites and your reviews and ratings). Complete the profile with address (only if customers visit), hours including special hours, category and attributes; respond to reviews; and add photos and videos. You cannot pay for a better local ranking.
When should you add paid advertising?
When you have a page that converts and tracking in place to prove it. Paid search gives quick data on which words and messages bring enquiries. Start small, track conversions, and learn before you scale; unmeasured spending teaches you nothing.
How should you use social media and partners?
Pick the one or two platforms where your customers already spend time, and post things that help them. If you work with influencers or reviewers, the FTC says to disclose any brand relationship, financial or otherwise, including free or discounted products, clearly and where it is hard to miss; do not rely on bios, hashtags or a "more" link. Only describe experiences with products actually tried, and do not make claims you cannot prove.
What should you measure?
- Choose one action that matters, such as an enquiry, booking or sign-up, and record it as a key event in your analytics.
- Record where each enquiry came from.
- Review monthly: which channel brought the most useful enquiries, at what cost in money and time?
- Stop one thing each quarter that is not working, and double down on one that is.
Where does AI fit?
AI tools can speed up research, drafts, ad variations and reporting, but a person should check facts and claims before anything is published. They cannot replace knowing your customers. See Digital marketing in 2026 and our AI search optimization page for how search is changing.
A 90-day plan
- Weeks 1 to 2: write what you offer, to whom and why you; set up the website, analytics and Google Business Profile.
- Weeks 3 to 6: publish pages and articles for the ten questions customers ask; start an email list.
- Weeks 7 to 10: test paid search on your best offer with a small budget.
- Weeks 11 to 12: review results, keep what works, cut what does not.
FAQ
Which channel should a startup start with?
Your own website and search, then Google Business Profile if you serve a local area, because they reach people who are already looking.
Do I need a big budget?
No. Most early work is time: clear pages, useful content, an accurate profile and an email list. Add paid spend only once you can measure what it brings.
Can I pay to rank higher on Google Maps?
No. Google says there is no way to request or pay for a better local ranking.
Do I have to disclose free products given to reviewers?
The FTC says to disclose any brand relationship, including free or discounted products, clearly and conspicuously.
How many channels should I use?
As few as you can manage well. Two or three channels done properly beat six done badly.
Sources
- Google Business Profile Help, "Tips to improve your local ranking on Google": https://support.google.com/business/answer/7091
- Google Search Central, "SEO Starter Guide": https://developers.google.com/search/docs/fundamentals/seo-starter-guide
- US Federal Trade Commission, "Disclosures 101 for Social Media Influencers": https://www.ftc.gov/business-guidance/resources/disclosures-101-social-media-influencers
