Practical Marketing Advice for South African Small Businesses

Running a business in South Africa comes with extra challenges. Power cuts, rising costs, limited online access in some areas. But there are still simple marketing steps you can take to build trust, reach more people and grow your business.

I’m Sez Dolby-Glover. I work with small businesses across South Africa, offering clear marketing advice, one-on-one training and short consults. Here are some of the most effective tips I share with clients every week.

1. Use WhatsApp Business

WhatsApp Business is free, easy to set up, and almost everyone in South Africa uses it. You can:

• Add opening hours, product lists and contact info

• Send automated replies when you’re busy

• Broadcast updates to your regular customers

• Take bookings or orders directly

It works well for hair salons, tradespeople, tutors, markets, cafes, car washes and more. It's also ideal if you’re not yet ready for a full website.

2. Fix your Google Business listing

When someone searches your name, your Google listing is the first thing they see. If it’s out of date or has the wrong info, it sends the wrong message.

Make sure it:

• Has the correct contact number

• Links to your website or social media

• Shows updated photos

• Includes real reviews

Tip: Ask happy clients to leave a review after you finish a job or service.

3. Speak to locals, not to “everyone”

Many local businesses try to sound big or formal. But your audience is your neighbours. Write your captions and content the way you’d speak to a customer in person.

Say “we’re open this weekend” instead of “our operating hours remain unchanged.” Say “we’ll reply on WhatsApp” instead of “reach out via our communications platform.”

Simple language builds trust. Especially in communities where word of mouth still matters.

4. Don’t ignore Facebook

Even if younger users prefer Instagram or TikTok, most South African adults still use Facebook. This includes the people most likely to hire you or refer others.

Facebook is useful for:

• Posting photos of work you’ve done

• Sharing weekend specials

• Getting tagged in local groups

• Boosting posts to nearby areas (even with R50)

You don’t have to post every day. Just stay consistent and helpful.

5. Create content that answers real questions

Think about what your customers ask you most. Then write a blog post, record a quick video or make a post about it.

Examples:

• “How to tell if your gutters need replacing”

• “What to bring to your first dog training session”

• “What you should check when hiring a wedding photographer”

This builds trust, improves your Google ranking and gives you something useful to share on social media.

6. Focus on one or two marketing channels, not ten

You don’t need to be everywhere. Pick one or two places where your audience spends time. Do those well. That could be Facebook and WhatsApp. Or a basic website and a mailing list.

Trying to keep up with every platform will burn you out. Start small and build slowly.

Want help with this?

I offer practical marketing consults and training sessions made for South African small businesses.

No long contracts. No vague advice. Just simple steps that work for your size, your budget and your community.

📅 Book a free 30-minute call here: https://calendly.com/sezdolbyglover
🎁 Download free tools and resources: www.sezdg.com