Marketing doesn’t have to be expensive to be effective. In fact, many South African startups and SMEs have grown by getting creative - not by outspending their competition, but by outsmarting them.
If you’re working with a tight marketing budget but still want real results, this article is for you. At Summit Atlas, we’ve rounded up the top five low-cost marketing tactics that actually work in the South African market - based on what we’ve seen succeed in real businesses.
1. Leverage Local Facebook Groups and Communities
Why it works:
South Africans are highly active on Facebook - especially in community groups. Whether it’s local business networks, buy-and-sell groups, or niche interest communities, these groups are goldmines for visibility and direct engagement.
How to do it:
Join groups where your target audience is active.
Participate meaningfully - answer questions, offer value, and avoid hard selling.
Share promotions, testimonials, or helpful tips with permission from group admins.
Pro Tip: Start your own Facebook group focused on your industry or niche. Build a loyal audience over time.
2. Optimize Your Google Business Profile
Why it works:
When someone searches for your business (or businesses like yours), your Google Business Profile can appear at the top of local results. It’s free - and yet many SMEs don’t use it properly.
How to do it:
Claim and verify your business at google.com/business.
Add your address, contact info, services, and business hours.
Upload high-quality photos and encourage happy customers to leave reviews.
Post regular updates and offers (yes, Google lets you post content!).
Pro Tip: Add keywords like your location or service type to your profile description for better local search visibility.
3. Use WhatsApp Business for Customer Communication
Why it works:
WhatsApp is the most widely used messaging platform in South Africa. It’s direct, fast, and personal - ideal for building trust and staying top of mind.
How to do it:
Set up a free WhatsApp Business account.
Add a catalog of products/services and set automated away/quick replies.
Share promotions, updates, or order confirmations.
Create broadcast lists to send updates to multiple customers at once (without creating a group).
Pro Tip: Include your WhatsApp link or QR code on your website, flyers, social media, and even invoices.
4. Collaborate with Other Small Businesses
Why it works:
Collaboration expands your reach without increasing your spend. Partnering with non-competing businesses who share your audience can multiply your exposure and create win-win campaigns.
How to do it:
Partner on bundle deals, co-hosted webinars, or competitions.
Give each other shoutouts on social media.
Swap email mentions in newsletters.
Share referrals and incentivize with discounts or commissions.
Pro Tip: Look for local businesses that align with your brand values and customer base.
5. Create Value-Driven Educational Content
Why it works:
People don’t want to be sold to - they want help solving their problems. Educational content builds trust, improves SEO, and positions your business as an expert.
How to do it:
Write blog posts, guides, or tips relevant to your audience.
Share educational reels or carousel posts on Instagram.
Host a live Q&A on Facebook or Instagram.
Create downloadable freebies (checklists, templates, etc.) in exchange for email addresses.
Pro Tip: Use free tools like Canva for graphics, ChatGPT for content ideas, and Google Docs to draft your material.
Free Template: Download Your Checklist
We’ve created a simple one-page marketing plan template you can use right away. [Download the free template here]
Conclusion
You don’t need a massive marketing budget to make an impact - you just need strategy, creativity, and consistency. By applying even one or two of these low-cost tactics, you can start attracting and retaining more customers without overspending.
At Rising Tide, we specialise in helping South African businesses grow sustainably. Stay tuned to our Business Insights blog for more practical advice designed to move your business forward.