Where to Spend Your First Marketing Euros: A No-Stress Guide for New Businesses

I’ll never forget the young entrepreneur who came to me, full of passion and a dream of his own ice cream truck. He’d invested everything into it—including over €1,000 on a giant, glowing logo plastered on the side. It looked professional. It looked expensive. And two months later, he was stuck, struggling to pay off that advertisement bill for a truck that wasn’t driving enough sales.

His heart was 100% in the right place, but his marketing strategy wasn’t. He started with the flashy thing, not the effective thing.

Opening a new business is a huge achievement. Congratulations! But between rent, inventory, and a million other tasks, marketing often feels overwhelming and expensive. Sound familiar?

Don’t worry. You don’t need a giant budget, just a smart one. The goal isn’t to have the shiniest ad; it’s to have the sharpest strategy. Let’s talk about where to invest your first €200-€500 for the biggest impact.

Forget everything you think you know about ads. Your goal right now isn’t to go viral; it’s to connect, not collect. Connect with real people in your community who will become your first loyal fans.

Priority #1: Your Digital Home Base (€50 – €150)

Before you shout about your business from the rooftops (or the side of a truck), you need a place to send people. This is your foundation.

• What to invest in: A simple, clean website. You don’t need 20 pages. You need 3-4 essential ones: Home, About, Services/Products, and Contact.

• Why it’s worth it: This is the only place you truly own. Social media platforms can change or disappear; your website is yours forever. It’s your best salesperson, working 24/7.

• Pro Tip: Use a user-friendly website builder. User-friendly means: it is for the users and not for YOUR liking. The investment is low (mostly just the annual domain and monthly plan), and you can often set it up yourself but it does not mean it will look good. Here I advise you to hire us to make the design picture-perfect and to setup the complicated background stuff.
  
  Priority #2: Claim Your Local Spots (€0)

This is free advertising. Yes, really.

• What to invest in: 30 minutes of your time.

• Why it’s worth it: When people search for “ice cream truck near me” or “[Your Business Type] near me,” you need to appear. This is how you get found by people who are ready to buy.

• Action Plan:

  1. Google Business Profile: This is non-negotiable. Claim your listing, add beautiful photos, post your opening hours, and encourage happy customers to leave reviews. This is the #1 way to win local visibility.

  2. Apple Business Connect & Bing Places: Same idea. Cover your bases.

Priority #3: Build Community, Not Just Followers (€50 – €200)

Now, let’s talk about getting the word out. The key is to focus on one platform where your ideal customers spend time. For most local businesses, that’s Instagram & Facebook.

• What to invest in: Your creativity and a small ad budget.

• Why it’s worth it: This is where you can show your personality and build trust before a sale. Imagine our ice cream friend posting his daily route on Instagram Stories instead of hoping people would see the truck.

• Action Plan:

  1. Organic Content (€0): Post behind-the-scenes stories, introduce yourself, and show off your products. Be a person, not just a logo.

  2. Paid Ads (€50-€200): Your first ad should not be a hard sell. Instead, boost a post that shows your daily location or a new flavour. Use precise targeting to reach people in your town. A small budget goes a long way here.

Priority #4: Simple, Tangible Materials (€20 – €50)

In a digital world, something physical is memorable.

• What to invest in: Well-designed business cards or simple flyers.

• Why it’s worth it: Every customer you meet is a potential ambassador. Hand them a card they’ll want to keep. It’s a tiny investment for direct, personal marketing.

The Bottom Line

My friend with the ice cream truck learned a tough lesson. His giant logo was a finish line, but marketing is a marathon. Your number one marketing asset is you. Your passion, your story, and the amazing service you provide.

The goal of these first investments is simply to amplify that. Start small, be consistent, and listen to your customers. They will tell you what’s working.

What was the first marketing step you took for your business? Was it a success or a lesson learned? Share your experiences below—let’s learn from each other!