As a small business owner, you've got a lot of stress to deal with. From managing your finances and building a team of experts to managing your time, things can get tricky. The most important component of your success is finding customers/clients.

No matter your industry, there will be a lot of competition. So, how do you navigate that competition and ensure your business can grow? Through small business marketing.

Sure, your budget may be smaller than competitors, but with the right marketing plan and a positive mindset, you can achieve your goals and build a successful business.

In this guide, I'll reveal how you can market your business successfully. So, if you're ready to grow your small business, read on.

First things first, what is small business marketing?

Small business marketing shouldn't be confused with selling. You're not pushing products or services to your ideal customers; you're helping them discover your business as their ideal solution.

In today's digital world, marketing requires a softer approach than before. Small businesses should position themselves as industry authorities instead of aggressive advertising and big sales pitches and instil trust in prospective customers.

It's less about the short game and more about securing long-term growth.

The facts

If creating and executing a marketing strategy seems like an uphill struggle, please know that you're not alone. Even large brands with endless budgets find it challenging, and smaller businesses can find themselves at a disadvantage.

Just under half of small businesses in the UK are unsure of whether their marketing efforts are effective (Lead Pages).
44% of struggling companies are planning to invest in marketing (Startups).
67% of small businesses in the UK don't have an actionable marketing plan (The Marketing Centre).
Over 70% of small businesses fail within three years (UK Money).

Why is digital marketing essential for small businesses?

Digital marketing is a vital investment for any business, no matter its size. When executed correctly, a marketing strategy can:

Increase Brand Awareness: Ensure prospective customers know about your products and services.
Build Trust: While large brands can be faceless, small businesses can instil trust in their target audience by building a relatable brand.
Drive Sales: Once your audience sees you as a solution to their problem, it can boost sales and ensure long-term success.
Stand Out: Digital marketing for small businesses can help you stand out from the crowd.

How to market your business effectively

There are many ways to market your business, and you don't need a massive budget to do so. However, small businesses should take a creative and strategic approach, focusing on budget management to get the best possible results.

Here's a step-by-step marketing process to help you get started.

1: Clarify your marketing strategy

You should think of digital marketing like building a house. You need to construct the foundations before you call in the architects and interior designers.

A marketing strategy serves as the foundation for your company's growth.

Goal setting

As a small business owner, you'll need to think about your long-term objectives and split them into measurable goals. For example, your ultimate objective could be to grow your business nationally, but you'll need to split it into goals such as:

Boosting website traffic
Lead generation
Establishing brand recognition on social media
Growing an email list

Remember, when setting goals, you should use the SMART process.

infographic showing smart goal setting process

Audience research

No marketing campaign can be successful without a deep understanding of your customers. For example, if you're a care home, you'll need to show prospective residents that you prioritise their happiness.

However, new fashion companies should leverage creative marketing strategies and focus on social media to achieve growth.

When figuring out your audience, remember to establish these key facts:

Challenges and pain points - What frustrates them?
Online activity - Where do they shop? Which social media platforms are they active on?
Engagement - Which types of content do they engage with most?
Decision making - Which factors influence their purchasing process?

Once you understand each demographic's wants, needs, and behaviours, you can create buyer personas, which will help your team tailor each marketing campaign to ensure lasting results.

Competitor research

Researching your competitors gives you an idea of what's working for them and how you can capitalise on their weaknesses.

For example, if a competitor offers two-day shipping as standard but you have processes in place that facilitate next-day shipping, prospective customers should be aware of that benefit.

When performing a competitive analysis, remember to look at:

Their website and SEO structure
The type of content they create
Their presence on social media
Customer reviews and testimonials

However, you should never copy your competition. Take inspiration from what your target audience responds to, but think of unique ways to ensure your brand stands out.

2: Build your brand's identity

Branding is so much more than choosing a colour scheme and creating a logo. It's about demonstrating your unique identity and ensuring prospective customers can identify you.

Whether you offer professional services, are a tech startup, or anything else, your brand identity should clearly demonstrate your personality, values, and promise.

Important brand elements include:

Visual Elements: Your logo, colour scheme, and imagery are key to positioning your brand as professional, quirky, creative, or forward-thinking.
Tone of Voice: The TOV should also be consistent with your identity. For example, an accountancy firm will have a different tone of voice than a children's toy shop.
Story: Why does your brand exist? What inspired you? What's your ultimate goal? Establishing a story ensures consistency when executing your marketing plan.

3: Creating a website

Websites are ESSENTIAL for small businesses. Whether you're a small local business with a physical store or operate mainly online, a website lets you connect with prospective customers, promote your business, and establish an online presence.

When creating a business website, it's important to remember that you don't need to spend a fortune.

There are plenty of DIY website builders out there, and pay-monthly website design services can help you build a professional site without outright costs.

4: Marketing your business

Now that you've got the basics in place, it's time to market your small business. To do this, you'll need to define a marketing budget that aligns with your financial situation and facilitates business growth.

Remember, it's not about how much you can spend; it's about strategically using available funds. So, assess your overall finances and establish realistic expectations.

You should also set priorities based on your company's current state. For example, a new business should focus on increasing brand awareness, while established businesses might use strategies that ensure customer retention and expansion.

Allocating your budget is key to your success.

We'll discuss vital marketing strategies for small businesses later on, but for now, remember to factor in:

diagram showing different marketing types

Digital Marketing: This is the most important thing for a small company, as it builds an online presence and is key to advertising your business.
Traditional Marketing: Some local companies also focus on traditional marketing, such as radio ads, flyers, and direct mail, which can be highly effective.
Public Relations (PR): Both traditional and digital PR can grow your reputation within the local and national business community.
Creative Assets: Remember to allocate some of your budget to graphic design, professional photography, and other marketing collateral.

5: Measure your results and learn

Small business marketing isn't a one-time thing; it's a constant strategy that requires regular reviews and adjustments.

If you want to attract new customers and retain existing ones, you should constantly evaluate your brand's performance and optimise each campaign.

Once you understand the data behind each campaign, you can make changes and achieve lasting success.

Keep learning

Even marketing experts will tell you that you can never know too much. Growing a small business through marketing requires consistency, strategy, and a willingness to change things when needed.

Never get too comfortable because consumer demand, industry trends, and marketing channels constantly change.

Vital small business marketing strategies

So, now you know the basics of marketing a small business, it's time to look at the most effective strategies. The following marketing tactics can help you achieve ongoing growth and look forward to the future.

SEO

Search engine optimization is one of the most important strategies for any small business. Why? Because it helps your ideal customers find you.

For example, if someone searches for "accountancy services," you want to make sure you're a top result. Once you build an online presence, you can expect consistent traffic.

However, SEO isn't a one-size-fits-all strategy; there are multiple components and tactics to explore.

On-Page SEO

On-page SEO refers to your content, website, and visible presence on the search engine results pages. Essentially, it’s what people see. For example, website copywriting and blog posts should align with the user’s search intent and include terms they’re searching for.

As you can see from the below example, on-page SEO also includes title tags and meta descriptions.

Screenshot of Google SERP showing meta title and description

Technical SEO

Technical SEO encompasses the backstage elements. Think of it like a production set; without it, your on-page efforts would be ineffective.

Your website’s speed, loading time, and other elements should all comply with Google’s guidelines to ensure a positive user experience.

Off-Page SEO

Off-page SEO is all about demonstrating your authority within the industry. Link building establishes credibility, which in turn boosts your rankings. It also showcases your brand to a diverse network of prospective customers.

However, one high-quality link in a reputable publication is worth more than 100 poor-quality links, so keep that in mind when securing them.

Local SEO

Local SEO is a key strategy for local businesses, as it establishes their presence within the community.

Building a strong Google Business Profile (formerly Google My Business) and engaging with local publications can help you become one of the go-to solutions consumers in your area actively searching for your products or services.

Content marketing

Content marketing is one of a small business's most valuable inbound marketing strategies. Not only is it affordable, but you can also enjoy long-term results once the content is created.

Valuable and informative content is key to positioning your business as an industry authority. It avoids traditional sales tactics. Instead, you can offer your target audience helpful information that turns them into loyal advocates for your brand.

Social media marketing

Social media marketing gives little businesses a level playing field to compete. Sure, most platforms are saturated today, but if you can nail your social strategy, you can look forward to long-term growth and results.

Again, it’s all about consistency and ensuring your brand identity and tone of voice remain consistent across all channels.

The best social media channel for your business depends on your primary audience:

social media infographic showing popular channels for small businesses

Paid advertising

Paid advertising is an excellent option for small businesses that want immediate growth. While content marketing and SEO are long-term strategies, you can increase sales or enquiries by running adverts.

However, advertising can get expensive, so it’s important to consider your budget and use it as a short-term solution when you’re just getting started.

Remember, you can also run campaigns on social media platforms or stick to Google and Bing Ads - many companies use diverse advertising platforms to secure the best results.

Email marketing

Small businesses know that budget management is integral to digital marketing success - and email marketing offers the highest ROI across all channels. Take a look at HubSpot, and you’ll see why it's such an effective strategy.

When you collect email addresses through your website and social media channels, you can build an email list and segment that list to create targeted content.

Plus, many email marketing platforms often have free subscription options that enable you to create a central marketing hub and promote your small business.

Popular email marketing strategy ideas include:

Welcome emails for new subscribers
Monthly newsletters with advice and updates
Product launches and offers
Educational content
Customer success stories

Interested in exploring email marketing? My free email marketing guide gives you everything you need to know.

The best low-cost and free marketing tools for small business owners

As you can see, marketing is an ongoing process, but small businesses can secure long-term results by taking a strategic approach and remaining consistent. Marketing tools can help you manage and streamline your campaigns - ensuring maximum possible growth.

While these tools will never replace the benefits of marketing experts, they can still be beneficial. Plus, there are plenty of free and low-cost options available.

Please download the free toolkit below to access my top picks, including cheap marketing platforms. You'll also find free tool suggestions.

FREE MARKETING TOOLS

Final thoughts on small business marketing

Marketing is a constantly evolving industry, and there’s no one-size-fits-all approach. Regardless of whether you’re just starting out or have an established presence, understanding your goals and creating a marketing strategy will keep you on track.

If you want to take control of your online presence but need some help getting started, my done-with-you marketing service is here to help. I’ll deliver an affordable custom strategy, and you can action it. It’s that simple.

Need more advice? Please get in touch with me to discuss your business needs. You can also check out my free resources, designed to help small businesses grow and scale on their terms.

Let's take your marketing to the next level today.

FAQs

How can I invest in marketing activities on a tight budget?

By using free tools like Google Keyword Planner and email marketing platforms that offer free subscriptions, you can bring your marketing ideas to life. Optimising your budget will also help you run effective small business ads that increase your ROI.

While a digital marketing agency for small businesses will typically lock you into a contract, my services are fully flexible and affordable.

What's the difference between developing a marketing strategy and writing a marketing plan?

Your marketing strategy is basically your big picture, guiding the types of marketing you'll invest in and the far-reaching objectives. Your marketing plan is an actionable roadmap that outlines the steps required to achieve your goals.

My done-with-you marketing services include a strategy and roadmap as standard.

Which marketing and advertising channels offer the most growth for small to medium businesses?

It depends on your audience and goals. For example, SEO and content creation are effective marketing strategies for long-term growth, while using a social media platform lets you interact with your audience in real-time.

Search engine marketing, including PPC, is ideal for instant growth, while influencer marketing can expose your brand to a wider audience. Ultimately, there's no set specific marketing channel because every small business is different.

Finding the right marketing mix takes time.

What is SEO, and why should I care?

SEO is an organic marketing strategy that helps you rank higher in search results, generate more traffic, and ultimately turn that traffic into leads. It's one of the most important digital marketing tactics, and you should also ensure your website copy is optimised correctly.

Is email marketing still effective?

Absolutely! Email is one of the best ways to get your business name and marketing messages out there. You can also start small and gradually build an email list - ideal if you're running a small business and don't have much time.

The Ultimate Small Business Marketing Guide