A Guide to Small Business Marketing

  • 📅 February 1, 2023 📝 Last updated on March 18th, 2023 🕒 17 minutes Read time

Are you thinking about starting a small business? Your success rate depends on how well you can market your product. Finding the most effective marketing strategies takes some trial and error, but this guide will help your journey go as smoothly as possible.

Small business owners might not have the bandwidth to accomplish everything, yet they also might not have the funds to hire specialists. But don’t despair! Read on to learn how to develop a scalable, long-term marketing plan to help your small business gain new clients and increase sales.

A Quick Definition: What Is Small Business Marketing?

Small business marketing aims to increase the number of potential clients who see your small business’s goods or services. This mix of online and offline tactics aims to increase your small business’s revenue and market share. Some tactics include:

  • Content Marketing: Creating valuable, relevant, and consistent content to attract and retain a target audience.
  • Email Marketing: Sending promotional emails to customers and prospects to build relationships and drive sales.
  • Social Media Marketing: Promoting a business through social media platforms such as Facebook, Twitter, Instagram, etc.
  • Search Engine Optimization (SEO): Improving a website’s visibility on search engines such as Google through techniques like keyword optimization and link building.
  • Influencer Marketing: Partnering with influencers to promote products or services to their followers.
  • Referral Marketing: Encouraging customers to refer others to the business in exchange for rewards.
  • Networking: Building relationships with other businesses and individuals to expand the business’s reach and find new customers.
  • Trade Shows: Participating in trade shows to promote products or services and connect with potential customers.
  • Local Listings: Listing the business on local directories and search engines such as Google My Business.
  • Direct Mail: Sending promotional materials, such as flyers and brochures, directly to customers and prospects.
Apply for Business Financing Today!

Marketing Tips for Small Businesses

If you want to get your small business marketing off the ground, you must understand how critical it is to attract new customers. Your business won’t be able to thrive and grow if there are no new clients. Using marketing techniques is the primary way to increase your clientele.

However, marketing for small businesses doesn’t happen by accident. The appropriate information is essential for planning, researching, and executing a successful strategy. Nevertheless, unless you advertise your company, nobody will know about it, regardless of how great your product or service is. For your small business, marketing is crucial to building your brand and generating sales leads.

We’ve put up this helpful introductory guide with 3 recommendations on marketing for small businesses to assist you in getting started on your small business marketing plan.

Design a Comprehensive Small Marketing Plan

An in-depth plan should be readily made to assist in tracking and also achieving your objectives in order to ensure your company marketing is effective. This strategy should outline the actions you must take to accomplish your business objectives and a schedule for when each action will be finished.

Elements like these are what make a successful marketing plan:

  • Determining who your target market is.
  • Constructing a persona for each member of your target market.
  • Figuring out the content categories that will appeal to your audience.
  • Establishing a presence online on social networking networks and other websites.
  • Creating a marketing calendar to schedule your content creation, email distribution, and paid social media advertising.

Tell the History of Your Business

A brand should establish a relationship with its intended audience and develop a distinctive brand image. To do this, telling your brand’s narrative is a remarkable and efficient method.

One of the ways to help your customers remember your brand is by telling your brand history, it doesn’t just make them remember your brand but also leaves a lasting impression.

Search Engine Optimization (SEO): Create an SEO-Friendly Website

A website where customers can learn more about a new business and order its products or services is a requirement for all startups. If you create a website that is optimized for search engines and conversions, you’ve already gotten beyond the first hurdle.

However, SEO is an important part of any marketing Business. For starters and small business owners who have no knowledge of the subject,  it can be very alarming and stressful. Think about working with SEO experts who can help you in expanding a strategy that will increase your search engine ranking over time.

Utilizing SEO, you can:

  • Increase your website’s traffic;
  • Boost your natural search results rankings;
  • Bring in more leads for your company.

Also, by focusing on nearby users, local SEO can assist in increasing foot traffic to your business. By giving your current consumers the means to share your material with their friends, you can also use them to expand your customer base. Use tools like Google My Business to create a local web presence fast and easily.

You should think about the following:

  • Based on popular posts on your feed, learn to create high-quality material.
  • Always run an intensive search on your keyword before processing the content for your website.
  • Input the major keywords in the theme, meta descriptions, and other content on your website’s landing pages.
  • Using structural data helps your website’s SERP listings to perform better and stand out from the competition,
  • Increase your focus on local SEO and long-tail keywords.
  • Technical SEO elements such as page load time and website design should be taken care of.
  • While there are other things to take into account when developing an SEO-friendly website, using these recommendations may be helpful.

Small Business Marketing Ideas

Small businesses frequently have limited marketing resources, making advertising your company difficult. The real kicker is that you have plenty of free or inexpensive options to market yourself to your customers.

Now that we’ve taken care of that for you, as a business owner, you probably don’t have the time to research and uncover these free marketing ideas.

In this article, you’ll discover many low-cost and free strategies to market your company.

Develop an Email Marketing Plan

A great approach to staying in touch with existing clients and interesting potential new customers in your business is through email marketing. It is a tried-and-true way to achieve a high return on your advertising investment. It’s simple, inexpensive, and quick to put up an email marketing or newsletter. You may also use it to advertise your products and services and entice visitors to come back to your website. By implementing email campaigns to target specific clientele depending on your analytics data, your ROI can be raised.

Email marketing is also a great way to draw customers and maintain their interest in your business.

Be mindful of the following:

  • Establish ties with clients by creating a newsletter.
  • Utilize email marketing to distribute discounts and coupons.
  • Email marketing can be used to advertise special events.
  • By delivering them special content, you may make individuals feel like they are a part of your business.
  • Request an email address in exchange for gifts or discounts.
  • Give people several ways to choose not to receive your emails.
  • Follow-up with customers is a must.
  • By providing a bonus content item, voucher, or discount in exchange for subscribing, you can encourage new website visitors to sign up for your newsletter.
  • Email your subscribers till they are ready to become paying customers.
  • Utilize a free email marketing service to launch your marketing emails.

Make sure your email marketing initiatives accurately reflect your company’s objectives, no matter what. Sending emails serves little purpose if there is no method to assess the success of your campaign.

Become an Authority in Your Niche

This is one strategy for differentiating yourself from niche competition and building your brand. Everyone is likely using the same marketing techniques as you are, so you need to find more ways to set yourself apart.

However, one method is to focus on establishing oneself as an industry expert.

Listed below are a few techniques you can utilize to make it happen.

  • Merge HARO (Assist a Reporter Out) to answer questions put forth by journalists. Because they are routinely posted on reliable websites, a reference or backlink from any of these is beneficial for your reputation.
  • Start a blog and write informative and beneficial articles on topics associated with your niche.
  • Participate in forums such as Quora and start responding to questions there.
  • Take part in online discussions on timely issues pertaining to your domain of expertise.
  • Produce podcasts and hold webinars on topical and enlightening topics. Increase your exposure and audience by bringing in more professional additional experts.

As shortly as you begin being noticed in your profession, people will start asking you to participate in podcasts and interviews. Spend the time to engage in these events as they will aid in enhancing your image.

Know Your Target Market

Believing that “anyone” is your customer is a critical error. Although larger companies could be likely to reach a larger audience, the adage “the wealth is found in the niches” is very well known. If you find yourself a niche and target relevant consumers, you’ll be influential.

To research your target market as a small business, you can start by defining your ideal customer profile. This includes characteristics such as age, gender, location, income, education, and interests. Then, gather data on your target market through market research surveys, focus groups, and customer feedback. You can also analyze data from social media platforms and online forums to understand the needs and behaviors of your target market. Additionally, tracking your website and social media analytics can provide insights into your target audience’s online behavior, such as the type of content they engage with, the times they are most active, and where they are located. By combining all of this information, you can create a comprehensive picture of your target market, allowing you to tailor your marketing efforts to their specific needs and preferences.

Which Marketing Is Best for Small Businesses?

As a small business, you won’t have the funds to launch huge marketing campaigns. The trick is to start small, yet employ techniques that leave room for scalability. In other words, as your company grows, your small business marketing plan will grow with you. So, with that being said, what techniques can you start off with?

Making Flyers

You decide on a site for your company and distribute flyers to every mailbox there. Your leaflet should be concise and straight to the point, outlining the services or goods you sell and including your contact details. Providing a free estimate, voucher, or discount can aid in luring your first clients.

Posters should not be confused with flyers. Flyers are more detailed, describing the services or goods offered, contact details, addresses, and specialties. This is an easy, affordable small marketing idea.

Referral Networks

Referral networks frequently contain client recommendations and are invaluable to a firm. These can be advertised by offering reductions or other rewards for recommending others. However, business-to-business referrals are also a part of referral networks. If you’ve previously discovered yourself repeating, “We don’t do/sell that here, but Y down the street does,” you might want to reintroduce yourself to Y’s owner and talk about referral fees. It’s an easy, low-to-no-cost marketing tactic for new businesses.

This network is much more powerful regarding occupations in white-collar fields. For instance, a lawyer may suggest that you speak with an accountant; the accountant may then suggest that you speak with a financial planner, who may suggest that you speak with a broker. In each case, the person risks their professional reputation by making the recommendation. Whatever your line of employment, be careful to build a referral network that shares your philosophy and dedication to excellence.

Online Advertising

71% of small to medium-sized enterprises use online advertising; it’s a cheap and efficient approach to reach almost any demographic.

Targeting on Facebook advertising is excellent. Based on characteristics like geography, interests, age, gender, internet behavior, and many other things, they let you target a certain audience.

Facebook ads are fairly simple to make. Just a strong headline, some descriptive text, one image, and a link are required.

Additionally, the Facebook Ads Manager makes it reasonably simple to run and test various ad sets, enabling you to zero in on a successful formula and achieve profitability without requiring highly developed technical knowledge.

Nevertheless, a lot of novice users struggle mightily to make their debut campaigns successful. Although it requires some perseverance, Facebook’s success has given rise to a large number of third-party programs that can be useful to you.

If you decide that Facebook is the best channel for you, I’d suggest using a program like AdEspresso to manage your campaigns and hasten the process of getting a good return on investment.

It can be worthwhile to try Instagram Ads if your company has a significant visual component. Instagram Ads, a division of Facebook, gives you access to the same database and targeting choices while connecting you to a customer base that is more receptive to visual sales.

Ready to grow your business?

How Can I Promote Small Businesses?

What is the best strategy or way to start marketing a new business? People need to be made aware of your products and services. Thank goodness you have options. The rise of social media has created a wealth of brand-new marketing opportunities in addition to tried-and-true methods for business promotion. Advertising is easier to obtain and less expensive than it ever was. You might gain additional knowledge about how to market your company using these social media and digital marketing strategies.

As a result, you are (a) not alone and (b) at the ideal place if you’re having trouble deciding how to promote your company or even just what your options are.

I’m going to list a few best ways to advertise your company in this post, whether you have a big budget, a small budget, or some extra cash.

  • Concentrate your efforts on email marketing.
  • Use SEO tactics to get to the first page of Google search results.
  • Join TikTok.
  • Publish a YouTube channel.
  • Involve influencers in promoting your company.
  • Make sharing your stuff simple.
  • Participate in brand-relevant trending topics.
  • On all social media networks, enable shoppable feeds and provide quizzes and other engaging content.
  • Try testing retargeting advertisements on social networking sites.
  • Establish a Google Business profile.
  • Participate in neighborhood events to meet local clients.

What About Local Small Business Marketing?

Local small business marketing refers to marketing efforts that are focused on reaching a local audience within a specific geographic area. This type of marketing is typically used by small businesses with a brick-and-mortar presence, such as restaurants, retail stores, and service providers. The goal of local small business marketing is to increase visibility and drive foot traffic to the business.

Tactics can include utilizing local listings on directories and search engines, creating partnerships with other local businesses, utilizing local media outlets, and running targeted online and offline advertising campaigns. By focusing on the local community, small businesses can differentiate themselves from larger competitors and create a strong connection with their target audience. Effective local small business marketing can lead to increased brand awareness, customer loyalty, and ultimately, improved sales and profitability.

Let’s take a closer look at some local marketing ideas:

1. Participate in Local Organizations

To effectively market your small business locally, concentrate on the neighborhood. People desire a sense of belonging, and being part of that community might give you an advantage over other national or multinational businesses.

Some of these neighborhood organizations might host local events, online meetups, and Facebook pages. You can also become a member of your community’s Chamber of Commerce, which provides special advantages, including company health insurance, better financing alternatives, and even roadside help.

Even while some organizations need a charge to join, all of them give you access to meetings and events where you can promote your brand. They are a fantastic way to create alliances, establish connections with other proprietors of small businesses, and take on more responsibility in your neighborhood. During the lockdown, online and digital events are still appropriate venues for corporate promotion.

2. Add Your Business Logo to Cars

Why not include your logo and website address if you have previously invested in business cars in your city? A little branding can be added for a reasonable price and is used as inexpensive local advertising. You’ll introduce locals to your brand every time you take a drive.

3. Encourage Good User Feedback and Participation Online

Encourage your delighted customers to submit positive reviews on Google Reviews, Facebook, Yelp, and other sites. You may also offer discounts or promotions, such as a raffle or giveaway, to encourage customers to submit great evaluations.

You should also devote time to replying to internet evaluations left by your clients.

How Do You Attract Customers to a Small Market?

It’s not about how long you have been in business or whether you are just starting; how do I attract more customers? We constantly ask ourselves this question.

Examine this list of techniques to attract new consumers and start marketing for new a business right away.

1. Give New Clients Exclusive Offers and Discounts

Today’s consumers are still searching for good bargains and value. To encourage visitors to your store, provide introductory discounts, specials like “buy two, get one free,” or free gift packaging for the first two transactions. Deals like these can draw in new clients who are considering doing business with you but require a push to alter their purchasing patterns. Keep track of their transactions and the discounts they take advantage of so you can target them with messages that will earn their loyalty in the future. Then, keep tabs on their purchases and the promotions they took advantage of so you may more effectively target them in the future with messaging that will win their loyalty.

2. Build Relationships

With all that has been said about marketing for small businesses,  do consider developing relationships with your potential clients instead of just making the sale. You may do this by offering worthwhile material (on your website, blog, and social media platforms), interacting with your followers and connections, and positioning yourself as an authority figure.

3. Network

Participate in networking groups and events that are pertinent to your market and your clients to generate some good old-fashioned word of mouth. Don’t approach networking with a “what’s in it for me” mentality; instead, ask yourself, “How can I help others?” By considering how you may be of service, you can create connections that bring in new clients.

Does a Small Business Need a Marketing plan?

The ultimate objective of every company is to increase sales and customer base. For you to regularly do that, you need marketing.

Although there are countless ideas and tactics you may employ, having a solid marketing plan is still the best place to start.

And besides, marketing is what persuades your target market to purchase your goods or service, generating revenue. But going into battle without your weaponry is equivalent to not having a marketing strategy. Having a marketing plan aids in guiding you, placing you on focus, and helping you budget and measure success.

Final Thoughts

A small business marketing plan underpins every business strategy. The secret to the success of your company lies in your capacity to think distinctly and efficiently about the best marketing techniques as well as to modify and improve your operations on a regular basis.

However, forming and carrying out an effective marketing plan requires funds. If you need financial assistance or advice, reach out to us at EBoost. We have a panel of experts, as well as an assortment of finance tools to help you achieve your business goals.

Start the Funding Procedure Now!

Small Business Marketing FAQ

Small businesses use a variety of marketing strategies to promote their products or services and reach potential customers. Some common marketing strategies for small businesses include:

  1. Social media marketing: This involves using social media platforms such as Facebook, Instagram, Twitter, and LinkedIn to promote products or services, engage with customers, and build brand awareness.
  2. Content marketing: This involves creating valuable content, such as blog posts, videos, and infographics, to attract and engage potential customers.
  3. Email marketing: This involves using email to communicate with customers and prospects, promote products or services, and build relationships with subscribers.
  4. Referral marketing: This involves encouraging satisfied customers to refer their friends and family to the business, typically through incentives such as discounts or free products or services.
  5. Local advertising: This involves advertising in local newspapers, magazines, or directories, as well as sponsoring local events or partnering with other local businesses.
  6. Search engine optimization (SEO): This involves optimizing the business’s website and content to improve its visibility in search engine results pages (SERPs).
  7. Pay-per-click (PPC) advertising: This involves placing ads on search engines or social media platforms and paying for clicks on those ads.

  1. Service-based businesses: These are businesses that provide services to customers. Examples include consulting firms, accounting firms, law firms, and cleaning services. Service-based businesses typically require less capital to start up and can be operated from a small office or even from home.
  2. Product-based businesses: These are businesses that create, manufacture, or sell physical products. Examples include clothing stores, food and beverage businesses, and manufacturers of consumer goods. Product-based businesses typically require more capital to start up due to the costs of manufacturing, inventory, and distribution.
  3. Online/e-commerce businesses: These are businesses that operate primarily online, such as online stores or digital service providers. Examples include e-commerce platforms, digital marketing agencies, and online education providers. Online/e-commerce businesses offer the advantage of lower overhead costs and wider geographic reach, but may face challenges related to marketing and customer acquisition.

Eduardo Mora - Eboost Partners
Eduardo Mora
As a director of marketing, my main function is to oversee and implement the organization's marketing strategies and plans. This helps the organization reach its target audience, increase brand awareness, and ultimately achieve its business goals.