What are good marketing strategies for a small business

Every small business needs a game plan if they want to be successful. Even if you have a popular product, unique service, or social media following, no one will know about you if you don’t have the right marketing strategies for your business. After all, no matter how specialized your product or service is, consumers today need to know about it to be sold on it.

Sound strategies for small business marketing can take a lot of work. Small businesses are limited in resources and time, unlike multinational global companies with the budgets to run almost any marketing strategy imaginable. But if you have the skills and passion for starting your own small business, the tips below will help you grow into a successful enterprise.

What is a Marketing Strategy?

In marketing, a strategy is a plan of action designed to achieve the objectives of an organization. Successful strategies are based on a clear understanding of the company’s mission and vision and identifying potential consumers. The plan then integrates these elements into specific actions to achieve its goals.

Strategies can be either short-term (usually 3–5 years) or long-term (often 5+ years). 

The marketing strategy defines a business’s direction to generate sales and achieve its objectives. It includes various activities such as market research, product development, pricing, promotion, and distribution decisions.

Marketing Strategies for Small Businesses

  1. Determine your Brand’s Identity

    Branding is the process of creating a name, symbol, or design that identifies and differentiates a product from other products. It’s a crucial part of marketing because it helps people to recognize your business in an increasingly competitive marketplace.

    A brand is something that you can own and control. It’s an intangible asset that helps customers recognize and remember your business over time.
    An essential element of branding is determining who you are as a company. The things that help you stand out include your mission statement, values, and culture. Make sure you’re clear on these before you move on to the next step — choosing a name for your business.

  2. Know Your Audience

    Before you even begin considering what marketing strategy to use for your business, you need to know your target audience. We must understand the audience’s age, gender, income level, and geographic location. You also must consider the audience’s interests or hobbies to tailor your campaign’s content accordingly. This way, when they come across your ad or content online or offline, they will be more likely to engage with it because it relates directly to them personally.

  3. Create a Content Strategy

    Content marketing is a powerful way to engage your audience, build your brand, and drive sales. It’s not just blogging; it’s also social media, video, podcasts, and ebooks.

    Content marketing is an ongoing process of publishing relevant and valuable information to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action. This may be an action like making a purchase or taking other desired steps on your site.

  4. Use Email Marketing

    Email marketing is one of the most effective ways to market your small business. It’s easy to get started, and you can use it to reach customers on their terms.

    Whether you send out an email newsletter or promote content, email marketing is a great way to remind customers about your business, increase engagement and generate sales.

  5. Mobile Marketing Campaigns

    Mobile marketing campaigns are a great way to reach customers on mobile devices. You can increase customer engagement and conversion rates by targeting the right audience with the right message.

    Business owners can customize mobile marketing campaigns to target specific audiences based on location, interests, and demographics. They can also be tailored to particular products or services, allowing you to increase customer engagement and conversion rates.

    The best part about mobile marketing is that it’s easy to set up and manage. You can create your mobile marketing campaign in minutes with no coding required.

  6. Invest in Search Engine Optimization

    Search Engine Optimization (SEO) is one of the most significant aspects of your small business marketing strategy. SEO is the process of improving the visibility of a website or a web page in a search engine’s unpaid results—often referred to as “natural,” “organic,” or “earned” results. This includes using search engine optimization techniques to improve the website content’s relevance and target keywords to ensure a higher ranking for relevant keywords.

    SEO may target different kinds of search, including image, local, video, academic, news, and industry-specific vertical search engines.

  7. Promote your Business on Social Media

    Social media is a great way to get your business name out there. Many people use social media as a source of information and entertainment, so it makes sense that they would also look at your page.

    You can use many different platforms, but Facebook is probably the most popular for small businesses. You can create an ad promoting your business, which will appear in people’s news feeds when logged into their accounts. You can also promote your page by paying to have people see it on their home pages.

  8. Invest in Advertisements

    One of the easiest ways to get more customers is to advertise. However, this can be expensive if you’re a small business owner. Fortunately, there are affordable ways to promote your business without breaking the bank.

    Google AdWords

    AdWords is one of the most effective ways to advertise your business online because it’s easy to set up and track your results. You only pay when someone clicks on your ad, so you only pay for genuine interest in your product or service. Once you’ve signed up for an account, you can create a campaign and add keywords that will target potential customers looking for what you have to offer. Once your ad is live, Google will track how many times it’s clicked on and how many people viewed it so that you know how effective it was at driving traffic to your site. You can also choose which websites will display your ads when someone searches for specific keywords related to what your company offers.

    Social Media Advertising

    Social media sites like Facebook and Twitter are great ways to build brand awareness and drive traffic back to your website or store location from other sites where people are talking about similar products or asking questions about them. Not only do they allow you to share information with current customers, but they also give potential customers.


The lesson here is that a good marketing strategy uses an omnichannel approach. That could be as simple as a flier posted in local businesses or complicated as a host of marketing tactics. You should find the right balance between spending money and time. You’ll need to refine your strategy, but it’s best to have a plan in place before throwing resources at the wall and seeing what sticks.


Where do I start?

We suggest that all our clients start with SEO. The reason is that it takes time for search engines to compare your content with what others are also creating. However, doing the research and creating the content for SEO enables a business to leverage what they are creating on other channels.

What business objectives do the marketing strategy need to support?

Your strategy needs to support the overall direction of your business activities, your target market and customer segments, and the tactics you’ll use to reach them.

What is the most effective marketing strategy for my business?

Depending on which aspects of marketing are most important for your business, different strategies will work better than others. If on a limited budget, we suggest starting with SEO and then layering on AdWords to get traffic initially. Once that’s in place, then expand to other channels.

How much should I spend?

The amount you spend on marketing depends on how much you can afford, how well your business is doing, and your goals. Do some research and let the data guide you to develop a budget that will make your strategy impactful.

What metrics determine success or failure?

We can use many metrics to determine the success or failure of your small business marketing efforts. These metrics include traffic, sales, revenue growth, customer acquisition cost, and lifetime value.

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