MARKETING FOR SMALL BUSINESSES
A How-To Guide
(or keep reading below)
INTRODUCTION
Effective marketing is crucial for small businesses to attract customers, build brand awareness, and drive growth. However, navigating the many strategies and tactics can be daunting with limited time and resources.
This guide provides a practical roadmap for promoting your small business effectively. From defining your target audience to leveraging digital channels, implementing content marketing, and encouraging word-of-mouth, it covers proven approaches tailored for small businesses.
Let's explore essential elements of a successful small business marketing strategy. With the right approach and adaptability, you can effectively reach your audience, promote your offerings, and stay ahead of the competition.
01. DEFINE YOUR TARGET AUDIENCE
DEFINE YOUR TARGET AUDIENCE
What are we trying to do? Market Research to answer: Who are my current or future customers?
What is it? Market research is just a fancy way of saying: Who are your customers? Are they primarily male or female? Are they younger or older? Where do they live (are they local)?
Why do it? This will help you understand how customers find your services: Did they Google you? Did they find you on Facebook? Did they look you up on Yelp?
Then what? Use this information to tailor your marketing messages, products/services, and communication channels (social media, email, etc.).
These are the activities you undertake to define your specific target audience.
01
CONDUCT MARKET RESARCH
Do This: Gather demographic data (age, gender, location, income level) about your current and potential customers. Take stock of your current customers and use that as a starting point.
This is what is called a “Customer Persona”
02
ANALYZE CUSTOMER FEEDBACK
Do This: Identify their interests and pain points, by analyzing customer feedback (conversations you’ve had with customers), surveys, online forums (like Facebook groups), and industry reports.
03
PUT IT ALL TOGETHER
Do This: Compile your data so that it makes sense to you. This will help you reach your customers where they spend time (e.g. Facebook, Instagram, Pinterest, etc.), provide them with information they want, and help you think about new and improved products or services.
Here are two examples of very different businesses that undertook this exercise and what they took away from it.
EXAMPLE 1
LOCAL AUTO-REPAIR SHOP
A local auto-repair shop gathers insights from customer feedback and social media discussions indicating that most of their clients are from nearby neighborhoods who value quick, reliable service and transparent pricing.
These customers often express frustration over unclear diagnostic fees and a lack of communication regarding service progress. Many of these customers prefer dealing with businesses that provide digital convenience, such as online booking for services and real-time updates on repair status.
EXAMPLE 2
SPECIALTY COFFEE SHOP
A specialty coffee shop receives a lot of questions from customers indicating that their customers are particularly interested in sustainably sourced coffee and are often concerned about the environmental impact of packaging.
Customers also prefer learning about new blends and brewing methods through social media, especially Instagram and Facebook.
02. ESTABLISH YOUR BRAND IDENTITY
ESTABLISH YOUR BRAND IDENTITY
What are we trying to do? Make your brand recognizable and memorable in the minds of your audience.
What is it? "Establishing Your Brand Identity" involves creating a unique image and voice for your business. This encompasses everything from your logo and design elements to the tone of your communications.
Why do it? Establishing a strong brand identity is crucial because it differentiates your business from competitors and helps build trust with your customers. It can also influence how people perceive your business, increasing loyalty and customer retention.
Then what? Once your brand identity is established, the next step is to consistently implement it across all your marketing channels and customer interactions.
These are the activities you undertake to establish your brand identity.
01
DESIGN A PROFESSIONAL LOGO
Do This: Don’t spend money on this. Use one of the various free tools available online, such as Looka, Design.com, or just Google: “free ai logo generator” to find a tool you like.
02
CHOOSE YOUR COLORS
Do This: Choose a color scheme and typography (text) that aligns with your business and your desired brand and one that you think your target audience would like.
Do you want your brand to be serious and professional? Fun and approachable?
03
CRAFT YOUR STORY
Do This: Craft a compelling brand story and value proposition that clearly communicates what sets you apart from competitors.
This story could be around: why you started your business, how your product or service is different, the value you provide your customers, and what keeps you going as a business owner.
Here are two examples of very different businesses that undertook the exercise of crafting their story.
EXAMPLE 1
LOCAL AUTO-REPAIR SHOP
"At Revive Auto Care, we are more than just a repair shop; we are your trusted partners in keeping your vehicle at its best. Born from a passion for cars and community service, we pride ourselves on honesty, expertise, and transparency.
Unlike other shops, we provide clear, upfront estimates and real-time updates using our innovative digital platform. Each repair is handled by certified mechanics using the latest technology to ensure your vehicle performs safely and efficiently. Choose Revive Auto Care, where we treat every car like it’s our own."
EXAMPLE 2
SPECIALTY COFFEE SHOP
At Java Blossom Café, we believe every cup of coffee should celebrate its roots. Sourced directly from organic farms in Colombia, our beans are handpicked by generational farmers dedicated to sustainable practices.
Unlike the usual mass-produced varieties, our coffee offers a unique farm-to-cup experience that supports small farming communities and delivers a fresher, fuller flavor. Taste the difference with every sip and join us in fostering global change, one cup at a time."
03. USE DIGITAL MARKETING CHANNELS
USE DIGITAL MARKETING CHANNELS
What are we trying to do? Get your business online to help people find you.
What is it? This is simply saying: use online platforms such as social media, websites, email, and digital ads to promote your business and engage with potential and current customers.
Why do it? Embracing digital marketing channels is essential because it allows businesses to reach a larger audience more effectively and at a lower cost than traditional marketing methods.
Then what? After setting up and beginning to utilize digital marketing channels, the next step is to monitor and analyze the performance of your campaigns. This data helps you refine your strategies, improve your targeting, and optimize your overall marketing efforts for better results.
These are the activities you undertake to leverage marketing digital channels.
01
BUILD AND INFORMATIVE WEBSITE
Do This: Build a user-friendly and responsive website that showcases your products/services, pricing, and contact information.
We recommend using a service like Squarespace, Wix or Shopify to keep things as simple as possible. These are easy to use and have ton of templates and examples.
02
EMBRACE SOCIAL MEDIA
Do This: Establish a strong presence on relevant social media platforms (e.g., Facebook, Instagram, LinkedIn) and consistently post valuable content (like tips, tricks, advice, insights, relevant business updates, etc.)
For those with limited time for social media, there are very affordable services you can use for this. More on this later.
03
EXPLORE OTHER CHANNELS
Do This: Explore other digital channels like email marketing or online directories based on your target audience's preferences.
For instance, if you’re a contractor doing home renovations, you going to want to place your services on directories like Networx, Angi, and Thumbtack.
04. IMPLEMENT CONTENT MARKETING
IMPLEMENT CONTENT MARKETING
What are we trying to do? Create and share stuff that your audience would like.
What is it? This refers to the creation and sharing of blogs, videos, infographics, and social media posts to attract and engage a specific target audience.
The content should be valuable, relevant and helpful, rather than directly promotional, fostering a relationship with potential and current customers.
Why do it? It establishes your business as a thought leader and credible source of information in your industry. This way you can build trust with your audience, which is essential for nurturing leads and encouraging customer loyalty.
Then what? After implementing a content marketing strategy, the next step is to consistently produce and distribute new content while engaging with your audience.
These are the activities you undertake to implement content marketing.
01
CREATE A CONTENT CALENDAR
Do This: Create a calendar and plan a mix of blog posts, videos, infographics, and other valuable content that educates and engages your audience.
This could be as easy as saying:
“Every Tuesday and Thursday we will post useful information on social media”.
02
SHARE VALUABLE INFORMATION
Do This: Address common pain points, industry trends, and frequently asked questions in your content to position yourself as an authority in your field.
Tip: It doesn’t even have to be your content. You can re-post other people’s content if you think it would be beneficial to your audience.
03
RE-USE AND RE-PURPOSE
Do This: Repurpose and distribute content across multiple channels (website, social media, email) to maximize reach.
In other words: whatever you create, post it everywhere it makes sense.
05. ENCOURAGE WORD-OF-MOUTH
ENCOURAGE WORD-OF-MOUTH
What are we trying to do? Get people talking about your business.
What is it? Word-of-mouth marketing encourages your customers to share their positive experiences and opinions about your business with others. This can be through conversations, social media, reviews, and testimonials.
The content should be valuable, relevant and helpful, rather than directly promotional, fostering a relationship with potential and current customers.
Why do it? Word-of-mouth marketing is powerful because it acts as a personal endorsement from someone the recipient trusts, significantly influencing purchasing decisions. And, it’s cost effective!
Then what? Monitor and manage the conversations about your brand. This can be achieved by keeping an active presence on social media, responding to customer feedback, and engaging with your community.
Here are some activities you can undertake to encourage word-of-mouth marketing.
01
PROVIDE GREAT SERVICE
Do This: Provide exceptional customer service and exceed expectations to turn satisfied customers into brand advocates.
Whatever you do, do it well – so that people talk about you when the topic (e.g. coffee, auto-repairs) comes up.
02
ENCOURAGE REVIEWS
Do This: Encourage customers to leave reviews on platforms like Google, Yelp, or industry-specific review sites. We know, it’s annoying to ask for reviews, but it does help.
Tip: Make it as easy as possible to leave a review. Maybe a follow-up text with a link? Or a card with a QR code by the register.
03
ENGAGE ONLINE
Do This: Respond promptly and professionally to both positive and negative reviews, demonstrating your commitment to customer satisfaction and your dedication to your craft.
06. PARTICIPATE IN LOCAL MARKETING
PARTICIPATE IN LOCAL MARKETING
What are we trying to do? Make your business more prominent locally community to attract more customers.
What is it?This involves using marketing strategies focused on engaging with the local community around your business. This can include sponsoring local events, joining local business groups, or engaging in community service.
Why do it? This involves using marketing strategies focused on engaging with the local community around your business. This can include sponsoring local events, joining local business groups, or engaging in community service.
Then what? Maintain and expand your local presence. This can include regular participation in community events, ongoing local advertising campaigns, and continued engagement through local media and social platforms.
Here are some activities you can do to market your business in your local community.
01
FIND LOCAL EVENT
Do This: Identify and attend relevant local events, trade shows, or networking meetups to connect with potential customers and partners. Attend one event as a participant and see if it makes sense to attend the next one as a sponsor.
Tip: Google “business events near me” or use your local Chamber of Commerce to find events.
02
GET YOUR NAME OUT THERE
Do This: Sponsor or partner with local organizations, charities, or community initiatives to increase brand visibility and goodwill.
Distribute promotional materials (flyers, brochures) and offer special discounts or promotions to local customers – even local post boards at coffee shops or supermarket.
03
COLLABORATE
Do This: Collaborate with complementary local businesses for cross-promotion or joint marketing efforts.
This is usually an untapped strategy that most businesses ignore. See the next page for examples of how this might look like.
Here are two examples of how very different businesses can collaborate with other local services – Win, Win!
EXAMPLE 1
LOCAL AUTO-REPAIR SHOP
Collaboration with a Local Car Wash:
An auto-repair shop could partner with a local car wash to offer a combined service package. For instance, customers who get a major service (like a tune-up or brake replacement) at the auto-repair shop could receive a voucher for a free or discounted car wash.
This promotion not only adds value to the services offered by the auto-repair shop but also drives customers to the car wash, creating mutual benefits and encouraging customer loyalty to both businesses.
EXAMPLE 2
SPECIALTY COFFEE SHOP
Collaboration with a Bookstore or Library:
A cafe could collaborate with a nearby bookstore or local library to create a "Read and Refresh" promotion. Customers who purchase a book or show a library card could receive a discount on their coffee or pastries at the cafe. Conversely, cafe patrons could receive a discount voucher for their next book purchase or waived library sign-up fees.
This partnership encourages a leisurely reading atmosphere, increases foot traffic to both locations, and enhances the community's cultural and social experience.
07. OFFER PROMOTIONS AND INCENTIVES
OFFER PROMOTIONS AND INCENTIVES
What are we trying to do? Attract and retain customers with enticing deals.
What is it? This involves creating special offers, discounts, or loyalty rewards to draw in new customers and keep existing ones coming back. These promotions can be seasonal, event-based, or part of a continuous loyalty program, designed to generate immediate interest and encourage repeat business.
Why do it? These offers create a sense of urgency, making customers feel they are getting more value for their money, which can lead to increased foot traffic and sales. It also helps in building customer loyalty by rewarding repeat business, ensuring a stable revenue stream over time.
Then what? The next step is to track their effectiveness through sales data, and feedback. Analyzing this data helps in understanding which promotions are most successful and why, allowing for future adjustments and improvements.
Here are some activities you can do when offering promotions and incentives.
01
DEFINE YOUR OFFER(S)
Do This: Develop special offers, discounts, or loyalty programs to attract new customers and incentivize repeat business.
This could be a one-time offer or discount (“20% off”), or a loyalty program (“10th visit is free”) - or both, for example: “First visit is 20% off, every 10th visit is free.”
02
MARK YOUR CALENDAR
Do This: Consider limited-time offers, seasonal promotions, or bundle deals to create a sense of urgency and encourage sales.
Tip: Don’t offer too many of these “limited-time offers” as people may come to expect them and hold off on purchases to wait for the next discount.
03
TELL PEOPLE ABOUT IT
Do This: Leverage social media platforms and targeted advertising to promote special deals and reach a wider audience.
You can also use email marketing to communicate promotions and exclusive offers to your subscriber list. The same goes for text campaigns which have a lot higher open and read rate.
Here are two examples of how businesses can implement promotions and incentives.
EXAMPLE 1
LOCAL AUTO-REPAIR SHOP
Special Offer: "Get a free car wash with every oil change this month. Drive away clean and fresh!"
Discount: "Save 15% on your first service when you become a new customer at our shop."
Loyalty Program: "Join our Revive Rewards Club! Accumulate points with every service to earn discounts on future repairs, free seasonal check-ups, and exclusive offers."
EXAMPLE 2
SPECIALTY COFFEE SHOP
Special Offer: "Buy one, get one free on all espresso drinks every Friday – perfect for your end-of-week treat!"
Discount: "Enjoy 10% off your purchase when you bring your own reusable cup."
Loyalty Program: "Join our Brew Crew Loyalty Program! Earn a point for every dollar spent and redeem points for free drinks, exclusive merchandise, and special invites to coffee tasting events."
08. MEASURE AND ANALYZE RESULTS
MEASURE AND ANALYZE RESULTS
What are we trying to do? Track success and look for improvements.
What is it? This refers to the process of collecting and evaluating data from your marketing campaigns to assess their effectiveness. tracking to gather insights into how well your marketing strategies are performing in terms of reaching and engaging your target audience.
Why do it? For small businesses, measuring and analyzing marketing results is crucial because it ensures that resources are being used efficiently. It helps you understand what’s working and what isn’t, enabling you to allocate your budget more effectively and make informed decisions.
Then what? The next step is to apply these insights to refine your strategies. This could involve tweaking your advertising campaigns, revising content, adjusting target demographics, or exploring new marketing channels.
Here are some activities you can do when assessing the effectiveness of your marketing.
01
DEFINE YOUR METRICS
Do This: Decide on the things you want to track when evaluating your marketing efforts. This could be things like “New Customers”, “Average Order Value”, “Clicks” (for a social media post), or “Open Rate” (for emails).
The ultimate metric, however, is just Sales/Revenue. This lets you attach a dollar value that your marketing spend was able to generate (ROI).
02
REVIEW AND ANALYZE
Do This: Regularly review and analyze data from your website, social media, email campaigns, and advertising efforts to identify what's working and what's not.
Gather customer feedback through surveys, reviews, or direct conversations to gain insights into their preferences and experiences.
03
REFINE AND EXPERIMENT
Do This: Continuously refine and optimize your marketing strategies based on data-driven insights and customer feedback.
Be willing to experiment with new tactics and channels, and adjust your approach as needed to stay ahead of industry trends and changes.
09. BONUS - HOW DO I DO IT?*
* BUT REALLY: “WHO IS DOING IT FOR ME”?
BONUS - HOW DO I DO IT?
What are we trying to do? Save you time and energy so you can focus on running your business.
What is it? As a small business owner, your time and resources are precious. Consider leveraging the expertise of affordable marketing professionals or agencies to help implement and manage your marketing initiatives efficiently. There are plenty of online marketplaces for freelance services – Upwork, Freelancer, and Fiverr are but a few.
Why do it? Small business owners are not necessarily marketers, and it does take up valuable time you could spend managing your business (or spending with your family). Therefore, we wanted to include a small section on how to find people to manage your marketing at an affordable price.
Then what? Once you’ve found a marketing person that fit your needs, reach out to them and let them know about your business, your budget, and what your goals are.
By simply searching on Fiverr for “Social Media Marketing” you’ll see plenty of examples of marketing services at affordable prices and varying price-points.
01
Price: $80 / month
Offer: 30 days manage + 18 post (graphic), caption, hashtags & stories for 3 social media platforms.
02
Price: $170 / month
Offer: 30 Days Management, 15 Engaging post/month, Best hashtags + Captions for 2 Social Pages.
03
Price: $200 / month
Offer: ⏰30 Days Management📮 16 posts + 4 Reels + Best hashtags + Captions 📌2 Social Platforms
Notes & Disclaimers
General Considerations:
The strategies and suggestions outlined in this guide are intended to provide general guidance on marketing practices. They may not apply to all types of businesses or industries.
Readers are encouraged to adapt and tailor the advice to fit the specific needs and circumstances of their business.
External Factors:
Market conditions, economic factors, and competitive landscapes are dynamic and can significantly impact the effectiveness of any marketing strategy. Continuous monitoring and flexibility in strategy are recommended.
Legal Compliance:
Ensure that all marketing practices comply with local, state, and federal regulations. This includes adherence to privacy laws, advertising standards, and intellectual property rights.
Results Not Guaranteed:
The outcomes of implementing the strategies discussed in this guide are not guaranteed. Success can vary based on execution, industry differences, and external influences.
Third-Party Services:
References to any third-party tools, platforms, or services are for informational purposes only and do not constitute an endorsement or recommendation. Perform due diligence before subscribing to or purchasing third-party services.
Updates & Revisions:
This guide is based on the marketing standards and best practices known at the time of writing. As markets evolve and new trends emerge, revisions to this guide may be necessary to maintain relevance and accuracy.
Use of Information:
By using this guide, the reader agrees to take full responsibility for any actions taken based on its content and acknowledges that the author and publisher are not liable for any direct or consequential losses arising from its use.