Let’s be honest: small business marketing can feel like shouting into the void while juggling cats. But it doesn’t have to be that chaotic—if you start with strategy, not tactics.
Here’s how to actually build a marketing strategy for small business that moves the needle, even if your budget is tight and your time is tighter.
🎯 Step 1: Get Clear on Who You’re Talking To
The temptation to say, “Everyone is my customer,” is real; but it’s also the fastest way to waste money and momentum. Identifying your target audience helps you:
Focus your message
Choose the right platforms
Solve actual problems for real people
Nail this down first. Everything else depends on it.
🗂 Step 2: Build a Content Plan (Hint: It’s Not Just for Social Media)
Content marketing is more than just posting on Instagram or dancing on TikTok. A real content plan includes:
Blog articles that answer your audience’s questions
Downloadable guides, checklists, or email series
Email newsletters or nurture campaigns
Educational webinars or in-person workshops
Deliver this content where it matters: your website, inboxes, community boards, wherever your target audience spends their time, not just your socials. (See how important Step 1 was?)
🌐 Step 3: Do You Really Need a Web Developer?
If your website is:
Hard to navigate
Not mobile-friendly
Not showing up in search results
Basically a digital brochure from 2009…
…then yes, it’s time to bring in a pro web development team. Your website is your digital storefront. It needs to look the part and perform. Want a free audit of your site? Sign up for one here: Get a FREE website audit
💰 Step 4: Budget for Marketing—Not Just When You “Have Budget”
A common myth: “I’ll spend on marketing when I make more money.”
Reality: You make more money when you invest in marketing.
Even a small, consistent budget (think 5–10% of your revenue) is better than nothing. Allocate for:
Content creation
Ads
Website improvements
Email marketing tools
If you don’t invest in visibility, your business stays invisible. Remember the saying, “You gotta spend money to make money.”?
🔍 Step 5: Will SEO Work for You?
Search Engine Optimization (SEO) isn’t a magic wand—but it can deliver long-term, compounding results. It’s most effective if:
Your customers Google what you do
You serve a local area or niche
You can consistently publish content
It’s a slow burn, not a quick win—but often worth the effort. Combine an SEO plan with pay per click digital ads to improve your ROI on search channels.
📦 Step 6: Don’t Sleep on Non-Digital Channels
Flyers still work. So do events, print ads, signage, and referral programs. Radio is also surprisingly impactful.
Don’t ignore offline marketing—especially if you serve a local community. Integrate it with your digital efforts:
Use QR codes to drive traffic
Promote online offers in print
Cross-promote local events on email and your site
Final Thought: Strategy Is About Focus
You don’t need to do everything. You need to do the right things consistently. Know who you’re targeting, show up where they are, and don’t be afraid to spend a little to earn a lot.
If you have questions about building a marketing strategy for your business, set up a complimentary call where we can discuss best options for you.
