We’ve heard it all before: Running a small business is a juggling act. There are always so many jobs on your to-do list that marketing often feels like just one more thing you don’t have time for. BUT, marketing is the secret sauce that helps people discover your business, fall in love with what you do, and keeps them coming back for more.

Think of marketing as the sign-posted road between your brilliant products or services and the customers who need them. Whether you’re a side hustler working from your spare room, a micro business or a small business owner with a team by your side, getting the word out about your business is how you grow and stay ahead of the competition, and that’s where marketing comes in.

So what’s this page? It’s like your trusted mate who’s been there, done that, and wants to help you succeed. We’ve taken the fuss out of marketing for you and pulled together all the essentials you need to know about small business marketing in one handy spot.

No junk, no jargon—just practical tips, clear strategies, and tools you can actually use.

Here’s a sneak peek at what’s to come:

• What is marketing for small businesses? Don’t worry, this isn’t a textbook definition. We’ll break down what marketing actually means for small business owners like you and why it’s the bread and butter of your business success.
• Understanding your market: We’ll show you how to figure out exactly who your customers are and what makes them tick so you can reach them more effectively.
• Building your brand: You don’t need a massive budget to create a standout brand. Business Builders will walk you through the basics of crafting a brand that feels authentic to you and your customers.
• Marketing strategies: From social media to old-school flyers, we’ll dive into marketing methods that work without draining your wallet, as well as dust off some paid strategies that can help you succeed.
• Measuring success: Not sure if your marketing is paying off? Try our tips on how to track your progress and tweak your strategy as you go.

Ready to get a better understanding of what marketing can do for your business?

Let’s go!!

What is marketing for small businesses?

Marketing is about connecting your business with the people who need or want what you offer. It’s not just about selling. It’s about creating relationships, building trust, and showing your customers why your product or service is the best solution for them. For small business owners, marketing is the bridge between the passion you put into your work and the customers who can benefit from it.

Let’s strip it back to the basics: marketing is how you communicate the value of your business. It’s everything from the flyer in your local café to the Instagram post showing off your latest product. It’s the story you tell about your business and the way you tell it. When your marketing works, it helps you stand out in a crowded market so your customers remember your name when they’re ready to buy.

But why is marketing so critical for small businesses?

Unlike big brands with massive advertising budgets, small businesses rely on smarter, more strategic marketing to make an impact. You’re working with limited time, money, and resources, so every effort has to count.

Marketing helps you:

• Reach your ideal customers: Get your message in front of the people most likely to value what you do.
• Build brand awareness: Makes your business stand out from the crowd.
• Drive sales: Helps push customers down the funnel closer to a purchase.

What makes small business marketing different? It’s often more personal, creative, and community-focused. While big brands may focus on global campaigns, small businesses have the advantage of being agile and authentic. You can build meaningful connections, engage directly with your customers, and tailor your marketing to your unique audience.

Resources

• Marketing Checklist
• Marketing Plan For Small Business Template

Understanding your market

Trying to market your business without knowing who your customers are is like throwing spaghetti at a wall and hoping something sticks. Understanding your market is all about getting to know your ideal customers, what makes them tick, and how you can connect with them in a way that feels authentic and effective. So, where do you start?

Defining your target audience

Who are your customers? Think about their age, gender, location, job, and interests. Are they Gen Z who love convenience? Cash-strapped and time-poor parents looking for affordable solutions? Small business owners needing expert advice? The clearer you can be about who they are, the easier it is to create marketing messages that grab their attention.

Don’t stop at basic demographics. Think about your customers’ goals, challenges, and buying behaviours. What problems are they trying to solve, and how does your product or service help?

Conducting market research

To connect with your customers, you need to walk a mile in their shoes.

Start by asking questions:

• What do they need or want?
• Where do they hang out: online or in person?
• How do they prefer to buy things: online, in-store, or a mix?

You can gather insights by running surveys, chatting with existing customers, or checking out reviews and comments on similar products or services. This research gives you a real sense of what your audience values and how you can meet their expectations.

Check out the competition

You can learn a lot about what works and what doesn’t by checking out your competition.

Take a peek at businesses similar to yours:

• What are they doing well?
• Where are they falling short?
• How do they communicate with their customers?

By studying what’s working for them (and what isn’t), you can spot opportunities to stand out. Maybe they’re missing a personal touch, or perhaps their service could be faster. Use those gaps to your advantage!

Putting AI to work

If this sounds complicated, don’t worry there are heaps of tools to help you understand your market better, like:

• Google Analytics: Ideal for understanding who’s visiting your website and tracking what they’re interested in.
• Meta Business Suite: This free toolset helps you learn about your target audience’s interests and behaviours.
• SurveyMonkey or Typeform: Great for running surveys to get direct feedback from your customers.
• Semrush or Ahrefs: Handy for analysing competitors and seeing what keywords they rank for.

When you really understand your customer, you understand your market, so your brand messages don’t just end up in a void. Instead, you start having meaningful conversations with people who care about what your business has to offer. That’s how small businesses like yours can build lasting connections and grow.

Resources

• Google Trends
  Research trending keywords in your industry.
• Answer the Public
  Discover questions your audience is asking.

Building your brand

When most people think of a brand, they often think of a logo or colour scheme, but branding is so much more. It’s what makes your business stand out, tells your story, and connects you with customers. Think of it this way; your logo and colour scheme are like your outfit and hairstyle – they tell us a lot about your business’s personality.

So, how do you develop a brand that reflects who you are and what your business stands for? It starts with defining your brand identity.

Defining your brand identity

Your brand identity is like the DNA of your business. It’s what you stand for, your values, and how you want people to feel when they interact with you.

Ask yourself:

• What’s your mission?
• What do you want your business to be known for?
• How do you want customers to describe your brand?

Are you fun and quirky, professional and polished, or eco-conscious and community-minded? Defining this up front makes it so much easier to create consistent messaging and visuals.

Developing a visual identity

Your visual identity is all about the look and feel of your brand – colours, fonts, logos, and even the style of your photos or graphics. These elements help people instantly recognise you.

Start with the basics:

• Colours: Pick two to three main colours that reflect your brand vibe (e.g. bold and bright for a fun brand, muted and clean for something more professional).
• Logo: It doesn’t need to cost a fortune! Tools like Canva or affordable designers on platforms like Fiverr can help you create something simple and effective.
• Typography: Choose a couple of fonts that are easy to read and match your brand’s tone.

Consistency is key – use the same style across your website, social media, emails, and packaging.

Your unique value proposition (UVP)

Your UVP is the answer to the question, ‘Why should someone choose your business over the competition?’ It’s what makes you unique and tells your customers how you’ll solve their problems.

To create your UVP:

1. Identify the specific problem your business solves.
2. Highlight what makes you different. (Do you offer something faster, cheaper, or more personalised?)
3. Keep it short and sweet – one or two sentences are enough. (For example, Koala Eco’s UVP is “Safe, powerful, plant-based products for a clean home, body and mind”.)

When it comes to branding, what matters most is that it reflects who you are and resonates with your customers. A strong, authentic brand builds trust and sets you apart from the start.

Resource

• Branding For Business Toolkit 
  How to creating a visual identity

Marketing strategies for small business

Strategy … the word sends shivers down many a business owner’s spine, but marketing strategies need not give you a case of the heebie-jeebies. And they don’t have to cost an arm and a leg either.

With the right approach, you don’t need a huge budget or a massive team to make an impact. It doesn’t matter if you prefer traditional methods or you want to dive into the digital world, there is a marketing strategy that suits every business and budget. So, let’s break down some ways you can get your message out there and attract your dream customers.

Traditional marketing strategies

Sometimes, the old-school ways are still the best. Traditional marketing is all about offline efforts, which are especially effective for connecting with local audiences.

Here are a few ideas:

• Flyers and brochures: Perfect for spreading the word in your local community – think cafés, noticeboards, or even door-to-door maildrops.
• Networking and events: Get out there! Attend local business meetups, sponsor community events, or set up a stall at a market. Nothing beats face-to-face connections.
• Print ads: Local newspapers or magazines can still be a great way to reach your audience, especially if your customers are nearby.
• Direct mail: A personalised postcard or flyer can stand out in a world where email is the norm.

Digital marketing strategies

Where traditional marketing methods can be great to capture the attention of customers in your local area, digital marketing expands your horizons. It’s cost-effective, measurable, and helps you reach customers wherever they are.

Here’s where to start:

• Social media: Platforms like TikTok, Facebook, Instagram, and LinkedIn are goldmines for small businesses. They let you share updates, engage with followers, and run targeted ads.
• Email marketing: Remember when Facebook turned off the tap to local media and a bunch of small businesses were caught in the same trap, suddenly unable to contact any of their followers? The event was a big reminder to Aussie business owners of the power of owned media. Businesses with email databases were able to effectively communicate with customers despite the Facebook outage. So, our advice is to build an email list and send regular updates, offers, and tips straight to your customers’ inboxes. Tools like Mailchimp and Campaign Monitor make this super easy.
• Search engine optimisation (SEO): Help your website rank higher on Google by using the keywords your customers are searching for. Not sure how? Start with free tools like Google Keyword Planner.
• Content marketing: Customers are hungry for advice on your products or services, and developing a blog where you share your expertise not only adds to brand authenticity but builds customer trust. Think about creating how-to videos and step-by-step guides to feed the beast.
• Leveraging paid advertising: Paid ads can give your business a major boost without breaking the bank. They’re especially handy if you’re looking to grow quickly or test new ideas. Here are some options:
  • Pay-per-click (PPC) ads: Google Ads let you show up at the top of search results when people look for what you offer.
  • Social media ads: Platforms like Facebook, Instagram, and TikTok let you target super-specific audiences. Want to reach women aged 30–45 in Sydney who love Chai? You can do that!
  • Local ads: Use platforms like Nextdoor or even local radio for hyper-local advertising.

Combining traditional and digital approaches

Why choose one when you can have the best of both worlds? Combining traditional and digital marketing gives you a broader reach and keeps your strategy well-rounded.

For example:

• Hand out flyers with a QR code that links to a special offer on your website.
• Use social media to promote a local event you’re sponsoring.
• Advertise in a local magazine and include your social media handles so people can connect with you.

PR (Public Relations)

Public relations (PR) can be a game-changer for small businesses looking to gain some street cred and get noticed. You don’t need to hire a public relations expert to dip your toe in the waters. Start with a simple press release sharing your business milestones, product launches, or community involvement. Reach out to local journalists and industry publications with personalised pitches that highlight why your story matters. Collaborate with influencers and industry experts to expand your reach and gain third-party endorsements.

PR isn’t just about media coverage. It’s also about building lasting relationships that keep your brand in the spotlight.

The key to deciding on a marketing strategy is choosing the right fit for your business, audience, and goals. And remember, marketing is all about experimenting. If something doesn’t work, give another tactic a try. Just continue to measure your results, test, learn, and adjust as you go.

Content marketing for small businesses

What do small business owners have over their big business counterparts? Authenticity! While the big end of town struggles to make connections, small business owners are killing it on social media.

Content marketing is all about sharing your story, showcasing you (and your business) as the expert, and connecting with your audience in an honest and relatable way. The beauty of content marketing? It’s not about shouting the loudest; it’s about creating value that keeps people coming back for more.

Why storytelling matters

People love a good story. Storytelling is how we connect, remember, and trust. Sharing your business journey, the challenges you’ve overcome, or even why you started in the first place makes your brand feel human. Whether through words, images, or videos, storytelling helps you build emotional connections with your audience.

Tip: Think about your “why.” Why do you do what you do, and why should people care? Check out Simon Sinek’s Start with why TED talk for some inspiration.

Blogging: Your expertise at work

Blogging is a brilliant way to boost your visibility and show off your expertise. It helps people find you online (hello, SEO!) and gives your audience valuable insights.

Stumped on what to write about? Answer common customer questions, share tips or advice, or dive into industry trends. For example, a café could blog about coffee brewing tips, or a florist could share a guide to keeping flowers fresh.

How often to post: Consistency is key. Whether you post once a week, twice a month, or every day, create a schedule that works for you and stick to it!

Make it skimmable: Use headings, bullet points, and short paragraphs. People love content that’s easy to read.

Video content: connect visually

They say a picture’s worth a thousand words, so video must be worth a million. Video content is engaging, easy to consume, and can showcase your personality and brand in a way that text sometimes can’t.

• What to create: Tutorials, behind-the-scenes clips, customer testimonials, or a quick “meet the team” intro. The options are endless!
• Keep it simple: You don’t need fancy equipment. Today’s smartphones have excellent cameras built in. Learn how to make the most of yours with a quick smartphone photography tutorial and start shooting!
• Share across platforms: Once you’ve got your video, drop it on your website, YouTube, or slot it into your email newsletters.

Repurpose and recycle

Creating content can feel like a lot of work, but here’s a secret: you don’t have to reinvent the wheel every time.

• Turn a blog into a video: Have you written a blog post? Use the key points as a script for a short video.
• Break it down: A long blog post can also become a series of bite-sized tips for your newsletter or other formats.
• Reuse your best-performing pieces: If something worked well before, update it and share it again!

Tools to make your life easier

Content marketing doesn’t have to be overwhelming. There are plenty of free or affordable tools to help:

• Canva: Great for creating graphics and video thumbnails.
• Grammarly: To keep your writing polished and professional.
• Trello or Miro: Use it to plan and organise your content ideas.

Content marketing is a long game. It’s a great tool to build trust and connection with your customers. Use it to stay top of mind and grab their attention. How? Keep it authentic, focus on providing value, and let your personality shine. That’s what will make your small business stand out.

Social media marketing

Social media can feel like a bit of a whirlwind sometimes, but it’s one of the best tools small businesses have in their arsenal to connect with customers, build relationships, and get noticed without spending a fortune. The trick is to be strategic and authentic rather than trying to do it all. Here’s how to make social media work for your business:

Choosing the right platforms for your business

Not all social platforms are created equal, and you don’t need to be on every single one. It’s about being where your audience spends their time.

• Facebook: If community-building is part of your business, Facebook is the place to be.
• Instagram: Perfect if your business is visual – think photos, videos, and stories. Great for products, hospitality, and lifestyle brands.
• LinkedIn: Ideal for B2B businesses or if you want to connect with other professionals.
• TikTok: If your audience skews younger and you’re up for creating fun, short videos, this could be the one for you.

How to choose?

Ask yourself where your are customers hanging out online. If you’re targeting professionals, LinkedIn might be the go-to. Selling beautiful handmade products? Pinterest or Instagram could be your best bet.

Pick one or two platforms to focus on first. It’s better to do a couple well than spread yourself too thin.

Posting consistently and strategically

If you want to make a splash on social media, consistency is key. It’s the secret sauce of success. Regular posts keep your business in front of your customers’ eyeballs, signalling to the gods of social (the algorithms) that you’re active and engaged.

• Create a content calendar: Plan your posts for the week or month ahead, so you’re not scrambling for ideas.
• Mix it up: Share a mix of content. Try behind-the-scenes, how-to tips, customer testimonials, or a sneak peek of new products or services.
• Timing matters: When is your audience most active online? Check your platform analytics to find out – this is when you should post.

Engaging with your audience

Social media isn’t just about broadcasting your message, it’s a two-way conversation. The more you engage with your audience, the stronger your connection will be.

• Reply to comments: Whether it’s a compliment, a question, or feedback, if your audience has left a comment, make sure to take the time to respond.
• Like and share: If customers tag you in their posts or share your content, show them some love by liking, commenting, or sharing their posts too.
• Start conversations: Ask questions, run polls, or host Q&A sessions to encourage interaction.

Want to stand out? Try this:

• Be authentic: People want to connect with the real you, so don’t be afraid to show your personality.
• Use hashtags wisely: Finding the right hashtags to boost your post visibility is key. Try to mix it up with a blend of popular and niche hashtags to extend your audience reach.
• Track what works: Keep an eye on which posts perform well and do more of that.

Social media is all about building relationships and community. Adding value is the name of the game. Be genuine and consistent and continue to show up regularly for your audience. You’ll soon find with just a bit of effort it can become a valuable marketing tool for your brand.

Email marketing

Email marketing might sound old-school, but trust us, it’s still one of the best ways to connect with your audience, keep them engaged, and drive sales. But for it to work for you, you need to approach it with a clear plan. That means focusing on providing real value to your subscribers. It’s a less hard sell and a more softly-softly approach.

Building your email list

First things first, you need a solid list of people who actually want to hear from you. You can’t just email random people and hope for the best. You want subscribers who are genuinely interested in your business.

How do you build this list? Make sure you include an email signup as an option whenever customers purchase something from you online. Incentivise the signup to make it more attractive.

• Offer something for free: People love freebies. Consider offering a discount, free eBook, or helpful guide in exchange for their email address.
• Create a signup form: Create a signup form for your website and make it easy to join by capturing only necessary information. Include your signup on all your social media pages too. The easier it is for someone to join, the better.
• Use pop-ups (but don’t overdo it): A well-timed pop-up offering something of value can help boost your signups. Just make sure it’s not annoying or intrusive.
• Host giveaways or contests: Contests and giveaways are a great way to encourage people to sign up to your list.

Creating value-driven newsletters

No one wants to open a boring, sales-heavy email. The key to successful email marketing is creating value-driven content that resonates with your audience.

• Be personal and human: Speak to your subscribers like you’re talking to a friend. Use their name, keep your tone friendly, and focus on their needs and pain points.
• Provide valuable content: Share helpful tips, how-tos, exclusive offers, or behind-the-scenes looks at your business. Make your emails worth opening by making the advice you share useful!
• Don’t just sell; solve: People don’t want to be sold to constantly. Instead, think about how you can solve your audience’s problems or make their life easier.
• Keep it short and sweet: People are busy. Don’t overwhelm them with too much info. Stick to the point and make it easy to read with clear headings, bullet points, and a simple call to action.

Tracking email marketing performance

You can’t improve what you don’t measure! Tracking how your email performs will help you understand what’s working and what isn’t, so you can make smarter decisions.

Here are a few metrics you should track:

• Open rates: How many people are opening your emails? If this number is low, you might need to rethink your subject lines or the timing of your emails.
• Click-through rates (CTR): This tells you how many people are clicking on links in your emails. Low CTR could mean your content needs to be more engaging or your calls to action need to be clearer.
• Conversion rates: Are your emails driving sales or actions like downloading a guide, signing up for a webinar, or booking a call? Conversion rates will help you measure whether your emails are delivering results.
• Unsubscribe rates: While it’s natural to lose a few subscribers, if this number spikes, it could be a sign that your emails aren’t hitting the mark.
• A/B testing: There are multiple things you can A/B test. Most commonly, subject lines and send times will give you a clear indicator of what your audience responds to best. Minor tweaks can lead to big improvements!

Email marketing is all about building relationships with your audience. If you focus on providing value, making things personal, and measuring your performance, you’ll find that email can be one of your most effective tools for growing your small business.

Resource

• Email Marketing Template

Search engine optimisation (SEO)

If you’re running a small business, you’ll want people to find you online. That’s where SEO comes in. SEO stands for Search Engine Optimisation, which is just a fancy way of saying: how to make your site easy for Google to find you. The easier you are to find, the higher you will rank in search results.

Here’s a friendly breakdown of the basics and how you can use SEO to get more eyes on your business:

Basics of SEO for small businesses

At its core, SEO is about making your website more attractive to search engines. Google and Co. want to give their users the best results, so they look at factors like relevance, quality, and ease of use when deciding which websites to show.

For small businesses, this means:

• Optimising your website: Slow websites are the enemy of business. Ensure your site loads quickly, is easily searchable, and has helpful content. If users can’t find what they need quickly, they’ll bounce – and that’s not good for your ranking!
• Mobile optimisation: More and more people are browsing on smartphones, so make sure your site is optimised for mobile devices. Doing this will improve your customer experience, and the bonus is that Google loves mobile-friendly websites.
• On-page SEO: This is the content on your site itself. Think of things like headings, images, and text. Use clear, well-structured content that answers the questions your customers are asking.
• Local SEO: If you’re a local business, you need to make sure your website is optimised for local searches. This means having a Google My Business profile, including your location on your website, and getting local reviews.

Keyword research tips

Keywords are the words and phrases people type into Google when looking for something. If you want your business to show up in those searches, you need to know which keywords your customers are using.

Here’s how to get started with keyword research:

• Think like your customers: Put yourself in your customers’ shoes and think about what they might search for when looking for your product or service. Use Google’s autocomplete feature (the suggestions that pop up when you start typing in search) for ideas.
• Use free tools: There are plenty of free tools to help you find the best keywords, like Google Keyword Planner, Ubersuggest, and Answer the Public. These tools can show how many people search for specific terms and suggest related keywords.
• Focus on long-tail keywords: These are longer, more specific phrases, like “affordable vegan cupcakes in Sydney” rather than just “cupcakes”. Long-tail keywords tend to be less competitive and attract customers with specific needs looking to make a purchase.
• Check out your competition: Look at the keywords your competitors are targeting. This can give you an idea of what’s working for them and help you spot gaps in your own SEO strategy.

Creating SEO-friendly content

If you want SEO to work for you, you need to create content that resonates with your audience and also works for search. That is the real secret to SEO success.

Here’s how to do it:

• Write for your audience, not just Google: Yes, you should include keywords in your content, but don’t stuff them in unnaturally. Write in a way that’s helpful and engaging for your audience.
• Use clear headings and subheadings: Not only does this make your content easier to read, but it also helps search engines understand what your content is about. Use keywords in your headings where it makes sense.
• Create helpful, valuable content: Google loves content that answers people’s questions. So, if you’re writing a blog post, make sure it’s useful or actionable. If you’re creating product descriptions, include as much info as possible, and remember to service those with special needs by supplying image captions and alt text (descriptions of the images). Focus on solving problems and providing helpful information.
• Add multimedia: Use images, videos, and infographics to make your content more engaging. Just remember to optimise them with descriptive file names and alt text.
• Update your content regularly: Google loves fresh, up-to-date content. Review and refresh your blog posts, service pages, and other content to keep it relevant and accurate.

SEO might sound tricky at first, but once you get the hang of it, it’s an essential part of helping your business grow online. With the right approach and some patience, you’ll see your website climb up the search ranks, driving more visitors and potential customers to your site!

Advertising on a budget

Every penny counts when you run a small business, so it’s understandable that you may want to avoid splashing out on a big ad campaign. But just because you may not have the budget of a big business doesn’t mean you can’t create an ad campaign that delivers results. With the right strategies, you can get your business in front of more people without breaking the bank.

Try these options to make every dollar count.

Affordable paid advertising options

Google Ads, Facebook, Instagram and TikTok all offer low-cost entry points to help you get your product or service seen by more customers. Here are some affordable options to consider:

• Social media ads: The key to making social media ads work for you is in the targeting, which means, firstly, you need to know your customers and their pain points. Facebook, Instagram, and LinkedIn offer super-targeted ads that let you reach the right audience at a budget-friendly cost. Once you understand who you want to target, you can set your own budget, decide how long you want the campaign to run, and adjust your spending based on the results you see. Plus, you can start with just a small budget and scale up your campaign if you see a good return.
• Google Ads: If you’ve got a bit of wiggle room in your budget, Google Ads is another great option. You only pay when someone clicks on your ad (pay-per-click or PPC), which means you’re only paying for real traffic to your site. Start with a small budget and use specific keywords to get in front of people who are searching for exactly what you offer.
• Retargeting ads: Retargeting ads are a cost-effective way to stay on the radar of people who have already visited your website. It’s like giving them a gentle nudge to come back and complete a purchase or take another action. You can run retargeting ads on social media platforms and Google, and they’re often more affordable than targeting new leads.

Localised ad campaigns

If your business is location-based, running localised ads can really help you stand out without spending too much. Here’s how to make local advertising work for you:

• Google Business Profile: Make sure your Google Business Profile is current so that people in your area can find you easily. You can also use local ads to target nearby people searching for services like yours.
• Facebook and Instagram local targeting: Both platforms allow you to target people by location, so you can ensure your ads are being shown to the right people in your town, city, or region. You can even narrow it down to specific post codes or neighbourhoods.
• Local event sponsorships or partnerships: If you’ve got the budget, sponsoring local events or partnering with other businesses in your community can be a great way to get your name out there. The cost is often reasonable, and the benefit is that you’re building trust and recognition with your local customer base.

Measuring ROI on small ad budgets

When you’re working with a smaller ad budget, measuring your return on investment (ROI) is absolutely crucial. You need to know what’s working and what’s not so you can focus your energy and money where it’ll make the most impact.

• Track your results: No matter what you do – make sure you track the results. Whether it’s through Google Analytics, Meta Ads Manager, or whatever platform you’re using, track key metrics like clicks, conversions, and leads. This will help you understand how much you’re spending per result and whether you need to adjust your budget or strategy.
• Set clear goals: Before launching any ad campaign, figure out what success looks like. Is it more website traffic? More sales? More email signups? Having a clear goal will help you measure whether your budget is being spent wisely.
• A/B testing: Run small A/B tests on different ads to see which ones perform best. You might find that a slight tweak to your headline, call-to-action, or image can make a big difference in your results.
• Adjust and optimise: Don’t be afraid to tweak what you do – a small tweak can really impact your results. So, once you’ve got some data, make adjustments. If your ad isn’t converting, you can pause it and create a new one or put more of a budget towards one that’s working. It’s all about optimisation, and even small tweaks can have a big impact on ROI.

Advertising on a budget is all about being smart with your spending. With the right approach, you can reach your ideal customers, drive traffic to your site, and boost sales without stretching your budget too thin. Keep it focused, measure your results, and tweak your strategy to keep improving!

Measuring success

You’ve put in the effort to market your small business, but how do you know if it’s actually paying off? The answer is simple: you need to measure your success. By tracking the right metrics, using the right tools, and adjusting your strategy along the way, you can make sure your marketing efforts are heading in the right direction.

Let’s break down how you can do this!

Key metrics to track (KPIs)

When measuring success, setting a few key performance indicators (KPIs) will give you a solid understanding of how your marketing campaign is performing.

Here are some of the most important ones:

• Website traffic: The number of visitors to your site is a great starting point. More visitors often means more awareness, which can lead to sales. Tools like Google Analytics will help you track this.
• Conversion rate: It’s not just about how many people visit your site, but how many take action – like making a purchase, signing up for your newsletter, or downloading a resource. Keep an eye on this to understand how well your website is turning visitors into customers.
• Lead generation: If you’re collecting email signups, contact form submissions, or inquiries, tracking how many leads you’re generating can help you understand how well your marketing is bringing in potential customers.
• Customer acquisition cost (CAC): This measures how much it costs to acquire a new customer. By tracking this, you can make sure that your marketing spend is producing a good return.
• Social media engagement: Likes, shares, comments, and clicks on your posts can help you understand how well your audience is connecting with your content. This tells you if your social media efforts are working to build brand awareness and relationships.
• Sales and revenue: Ultimately, your goal is to drive sales. Keeping track of how your marketing campaigns impact revenue is key. This will give you the best measure of success.

Tools for analytics and insights

Once you know which KPIs you need to track, it’s time to get the right tools to help you gather the data. Here are some tools that make tracking a breeze:

• Google Analytics: This free tool helps you track your website’s traffic, see where visitors are coming from, and how they interact with your site. It’s essential for understanding your website performance.
• Facebook Insights/Instagram Analytics: Meta has a suite of native tools that can help you track engagement. They will give you a complete understanding of engagement, reach, and clicks on your social media posts. Plus, they give you insights into what your audience enjoys and how they interact with your brand.
• Mailchimp or other email marketing tools: If you’re doing email marketing, platforms like Mailchimp can help you track open rates, click-through rates, and conversion rates from your campaigns.
• HubSpot: If you’re looking for an all-in-one solution, HubSpot gives you in-depth insights into your marketing efforts, from lead generation to email campaigns and website performance.
• Google Ads and Meta Ads Manager: If you’re running paid ads, these tools help you track impressions, clicks, conversions, and the overall effectiveness of your campaigns.

Adjusting strategies based on performance

Once you’ve got the data, it’s time to make adjustments. Marketing isn’t a set-and-forget job, especially when things are constantly changing. Here’s how to make your strategy work harder for you:

• Analyse your results: Take a look at what’s working and what’s not. If your website traffic is up but your conversion rate is low, it might be time to work on your website design or sales funnel. If your social media engagement is high but you’re not seeing more sales, try tweaking your call-to-action or offers.
• Test and optimise: A/B testing is your best friend for improving your campaigns. Test different ads, headlines, landing pages, or email subject lines to see what resonates best with your audience. Small tweaks can make a big difference.
• Scale what works: When you find something that works, double down on it. Pour more budget into the ads or platforms that are bringing in results, and experiment with expanding successful tactics to new areas.
• Tweak or stop what’s not working: On the flip side, if something isn’t delivering results, don’t be afraid to adjust or even stop doing it altogether. This applies to digital and traditional campaigns, both online and offline. If a strategy is falling flat, nix it or tweak it.
• Keep learning: Marketing is a fast-changing category and evolves rapidly, so make sure you stay up-to-date with new trends, tools, and best practices. That way, you can refine your strategy and find new ways to grow.

Measuring success isn’t just about tracking numbers – it’s about using the data to grow and improve. Keep an eye on your KPIs, use the right tools to gain insights, and always be ready to tweak your strategy based on what the data tells you. Success is a journey. The more you learn from your marketing performance, the better your results will be!

Helpful resources and tools

Marketing your small business doesn’t have to be expensive or complicated. There are plenty of free or low-cost tools now at business owners’ disposal. Plus, using templates and checklists will help you stay organised and on track as you put your marketing plan into action.

Give these tools a go if you want to up the ante on your marketing game.

Free and low-cost marketing tools

You don’t need a massive budget to run successful marketing campaigns. Here are some great free or affordable tools to help you out:

• Canva: This user-friendly design tool lets you create stunning graphics for social media posts, flyers, brochures, and more—no design experience is needed. The free plan is packed with templates and features, but you can also upgrade for access to even more.
• Mailchimp: Perfect for email marketing, Mailchimp’s free plan lets you send up to 500 emails to 500 subscribers monthly. It’s a simple way to stay connected with your audience without spending a penny.
• Google Analytics: This tool is a must-have for tracking website traffic and understanding how visitors interact with your site. Best of all, it’s completely free!
• Hootsuite or Buffer: These social media scheduling tools allow you to plan your posts in advance. Both have free plans that let you manage a few social accounts simultaneously.
• Google Business Profile: If you’re a local business, a Google Business Profile is an essential tool. It helps your business show up in local search results and maps for free!
• SurveyMonkey: Want feedback from your customers? SurveyMonkey lets you create surveys and collect responses, with a free plan offering up to 10 questions and 100 responses.
• Trello: Need help staying organised? Trello’s free version is a simple project management tool to keep track of your marketing tasks, deadlines, and goals.
• SocialBee: A social media scheduling and content management tool that offers a lot of automation, SocialBee is ideal for businesses looking to save time on social media management. They offer affordable plans based on your needs.

Templates and checklists to get started

A great way to get your marketing on the right track is to use templates and checklists. Templates and checklists save you time and help make sure you tick all the boxes when it comes to launching a marketing campaign.

If you want to stay organised, give these templates a try:

• Marketing plan template: Having a clear plan makes all the difference. A marketing plan template helps you outline your goals, strategies, and budget. This keeps you focused on the big picture and sets the direction for your marketing efforts.
• Email marketing checklist: Want to run a successful email campaign? Use a checklist to ensure you’ve covered everything from crafting catchy subject lines to adding compelling calls to action.
• Social media strategy template: Define your goals, target audience, and content ideas with a social media strategy template. This will help you stay aligned with your overall marketing goals and keep your social content on point.
• SEO checklist: Search engine optimisation (SEO) is vital for your website’s success. An SEO checklist makes sure you’re optimising every page and blog post to improve your search rankings.
• Branding checklist: Creating a strong brand identity takes time, but a branding checklist will help you stay on track. From logo design to tone of voice, this checklist ensures that your branding is consistent and effective.
• Campaign performance tracking template: Keep track of the success of your marketing campaigns with a simple performance tracking template. Track KPIs such as website traffic, social media engagement, and sales to see what’s working and what’s not.

FAQs for small business marketing

1. What is marketing, and why is it important for my small business?

Marketing is how you promote your business to potential customers and build relationships with them. It’s important because it helps you reach your target audience, increase brand awareness, and drive sales. Without marketing, customers may not even know you exist!

2. How do I define my target audience?

Your target audience is the group of people most likely to be interested in your product or service. To define them, consider factors like age, location, interests, and problems they need solving. You can use customer surveys, online research, and data from existing customers to help pinpoint this group.

3. How can I create a marketing plan for my business?

Start by setting clear business goals and then break them down into marketing objectives. From there, identify your target audience and decide on marketing channels (social media, email, etc.). Set a budget, create a content calendar, and track your performance so you can make adjustments along the way.

4. Should I focus on traditional or digital marketing?

It’s apples and oranges. Both can work equally well for a small business, depending on what you do and who your ideal customer is. Traditional marketing (flyers, posters, etc) can be effective for local businesses. Digital marketing (social media, email, SEO) is ideal for reaching a broader audience online. It’s often best to combine both for a well-rounded strategy.

5. What are the most affordable marketing strategies for small businesses?

Looking for low-cost or no-cost options? Consider social media marketing, email marketing, creating blog content, and using free tools like Canva for design or Mailchimp for email campaigns. You can also use Google My Business to increase local visibility at no cost.

6. How can I use social media to market my small business?

Choose the platforms where your target audience hangs out most, and post regularly with content that engages, educates, or entertains them. Respond to comments, engage with followers, and use hashtags to expand your reach.

7. How often should I post on social media?

Consistency is key, but the frequency depends on your platform. For example, Instagram and Facebook work well with 3–5 weekly posts, while X may require more frequent updates. Don’t sacrifice quality for quantity – make sure each post brings value to your audience.

8. How do I create SEO-friendly content?

Focus on relevant keywords that your target audience is searching for. Make sure your content answers their questions, and optimise it for both search engines and readers. Include headings, subheadings, and internal links to improve readability and ranking.

9. How can I track the success of my marketing efforts?

Use analytics tools like Google Analytics, social media insights, or email marketing reports to track key performance indicators (KPIs) such as website traffic, social engagement, and sales conversions. This data helps you understand what’s working and what needs improvement.

10. What is a Unique Value Proposition (UVP), and how do I create one?

Your UVP is what sets you apart from the competition. It explains why your product or service is unique and how it solves your customers’ problems. To create one, focus on your strengths and what makes your business stand out, whether it’s exceptional customer service, pricing, or product quality.

11. How can I do market research on a small budget?

Use free tools like Google Trends, surveys, or social media polls to gather insights. You can also check out your competitors’ websites and social media to see what’s working for them. Market research doesn’t have to be expensive to be effective.

12. How can I build an email list?

Start by offering something of value in exchange for email signups, like a free guide, discount, or access to exclusive content. Use signup forms on your website and social media, and make sure your emails offer value to your subscribers.

13. Should I use paid advertising for my business?

Paid ads can be a good option for small businesses, especially if you want to reach a specific audience quickly. You can use platforms like Google Ads or Facebook Ads and set a budget that works for you. Start small and test different ads to see what works best.

14. What’s the best way to measure ROI on my marketing?

Track how much money you make from each marketing channel to measure ROI. Compare the amount spent on advertising, content, or other strategies with the revenue generated from those efforts. Tools like Google Analytics or CRM software can help you track these metrics.

15. How can I manage my marketing on a tight budget?

Focus on free or low-cost marketing tactics like social media, content marketing, and email campaigns. Also, consider partnering with other businesses or influencers to cross-promote. Repurpose content across multiple platforms to maximise your efforts without spending extra time or money.

16. How do I improve my website’s visibility on search engines?

Optimise your website with relevant keywords, improve load times, and make sure it’s mobile-friendly. Regularly update your blog with fresh content and ensure your site is easy to navigate. These practices will help improve your ranking on search engines like Google.

17. Can I run successful marketing campaigns without a large team?

Yes! Many small businesses run effective campaigns with just one or two people. The key is staying organised, using the right tools, and focusing on strategies that bring the most value. As your business grows, you can always scale up your marketing efforts.