Small Business Marketing Essentials on a Budget

Small business marketing isn’t what it used to be—gone are the days of needing a big budget, a marketing department, and a fancy agency. Now even the tiniest ventures can go head-to-head with industry giants thanks to the accessibility of social media, email marketing, AI, and more. But with so many small business marketing methods out there, it’s easy to feel overwhelmed. How do you figure out which tactics to pursue and which ones to leave behind?

In this blog post, we’re breaking it all down. We’ll walk you through the most effective marketing methods and ideas for small businesses, offering practical advice on how to amplify your brand, engage your audience, grow your business, and, importantly, do so without breaking the bank. Let’s get started!

11 Effective Ways to Market Your Small Business

Whether you’re working with a limited budget or looking to maximize your reach, the following marketing methods offer a blend of traditional and digital techniques to effectively promote your brand. Perhaps just as important, these tactics are affordable (if not free!) and accessible for businesses of all sizes.

1. Create a Website

For small businesses, making a website is no longer optional—it’s the foundation of your digital presence, and, these days, for your brand in general. A well-designed, user-friendly site acts as a virtual storefront, showcasing your products or services. More than that, it’s a platform for sharing your brand and story, and really creating a relationship with your customers. 

But perhaps the idea of creating a website seems intimidating—maybe you’ve thought you need to hire a designer, or be tech savvy. Fortunately, this is no longer the case. Start by selecting an easy-to-use site builder that makes designing and launching your site simple and straightforward. You may also wish to consider following a website checklist to make sure you’ve got all your bases covered before and after your site launch. 

Ultimately, creating an attractive, customer-friendly website is well within reach of all businesses. So if you don’t have a website for your small business yet, or you feel like yours needs some sprucing up, then now’s the time to put your energy toward making your site a success.

2.  Make Landing Pages

Once you tackle a website, you’d be wise to consider implementing landing pages. What are those? Unlike general website pages, landing pages are designed with a single objective in mind. When it comes to small business marketing, you may want to leverage landing pages in a variety of ways, such as to: 

• Capture leads by offering valuable resources (ebooks, discounts, etc.) in exchange for contact information.
• Promote specific products or services, with a clear call to action for purchase.
• Drive focused attention for special campaigns through dedicated landing pages.
• Tailor landing pages for different customer segments to personalize the experience and increase conversions.
• Use A/B testing to experiment with different copy, design, or offers to see what resonates best with your audience.

3. Optimize Your Local SEO Strategy

How often do you Google a local product or service, and quickly click on the location information of the first place that pops up? Most of us do it all the time. So when people search for a local business like yours online, you want to show up in these search results too—and focusing on small business SEO (search engine optimization) is what makes that possible.  

Here are a few ways you can improve your local SEO:

1. Add Your Business to Google My Business (GMB)
   Complete your GMB profile with accurate details, post regular updates, and monitor insights to improve local SEO and customer engagement.
2. Get Your Business on Google Maps
   Claim your GMB listing, optimize it with relevant information, and add photos to ensure visibility on Google Maps and attract potential customers.
3. Enable Reviews from Clients
   Encourage customers to leave Google reviews, then be sure to respond to feedback, as well as highlight positive reviews.

4. Produce Content

Websites, landing pages, local SEO—what do the last three points have in common? You’ve guessed it: content.

Content is the lifeblood of your online presence. It is the base for any of your marketing strategies, as it allows you to engage with your audience, showcase your expertise, build your brand, drive sales, and contribute to improved SEO. It’s one area where small businesses just can’t afford to fall behind. But where to start? 

• Define Your Unique Value Proposition (UVP): Your UVP is the core of your brand’s identity, distinguishing you from competitors and clearly addressing customer needs. Use your UVP to guide your messaging as you produce every piece of content. 
• Create a Blog: A blog is an affordable tool for building your brand, improving SEO, and driving sales. Focus on understanding your audience’s interests, producing consistent, high-quality content, and optimizing for search engines to increase visibility.
• Take Advantage of Video and High-Quality Images: Video marketing allows you to engage your audience dynamically. Experiment with formats like tutorials, product demos, or behind-the-scenes content, and encourage interaction to foster community and increase brand loyalty. And keep in mind that digital marketing trends indicate that short-form content is the way to go, so aim to deliver your message quickly and effectively.
• Use High-Quality Images: Professional, high-resolution images set the tone for your brand and communicate your offerings effectively. Invest in quality visuals, maintain a consistent style to reinforce your brand’s identity across platforms, and optimize for performance so that your site functions at its best (which you can easily do with a speed optimizer plugin).

The great news here about all manner of content—from creating a unique value proposition to video script writing, and coming up with blog post ideas—is that, with the help of AI, producing high-quality content is easier and more affordable than ever for small business marketing. In fact, with the right ChatGPT prompts, you can tackle many of the above items quickly and professionally. 

5. Leverage Email Marketing

Speaking of all things content, email marketing is, hands down, one of the most effective ways for small businesses to nurture relationships and drive conversions. It’s a direct line to your audience’s inbox, is highly affordable, and, as a result, has a massive return on investment. By following a handful of simple email marketing tips, you can turn this form of marketing into one of your most prized strategies for your small business’s success. Here’s how to get started:

1. Choose an Email Marketing Platform: Select a platform that is easy to use, offers customizable templates, automation features, and robust analytics. The right tool will streamline your email marketing efforts and help track success.
2. Build a Your Email List: Grow your email list through social media, in-store interactions, and your website. Offer valuable incentives like discounts or exclusive content to attract engaged subscribers. And don’t forget to ensure compliance with regulations like GDPR or CAN-SPAM (for example, make it easy for your recipients to unsubscribe).
3. Create Content that Delivers Value: Craft emails with valuable content, such as tips, special offers, or personalized recommendations. Also consider the overall email customer journey by using a mix of newsletters, product announcements, special offers, and event invitations. Each type of email serves a different purpose, from keeping customers informed to enticing them with promotions or updates. And don’t forget compelling email subject lines!

1. Personalize Your Messages: Segment your email list by factors like demographics or purchase history, and tailor content to specific groups. Personalization increases relevance and engagement, boosting your campaign’s effectiveness.
2. Focus on Design: Use a clean, responsive email marketing design that looks great on both desktop and mobile. Enhance your emails with visuals like images, videos, or infographics to keep things engaging and easy to read.
3. Test Your Send Times: Experiment with different send times and analyze past campaigns to identify when your audience is most likely to open and engage with your emails.
4. Use Strategic CTAs: Each email should feature a clear call to action (CTA), guiding subscribers toward the desired action—whether it’s visiting your site, making a purchase, or signing up for an event.
5. Monitor Performance: Track key email marketing metrics like open rates, click-through rates, and conversions to refine your strategy, optimize campaigns, and improve results over time.

6. Develop Promotions and Special Offers

You’ve got a website and content, so now it’s time to get to the business of, well, driving business! One way to do that is, of course, by running promotions and special offers. So let’s examine how to go about narrowing your focus. 

• Establish What You Aim to Achieve: Whether it’s clearing out old inventory, increasing brand awareness, or rewarding loyal customers, having clear objectives before launching a promotion will guide your strategy and help measure success.
• Select Promotions That Align With Your Goals and Audience: Common options include discounts, buy-one-get-one-free (BOGO) offers, free shipping, limited-time sales, or bundled packages. Consider your audience’s preferences and purchasing behavior to determine the most effective approach.
• Create a Sense of Urgency: Set a time limit on your promotions so that customers feel the urge to act quickly. Limited-time offers prompt customers to make a purchase decision sooner rather than later. Countdown timers on your website or in email campaigns can help you emphasize the deadline.
• Personalize Promotions for Different Segments of Your Audience: Leverage your email marketing platform to easily and affordably customize offers based on past purchases, preferences, or geographic location, using customer data. These personalized promotions can increase engagement and conversion rates.
• Offer Exclusive Perks: Promotional strategies for your small business wouldn’t be complete without offering exclusive perks to your loyal customers. Think: loyalty programs, member-only discounts, or early access to sales—all great ways to strengthen customer relationships and foster long-term business.

7. Use Social Media

Many people turn to social media before they ever bother checking their email, so you would be remiss not to take advantage of this important marketing channel. Plus, as a small business, you can more easily and authentically connect with your audience—and it’s free to do! As you dip your marketing toes into the world of social media, here are a few things to consider:

• Choose the Right Platforms: Not all social media platforms are created equal, and each has its unique audience and strengths. Identify where your target audience spends their time and focus your efforts on those platforms. 
• Develop a Content Strategy: Mix different types of content, such as images, videos, stories, and live streams, to keep your feed dynamic and engaging. Plan your content calendar in advance, incorporating a mix of promotional, educational, and entertaining posts.
• Engage With Your Audience: Respond to comments, messages, and mentions promptly to show that you value input. At the same time, encourage interaction by asking questions, running polls, or hosting Q&A sessions
• Stay Authentic: Be true to your brand—its voice and its values—in order to build trust and loyalty on social media. Share behind-the-scenes glimpses of your business, highlight your team, and communicate your mission in order to create a deeper connection with your audience.
• Leverage User-Generated Content: User-generated content packs a big marketing punch: not only is it a free resource, but when users produce content, they are by default advocating for your brand. Encourage your customers to share their experiences with your products or services by providing them with a branded hashtag or by running contests. Share their content on your channels to showcase social proof and community involvement.

8. Place Paid Ads

If you’re looking to increase visibility, reach new audiences, or drive conversions (who isn’t?), then paid advertising might be the way to go. It’s an effective way to increase visibility, reach new audiences, and drive conversions, as it offers targeted exposure, measurable results, and complements organic marketing efforts.

With options like pay-per-click (PPC) and social media advertising, even a modest budget can yield impressive results by targeting the right audience with precision. To get started, keep the following in mind:

• Define your objectives: Before launching a campaign, define your objectives—whether it’s driving website traffic, generating leads, or increasing brand awareness. 
• Choose the right platform: Keep in mind that different online advertising platforms (think: Facebook, LinkedIn, Instagram, YouTube) offer unique advantages, so it’s important to choose the ones that align with your target audience and business objectives.
• Start small: Determine how much you are willing to spend on your ad campaigns and allocate your budget accordingly. Consider starting with a smaller budget to test different ad types and targeting strategies.
• Track your metrics: Regularly review the performance of your ad campaigns using analytics tools provided by the platforms. Track key metrics such as click-through rates (CTR), conversion rates, and cost-per-click (CPC). Then, use this data to identify what’s working and make necessary adjustments to content and budget to optimize your campaigns for better results.

9. Engage With Local Communities and Businesses

Connecting with your local community and neighboring businesses is a fantastic and affordable way to build relationships, as well as create brand awareness and sense of belonging in your area. By actively participating in local networks, you can create opportunities for collaboration, drive growth, and increase website traffic. With that in mind, here are a handful of ideas for embracing your local community:

• Leverage Networking Opportunities: Connecting with other business owners and community members can open doors to collaborations and customer relationships. Attend local events like business meetups and trade shows, and join chambers of commerce or business associations to access valuable resources and networking events.
• Harness the Power of Online Communities: Digital spaces are great for connecting with your local audience. Join and participate in social media groups, create local interest groups to establish your brand as a thought leader, and share insights in relevant forums in order to position your business as a reliable resource.
• Strengthen Public Relations and Media Engagement: Local media can amplify your business’s reach and credibility. Build relationships with reporters and editors, submit press releases for newsworthy updates like product launches, and offer your expertise for stories related to your industry. This positions your business as a trusted local authority.

At the end of the day, your local community is likely where you’ll find your biggest fans—people love supporting small and local businesses! Tapping into the above strategies can not only lead to an instant sales bump, but also meaningful collaborations with other regional brands, as well as a loyal customer following. 

10. Organize Webinars and Live Events

Webinars and live events are a phenomenal way to take advantage of face-to-face interaction (even if virtual) and the ability to showcase your expertise. These interactive platforms allow you to deliver valuable content, answer questions, and create a sense of community. Below are a few points to keep in mind as you plan your small business marketing event:

• Plan and Promote Thoughtfully: Choose topics that resonate with your target audience, such as solving common pain points or addressing industry trends. Develop a detailed plan outlining the event format, agenda, and key takeaways. Promote the event through multiple channels using eye-catching visuals and compelling messaging to maximize interest and registrations.
• Capture and Nurture Leads: Use registration forms, surveys, or downloadables during or before the event to generate leads, gathering important contact information, whether that’s just a name and email, or, if valuable, details such as the contact’s business needs, size, or otherwise. Use this information to create email marketing segments that can later be leveraged for personalized and targeted marketing. 
• Engage After the Event: After the event, take advantage of the aforementioned segmentation to send targeted email campaigns. Also, consider sending a thank-you message, key takeaways, or additional resources. Use this opportunity to gather feedback and nurture leads by inviting participants to future events.

11. Build a Referral Program

A referral program is an affordable and effective way to leverage word-of-mouth marketing by turning satisfied customers into enthusiastic brand advocates. It also makes up an important part of the customer journey, taking customers from retention, to loyalty and eventually advocacy. Here are some of the best tips for making your program a success: 

• Offer Compelling Incentives: Motivate customers to participate by offering valuable rewards, such as discounts, gift cards, free products or services, or exclusive access to new offerings. Ensure the incentives are enticing enough to drive referrals while remaining sustainable for your business.

• Streamline the Referral Process: Make it easy for customers to refer others by providing clear instructions and tools like referral links or codes. A seamless and user-friendly process increases the likelihood of participation.
• Promote and Track Your Program: Maximize engagement by promoting your referral program through email newsletters, social media, your website, and even in-store signage. You might even wish to use a referral program software to automate tracking, analyze performance, and personalize the experience for participants.
• Show Appreciation: Recognize and thank customers who participate in your program by sending personalized email messages or featuring top referrers on your website or social media. Acknowledging their contributions strengthens relationships and encourages ongoing participation.

Small Business Marketing at Your Fingertips

Successful small business marketing requires understanding your audience, setting clear objectives, and regularly reviewing and adjusting your strategy. Whether you’re hosting webinars, running promotions, or connecting with your local community, each step you take brings you closer to your business goals. The best part? The ideas and methods we explored above are both affordable and accessible, making it possible for small businesses to compete in ways not previously possible.

The starting point for all of this is building and maintaining a successful website—and it doesn’t have to be complicated or costly. If you’re feeling unsure about where to begin, SiteGround’s site builder makes it easy to get your online presence up and running quickly and efficiently.