Marketing is all-encompassing. It includes facets from branding and advertising to email campaigns and social media positioning. And in many instances, it’s what can make or break the early success of your enterprise.
As a new business, with so much on your plate, managing all these components can feel overwhelming. That’s why the Small Business Growth Alliance (SBGA) has put together a quick guide detailing numerous small business marketing basics.
Here are some simple, digestible tips to begin marketing your small business.
Know Your Brand and Messaging
The first question you must answer is this: Who are you marketing to? This informs every other area of your marketing campaign. Is your product/service geared towards Gen-Z teenage boys? Millennial parents? High-income, fashion-conscious women?
As SBGA notes, defining your brand and messaging as a small business will help establish your unique value proposition and pinpoint why you stand out above the competition. Some tips for defining your brand include developing your voice and personality, creating a clear visual identity, and establishing why your business exists in the first place.
Develop a Clear Online and Social Media Presence
We live in a digital age. That’s undeniable. And if you don’t have a website or various social media pages established, you’re already falling behind in terms of small business marketing basics. After all, the first thing any potential customer will do is search for you on Instagram or enter your company name into their Google search bar.
To SBGA, it’s not enough to simply create a website and social accounts. Your website must be user- and mobile-friendly. It should be search-engine-optimized and visually appealing. And your social media accounts should vary across the likes of Instagram, Facebook, and TikTok, depending on your target audience, with a detailed posting schedule.
Manage Reviews and Your Reputation
Your reputation is essential. Good reviews lead to word of mouth and an influx of business. Poor reviews lead to potential customers questioning the integrity of your enterprise. For this reason, SBGA recommends taking several small measures to manage your reputation.
For one, stay on top of online reviews and comments on social media platforms. If you haven’t already, set up accounts on Google My Business and Yelp, and enable Google alerts for mentions. Additionally, engage with your audience by asking for reviews, staying active and communicative on your social pages, and focusing on delivering satisfying customer service.
Email Campaigns: A Pillar of Small Business Marketing Basics
Newsletters. Welcome emails. Promotional emails. These are all gifts that keep giving for your small business. They bring customers into your orbit and occupy their attention. They are more likely to convert customers than other channels, and they have the potential to offer a massive return on investment (ROI).
Some tips? SBGA recommends personalizing your email campaigns whenever possible. It might sound time-consuming, but it’s the sort of effort your consumer base will notice. Also, consider starting with an email campaign outline spanning upwards of six months. Time passes quickly, and you want to ensure your clientele receives regular updates in the early stages.
Your 30-Day Marketing Checklist
With that, you’ve absorbed some of the absolutely essential small business marketing basics. If you’re still unsure of how to get started in terms of marketing, here’s a quick 30-day checklist:
- Establish your brand
- Flesh out your tone of voice
- Build a clean, engaging visual identity
- Build an easy-to-use website
- Establish an SEO plan
- Set up accounts on social media channels (and be consistent with posting)
- Set up Google My Business and Yelp accounts
- Enable Google Alerts
- Monitor reviews and engage with clientele
- Create a six-month email campaign
- Personalize your emails when possible
It might seem like a lot, but it’s doable. And with these components in check, you’ll have set yourself up for future marketing success.
About the Small Business Growth Alliance (SBGA)
Small Business Growth Alliance (SBGA) is an organization founded by experienced small-business owners dedicated to helping entrepreneurs grow with confidence. With nearly two decades of expertise, SBGA connects businesses with trusted partners and cost-effective solutions that streamline operations, reduce risk, and support long-term success.
Tina Johnson helped bring The Marketing Folks from a-weekly newsletter to a full-fledged news site by creating a new website and branding. She continues to assist in keeping the site responsive and well organized for the readers. As a contributor to The Marketing Folks, Tara mainly covers industry new.
