Beginner’s Guide to Small Business Marketing: Where to Start and What Works

Hello, dear reader! If you’ve found your way here, it’s likely because you’re holding something truly special—a product or service that you believe in wholeheartedly. But like many entrepreneurs, you might be asking yourself, “What now?” Having a fantastic offering is just the beginning; the real challenge is making sure people know about it. Marketing can seem like a daunting beast at first, with countless options and platforms available today. However, you don’t need to do everything—just start in the right direction.

Reflecting on my early days in the business world, I remember feeling the same mix of excitement and uncertainty. Back then, I wondered what the right path was to spread the word about my work without squandering precious time or resources. It was a journey marked by trial and error, but along the way, I picked up some invaluable lessons. That’s exactly what I want to share with you in this friendly beginner’s guide. Together, we’ll explore where to start with marketing your small business and which strategies truly work when you’re starting from scratch.

Key Takeaways

• Clearly define your message before any outreach.
• Create a basic online presence with a website or landing page.
• Choose one social media platform to focus your efforts.
• Consistency is more important than perfection in marketing.

Understand Your Message

Before you post anything or invest in ads, it’s crucial to understand what you want to communicate and who you’re speaking to. Ask yourself: What problem do I solve? Who am I helping? What transformation or benefit does my customer experience? Based on these answers, craft a simple and clear statement that you can use everywhere. For example: “I help busy moms save time in the kitchen with healthy meal kits ready to cook.” Remember: clarity always trumps cleverness.

Build a Simple Website or Landing Page

Even if you don’t sell online, your audience will likely search for you on the internet. Therefore, it’s essential to have at least a basic website. It should clearly explain what you do, who your target audience is, and how they can contact or purchase your products/services. Additionally, include an effective call-to-action (CTA). Recommended tools for creating your site include Carrd (super simple), Wix, Squarespace, and WordPress (for more control). Don’t wait for “perfect.” Get a basic version up—you can always improve it later.

Choose One Social Media Platform to Start

Don’t try to be everywhere at once. Choose the platform where your target audience frequents most and dive deep there rather than spreading yourself thin across all networks without focus. Options include Instagram for visual and lifestyle brands, Facebook for local businesses and community services, TikTok for younger audiences and quick tips, LinkedIn for professional B2B services, and Pinterest for DIY content, cooking, and design. Post consistently and experiment with different types of content like tips, testimonials, product demonstrations, storytelling, and behind-the-scenes peeks.

Start an Email List Early

Email is one of the most powerful (and affordable) marketing tools—and it’s yours forever! To start building your list, offer something free (a guide, discount, or checklist) in exchange for interested parties’ email addresses. You can collect these emails through your website or social media using tools like MailerLite, ConvertKit, or Mailchimp. Then regularly send valuable content via email—even if it’s just once or twice a month.

Leverage Word-of-Mouth Marketing

People trust recommendations more than any advertisement. To encourage word-of-mouth referrals, ask satisfied customers for testimonials, offer bonuses or discounts for referrals, share user-generated content (like photos or reviews), and surprise your customers with outstanding service. Your best marketing comes from people speaking positively about you.

Create Content That Educates or Entertains

Instead of constantly pushing your product, deliver real value to your audience. Try creating content such as how-to tutorials, mistakes to avoid, product comparisons, inspiring before-and-after stories, and behind-the-scenes processes. The goal is to build trust, showcase expertise, and keep yourself top-of-mind among consumers.

Collaborate With Others

You don’t need a massive budget—you need the right people by your side. Look for partnerships with influencers or micro-creators in your niche, complementary small businesses or local events. Co-marketing helps reach new audiences quickly without significant financial costs.

When Ready: Small Targeted Ads

If you have some budget available, test paid ads—but keep it simple initially. Start with Facebook or Instagram ads ($5–10/day), Google Ads if people are searching for your product/service or retargeting past visitors of your site. Always link ads to specific offers—never just the homepage.

Think Consistency Over Perfection

The key to success in marketing isn’t sophisticated tools or viral posts—it’s showing up regularly. This means publishing when promised, responding to direct messages or comments on social media, sending scheduled emails—and occasionally showing your face (yes even if you’re shy). Trust builds through constant repetition.

Ultimately