How To Create A Marketing Strategy For A Small Business

A small business has very little marketing clout compared to businesses with more money to spend on advertising. As such, it is important to evaluate how much energy you have in order to determine which strategies are most effective.

There are two main reasons that people begin their journey towards running a successful business. One is personal success, and the other is financial success.

Running your own business can be both personally and financially rewarding. But before you start investing in advertisements or developing new products, there’s an essential step that must happen first — you have to create a marketing strategy!

A marketing strategy is basically a game plan for the future growth of your company. It includes all the components of what you will do to get attention for your business, as well as ways to measure your success.

Make it personal

how to create a marketing strategy for a small business

As mentioned earlier, marketing strategies should be person-focused and targeted at your customers or potential customers. But what kind of people are they? What do they like? What messages appeal to them?

As a business owner, you’ve probably noticed that some brands seem to gain more attention than others. You may have even made attempts to create products and services that are similar to theirs but with your own unique style.

That is why it is so important to determine who your target audience is, what appeals to them, and how to convey your message in a way that matches their needs.

Finding out who your ideal customer is can feel overwhelming at times. There are many ways to do this. You could pick one main goal and work from there, or you could use surveys to find out about respondents’ behaviors towards certain brands.

Once you have found your ideal client, you can tailor your marketing strategy to fit their needs. You can advertise online, in magazines, at places where they usually spend time, and/or via social media sites.

Organize your plan

how to create a marketing strategy for a small business

Now that you have an idea of what areas of marketing make sense for your business, it is time to organize this information into a strategy. You will want to determine which strategies are most important to your business and then work towards achieving those!

Your marketing strategy should include all of the following:

Production or promotional materials

Distribution channels

Marketing messages

Timing and frequency

The budget for each element of the campaign

Not all of these elements exist in equal importance, so figure out how to prioritize them according to your business’s needs. For example, investing in distribution channels like social media or website hosting can be done with a limited budget, whereas producing new promotional material or advertising campaigns may require more money.

You can also test different types of promotions to see what works best for your business — for instance, offering a discount day once a month instead of every week would probably not generate as much attention as having a weekly special event.

Do not try to be exhaustive

how to create a marketing strategy for a small business

A marketing strategy is always focused, but it can differ slightly depending on what kind of business you are in. For example, if your business is online shopping then creating an advertising campaign to promote your products may make more sense than promoting a product brand at work.

If this sounds familiar, then that’s okay! Most people start off thinking they will do one thing before getting distracted by something else. It takes some time to find your strong points, but don’t worry about that — you have years ahead of you!

The most important thing is to know yourself and figure out what works for you. What puts a smile on your face and what doesn’t? If there’s something you feel you could never give up, then go into more detail with it and see how you get along. You’ll probably learn something new.

Provide context to your plan

how to create a marketing strategy for a small business

As mentioned before, creating a marketing strategy is not just about having a bunch of flashy advertisements or catchy slogans. This doesn’t work in the internet era!

To make an impact, you have to provide value to your audience. You have to connect with them and show them how to solve their problems.

Your marketing strategies should be focused on what people are looking to achieve, not just what you are selling.

For example, if your business is offering dog grooming services, then your advertising campaign shouldn’t focus only on dogs and groomers – it should include messages like “Save money on dog boarding” or “Find cheap dog day care centers near you.”

By including information such as this, your potential customers can find help and guidance for their furry loved ones. And although they may not actually buy your product, they will leave feeling informed and able to take control of their pet’s life.

Focus on growth

how to create a marketing strategy for a small business

As mentioned before, creating a marketing strategy is not about having the biggest, most impressive list of tactics you can think of. It’s not even about having the best-quality marketing materials at your disposal.

Instead, the first thing you should do as a small business owner is focus on growth.

You need to develop your business into a successful enterprise by laying a strong foundation that includes things like establishing solid relationships with other businesses and promoting quality products and services.

Then, grow from there!

By adding new features to your service or product, investing in more efficient systems to manage your business, exploring different types of marketing strategies, and continually improving your messaging and communication skills, you will keep moving towards success.

This article will talk about some ways to organize and plan out your marketing strategy for your business.

Measure your success

how to create a marketing strategy for a small business

A good way to evaluate the effectiveness of your marketing strategies is by measuring how well you are doing. You can do this via qualitative or quantitative means.

Qualitative markers include looking at the number of followers you have on social media, whether or not people agree with what you advertise, if there are comments under your advertisements or posts, etc.

Quantitative indicators include looking at the amount of money spent on advertising, traffic that visits your website, conversions (actions such as buying products or services from your business), etc.

You can measure all of these things monthly, weekly, daily, or even hourly! Keep an eye on it, but don’t get too hung up on any one numbers. Instead look at the trends over time and determine if there are patterns.

What worked in September will probably work again in October so instead of getting focused on which month had the highest conversion rate, figure out why those conversions happened during that particular month and apply that technique to other months.

Update your strategy

how to create a marketing strategy for a small business

After you have done some research, determined what services or products you will use, gathered all of the supplies needed, and organized everything, it is time to revamp your marketing strategy.

You can start by looking at how you market yourself online. You may need to review your social media profiles, blogs, and advertisements to see where people are getting their inspiration and tips.

By doing this, you can pick and choose which styles fit you well and add them to create an authentic image.

It is also important to determine if there are any trends that are working for other businesses in your field. By incorporating these into yours, you can get new ideas or ways to promote your business.

If there are no trends, then you can look into different areas to find ones that work for others.

Re-evaluate and adjust

how to create a marketing strategy for a small business

Over the years, I have done my best to teach you how to create marketing strategies for small businesses that do not have an extensive budget. I know it can feel like a never ending process as you try to find new ways to promote your business and grow your revenue.

That is totally normal!

It takes a lot of effort to keep learning and developing your skills while at the same time keeping up with all of the tasks related to running a business.

If there was one thing that I could tell you about marketing for small businesses, it would be this: re-evaluating your tactics and strategies is necessary every month.

You will need to evaluate whether those strategies are working and if you should stick with them or add something new to aid in growth.

This article will talk more in depth about re-evaluation and what types of changes you must make when creating a strategy for your business.

About The Author

Tiara Ogabang
Tiara Joan Ogabang is a talented content writer and marketing expert, currently working for the innovative company With a passion for writing and a keen eye for detail, Tiara has quickly become an integral part of the team, helping to drive engagement and build brand awareness through her creative and engaging content.
Juice Beta is ending July 1st! Subscribe before end of month to lock in Juice Plus for 50% off!
$49 $25
Sign up now
Juice Beta is ending soon! Subscribe now to lock in Juice Plus for $49 $25
Sign up now