If you’re starting a small business a major factor in its success is how well you market it. Marketing attracts potential customers to become buyers and buyers provide profit. But marketing isn’t just about bringing your business name to the world. According to U.S Small Business Executive Marketing must make connections:
Marketing is everything an organization does to build relationships between companies and consumers. 1
This definition is more relevant today than ever as consumers encounter ads all the time and businesses need to engage and respond. 2
One of the smartest things a small business owner can do is take the time to develop a marketing plan. A marketing plan clearly outlines how you will reach your ideal customers by effectively implementing your marketing strategy.
There are countless ways to promote your small business so it’s important to identify and focus on the most effective strategies. Here’s a list of 101 small business marketing ideas that can turn the wheels.
Marketing Planning
Marketing is about finding your ideal customer and sharing your message: how you will make their lives better. To do this you need to research and identify your target market decide how your business will stand out and develop a plan. Here are the strategies for getting started:
1. Update or create a marketing plan for your business.
2. Revisit or start your market research.
3. Refine your target audience and niche.
4. Write a Unique Selling Proposition (USP).
5. Define the features and specifications of your product or service.
6. Match your features with benefits for creating effective marketing messages.
Marketing Materials
Be prepared with custom resources that can be shared online and in person. You should always carry something with you that represents your company’s mission and image which you can hand over to your leadership. The same concept applies to online forums; a digital presence is critical to success.
7. Create or update your business card to make it unique.
8. Consider creating a flyer or brochure if it helps spread the word in your industry.
9. Build a website be it a simple landing page or a versatile online experience.
10. Get creative with promotional products and give them away at the next trade show or networking event you attend.
11. People will hold onto what they can use so create swag like a magnet pen notebook stress ball.
12. Utilize your USP for unique designs.
In-Person Networking
Even if your business is primarily online consider adding networking to your marketing strategy. Remember business success is all about relationships and networking enables you to build the types of relationships that lead to sales referrals and other important business growth.
13. Write an elevator pitch.
To craft a successful elevator pitch start with a hook that your leaders can’t ignore let your enthusiasm shine and have data ready to back up your claims.
14. Register for a conference.
15. Introduce yourself to other local business owners or join a formal social group such as Business Network International.3
16. Plan a local business workshop.
17. Join your local chamber of commerce.
18. Rent a booth at a trade show.
Direct Mail
Direct mail can be expensive but it can also be very effective and profitable if you find a targeted listing and send an attractive offer. In fact direct mail sales are five times higher than email. 4
19. Launch multiple direct mail campaigns.
20. Create multiple methods and split-test your messages to measure impact.
21. Include a clear and enticing call to action on every direct mail piece.
22. Use tear-off card insertion props and eye-catching envelopes to influence your mail.
23. Send free samples and other incentives to past customers to regain business.
Advertising
Advertising and marketing are often confused but in reality they are two different things. Marketing involves all aspects of bringing your product or service to market. Advertising is the part of marketing that involves bringing your product or service information to market. 5
24. Buy a spot on the radio.
25. Advertise in publications your target market reads.
26. Rent a billboard.
27. Use stickers or magnets to advertise on your car.
28. Advertise in local newspapers.
29. Advertise on local cable stations.
30. Buy ad space on a relevant website.
31. Use sidewalk signs to advertise your specials.
Social Media Marketing
A reputable social media presence is no longer an option for small businesses. Most consumers want to be able to follow a company’s progress view updates and connect with the community. Social media can help define your image boost product acquisition and build relationships. but As with all other forms of marketing you need to have a clear understanding of who your audience is where to find them and how to talk to them. Finally you need a social media plan.
Managing multiple social media accounts to respond to user comments and questions and keep up with trends can be a lot of work. If it fits your marketing strategy consider hiring a professional social media manager or outsourcing the work.
32. Start using social media for your business.
33. Create a Facebook page for your business.
34. Get a vanity URL or username for your Facebook page.
35. Create a Twitter account and start following experts and influencers.
36. Reply to retweet or comment on other accounts.
37. Explore lesser-known or niche platforms like Foursquare Pinterest Reddit or Tumblr.
38. Create a LinkedIn profile for you and your business.
39. Write regular blog posts; publish customized versions for different platforms.
40. If your goal is to reach a younger demographic make videos on TikTok.
41. Create an Instagram account and develop an attractive aesthetic.
42. Create an editorial calendar for your blog and social content.
Internet Marketing
Apart from social media there are various ways to use the internet for marketing. Here are some other ideas:
43. Make sure you use SEO to optimize your website and other online content.
44. Start a pay-per-click campaign with Google Ads or Facebook Ads.
45. Connect with social media influencers to post promotional posts to reach their user base.
46. Record video blog posts to attach faces to names.
47. Upload a video to YouTube.
48. Check your online directory listing and list in the ideal directory.
49. Advertise on Facebook.
50. Advertise on LinkedIn.
51. Set up Google Analytics on your website.
52. View analytics statistics to learn more about your market and how to enter it. 6
53. Keep up with current and growing trends such as new social media platforms or tools.
54. Learn more about local search marketing.
55. Track your online reputation.
56. Sign up for the Help a Reporter Out (HARO) service to be interviewed for media coverage.
Email Marketing
It’s easy to click and follow on social media but consumers aren’t always eager to send their emails. When they do it means they want to know what you have to offer. Having a tailored email list is extremely valuable to your marketing efforts.
57. Create an email opt-in on your website or blog.
58. Offer free downloads or free gifts to entice people to give you their email address.
59. Send regular emails to your list.
60. Start a free monthly email newsletter.
61. Use A/B testing to measure the effectiveness of your email campaigns and consider segmented lists to better target your market interests.
62. Perfect your email signature.
63. Manage your list with an email service such as Mailchimp or Constant Contact.
Contests, Coupons, and Incentives
People love free stuff and discounts. If you can deliver that little bit of serotonin along with free goodies or winning games you’ll have a new fan base.
64. Start a contest.
65. Create a coupon.
66. Create a frequent buyer rewards program.
67. Start a customer appreciation or brand ambassador program.
68. Create a monthly account plan.
69. Give away a free sample.
70. Start an affiliate program.
Giveaways and contests generally fall under state and federal regulations. Before you implement any gift giving please make sure you follow all appropriate rules.
Relationship Building
Most marketing is about building awareness of your business. But once you get people’s attention you need to build trust and rapport whether it’s via email or social media.
71. Send customer satisfaction surveys.
72. Ask for referrals.
73. Make a referral.
74. Help promote or volunteer for charity.
75. Sponsor a local sports team.
76. Cross-promote your products and services with other local businesses.
77. Join a professional organization.
78. Plan your next holiday promotion.
79. Plan holiday gifts for your best clients.
80. Send birthday cards to your clients.
81. Reach out to colleagues about joint ventures.
82. Donate branded prizes to local fundraisers.
83. Become a mentor.
“Selling is no longer about selling it’s about building trust and education.” —Siva Devaki co-founder and CEO MassMailing Inc. 7
Content Marketing
Offering interesting content can attract people to your business and you can then entice them to buy. But to go beyond mere advertising be sure to offer something useful and relevant to the reader or viewer.
84. Plan a free conference call or webinar.
85. Start a podcast.
86. Submit press releases to local media or communications services such as PR Newswire. 8
87. Repurpose your content to share elsewhere. For example stitching YouTube content for Instagram TikTok or Facebook.
88. Rewrite your sales copy with storytelling.
89. Self-publish a book.
Marketing Help
Marketing can be a full-time job so if you don’t like certain aspects of marketing or you’re not good at it consider asking for help.
90. Hire a marketing consultant.
91. Hire a public relations professional.
92. Hire a professional copywriter.
93. Hire a search engine marketing company.
94. Hire an intern or virtual assistant to help with day-to-day marketing tasks.
95. If you’re on a tight budget use apps and marketing tools to automate certain tasks like scheduling social media posts.
Unique Marketing Ideas
A lot of marketing is about making your business stand out from the crowd. Being creative or provocative can be an effective way to get attention.
96. Work with complementary brands or products that work in tandem with your brand and cross-promote.
97. Create a business mascot to help promote your brand.
98. Use your business as an example and teach free marketing or entrepreneurship courses to your target audience.
99. Pay for branded wearable items.
100. Complete full coverage branded paint job on your company vehicle.
101. Sign up for online business training to improve scaling and fine-tuning all your marketable skills.
Frequently Asked Questions (FAQs)
How much should a small business spend on marketing?
It depends on who you ask but if you’d rather be cautious most financial institutions agree that spending about 5%-10% of revenue on marketing is a prudent range for a B2C company. 9
How do you develop a marketing plan for a small business?
There are many free tools and resources online. The U.S Small Business Administration provides general guidance in a well-organized format. 10 SCORE matches small business startups with mentors for a more personalized approach. 11
What Is a Positioning Strategy?
Positioning strategy or market positioning describes how you differentiate your brand or product’s image from your competitors. It affects the perception of buyers in a very specific strategic and ingenious way to create a brand or product identity. 12
What is the average ROI for small business marketing?
When you’re just starting out you’ll pay overhead before you see profit and it may take some practice to perfect your marketing strategy. That said 15%-30% ROI is generally considered healthy for small businesses by most financial experts. 13
