Building a Small Business Marketing Strategy

The Business of Being Found

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In the vast digital landscape, small businesses often struggle to stand out and be discovered by their target audience. The key to success lies in effective online marketing strategies that ensure potential customers easily find your business. Let’s explore key areas in building a small business marketing strategy to enhance online presence and attract ideal customers.

Build a Professional (and Custom) Website

Your website represents your business online. Ensure you design it well, make it easy to navigate, and provide relevant information about your products or services. Optimize it for search engines (SEO) by incorporating relevant keywords and creating a mobile-friendly design. Conduct keyword research to identify terms relevant to your business and strategically integrate them into your website’s content, meta tags, and headers.

Leverage Social Media Platforms

Social platforms are constantly changing, so this is an ongoing task. When a new platform launches, take the time to complete the research and determine if you can utilize it to position your business. Emerging social media platforms are essential, but so is connecting with your customers where they already are. Establish a presence on popular social media platforms such as Google My Business, Facebook, Instagram, and LinkedIn. Complete your profile with accurate business information, share engaging content, and connect with your audience. Consistent and authentic engagement builds trust and brand awareness. Remember to encourage satisfied customers to leave positive reviews, which can boost your local search ranking.

Create Compelling Content

Develop high-quality and relevant content that addresses your target audience’s needs and interests. This content could include blog posts on your website, TikTok videos, Pinterest infographics, eBlasts sent to your email list, and other formats. Use different marketing campaigns to inform your audience about your products, promotions, and industry insights. The goal is to keep your audience informed with fresh and relevant content they are interested in. If possible, personalize your messages to make your audience feel valued and engaged.

Online Advertising

Invest in online advertising to increase your business’s visibility. Platforms like Google Ads and social media advertising allow you to target specific demographics, ensuring your message reaches the right audience. Before starting an online advertising campaign, know your goals to determine if the money spent is worth the return. Monitor and analyze your campaigns to optimize their effectiveness.

Collaborate with Local Influencers

Identify influencers within your industry or community who align with your brand. Collaborate with them to reach a wider audience and gain credibility. Create clear guidelines about expectations in the relationship. Create a unique link or promo code the influencer can promote so you can track how successful working with each individual influencer is. Influencers can introduce your business to their followers, helping you tap into new customer bases.

Get Creative With Your Small Business Marketing Strategy

Every business is unique, and the goal is to find a way to show your personality and connect with your potential customers. With so many businesses competing for consumer attention, it is challenging to break through the noise. Try different methods and be ready to adapt continuously. Most importantly, regularly analyze your online marketing efforts using tools like Google Analytics. Track website traffic, user behavior, and conversion rates to identify what strategies are working and where improvements can be made. Adjust your approach based on these insights.

In the competitive online landscape, small businesses must actively work towards being found by their target audience. By implementing a strategic combination of website optimization, social media engagement, and other digital marketing tactics, small businesses can enhance their online visibility, attract their ideal customers, and thrive in the digital marketplace. Our team of skilled marketing professionals is here to help your business grow!


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Heather Morrison

Heather is the VP of Operations at Innereactive and we are lucky to have her. She has over five years of experience running an HR department and enjoys helping businesses like yours find solutions to their HR needs.



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