By Cid Hanna, Marketing & Communications Manager Business Link
Many small business owners think of marketing as advertising or posting something on social media and hope the universe takes it from there. In reality, marketing is a much broader and far more practical concept.
At its core, marketing is everything a business does to help people discover it, trust it and eventually decide to use its services or make a purchase. It’s the process of understanding customer needs and creating, communicating, and delivering value to attract, engage, and retain customers.
With a bit of research, a bit of learning and a consistent approach, even a small marketing budget can have a surprisingly big impact.
Marketing is about understanding people
The first step in marketing begins with figuring out who your customers actually are. This is not about guessing or trying to appeal to everyone. No, everyone is not your customer. Strong marketing starts with specific insights about what your ideal customer needs, what they value, and what problems they are trying to solve.
Once you have this information, you can tailor your marketing efforts to the places your audience likes to get information. For example, a 35 plus crowd might be easiest to reach on Facebook, a professional audience may be on LinkedIn, and people working in the trades might be more likely to hear you on your local radio station while they work. Understanding your audience’s demographics also helps you use the language they use and shape your messaging to align with their values.
Pro Tip: Business Link Alberta offers free market research support to help you define your audience. This can include demographic information, industry data, and consumer trends. These resources can guide your marketing decisions without adding any extra strain to your budget.
Marketing creates awareness
Wouldn’t it be great if customers naturally found you just because your product is good? If the product meets their needs, they should want it. Unfortunately, the marketplace does not work by magic. People can only choose from what they know exists.
Marketing helps people notice your business. Because people see so many messages every day, you need to stand out so they become aware of you. By understanding who your customers are, you can make sure your business appears when they search online, scroll through social media, or visit websites they already use. If you want people to find you, being visible on a regular basis is one of the most important steps.
Marketing builds trust
Marketing helps build trust by showing customers who you are and why your business deserves their attention. When people see consistent, clear, and genuine messaging, they start to feel familiar with your brand. Trust grows when you communicate openly, share helpful information, and show that you understand your customers.
Simple actions such as keeping your online presence up to date, sharing your story, and responding to questions and reviews help people feel confident choosing your business. For example, a local painting business with clear pricing, recent photos, and thoughtful review responses will often feel more trustworthy than a competitor with little online presence. Strong marketing creates a sense of reliability. That sense of reliability is one of the most powerful factors in turning curious visitors into loyal customers.
Pro Tip: Actively requesting and responding to Google reviews builds trust and boosts your visibility in local search. Google favours businesses that engage. Even bad reviews are an opportunity: a thoughtful, professional response shows accountability, reassures future customers, and can turn a negative experience into a credibility win.
Marketing supports the customer journey
Marketing does not end when someone discovers your business. It follows them through every stage of the journey. This includes when they compare you with competitors, decide whether to buy from you, and evaluate their experience during and after the sale.
Clear product information, helpful website content and timely responses to questions all count as marketing. So do follow up emails, loyalty programs, and review requests. If it shapes how a customer thinks or feels about your business, it belongs under the marketing umbrella.
Marketing helps you stand out in a crowded market
There are very few markets today without competition. Even in smaller Canadian communities, customers have access to online options and large national brands. Marketing helps your business define a clear position. It highlights what makes you different and why your product or service is the right choice.
Without marketing, your business can blend in. With it, your business can stand out.
Marketing drives measurable growth
Marketing is not guesswork. You can track and measure results to understand what works and what does not. Simple metrics such as website visits, calls or form submissions from your Google Business Profile, email open rates, and repeat purchases help guide your decisions.
It is completely fine to start small. Try things, learn from your results and fail early so you can focus your budget where it will have the most impact.
Many small businesses see success by starting with one or two channels. This might include a Google Business Profile, a website, Instagram, or an email newsletter. Tracking your results over time helps you refine your approach and invest in what actually moves your business forward. You do not need advanced software to start. Many small businesses begin with free tools and simple tracking.
Marketing is not a single tactic. It is an ongoing process that helps customers find you, understand you, and choose you. For small businesses, effective marketing can improve visibility, strengthen relationships, and support long-term growth.
Key takeaways
- Know your audience. Not everyone is your customer, and that is a good thing!
- Show up where your customers are, whether online, in person, or in traditional media spaces.
- Be consistent with your messaging so customers start to recognize and trust you.
- Support customers through every stage of their journey, not just at the point of sale.
- Track results so you can focus time and budget on what actually works.
- Use the free resources at Business Link Alberta to strengthen your research, planning and marketing efforts.
