Small Business Marketing Guide
Your business has more ways than ever to reach customers, but you don’t need to use them all. The most effective marketing strategies focus on the channels that matter most to your target audience.
Finding the right mix may take some trial and error. This guide will help you explore your options and choose the channels that deliver the best results.
Advertising
Online Advertising
Use paid platforms to get your business in front of the right audience.
Examples: Google Ads, Facebook Ads, TikTok Ads, display ads, retargeting campaigns.
Offline Advertising
Traditional methods still work — especially for local audiences.
Examples: print ads, TV, radio, direct mail, coupons, in-store promotions.
Online Marketing
Search Engine Optimization (SEO)
SEO tactics help bring organic traffic from search engines to your website.
Social Media Marketing
Build engagement on platforms like Facebook, Instagram, TikTok, LinkedIn or niche industry networks.
Email Marketing
Send targeted and automated campaigns to nurture leads and keep customers informed.
Content Marketing
Publish and share educational or entertaining content that attracts and engages your audience.
Influencer Marketing
Partner with individuals who can influence your target audience’s buying decisions.
Online Events
Host webinars, demos, or virtual workshops to connect with potential customers in real time.
Referral Marketing
Encourage and reward word-of-mouth referrals from your customers, partners, or community.
Events & Experiences
Speaking Engagements
Share your expertise at industry conferences, panels, or community events. Even unpaid opportunities can lead to valuable leads and partnerships.
Offline Events
Host in-person workshops, trade shows, customer appreciation days, or live demonstrations.
Public Relations
Earn coverage in traditional media outlets like newspapers, TV, and radio. Build relationships with journalists and pitch stories that align with your brand.
Choosing the Right Channels
When deciding where to focus:
- Consider your ideal client — where do they spend time?
- Match channels to your budget and resources.
- Test, measure, and refine your approach.
Need help figuring out the best channels for your business?