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Marketing strategy for small businesses – how to create it?

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Each professional marketing strategy requires a well-thought-out and meticulous plan, but in the case of small businesses it is of particular importance due to budget constraints. What marketing channels to choose, what forms of advertising to use, what you can do yourself and what is worth outsourcing to an agency or a freelancer, etc. – such dilemmas should be taken into account already at the first stage of the audit, when setting the main goals of a given company in terms of development and promotion of the company, building publicity and attracting the attention of potential customers.

The most important marketing channels

Building a strategy for small businesses is a task with a lot of potential, although it requires a greater focus on financial issues. The basic rule you should keep in mind is to focus on the right marketing channels that will allow you to maximize the development of your business and achieve the best possible results. In the case of small companies, it is worth considering, among others:

  • Own website – running a blog, creating valuable and useful content, caring for user experience, etc. should be included in the first outline of the strategy.
  • Social media – activities on Instagram, Facebook, LinkedIn, Pinterest, etc. are a must today, be sure to choose the websites that will best suit your form of activity.
  • Email Marketing – Your chance to reach your actual and potential customers directly. Creative, eye-catching email marketing can attract a wide audience.
  • Whisper marketing – building a brand through positive publicity, provoking conversations, advising and commenting, helping potential customers, etc. – all this will not strain your budget, and a positive image (especially at the beginning of your business) can be invaluable.
  • Positioning – strategic website optimization and effective link building will not immediately bring tangible results, but actions in this area count, regardless of whether your company is a large enterprise or operates in a modest niche. Organic traffic can prove to be the source of your success.
  • Google Ads ads – before you get the right position in the search results, paid PPC (pay per click) ads will allow you to enjoy faster results, profits that you will be able to use in further stages.

Marketing strategy for small businesses - how to create it?

What activities can you do yourself?

The strategy for small businesses , due to its specificity, requires your involvement, which will significantly reduce expenses. You can do a lot of marketing tasks yourself – e.g.

  • Preparation of basic content – read how to Create professional content for a website (in accordance with SEO guidelines) and, if you feel up to it, try to prepare e.g. your first blog entries.
  • Setting up profiles / fanpages on social networking sites – complete all important information about the company, descriptions, add professional photos, etc., invite people who might be interested (industry-related, colleagues, interested in your range of services or assortment). Respond to inquiries, comment and advise, try to stand out with a proactive attitude.
  • Prepare a mailing list – use valuable contacts, try to include segmentation, think about how you could get new contacts.
  • Check the quality of your website using the available tools – on the web you will find a lot of free options for testing the quality of your website in terms of SEO guidelines, use a few of them, compare the results, think about what you can improve yourself, what requires special improvements, etc.
  • Try to prepare a Google Ads campaign – read the Google Ads guide, create an account, complete all the important information, set a budget and test PPC ads by following the results.

Strategies for small businesses – various methods of investing in marketing

No matter what type of marketing strategy you choose, be sure to skillfully combine online and offline activities, short-term and long-term goals. There is no single, universal method of investing in advertising and promotion of small businesses, you have to find an individual action plan tailored to your needs and a large audience, but the following are often successful:

  • strategies focused on local marketing – successfully used in the case of small companies and brands that attract customers regionally. Local positioning, paid advertising limited to a narrow audience, etc. solutions allow you to optimally use a smaller budget.
  • strategies focused on acquiring regular customers – focus on developing loyalty programs, effective e-mail marketing, intense social media marketing – all this can prove very effective for smaller enterprises.
  • strategies targeting a narrow niche – the uniqueness of the offer and marketing message, precise definition of the target group helps in the basic problem faced by small companies, i.e. high competitiveness, also increases the effectiveness of SEO activities.
  • strategies focused on the quality of content – an approach in which it is not the quantity that counts, but the quality of the content. Focusing on the form of promotional activities may surprise you with extremely positive effects. Attractive, valuable content on the website, thoughtful and original advertising materials can tempt many recipients.
Marketing strategy for small businesses - how to create it?


If you want to attract the attention of your customers when preparing a strategy for a small company in the field of marketing, remember that gaining an edge in the industry requires you to propose something new, consistent and prudent. Try to appreciate networking, look for non-obvious promotion methods, cooperate, build publicity and valuable relationships, ask for reviews and customer opinions. Wherever you see a marketing opportunity – take advantage of it. In this way, your limitations will become your advantage – so … let’s go!

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Positioning the website is about increasing its visibility in the organic search engine results, including Google search engines. SEO specialists influence the website’s evaluation by algorithms. This is done through SEO activities consisting in website optimization (on-site activities) and increasing its authority through valuable links (off-site works).

Is website positioning profitable?

SEO helps to get traffic to our website in the long run. The cost of acquiring a user from search engine results can be much cheaper than in the case of paid ads. Properly prepared SEO strategy has a positive effect on website conversions. Positioning the website for many queries, from long tail, to mid and money keywords, also builds users’ trust in our website.

When can positioning effects be expected?

Search engine optimization on the Internet gives results after a long time, so it’s worth being patient. The results are also not given once and for all. Achieving a position in TOP3, TOP5 or TOP10 does not guarantee that we will keep them in the coming months. The ranking is based on many factors that change frequently.

Does positioning / SEO guarantee a high position?

SEO agencies take actions that contribute to the improvement of the website’s position, but cannot guarantee a specific place in the search results. Google often makes sudden and unexpected changes to your ranking. The positioners have no influence on:
changes in ranking algorithms,
actions of the competition,
hacker attacks,
errors in the website code or server operation such as secure your site with HTTPS.

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