Step #17 of my Top 20 Tips for Small Business Start Ups is where I get to talk about my favourite thing. Marketing is how people find out you exist, understand why you're different and decide to buy from you. And no, it isn't just posting on social media and hoping for the best.
The biggest mistake I see new business owners make is trying to do everything all at once: posting sporadically on four different social platforms, setting out to do a weekly newsletter, a blog which soon fades, maybe even a podcast, as well as printed materials like flyers, business cards etc. It’s all the exciting stuff (or maybe I’m biased) for sure, but it can take over all your time in running your business, so you need to think about prioritizing and outsourcing. The secret is to pick a few things, do them well and keep going.
1: Get your foundations right
Good marketing is built on the work you've already done:
• Your customer (Steps #1 and #2): who you're talking to and what they care about
• Your USP (Step #1): the reason they should choose you
• Your brand (Step #7): how you look and sound, how you are perceived
• Your numbers (Steps #4 and #12): what you can afford to spend and what you need to earn
If any of those are not yet crystal clear, your marketing will be blurry too. Go back and tighten these first.
2: Prioritise a few channels
Remember, you don't need to be everywhere. You need to be where your customers already are. Here's a quick guide to the main options:
Social media (organic)
Good for building awareness and personality, showing your work. It’s free to post but needs regular time ongoing to create content and post.
Google Business Profile
Good for local businesses as people search for what’s near them. It’s free and only needs setting up once.
Your website
Good for being found, looking credibile as well as taking enquiries. Costs can be quite low. Some work in set up and regular updates need to be factored in.
Email marketing
Good for staying in touch with leads and customers. Cost quite low but needs feeding regular content.
Networking and local groups
Good for service businesses, B2B and trades. Low cost and required some work in following up leads.
Word of mouth and referrals
Always the best form of marketing, so think what you can do to achieve this. Comes from doing a good job, to earn a good reputation. No additional cost to you.
Print (cards, flyers, posters etc)
Good for local audiences and events. There is a cost and some work needed in design.
Paid digital ads
Good for testing demand and targeting precisely. Costs can be varied. Needs monitoring regularly to be effective.
Markets and events
Good for local products and services and to gain face-to-face feedback. There is a cost and effort will be high in lead up to and during event days.
Pick two or three that fit your customer and your time, and give them a proper go for three months. This is where a small investment into some outsourcing can really help. Call me to discuss the most economical way I can take this off your workload. Want to do some yourself? – a good rule of thumb: if you can't do it consistently, don't start it.
3: Make a simple marketing plan
It doesn't need to be long. Write down:
1. Your goals. Something specific, like "get 10 enquiries a month by March", rather than "get more customers".
2. Your audience. The one person from your USP work.
3. Your messaging. The one or two things you want your audience to remember.
4. Your channels. The two or three you've chosen.
5. Your budget. Both money and time. Your time has value too.
6. Your calendar. What you'll do each week, and who does it.
4: Know what to post
Easier said than done. "What do I say?" is where most people get stuck. A mix of these four types works well:
• Educate. Share tips, answer common questions and show you know your stuff.
• Show. Behind-the-scenes, your process, your products, your workspace. People buy from real people they can relate to.
• Prove. Customer feedback, results, case studies and real examples.
• Invite. Clear offers and calls to action. Always tell people what to do next.
Batch your content. For example, make Monday your content creation day – film, write and edit on that day and schedule for the rest of the week.
5: Know the rules
This can catch out small businesses. And I see examples every day of people flouting the rules on social media, making false claims.
The Advertising Standards Authority, the UK's independent regulator of advertising, says its rules apply to all UK ads wherever they appear, including your own website and social media, and to businesses of every size. It reported that, in 2022, around four in five of the ads it had amended or withdrawn were organic social media posts from small businesses and sole traders. It has created resources tailored to small businesses, and it's worth reading before you start.
Some basics:
• Be honest and able to back up your claims. "Best", "cheapest" and "guaranteed" need evidence.
• Make ads recognisable as ads. Don't disguise paid or promotional content.
• Use genuine reviews and testimonials, with permission.
• Follow the email and text marketing rules in Step #16. The ICO's direct marketing guidance explains them.
6: Measure what works
You don't need complex dashboards. Start simple:
• Ask every new customer how they found you. The most valuable data you'll collect, and it costs nothing.
• Track enquiries and sales by source in a simple spreadsheet.
• Use free analytics. Social platforms have built-in insights, and Google Analytics shows how people use your website.
• Review monthly. What brought in customers? What didn't? Do more of the first and less of the second.
Give things time. Most marketing needs at least a few months before you can judge it fairly.
Don't forget the basics
• Put your contact details on everything.
• Ask for reviews and referrals (more in Step #20).
• Show up consistently. A modest plan you follow is rather better than a brilliant one you abandon.
What to do next
Remember, you don't have to do everything today! And I can take this on completely for you, if you don’t want the extra workload.
• ☐ Write your customer, messaging and goals on one page
• ☐ Choose your key two or three channels
• ☐ Set up your Google Business Profile (if you serve a local area)
• ☐ Plan and batch a week of content
• ☐ Create a simple spreadsheet to track where enquiries come from
Want a marketing plan that fits you?
This is exactly what I do. If you'd like help choosing channels, building a plan or finding your voice, book a call with me. Take a look at my done-for-you services too.
Next up in the series: Step #18, Building a Website. Your digital shop window.
