16 Proven Tactics For Creating A Marketing Strategy For A Small Business

Are you a small business owner with big dreams? Here are 16 proven tactics for creating a marketing strategy for your business.

Effective Marketing Strategies for 2023 – YouTube
Key Takeaways
1. Tailor strategies to fit small businesses.
2. Focus on clear and measurable goals.
3. Define your target audience precisely.
4. Embrace content marketing for engagement.
5. Leverage social media for brand exposure.
6. Utilize email campaigns for customer retention.
7. Optimize your website for user experience.
8. Implement data-driven decision-making.
9. Invest in search engine optimization (SEO).
10. Explore paid advertising channels.
11. Utilize influencer partnerships.
12. Use storytelling to connect with customers.
13. Offer value through educational content.
14. Monitor and adapt your strategies.
15. Build a strong brand identity.
16. Continuously measure and improve.

1. Define Your Buyer Personas

A buyer persona is a fictional, generalized representation of your ideal customer. It’s important to understand these customers because they will help you create a marketing strategy and define your target market.

Here are some examples of buyer personas:

  • Dina, who is 28 years old, lives in San Francisco and works as an IT consultant for a large company
  • John is 65 years old and lives in Denver. He has been retired for six years and loves traveling
  • MaryAnn lives in Chicago but travels frequently between New York City and Los Angeles for work

One of the easiest ways to define your buyer personas is by using demographic data from surveys (like this one).

Google Analytics reports (for example), social media analytics tools such as Sprout Social or Buffer App), or other third-party sources like Facebook ads advanced search queries, or LinkedIn groups – anything that can provide insights into who you’re targeting! 

You can segment these segments into smaller groups based on which traits they share the most commonalities with an age range; geography; occupation; education level, etc…

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2. Understand Your Competition

If you want to understand your competitors, the key is to look in all the right places. Here’s what you should consider:

  • Who do they target? Are they targeting an audience similar to yours or are they going after a different type of customer?
  • How strong are their products/services? How does this stack up against yours, and how can it be improved upon?
  • What marketing strategies and tactics have worked for them in the past? What techniques have seen success among potential customers but failed with others? Take note of which ones seem like a good fit for your own company’s goals.

3. Set Goals And Objectives

This step is the foundation for your marketing plan. You must set clear and specific goals to have an impact on your marketing efforts.

Start by defining your goals and objectives. It’s important to define them before you start so that you can keep track of how well you are doing along the way. 

This will help ensure that you are focused on reaching those goals and not just doing things because they sound good in theory or like something someone else is doing (or not doing).

Next, don’t worry about what other people’s goals are or what they’re doing with their businesses. It’s easy to get caught up in “keeping up with the Joneses,” but it doesn’t matter what other people do as long as it makes sense for your business model!

When setting goals, be ambitious but realistic: don’t set out trying to win an award for the best landscaping company in town if all of your competitors offer a much lower price point than yours!

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4. Create A Customer Journey Map

The customer journey map is a visualization of how customers interact with your business. It shows the various touchpoints they encounter throughout the process, as well as their emotional states and motivations at each point.

The customer journey map is often created in a series of steps:

  • Identify your target audience and what stage they’re in on their journey (such as initial discovery or purchase).
  • Map out each step of the process from start to finish (for example, from landing on your website to making a purchase).
  • For each touchpoint along this path, identify where you can influence them emotionally or otherwise affect their behavior through marketing.

5. Develop A Branding Strategy

Branding is a strategic way to differentiate your company from your competitors. It is a long-term strategy to establish your company as a leader in your industry. Branding can be expensive, but it is an investment that will pay off in the long run.

Customer loyalty is the most important metric for any company and branding will help you develop customer loyalty by creating an emotional connection with them. 

This can make all of the difference when it comes down to making decisions between different brands or businesses! 

It’s important to remember that companies build brands through relationships with their customers, not just advertising campaigns or social media posts like Twitter updates or Instagram stories (although these are great too).

6. Align Content With The Buying Cycle

If you’re not familiar with the marketing cycle, it’s a framework that describes the various phases a customer goes through from first learning about your company to becoming a customer. 

The buyer persona and customer journey map will help you determine what content needs to be created during each phase of the cycle. 

For example, if you know that your target audience is in their research phase when they first learn about your business on Google or Facebook, then it would make sense for you to create content such as blog posts or case studies related to this stage of their buying cycle. 

In contrast, if they’re in the decision-making phase of their buying process, then it might make sense for you to have short videos showcasing how users have benefitted from using products and services offered by your company (these are called testimonials).

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7. Establish A Positioning Strategy

Positioning is about communicating your brand’s distinct value to your target audience. It’s about being different from your competitors, standing out in their minds and on the shelf.

It’s also about making sure they remember you because if they can’t remember who you are or what you do, it doesn’t matter whether you’re better than anyone else you’ve failed to make an impression.

And finally, positioning is about relevance and credibility; if people don’t believe that what you offer is useful or valuable for them (or at least as useful or valuable as other options), then all the rest of these things won’t help either.

8. Determine How To Differentiate Your Brand

The first step to creating a marketing strategy is understanding your audience and competitors. Ask yourself: Who are you targeting? How do your differentiators fit with your target customer? This will help you identify the competitive advantage that sets you apart from other small businesses in the same industry.

9. Set Marketing Budget Targets

Once you have a firm grasp of who your target market is and what they want, it’s time to decide how much money you’ll invest in your marketing strategy. A successful small business marketing strategy can be created with any amount of money even if it’s just $10 per month. 

That said, if you’re going to commit resources to market, it’s important that those resources be used wisely.

Setting a budget target and managing that budget is one of the most important aspects of running your own company. 

So before creating any plans or strategies for your online presence, make sure that you’ve got a clear idea of how much money you’re willing to dedicate (and where) and how often.

It’s also helpful to think about what kind of return on investment (ROI) would be considered successful for each type of campaign or tactic being considered as part of this process this will help keep everyone on track when things start getting overwhelming later on down the line!

10. Craft An Integrated Marketing Communications Plan

An integrated marketing communications (IMC) plan is a strategy for combining all the marketing communications you do, such as advertising and public relations. It’s a framework for how you will communicate with your target market.

In other words, an IMC plan is a strategy for combining all the different ways in which you communicate with your target audience. This includes advertising, public relations, social media marketing, and more.

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11. Map Out A Multi-Channel Campaign Calendar

To create a robust marketing strategy for your small business, you’ll need to identify the channels where it makes sense for your business. You can use many different types of channels to market your product or service. These include:

  • Social media networks like Facebook, Twitter, and LinkedIn
  • Online communities like Reddit and Quora
  • Podcasts and vlogs (video blogs) that focus on niche topics related to what you do

Once you’ve identified the best channels for your campaign, think about how they might work together as part of one cohesive campaign. 

Start by creating a timeline that shows which channels should be used at which time during the year (or whatever period is relevant). Then break down each channel into different pieces for example:

12. Design A Visual Identity System

A visual identity system can help you create a consistent brand identity for your company, which will help you stand out from the competition and build trust with potential customers.

Consistency is key: if you want your audience to know who you are, then they must see the same things from your company whenever they see it. 

The more familiar people are with your brand’s look and feel, the easier it will be for them to recognize it when they see it again in the future.

Don’t skimp on design: good design takes time and money (and talent). 

However, this doesn’t mean that small businesses should avoid investing in good design altogether it just means that small business owners should not expect miracles from cheap services or inexperienced designers.

Use color wisely: colors can evoke powerful emotions in people so make sure that your choice of color palette reflects who you are as a company!

13. Prepare A Social Media Marketing Plan

Your social media marketing plan should be a detailed outline of your objectives and strategies for each channel. It should also include a budget, time frame, and measurement method for each campaign you launch.

  • Define your target audience
  • Define your goals
  • Define your budget and resources
  • Determine channels to use: 
  • Facebook, Twitter, Instagram, Pinterest, or other platforms depending on where your customers are most active online (if you’re not sure which platforms are best suited for you to get started with then read this post)
  • Create content (e.g., posts on Facebook) that aligns with those channels
  • Analyze how well those campaigns performed over time by looking at metrics such as likes/shares/comments etc., 

so that you can continue to make improvements in the future

14. Create An Editorial Calendar For Blogging And Content Marketing

This is a no-brainer, but it’s often overlooked. A content calendar is an essential tool for planning and organizing blog posts. 

They can be used to plan the topics of your blog posts, their timing, their length, or their format depending on what works best for you and the type of business you’re running. 

I recommend using an editorial calendar as a tool to help keep track of what has been posted on your site in the past six months so that you can repurpose older content by publishing it again at another time (this is called re-purposing).

15. Prepare A Search Engine Optimization Strategy

You want to make sure you get the most out of your paid search campaigns by targeting the right audience.

  • Use Google Keyword Planner to find search terms with high volume that are relevant to your business.
  • Use Google Autocomplete and other keyword tools, such as SEMrush or Moz, to identify keywords that have even more specific search volume and popularity.

Once you’ve figured out what words people are using when they search for products or services like yours in your market niche, it’s time to optimize your website so that it ranks highly in organic results on those terms. 

This will give more exposure not only through organic searches but also through paid ads!

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16. Write An Email Marketing Strategy And Plan

Email marketing can be a great way to keep in touch with customers and provide them with relevant information. 

It’s also an effective tool for lead generation, which is key when it comes to growing your business. If you’re looking to implement email marketing as part of your strategy, there are some things you need to know about creating a plan for it.

What Is Email Marketing?

Email marketing is sending emails through the internet to market products or services. 

Some examples include newsletters promoting new products, special offers, discounts on store items, etcetera. 

It’s also known as “direct email” because it goes directly from the sender (you) straight into someone else’s inbox without any intervention from intermediaries such as ISPs (internet service providers).

One of the best ways that small businesses can use this tactic is by having their customers sign up on their website.

So they receive monthly updates via email whenever something new happens within their industry sector or market niche (ie if there have been any newsworthy developments related specifically to what sort of work needs doing most often).

Further Reading

Here are some additional resources to further enhance your understanding of effective marketing strategies for small businesses:

Buildfire: Marketing Strategies for Small Businesses Discover comprehensive insights into various marketing strategies tailored for small businesses to help you succeed in a competitive market.

Entrepreneur: 10 Small Business Marketing Strategies That Actually Work Learn about 10 proven marketing strategies that can have a real impact on your small business’s growth and success.

HubSpot: Small Business Marketing Guide HubSpot provides a detailed guide to creating an effective marketing plan, complete with actionable tips and strategies for small businesses.


What are some essential marketing strategies for small businesses?

Marketing strategies for small businesses encompass various tactics such as social media marketing, content creation, email campaigns, and targeted advertising. These approaches help small businesses increase visibility and engage their target audience effectively.

How can I choose the right marketing strategy for my small business?

Choosing the right marketing strategy involves understanding your target audience, business goals, and available resources. Conduct market research to identify where your audience spends their time and tailor your strategy accordingly.

Are there cost-effective marketing strategies suitable for small businesses?

Yes, many cost-effective strategies are ideal for small businesses. Content marketing, social media engagement, and email marketing can yield significant results without a hefty budget.

How can I measure the success of my small business marketing efforts?

Tracking key performance indicators (KPIs) such as website traffic, conversion rates, social media engagement, and customer feedback can help you gauge the effectiveness of your marketing strategies.

Should I consider outsourcing marketing services for my small business?

Outsourcing marketing services can be beneficial for small businesses, as it allows you to leverage specialized expertise without the need for a full in-house team. Consider your budget and the complexity of your marketing needs when making this decision.