Starting your own small business is exciting, but figuring out how to market it can feel like a daunting task. With so many options and buzzwords flying around like SEO, social media, content marketing etc... it can be hard to know where to begin. But, marketing your new small business doesn’t have to be complicated or overwhelming, even if you’re just getting started.
We believe in simple, straightforward marketing strategies that focus on clear communication and building real connections with your audience. Whether you’re a sole trader or running a small business, this beginner’s guide will walk you through the essential steps to marketing your business effectively and affordably.
Before you jump into social media posts, website design, or email campaigns, the most important thing you can do is get your message right. It’s the foundation of everything you’ll do in your marketing efforts.
When a potential customer visits your website or sees your social media post, they should instantly understand what your business does and how you can help them. If your message is unclear or too complicated, they’ll likely move on. Enter the StoryBrand framework.
StoryBrand Framework:
In the StoryBrand approach, you position your customer as the hero and your business as the guide. Your customer has a problem, and your product or service is the solution. Your messaging needs to clearly communicate:
You’ll get more traction when your message is simple, clear, and focused on what matters most to your audience.
Who you’re trying to reach? You don’t want to market to everyone, you want to target the people who actually need and want what you offer. This is where customer personas (or avatars) can really help.
A customer persona is a detailed profile of your ideal customer. Knowing their needs, frustrations, and where they spend their time online will help you tailor your marketing messages. To create your personas, ask yourself:
For example, if you run a local café, your ideal customer might be Sarah, a 35-year-old professional who works nearby and wants a cosy, convenient spot to grab her morning coffee. By understanding her needs, you can create content and promotions that appeal to her specifically.
Once your message and audience are clear, it’s time to focus on your online presence, starting with your website. Your website is the hub of all your marketing efforts. It’s where people will go to learn more about your business, make purchases, or get in touch with you.
You’ll want to ensure your website is:
Make sure you include calls to action (CTAs) throughout your site. These are prompts like 'Get in Touch', 'Shop Now', or 'Download Your Free Guide', that encourage visitors to take the next step (and make sure there is a next step!).
Social media is a powerful marketing tool for small businesses, especially when you’re starting out. It allows you to engage directly with potential customers, share your story, and build your brand’s personality.
You don’t need to be on every social media platform. Instead, focus on where your audience spends their time. For example:
Once you’ve chosen your platforms, consistency is key. Post regularly, engage with your followers, and share a mix of content, from behind-the-scenes looks at your business to customer testimonials and promotions.
Content marketing is one of the most effective and affordable ways to market your small business. By creating and sharing valuable content, you position yourself as an expert in your field and build trust with potential customers.
Content marketing can take many forms:
The key is to focus on what your audience wants to know. If you run a bakery, you could write a blog post on 'How to Choose the Perfect Cake for Any Occasion' or create a video showing how your team bakes a signature recipe.
Tip: Don’t be afraid to repurpose your content. A blog post can become several social media posts, or a video tutorial can be shared in an email newsletter. Maximise your efforts by spreading your content across multiple channels.
If you run a business that serves your local community—whether it’s a café, a hair salon, or a plumbing service, local SEO is critical. Local SEO helps your business show up when people in your area search for services like yours.
Start by setting up your Google My Business profile. This free tool helps your business appear in Google search results and on Google Maps. Make sure you fill out your profile completely, adding your location, hours, website, and photos.
Encourage your customers to leave reviews on Google. Positive reviews help boost your ranking and give potential customers confidence in your business.
Email marketing remains one of the most cost-effective ways to market your small business. It allows you to stay connected with your customers, nurture relationships, and offer promotions or updates directly to their inbox.
Start by offering something of value in exchange for email sign-ups. This could be a discount, a free resource, or exclusive updates. Once people join your list, send them regular, relevant content—whether that’s news, offers, or helpful tips.
You’ll want to keep your emails personal, conversational, and most importantly—helpful. Avoid spamming your audience with constant sales pitches. Instead, think of email marketing as a way to build trust over time.
One of the best ways to grow your reach without spending a lot is by partnering with other local businesses. Collaboration allows you to tap into each other’s customer bases and creates a sense of community.
You could:
For example, if you’re a florist, you might team up with a local bakery to offer special deals on cakes and flowers for weddings.
As you begin marketing your small business, it’s essential to track what’s working and what’s not. Pay attention to metrics like:
Use tools like Google Analytics to see where your visitors are coming from and how they interact with your site. If a particular marketing effort isn’t delivering results, don’t be afraid to adjust your strategy.
You don’t need a massive budget or marketing team to effectively promote your small business. By following these beginner-friendly steps, crafting a clear message, knowing your audience, building a strong online presence, and engaging with your customers, you’ll start to see real results.
At Simple Story Marketing, we specialise in helping small businesses clarify their message and create marketing strategies that work. You’ll get simple, story-driven marketing that’s tailored to your needs and designed to grow your business.
Ready to start your marketing? Get in touch with Simple Story Marketing today and get a customised strategy to help your business thrive.
Schedule a call today to see how we can help you clarify your message and connect with your customers.
P.S. If you want to make 7 simple changes to your website content so it makes the customer the hero visit the homepage and download the free PDF.
