![\"Download](\"https:\/\/no-cache.hubspot.com\/cta\/default\/53\/b0f73a5e-16e4-41fd-9511-8564efc560a7.png\")
<\/a><\/p>\nIn this guide, I\u2019ll share the tips, tools, and lessons that have helped small businesses grow without burning out. Whether you\u2019re just getting started or looking to refresh your marketing strategy<\/a>, these ideas are built to help you stand out and scale up using an inbound marketing<\/a> approach that attracts customers by being helpful, not pushy.<\/p>\n Table of Contents<\/strong><\/p>\n <\/a> <\/p>\n Let\u2019s take a step back for a second and talk about what small business marketing really is.<\/p>\n At its core, small business marketing is the process of promoting your products or services to attract, engage, and retain customers. It\u2018s about making sure the right people know who you are, what you offer, and why they should care. Whether you\u2019re promoting a product, service, or your own expertise, your job is to reach the right people and give them a reason to trust you.<\/p>\n In every small business I\u2019ve worked with, the approach looked a little different. Some focused on email, others relied on events or word of mouth.<\/p>\n The point is: there’s no one-size-fits-all playbook.<\/strong> The key is figuring out what works for you \u2014 and doubling down.<\/p>\n A recent study by SimpleTexting found that 75% of small businesses<\/a> have a marketing plan, and those with a structured plan are 6.7 times more likely to report success than those without one. So yeah, having a plan matters.<\/p>\n The tips below come from real-world experience \u2014 things I\u2019ve seen work across lean startups, solo teams, and growing companies. Think of them as your starting point. When the basics are in place, every strategy you layer on top will work harder for you.<\/p>\n <\/a> <\/p>\n \n Before you dive into marketing, it\u2019s worth slowing down to set yourself up right. I\u2019ve seen so many small businesses burn time and money trying to promote a product or service without a clear plan \u2014 and end up frustrated when nothing sticks.<\/p>\n The truth is, your marketing won\u2019t work if your foundation is shaky. This section covers the steps I\u2019ve found most helpful to get in place before you start promoting \u2014 so that when you do, your message lands and your time pays off.<\/p>\n One of the biggest mistakes I\u2019ve seen small businesses make is trying to market to everyone. It spreads your message thin \u2014 and rarely connects. Instead, narrow your focus. Who\u2019s the best-fit customer? What are they struggling with? Where do they spend time online?<\/em><\/p>\n When I started working with my first fintech startup, they described their target audience as \u201cpeople who need help with HR stuff.\u201d Not only was that way too broad, but it didn\u2019t reflect who was actually buying. So we looked at who had converted recently and dug into what their day-to-day looked like.<\/p>\n Turns out, most of them were overworked finance managers at healthcare companies \u2014 not HR leads. They were the ones feeling the pain of messy payroll systems and were actively looking for a fix. That small shift in perspective helped us change our messaging, rework the website, and even adjust which channels we were showing up on.<\/p>\n The more specific you can get, the easier everything else becomes \u2014 ads perform better, content gets more engagement, and your leads are actually qualified. It doesn\u2019t have to be complicated: start with your current customers. Who do you love working with? Who seems to \u201cget it\u201d fastest? That\u2019s a great place to begin.<\/p>\n Try jotting down a few details about your ideal customer:<\/p>\n Once you\u2019ve got that, give them a name. Not a real one \u2014 just a persona you can picture when you\u2019re writing or building campaigns. It sounds simple, but it works.<\/p>\n If you want help building out a full persona, HubSpot\u2019s free persona generator<\/a> is a great tool for organizing your thoughts.<\/p>\n Download Free Buyer Persona Templates<\/a><\/p>\n This is one of those things that feels obvious \u2014 but often gets missed. If someone lands on your homepage or social profile, would they immediately know who you help, what you help them do, and why they should care?<\/p>\n One company I worked with had an entire paragraph on the homepage describing \u201ca better way to manage internal processes.\u201d It sounded fancy, but it didn\u2019t really mean anything. So we rewrote it to say: \u201cSpot payroll errors before they cost you. Automate your internal audit process with AI.\u201d<\/p>\n Suddenly, it clicked. Demo requests went up. Prospects finally got what we did.<\/p>\n Writing a strong value prop<\/a> isn\u2019t about sounding smart \u2014 it\u2019s about being clear. Don\u2019t hide behind buzzwords. Lead with outcomes. Use the language your best customers already use when they describe why they chose you.<\/p>\n If you\u2019re feeling stuck, try answering these questions:<\/p>\n Still not sure? Try filling in this prompt::<\/p>\n \u201cWe help [target audience] achieve [value] without [pain point].\u201d<\/strong><\/p>\n For example, when filled in, it should sound something like: \u201cWe help busy HR teams automate payroll audits without manual spreadsheets.\u201d<\/em><\/p>\n Whether it’s your pricing, your process, your values, or your customer service, that difference should be easy to spot across your homepage, email campaigns, and social content.<\/p>\n Pro tip:<\/strong> If you\u2019re still<\/em> not sure where to start, try answering this: What would your happiest customer say about working with you?<\/p>\n You don\u2019t need a fancy visual identity to get started \u2014 but you do need to show up consistently. When your Instagram looks nothing like your website, and your emails feel like they were written by a totally different person, it creates friction. And friction costs trust.<\/p>\n I recently helped an early-stage SaaS client settle on a simple color palette, two clean fonts, and a brand voice that matched how their sales team talked. Nothing groundbreaking \u2014 but it made everything feel way more polished. And will save them hours of decision-making down the line.<\/p>\n Just keep it simple:<\/p>\n Pro tip:<\/strong> Make a one-page \u201cbrand cheat sheet\u201d and share it with anyone writing or designing for your business. It\u2019ll keep things consistent without needing a 30-slide brand book.<\/p>\n Before you spend money on ads or start writing blog posts, take a minute to zoom out. How does someone go from not knowing you exist\u2026 to becoming a loyal customer?<\/p>\n Think about what your customer needs to see, hear, or feel at each stage \u2014 from awareness to decision. What\u2019s missing? What\u2019s working?<\/p>\n At a company I recently worked with, we realized our content was driving solid traffic, but leads weren\u2019t converting. People were reading blog posts and even signing up for our newsletter, but they weren\u2019t taking the next step. So we walked through the journey from their perspective.<\/p>\n Unsurprisingly, we found a gap. We hadn\u2019t clearly explained what would happen next. There were no nudges, no case studies, no middle-of-funnel content. We were assuming people were ready to buy \u2014 when in reality, they still had questions.<\/p>\n So we created a short email sequence that followed up with educational content, added a \u201cWho It\u2019s For\u201d section to our homepage, and made our CTA buttons more specific. Those small changes helped fill the gaps and move people closer to converting.<\/p>\n To get started, try sketching out a simple version of your current customer journey:<\/p>\n Even the act of writing it out can help you spot small moments where people are falling through the cracks \u2014 and give you ideas to fix them and effectively plan your go-to-market (GTM) strategy<\/a>.<\/p>\n When you\u2019re a small team, trying to show up everywhere is a fast track to burnout. You don\u2019t need to be on every social platform or chase every trend \u2014 you just need to be in the right places for your audience.<\/p>\n At a startup I worked with, we initially tried it all: Instagram, LinkedIn, Twitter, newsletters, blog posts\u2026 even a podcast idea got thrown around. But once we looked at where actual leads were coming from, it was clear that 90% of our best-fit customers were engaging through LinkedIn and email. So we cut the rest and focused on doing those two things really well. Engagement went up. So did sanity.<\/p>\n Start with what you know:<\/p>\n For example, if you\u2019re a visual brand (like beauty or lifestyle), Instagram or Pinterest might make sense. If you\u2019re selling to other businesses, LinkedIn and email might work better. If you\u2019re trying to rank for long-tail keywords, SEO and blogging should be your focus.<\/p>\n Once you know your top 1\u20132 channels, build a simple rhythm \u2014 then commit to it for a few months. Test, tweak, and then<\/em> consider layering on more.<\/p>\n Your website doesn\u2019t need to be fancy. But it does need to be clear, fast, and easy to navigate \u2014 especially on mobile. Most of your visitors are going to land on your site, scroll for a few seconds, and decide whether to keep going. You want that moment to work in your favor.<\/p>\n I recently helped launch a new site for a customer loyalty company who didn\u2019t have the budget for a full design team. We used a clean, mobile-friendly template, added clear messaging to the homepage, and made sure the most important buttons were easy to find. It wasn\u2019t flashy \u2014 but it was professional and it converted.<\/p>\n The best way to start is to start simple. At a minimum, make sure your website:<\/p>\n If you\u2018re short on time or budget, HubSpot\u2019s starter bundle<\/a> lets you build a clean, mobile-friendly site using drag-and-drop templates with zero coding required.<\/p>\n Pro tip:<\/strong> After you publish, view your site on your phone. If you have to pinch, scroll sideways, or dig to find info, it\u2019s time to clean things up.<\/p>\n Getting people to your website is a big win. But if they leave without a trace, you\u2019re missing out on future customers. That\u2019s why you need a simple way to capture leads \u2014 before you start pouring time and money into promotion.<\/p>\n At one startup I worked with, we were running a solid SEO strategy. Blog traffic was climbing, but conversions were flat. So we added a short lead magnet content offer to the most popular posts: a downloadable checklist that matched the topic. Visitors could enter their email to get it, and boom \u2014 we started collecting warm leads without changing much else.<\/p>\n Lead capture doesn\u2019t have to be complicated. You just need:<\/p>\n If you\u2019re not sure what to offer, think about what would be genuinely helpful for someone visiting your site. A guide, a calculator, a checklist \u2014 anything that makes their life easier.<\/p>\n If you\u2019re looking for tools to help, HubSpot\u2019s free form builder<\/a> is a great place to start. And if you\u2019re keeping things simple, even just embedding a basic form at the bottom of your homepage, blog posts, or landing pages can be surprisingly effective.<\/p>\n Pro tip: <\/strong>Place your lead capture form where people are already engaging \u2014 like at the bottom of blog posts or on your \u201cAbout\u201d page. These visitors are more likely to convert than someone landing on your homepage cold.<\/p>\n If you\u2018re still tracking leads in a spreadsheet, I get it \u2014 I\u2019ve done it too. But it gets messy fast. Once people start signing up, emailing you, or showing interest, it’s way too easy to lose track of who\u2019s who, what stage they\u2019re in, or when you last followed up.<\/p>\n That\u2019s where a CRM system<\/a> comes in. It helps you stay organized, see your pipeline at a glance, and keep track of every customer interaction in one place. Even if you’re a team of one, having a CRM early makes it way easier to scale later.<\/p>\n At one company I worked with, we didn\u2019t implement a CRM until we already had a few dozen warm leads \u2014 and we regretted waiting. Once we switched to HubSpot\u2019s CRM, we could actually track which leads were converting, which emails were working, and who needed a follow-up. Our team felt more focused, and nothing slipped through the cracks.<\/p>\n There are tons of options out there, but HubSpot\u2019s CRM<\/a> is an easy (and free) one to start with. It\u2019s built for small businesses and integrates seamlessly with tools like email marketing, forms, and lead scoring \u2014 so you\u2019re not scraping everything together later.<\/p>\n The earlier you get this in place, the easier it\u2019ll be to stay on top of your growth \u2026 trust me.<\/p>\n <\/a> <\/p>\n With your foundation in place, now it\u2019s time to put your message into the world. This is where you\u2019ll start creating content, building relationships, and finding new ways to reach the right people.<\/p>\n The strategies below are the ones I\u2019ve seen work best across early-stage startups and small teams. Some help you lay the groundwork. Others are about showing up consistently or expanding your reach. You don\u2019t need to tackle all of them \u2014 just pick a few that feel doable, test what works, and build from there.<\/p>\n These are the basics \u2014 the things that help you build a marketing engine that won\u2019t fall apart under pressure. This is about creating content that earns trust, setting up tools that track your impact, and laying the groundwork for more consistent growth.<\/p>\n If your website is the digital front door of your business, your content is what gets people to step inside \u2014 and stick around. I\u2019ve seen so many small teams launch a site that\u2019s technically live \u2026 but missing the pieces that actually build trust.<\/p>\n Foundational content is the stuff people look for when they\u2019re trying to decide if you\u2019re legit. Be honest, how many times have you googled, \u201cIs [company] a scam\u201d?<\/p>\n In order to make sure no one\u2019s doing that when they land on your website, try to include:<\/p>\n One small business I worked with didn\u2019t have a pricing page for months because they were still \u201cfiguring things out.\u201d But prospects kept bouncing because they couldn\u2019t tell if it was even worth booking a call. Once we added a \u201cPricing starting at\u2026\u201d section and a visual breakdown of the plan tiers, conversions nearly doubled.<\/p>\n Don\u2019t wait for it to be perfect. Start with the basics. Then update as you go. Take it from me, a perfectionist.<\/p>\n Source<\/em><\/a><\/p>\n I\u2019ll be honest: blogging takes time. But when it\u2019s done well, it becomes one of the most sustainable ways to bring in new traffic over the long term \u2014 without paying for every click.<\/p>\n Remember that fintech startup I worked with? Well, we launched a blog with just two goals: answer real customer questions and rank for high-intent keywords. We didn\u2019t post weekly or follow a strict calendar in the beginning. Instead, we focused on a few solid pieces that hit the mark. Those posts consistently brought in qualified leads, months after publishing.<\/p>\n The key? Think about what your ideal customer is googling right<\/em> before they need you. Start there. You don\u2019t need dozens of posts \u2014 just a few that are relevant, helpful, and optimized.<\/p>\n Pro tip: <\/strong>Use resources like Ahrefs<\/a>, Semrush<\/a> or HubSpot\u2019s free SEO tools<\/a> to find keywords your audience is searching for. Then build your posts around those topics, using clear headlines, simple structure, and real examples whenever you can.<\/p>\n Download Free Blog Post Templates<\/a><\/p>\n If you\u2019re not tracking what\u2019s working, you\u2019re basically marketing in the dark. And I\u2019ve seen it happen \u2014 teams spend hours on blog posts or landing pages without ever checking whether anyone\u2019s actually reading, clicking, or converting.<\/p>\n Website analytics help you understand what\u2019s landing with your audience and where people are dropping off. You don\u2019t need to be a data wizard \u2014 just look for simple signals:<\/p>\n At one company I worked with, we discovered that our \u201cAbout\u201d page was one of the most visited \u2014 but it didn\u2019t have a single CTA. We added a short sentence and a button to download a free report, and just like that, it became a top-performing lead source.<\/p>\n Pro tip:<\/strong> Set a reminder once a month to check your top 5 pages. See what\u2019s performing\u2014and build on it. With HubSpot, you can track traffic, leads, and even which CTAs are converting<\/a>\u2014right from your dashboard.<\/p>\n Source<\/em><\/a><\/p>\n Your email list might just be your most valuable marketing asset \u2014 but only if you build it right from the start. I\u2019ve worked with small teams who skipped this step and ended up with a messy spreadsheet of contacts, no clear opt-ins, and no idea who wanted what. It\u2019s fixable, but trust me, it\u2019s much easier to do it right the first time.<\/p>\n The good news? You don\u2019t need thousands of subscribers. You just need the right people \u2014 and a system to keep them organized. That\u2019s where segmentation comes into your email marketing strategy<\/a>.<\/p>\n Start with the basics:<\/p>\n Even simple tags like \u201clead,\u201d \u201ccustomer,\u201d or \u201cinactive\u201d can help you personalize messages and track performance later on.<\/p>\n At one early-stage company, we used these basic tags to trigger tailored emails\u2014like onboarding tips for new customers, blog content for leads, and re-engagement emails for people who hadn\u2019t opened in a while. Click-through rates jumped, and sales started asking for more campaigns because they could see the lift.<\/p>\n Pro tip:<\/strong> Most CRMs will let you segment your list automatically based on actions\u2014like downloads, page views, or email engagement. Set those rules early, and you\u2019ll thank yourself later.<\/a><\/p>\n Once your systems are in place, it\u2019s time to put them to work. This next batch of strategies is all about showing up for your audience in ways that build trust and keep your business top of mind. Whether someone\u2019s just discovered you or already joined your list, these tips will help you stay connected\u2014and turn interest into action.<\/p>\n You don\u2019t need to manually follow up with every new lead. In fact, one of the biggest time-savers I\u2019ve used at small businesses is simple email marketing automation<\/a>. A few well-timed emails can do a lot of heavy lifting \u2014 nurturing new contacts, sharing helpful info, and guiding them toward a decision.<\/p>\n At one startup I worked with, we created a three-part welcome sequence that went out automatically when someone downloaded a guide. The first email said thanks and linked to the content. The second introduced a customer story. The third offered a soft call to book a demo. It took an afternoon to set up \u2014 and brought in dozens of qualified leads every month.<\/p>\n You don\u2019t need a huge workflow to get started. Just think about what someone needs to know after they sign up:<\/p>\n Pro tip: <\/strong>Tools like HubSpot\u2019s email automation<\/a> make it easy to build these sequences with drag-and-drop workflows without coding or stress.<\/p>\n Source<\/em><\/a><\/p>\n Automation is great for saving time \u2014 but it\u2019s even more powerful when it feels personal. Just because an email is triggered automatically doesn\u2019t mean it has to sound like a robot wrote it.<\/p>\n That\u2019s why segmenting your email list early (like we talked about above) is such a smart move. It gives you a head start on sending the right message to the right people without starting from scratch every time.<\/p>\n Once someone joins your list, the goal isn\u2019t just to stay in touch \u2014 it\u2019s to stay relevant. Generic emails get ignored. But personalized ones? They can make someone feel like you get them.<\/p>\n I\u2019ve seen small teams double their email click-through rates just by segmenting leads based on where they signed up or what content they downloaded. It doesn\u2019t require fancy tools \u2014 just a little forethought.<\/p>\n For example, if someone downloads a guide on payroll compliance, don\u2019t immediately send them your latest product announcement. Instead, follow up with a helpful blog post or short checklist on that same topic. Keep the thread going.<\/p>\n Here\u2019s what\u2019s worked well for me:<\/p>\n Pro tip:<\/strong> Even a good free CRM<\/a> lets you trigger personalized emails based on behaviors, like which page someone visited or what they clicked. You don\u2019t need a giant list to make it feel personal.<\/p>\n Sometimes, people need a little extra motivation to join your list \u2014 and that\u2019s where a good lead magnet comes in. Whether it\u2019s a one-time discount, a downloadable resource, or early access to something new, giving your audience a clear reason to subscribe can make a big difference.<\/p>\n I\u2019ve seen this work especially well for early-stage startups. One client offered a \u201c10% off your first plan\u201d discount for users who signed up through a specific landing page. Another gave away a free onboarding checklist that aligned with their product. Both doubled their conversion rates almost overnight \u2014 just by giving people something valuable up front.<\/p>\n Think about what would feel like a win for your ideal customer, is it:<\/p>\n Pro tip:<\/strong> Keep it simple and relevant. A small, useful freebie often works better than a big, vague promise. And make sure the follow-up email delivers right away. Nobody wants to dig around their inbox to find what they signed up for.<\/p>\n Speaking of offering a discount, freebie, or lead magnet to grow your email list, social media is one of the best places to share it. But for those promos to work, your audience actually needs to see them \u2014 and that\u2019s where consistency comes in.<\/p>\n Regular posting can significantly boost your brand’s visibility, especially when you consistently post at the right times<\/a>. In fact, businesses that post consistently on social media see a 50% increase<\/a> in visibility and a 30% boost in organic reach. \u200b<\/p>\n I\u2019ve worked with plenty of small teams who post when they remember, then feel frustrated when it doesn\u2019t drive results. The truth is, consistency matters more than frequency or follower count.<\/p>\n When I helped one B2B SaaS startup streamline their social strategy, we set a cadence of three posts per week on LinkedIn \u2014 much easier than posting every day, but still consistent. And instead of diluting content to spread it thinner, we focused on making each post count. That rhythm was manageable, and it worked.<\/p>\n Here are some tips if you\u2019re just getting started:<\/p>\n And don\u2019t overthink it. A quick product feature, a customer win, or even a trending meme can go a long way if your audience can relate.<\/p>\n Pro tip: <\/strong>HubSpot\u2019s social media tools<\/a> can help you plan and schedule posts in advance, so you can show up consistently without babysitting every platform. Our free social media content calendar<\/a> can also help you get organized and started quickly.<\/p>\n Source<\/em><\/a><\/p>\n Posting regularly builds visibility \u2014 but what really earns trust is how you show up when people reach out. Social media isn\u2019t just a content channel; it\u2019s a two-way street.<\/p>\n I\u2019ve seen small businesses turn a single DM or comment into a long-term customer \u2014 just by replying quickly and helpfully. At one company, we set a simple rule: respond to every comment, mention, and direct message within 24 hours. It wasn\u2019t always easy, but it paid off. Prospects felt seen, and existing customers knew we had their back.<\/p>\n If someone tags your brand, asks a question, or shares a piece of feedback, that\u2019s not a distraction \u2014 it\u2019s an opportunity.<\/p>\n A few simple habits go a long way:<\/p>\n Pro tip:<\/strong> HubSpot\u2019s Social Inbox tool<\/a> can centralize all your social DMs, mentions, and interactions so you\u2019re not toggling between apps. And the faster you reply, the more the algorithm tends to reward you\u2014another reason to stay active.<\/p>\n Source<\/em><\/a><\/p>\n Once you\u2019ve built a solid foundation and started engaging with your audience, it\u2019s time to think a little bigger. The strategies I\u2019m about to share are all about expanding your visibility \u2014 reaching new people who haven\u2019t heard of you yet, but should.<\/p>\n You don\u2019t need a huge budget or a viral moment to grow your reach. What you do need is a little creativity and a willingness to test what works.<\/p>\n You don\u2019t need to collaborate with celebrities to see results from influencer marketing. In fact, I\u2019ve seen micro-influencers<\/a> \u2014 creators with 1,000 to 50,000 followers \u2014 drive better outcomes for small businesses than big-name partnerships. Their audiences are more engaged, and their recommendations feel more genuine.<\/p>\n And the numbers back that up. According to a recent report, micro-influencers on Instagram see an average engagement rate of 3.86%<\/a> \u2014 compared to just 1.21% for mega-influencers. That kind of connection makes a real impact, especially when you’re trying to grow on a budget.<\/p>\n One client I worked with partnered with a few niche creators in the HR and operations space. Instead of a huge campaign, we sent each one a sneak peek of our tool, let them test it, and asked them to share their honest take. A handful of Instagram stories and LinkedIn shout-outs later, we saw a steady uptick in demos booked\u2014and even better, we built relationships we could tap into again later.<\/p>\n Here\u2019s what I\u2019ve found works well:<\/p>\n Micro-influencers are often more open to creative or non-cash partnerships, like offering free access to your product, an affiliate link, or co-branded content. It doesn\u2019t have to be a massive spend to be effective. You never know until you ask!<\/p>\n Pro tip: <\/strong>Download HubSpot\u2019s free Influencer Marketing Guide<\/a> to get started with your partnerships.<\/p>\n Source<\/em><\/a><\/p>\n There\u2019s nothing quite as powerful \u2014 or budget-friendly \u2014 as having your customers talk about you. Whether it\u2019s a tagged Instagram post, a product review, or a casual shout-out in a LinkedIn comment, user-generated content (UGC) builds trust<\/a> in a way no paid ad ever could.<\/p>\n That said, I know not every business has a lineup of customers ready to post. Especially in the early days, you might need to get a little creative. I\u2019ve worked with startups who hired UGC creators \u2014 freelancers who record short, natural-feeling videos that look just like a real customer review. These aren\u2019t high-production ads \u2014 they\u2019re simple, relatable clips that work great for paid social, landing pages, and organic posts.<\/p>\n For one B2B SaaS client, we hired a UGC creator to simulate a first-time user experience with our platform. The video was short, honest, and shot on an iPhone \u2014 and it outperformed our polished explainer video 3 to 1 on click-throughs.<\/p>\n Whether you\u2019re working with real customers or hired creators, the goal is the same: help people see themselves in the story you\u2019re telling.<\/p>\n Try this:<\/p>\n Pro tip:<\/strong> Even a handful of videos or testimonials can be repurposed across social, landing pages, and ads. And if you\u2019re not sure where to find UGC creators, platforms like Upwork<\/a> or Fiverr<\/a> are great starting points.<\/p>\n One of the fastest (and most underrated) ways to expand your reach is to partner with another business that shares your audience \u2014 but doesn\u2019t compete with you.<\/p>\n I\u2019ve seen this work incredibly well for small teams, especially when budgets are tight. One salestech platform I worked with partnered with a CRM company to co-host a webinar on streamlining sales processes. They promoted it to both of their email lists, shared the content across social media, and followed up with a joint blog recap. The result? Double the visibility, double the leads, and half the work.<\/p>\n You don\u2019t have to do anything elaborate. Some ideas I\u2019ve seen work:<\/p>\n Pro tip:<\/strong> Pick a strategic partner whose audience overlaps with yours but solves a different problem. That way, you\u2019re adding value without stepping on toes, and your content feels like a win for everyone involved.<\/p>\n Short-form video is another one of the fastest ways to get discovered<\/a> \u2014 and the good news is, you don\u2019t need a studio setup or a big production budget to get started.<\/p>\n Platforms like TikTok, Instagram Reels, and YouTube Shorts reward content that\u2019s real, relatable, and quick to consume. Whether it\u2019s hopping on a trending audio clip or sharing a behind-the-scenes moment, short videos can punch way above their weight.<\/p>\n One early-stage SaaS company I worked with posted a quick video using a trending sound to show a \u201cbefore and after\u201d of their product in action. It was shot on an iPhone in under 10 minutes and ended up driving more traffic than a full week of paid ads.<\/p>\n You don\u2019t have to be a creator to try this. Some of the best-performing videos are simple, helpful, or funny takes that speak directly to your audience. Just stay authentic, and don\u2019t be afraid to experiment.<\/p>\n A few simple video ideas to try:<\/p>\n Pro tip: <\/strong>Repurpose what you already have. Take a blog post, FAQ, or stat you\u2019ve shared elsewhere and turn it into a 15-second script. Tools like HubSpot\u2019s free Clip Creator<\/a> make it even easier to get started.<\/a><\/p>\n Long-form content might not be the flashiest tactic, but when it\u2019s done right, it can generate leads for months. Webinars, guides, checklists, and reports give you a way to go deeper on topics your audience cares about \u2014 and collect email addresses while you\u2019re at it.<\/p>\n At one company I worked with, we ran a survey to gather fresh data on B2B sales teams. Once we had the results, we turned them into a gated report, a blog post highlighting the key takeaways, and a series of quick-hit tips based on the insights.<\/p>\n We also repurposed stats and quotes into social posts, and hosted a follow-up webinar to walk through the findings live. That single project gave us a full month of content \u2014 and filled our pipeline with leads who were already engaged.<\/p>\n And you don\u2019t need a research budget to get started. You can get scrappy:<\/p>\n Pro tip: <\/strong>Evergreen content like webinars and guides can keep generating leads long after launch \u2014 if you make it easy to find. Add it to your homepage, link to it in blog posts, and promote it on social regularly (not just once). On that note\u2026<\/p>\n If you\u2019ve already put in the work to create a webinar, guide, or tip-packed blog post, don\u2019t let it be a one-and-done. Some of the most effective content strategies I\u2019ve seen aren\u2019t about producing more \u2014 they\u2019re about squeezing every last drop of value out of what you already have, especially when resources are scarce.<\/p>\n That AI sales survey I mentioned? Like I said before, we spun it into a full campaign. The gated report turned into a blog post, which turned into a carousel for LinkedIn, which turned into a short video script. We even used snippets for an email nurture sequence. Same story, five formats.<\/p>\n Here are a few ideas to get more mileage from what you\u2019ve already made:<\/p>\n Pro tip: <\/strong>Not sure what to repurpose first? Start with your top-performing blog post or most-clicked email. Then use a tool like HubSpot\u2019s free Campaign Assistant<\/a> and Content Remix<\/a> to quickly spin it into social posts, ad copy, and more, so your best ideas keep working behind the scenes.<\/p>\n Source<\/em><\/a><\/p>\n <\/a> <\/p>\n \n So far, we\u2019ve walked through what to do before marketing your business, how to lay a strong foundation, and the strategies that help you connect with your audience and start building momentum.<\/p>\n Now it\u2019s time to take things further with digital marketing tactics that help you scale that momentum. These aren\u2019t massive campaigns or big-budget bets. They\u2019re small, proven moves you can layer into your routine to stay visible, build trust, and convert more of the traffic and attention you\u2019re already earning.<\/p>\n Whether you\u2019re just getting started or looking to sharpen your day-to-day execution, these tips are designed to help you get the most out of your efforts \u2014 without getting overwhelmed.<\/p>\n When people are on the fence about trying something new, a good review can tip the scale. And for small businesses, social proof is one of the most powerful trust signals you can have.<\/p>\n I\u2019ve worked with small businesses where one strong testimonial on the homepage or a LinkedIn shout-out from a happy customer made more impact than weeks of ad spend. People want to hear from real people \u2014 not just brands.<\/p>\n If you don\u2019t have many reviews yet, that\u2019s totally normal. You can start by reaching out to happy customers directly. A quick email with a specific ask \u2014 like a Google review, LinkedIn blurb, or quote for your site \u2014 can go a long way. Just make it easy for them to say yes.<\/p>\n Places to showcase testimonials:<\/p>\n Pro tip:<\/strong> If you already have great feedback buried in emails or support chats, ask permission to repurpose it. And if you want to automate requests, tools like HubSpot\u2019s Service Hub<\/a> can help you send follow-ups at just the right time.<\/p>\n When someone searches for your business \u2014 or even just what you offer \u2014 your business profiles across platforms like Google, Yelp, and Facebook are often the first thing they\u2019ll see. These listings act as digital storefronts, especially for local businesses.<\/p>\n And they\u2019re powerful. A well-optimized Google Business Profile<\/a> can boost your local SEO, make your business easier to find on Maps, and help build trust through reviews and photos. Yelp and Facebook offer similar benefits, especially when people are comparing options in your area.<\/p>\n At a previous company, we helped a client claim and optimize all three profiles. Once they added real photos, consistent hours, a strong description, and started requesting reviews, they saw an increase in website clicks and direct messages almost immediately.<\/p>\n Here\u2019s what to include across platforms:<\/p>\n Customer reviews \u2014 and replies!<\/p>\n You can get started here:<\/p>\n Pro tip: <\/strong>Once you\u2019ve set these up, share the links with happy customers and ask them to leave a quick review like we talked about above. These platforms can also be great sources of discovery, especially when paired with active social media accounts like Instagram or Pinterest.<\/p>\n Word of mouth is great, but when you give happy customers a reason to spread the word, that\u2019s when things really start to scale. A referral or loyalty program<\/a> turns your best customers into your best marketers.<\/p>\n I\u2019ve seen this work especially well for service-based businesses and subscription products. One SaaS company I worked with offered a $100 Amazon gift card for every successful referral, and it led to dozens of warm leads from people who already trusted the brand.<\/p>\n And not only have I seen it work, but I\u2019ve done it myself! Just a few weeks ago I referred a friend to my favorite food delivery app and we both got $25 in credits for our next order. If that\u2019s not a win-win-win, I don\u2019t know what is!<\/p>\n Not sure where to start? Try one of these:<\/p>\n\n
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What is small business marketing?<\/strong><\/h2>\n
![\"marketing](\"https:\/\/web-stil.info\/wp-content\/uploads\/2025\/04\/small-business-marketing-2-20250416-1676684.webp\" "\\"\\"")
<\/p>\n1. Define your target audience.<\/strong><\/h3>\n
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![\"example](\"https:\/\/web-stil.info\/wp-content\/uploads\/2025\/04\/small-business-marketing-1-20250416-8365258.webp\" "\\"\\"")
<\/a><\/p>\n2. Clarify your value proposition.<\/strong><\/h3>\n
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3. Determine your brand identity and visuals.<\/strong><\/h3>\n
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4. Map your customer journey.<\/strong><\/h3>\n
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5. Choose your core marketing channels.<\/strong><\/h3>\n
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6. Build a functional, mobile-friendly website.<\/strong><\/h3>\n
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7. Set up basic lead capture on your site.<\/strong><\/h3>\n
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8. Set up a CRM to manage contacts and leads.<\/strong><\/h3>\n
Small Business Marketing Strategies<\/strong><\/h2>\n
Get set up.<\/strong><\/h3>\n
1. Create foundational content for your website.<\/h4>\n
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![\"interface](\"https:\/\/web-stil.info\/wp-content\/uploads\/2025\/04\/small-business-marketing-3-20250416-2383523.webp\" "\\"\\"")
<\/p>\n2. Start a blog and optimize posts for search engines.<\/h4>\n
![\"HubSpot's](\"https:\/\/web-stil.info\/wp-content\/uploads\/2025\/04\/small-business-marketing-4-20250416-6134403.webp\" "\\"\\"")
<\/a><\/p>\n3. Track performance with website analytics.<\/h4>\n
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![\"marketing](\"https:\/\/web-stil.info\/wp-content\/uploads\/2025\/04\/small-business-marketing-5-20250416-1744337.webp\" "\\"\\"")
<\/p>\n4. Build and segment your email list.<\/h4>\n
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Connect with customers.<\/strong><\/h3>\n
5. Set up automated email campaigns.<\/h4>\n
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![\"example](\"https:\/\/web-stil.info\/wp-content\/uploads\/2025\/04\/small-business-marketing-6-20250416-3245198.webp\" "\\"\\"")
<\/p>\n6. Use personalized emails to nurture leads.<\/h4>\n
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7. Offer discounts or exclusive content in exchange for sign-ups.<\/h4>\n
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8. Establish a consistent social media presence.<\/h4>\n
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![\"hubspot\u2019s](\"https:\/\/web-stil.info\/wp-content\/uploads\/2025\/04\/small-business-marketing-7-20250416-4094246.webp\" "\\"\\"")
<\/a><\/p>\n9. Use social platforms for service and customer interaction.<\/h4>\n
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![\"dashboard](\"https:\/\/web-stil.info\/wp-content\/uploads\/2025\/04\/small-business-marketing-8-20250416-9359311.webp\" "\\"\\"")
<\/p>\nGrow your reach.<\/strong><\/h3>\n
10. Work with influencers or micro-creators in your niche.<\/h4>\n
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![\"page](\"https:\/\/web-stil.info\/wp-content\/uploads\/2025\/04\/small-business-marketing-9-20250416-2128354.webp\" "\\"\\"")
<\/a><\/p>\n11. Encourage user-generated content and customer shout-outs.<\/h4>\n
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12. Collaborate with other businesses for co-marketing opportunities.<\/h4>\n
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13. Incorporate short-form video into your content mix.<\/h4>\n
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14. Experiment with webinars, ebooks, or downloadable content.<\/h4>\n
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15. Repurpose your best-performing content across channels.<\/h4>\n
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![\"hubspot\u2019s](\"https:\/\/web-stil.info\/wp-content\/uploads\/2025\/04\/small-business-marketing-10-20250416-585161.webp\" "\\"\\"")
<\/p>\n1. Request and showcase customer testimonials or reviews.<\/strong><\/h3>\n
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2. Set up and optimize your Google Business Profile (and other business pages).<\/strong><\/h3>\n
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3. Develop a referral program or loyalty incentive.<\/strong><\/h3>\n
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