The ultimate guide to small business marketing in the UK

Running a small business is no small feat, especially when it comes to attracting new customers and standing out in a crowded marketplace.

For many small business owners in the UK, marketing can seem overwhelming, costly or something reserved for large corporations with big budgets.

But the truth is, marketing doesn't have to be complicated or expensive to be effective. In fact, with the right strategies, even the smallest of businesses can create a strong brand presence, reach new customers and see significant growth.

Whether you're a local shop owner, a café operator or an online retailer, this guide breaks down marketing into simple, actionable steps that you can implement, no matter your level of experience.

From understanding the basics of marketing to discovering low-cost techniques, we'll cover everything you need to know to promote your business and start seeing results. If you're not sure where to start, or if you've tried a few things but aren't getting the results you want, this guide is for you.

1. Understanding marketing basics for small businesses

What is marketing?

Marketing is essentially the process of getting your product or service in front of the right people, at the right time. It's how you communicate your brand to potential customers, explain what makes your business unique and persuade them to buy from you.

But marketing isn't just about flashy adverts or social media posts. It's about understanding who your customers are, what they want and how your business can meet their needs.

You might think that marketing is something that requires a lot of time or money, but it doesn't have to. With the right methods, you can start small and gradually build up your efforts as you see what works best for your business.

Whether you're promoting a physical store in your local community or trying to drive traffic to your online shop, the core principles of marketing are the same: know your audience, deliver a clear message and be consistent.

Why marketing matters

If you're running a small business, you might think that word of mouth or loyal repeat customers are enough to keep you going.

While those are great, relying solely on them can limit your potential to grow. Marketing helps you reach new customers, build brand awareness and stay competitive in an increasingly digital world.

Consider this: how many times have you chosen one brand over another simply because you saw an ad, received a promotional email or read a positive review online?

Marketing helps create those moments of connection. It's not just about selling a product or service, but about building relationships with your customers and giving them reasons to choose your business over competitors.

If your small business has a local or niche focus, marketing is crucial for staying visible in your community. Whether you're trying to stand out on the high street or improve your online search rankings, effective marketing is what will help you get noticed.

Common misconceptions about marketing

Many small business owners shy away from marketing because of a few common misconceptions:

"Marketing is too expensive."

While it's true that big companies spend large amounts on advertising, small businesses don't need to. With many free or low-cost tools available – like social media, email marketing and local SEO – you can market your business effectively on any budget.

"Marketing is complicated and requires experts."

The basics of marketing are actually quite simple, and as a small business owner, you already know more than you think.

You know your customers and your products, and that knowledge is the foundation of your marketing efforts. Plus, there are plenty of easy-to-use tools designed for small business owners with no marketing experience.

"I don't need marketing because I have loyal customers."

While customer loyalty is indeed a valuable asset, relying solely on these buyers can limit your growth. Marketing helps you reach new customers, keep existing customers engaged and build long-term relationships. Even the most loyal customers need reminders about why they should choose your business.

VIDEO: Marketing on a shoestring budget

Marketing experts Catherine McManus and Lyndsey James reveal innovative ways to give your marketing efforts the biggest impact, all without breaking the bank:

2. Identifying your audience and crafting a marketing strategy

Knowing your ideal customer

Before you can market your business effectively, you need to know who you're marketing to. Your products or services may be great, but if you're not reaching the right people, your efforts won't yield the best results. This is where understanding your "ideal customer" becomes essential.

An ideal customer is someone who not only needs what you offer but also values it enough to become a repeat customer.

They are the people most likely to buy from you and tell others about your business. But how do you figure out who these people are?

• Start with your current customers: If you already have some customers, take a look at them. Are they mainly local, or do they come from outside your area? Are they families, professionals, students? The more you know about them – like their age, interests and spending habits – the easier it will be to find others like them.

• Use surveys or simple conversations: Asking your current customers what they like about your business or why they chose you over others can give you valuable insights. You can do this informally in person, through email or with a quick online survey.

• Research online: Even if you're just starting out, you can research what kinds of customers similar businesses attract. Online tools like Google Trends or even social media searches can help you see what your potential customers are talking about and what their needs are.

By gathering this information, you'll begin to see patterns – whether it's people in your local area, young professionals or perhaps parents with children.

These patterns will help you create a profile of your ideal customer, which will shape your marketing messages and where you promote your business.

VIDEO: Why and how to understand your ideal customer

Marketer Amy Atkinson shares proven strategies for researching and defining your ideal customer and explains the importance of targeting a single customer type:

Setting marketing goals

Now you know who you're targeting, it's time to set some clear marketing goals. It's tempting to dive straight into trying out new marketing tactics, but without clear goals, it's hard to measure what's working and what's not.

A good way to approach this is to set what are known as SMART goals:

• Specific: Be clear about what you want to achieve. Instead of saying, "I want more customers", you might say, "I want to gain 100 new customers in the next three months".

• Measurable: Make sure you can track your progress. For example, if you want to increase website traffic, make sure you know how to check your website analytics to measure the results.

• Achievable: Your goals should be realistic based on your resources. If you're a small café in a local area, setting a goal of attracting 10,000 new customers in a month is unlikely to be realistic.

• Relevant: Your goals should align with your overall business objectives. If your main focus right now is building brand awareness, set goals that support that, like increasing social media followers or getting more reviews.

• Time-bound: Set a deadline for achieving your goal. This keeps you focused and helps you assess whether your efforts are paying off within a reasonable timeframe.

An example of a SMART goal would be to "Increase the number of email subscribers by 20% in the next three months by offering a discount for signing up on our website".

Setting clear, actionable goals will help guide your efforts and make sure you're spending your time and marketing budget on activities that directly support your business growth.

Creating a simple marketing plan

Once you know your audience and have set your goals, the next step is to create a simple marketing plan. This doesn't have to be a long or complex document. In fact, the simpler, the better – especially when you're just getting started.

A good marketing plan helps you stay organised and focused, making sure all your efforts are aligned. Here's what a basic marketing plan should include:

• Audience: Start with the customer profile you created. Who are you targeting? What are their needs and where can you reach them? For example, if your ideal customer is a young professional, you might want to focus on LinkedIn or Instagram for social media marketing.

• Message: What message do you want to send to your audience? This is often called a "value proposition" – a clear statement about what makes your business different or better than competitors. For instance, if you run a local bakery, your message could be "Freshly baked, local ingredients, made with love every day".

• Channels: Decide where you're going to promote your business. This might include a mix of online and offline channels. Examples include:

  • Social media: Platforms like Facebook (Meta), Instagram, TikTok or LinkedIn.

  • Email marketing: Sending newsletters or promotions directly to customers' inboxes.

  • Google Business Profile: A free tool that helps your business appear in local search results and on Google Maps.

  • Local advertising: This could be anything from flyers and posters in your community to paid ads in local newspapers or websites.

• Budget: Set a realistic budget for your marketing efforts. You don't need to spend a lot to see results, but it's helpful to know how much you're willing to invest. For instance, you might allocate a small amount to boost posts on social media or pay for local advertising. The key is to start small and track what works best.

• Timeline: Outline when you're going to run your campaigns or activities. This could be month-to-month or weekly, depending on how much time you can dedicate to marketing. For example, you might decide to run a social media contest for one month and then follow up with an email campaign in the next month.

• Metrics for success: Finally, decide how you're going to measure success. This could be tracking new followers on social media, counting how many people use a discount code you provided or monitoring how many people sign up for your email list.

Here's a simple example:

• Audience: Local parents and families.

• Message: "Our toy shop offers high-quality, educational toys that children love."

• Channels: Google Business Profile, Facebook, flyers in local schools.

• Budget: £100 for Facebook ads, £50 for printed flyers.

• Timeline: Facebook ads run for two weeks; flyers distributed during the school holidays.

• Metrics: Track footfall in the store, online sales and increase in Facebook followers.

By keeping your marketing plan straightforward and focused, you'll have a clear guide to follow, helping you stay on track and avoid feeling overwhelmed.

VIDEO: Creating a marketing strategy

Enterprise Nation advisers Anna Morrish and Minal Patel explain how to set marketing goals, develop your marketing message and attract new customers:

3. Low-cost or free marketing techniques for small businesses

Marketing your small business doesn't have to mean spending a lot of money. In fact, many of the most effective business marketing strategies are either free or low-cost, making them ideal for small firms with limited budgets.

By making the most of digital marketing tactics and engaging with your local community, you can boost your visibility and attract new customers without breaking the bank. Let's explore some of the best low-cost or free marketing techniques that you can start using right away.

Social media

It should come as no surprise that social media is one of the most powerful (and free!) tools available to small businesses.

Social platforms like Facebook, Instagram, LinkedIn, TikTok and X (formerly Twitter) allow you to connect directly with potential customers, build relationships and increase awareness of your brand.

Even if you don't have a large following, social media can be a highly effective way to engage with your local community and show people what your business is all about. Here are some tips to get started:

• Choose the right platforms: You don't need to be active on every social media platform. Focus on where your audience spends their time. For example, if you run a small fashion boutique, Instagram might be a great platform to showcase your products visually. If you're a B2B service provider, LinkedIn may be more relevant.

• Post consistently: Consistency is key. You don't have to post every day, but setting a regular schedule (a few times a week, for example) helps keep your business on people's radar. You can share updates about your products or services, behind-the-scenes photos or customer testimonials.

• Engage with your audience: Social media isn't just about posting, it's about building relationships. Respond to comments, messages and reviews. Ask questions, run polls and encourage interaction to create a sense of community around your brand.

• Use stories and live videos: Platforms like Instagram and Facebook offer features like Stories and live videos, which can be a fun and informal way to showcase new products, share business updates or answer customer questions in real time.

• Run giveaways or contests: An easy way to increase engagement and attract new followers is by hosting a giveaway. For example, you could offer a prize and ask people to follow your account, like a post and tag a friend to enter. This can help spread the word about your business quickly.

Social media marketing takes time, but it's a great way to connect with customers and grow your online presence without spending money.

Google Business Profile

For small businesses that serve a local community, setting up a Google Business Profile (GBP) is an absolute must.

GBP (formerly Google My Business) is a free tool that helps your business show up in local search results and on Google Maps, making it easier for customers in your area to find you. Here's how to get started:

• Claim your business profile: Visit the Google Business Profile page and claim or create your profile. Fill out all the relevant details, including your business name, address, phone number, website and business hours.

• Add photos: Upload high-quality images of your storefront, products or services. Photos can help potential customers get a sense of your business and what you offer. Businesses with photos receive more clicks and enquiries than those without.

• Encourage customer reviews: Reviews play a huge role in local SEO and customer trust. Ask your happy customers to leave reviews on your profile. You can do this by including a simple request on your website, in your email communications or with a follow-up message after a purchase.

• Keep your information up to date: Make sure to update your profile whenever your business hours change or if you're offering special promotions. The more accurate and complete your profile, the more likely it is to show up in search results.

• Post updates: You can also post updates, events or offers directly to your Google Business Profile, just like you would on social media. This is another way to keep your profile active and engaging for potential customers.

By optimising your Google Business Profile, you can increase your chances of showing up in local searches when people are looking for the products or services you offer.

Email marketing

Despite the ubiquity of social media, email marketing remains one of the most effective ways to communicate with your customers.

It's direct, personal and a great way to keep your audience informed about new products, services, promotions or events. Here's how to get started with email marketing on a budget:

• Build your email list: Start by gathering email addresses from customers. You can do this by offering something in return, such as a discount, a free resource or entry into a competition. If you have a physical store, ask customers to sign up at checkout. On your website, make it easy for visitors to subscribe with a prominent sign-up form.

• Use free email marketing tools: There are plenty of free tools available that make email marketing easy for beginners. Platforms like Constant Contact offer free plans for small businesses that let you create and send emails, segment your audience and track results.

• Send regular, valuable content: To keep people interested, send regular emails that provide value. This could be anything from special discounts and promotions to tips and advice related to your industry. Don't spam your subscribers, but do stay in touch so they don't forget about your business.

• Personalise your emails: Customers are more likely to engage with emails that feel personal. Use your email marketing tool to include their name in the subject line or tailor content based on their previous interactions with your business.

• Measure your success: Most email marketing platforms provide data on how your emails perform, including open rates, click-through rates and unsubscribe rates. Use this data to adjust your strategy and figure out what works best for your audience.

Email marketing is an affordable way to nurture your customer relationships and encourage repeat business. It helps keep your brand top-of-mind, especially during seasonal promotions or special events.

VIDEO: How to sell more with an email marketing strategy

Once you’ve started selling online, you may be looking for new opportunities to market your products and services.

Email marketing can help you increase sales by reaching customers with the right message at the right time. Find out how in this webinar:

4. Boosting visibility with content marketing

Content marketing is a highly effective way to promote your small business, and the best part is that it doesn't ask for a huge budget.

Instead of directly advertising your products or services, content marketing focuses on creating valuable, informative or entertaining content that helps your target customer.

Whether you're writing blog posts, sharing tips on social media or making videos, content marketing allows you to connect with your audience on a deeper level. The more value you offer through your content, the more likely customers will turn to you when they need your products or services.

What is content marketing?

At its core, content marketing is about sharing helpful and relevant content with your audience to attract and engage potential customers. Rather than pushing a hard sell, you offer valuable information that positions your business as an expert in your field.

Over time, this helps build a relationship with your audience, making them more likely to choose your products or services when they need them.

Content marketing can take many forms, including:

• blog posts that answer common questions your customers have

• videos that show behind-the-scenes insights into your business or explain how to use your products

• social media posts that share helpful tips or highlight customer success stories

• guides or tutorials that provide step-by-step advice related to your products or industry

The goal is to create content that helps your audience solve a problem, learn something new or feel connected to your brand. By doing this, you build trust and authority, making your business more visible and credible in your customers' eyes.

Read more:

• Content marketing: A guide for small business owners

Blogging for your business

One of the most accessible forms of content marketing is blogging. Starting a blog is a great way to drive traffic to your website, improve your search engine rankings and engage your audience with valuable business content.

Plus, it's relatively low-cost and doesn't require advanced technical skills. Here's how to get started:

• Choose topics that matter to your potential audience: Think about the types of questions your customers often ask or the problems they face. These are excellent starting points for blog topics. For example, if you run a gardening business, you could write posts like "5 tips for maintaining a healthy garden in winter" or "The best plants for small urban spaces".

• Keep it simple and helpful: You don't need to be an expert writer to create an effective blog. Focus on making your content clear, useful and easy to read. Short paragraphs, bullet points and simple language can make your posts more engaging.

• Include keywords for SEO: One of the benefits of blogging is that it helps your website show up in search engine results. To boost your chances of potential customers finding you, include relevant keywords in your blog posts. For example, if you run a local bakery in Manchester, you could use phrases like "best bakery in Manchester" or "local Manchester cupcakes".

• Share your posts: Once you've written a blog post, don't just leave it on your website. Share it on your social media channels, include it in your email newsletters or mention it on your Google Business Profile. This helps get your content in front of more people and increases your chances of attracting new customers.

Blogging is a long-term marketing strategy, but it's an excellent way to consistently add value to your audience, build trust and improve your online presence.

Read more:

• Start blogging, start growing: A simple guide for small businesses

Using video content

Video is now one of the most popular forms of content, and video marketing is an excellent tool for small businesses to engage their audience.

You don't need expensive equipment or professional editing skills to create effective videos – just your smartphone and some creativity. Here's how you can incorporate video into your marketing strategy:

• Showcase your products or services: Video is a fantastic way to show potential customers how your products work or highlight the benefits of your services. For example, if you run a small café, you could create a short video showing how you make your signature coffee or bake your best-selling cakes.

• Tell your brand story: People love stories, and sharing the story behind your business can help create a personal connection with your audience. You could create a video introducing your team, sharing how your business started or explaining your mission and values.

• Create how-to videos: If your products solve a specific problem or have a learning curve, consider making instructional videos that show customers how to use them. For example, a beauty salon might create a tutorial on how to properly apply skincare products, or a bike shop could show how to repair a puncture at home.

• Use live videos for real-time engagement: Platforms like YouTube, Instagram, TikTok and Facebook allow you to broadcast live videos, which can be a great way to interact with your audience in real time. You could host Q&A sessions, offer behind-the-scenes tours of your business or launch new products live to your followers.

• Repurpose your video content: Once you've created a video, make sure to repurpose it for different platforms. You can post it on your website, share it on social media, include it in emails or even embed it in blog posts. This gives your content the biggest possible reach and ensures as many people as possible see it.

Creating video content doesn't have to be complicated or time-consuming. The key is to keep it authentic and engaging – don't worry about it being perfect.

Read more:

• How your small business can use video marketing

5. Search engine optimisation (SEO) for beginners

When people need a product or service, their first instinct is often to search for it online. For your business to show up when potential customers search for what you offer, you need to optimise your website and online presence for search engines like Google.

This is where search engine optimisation (SEO) comes in. It may sound technical, but with some basic understanding and simple techniques, even small business owners without marketing experience can make sure their business gets found online.

Let's break down the essentials of SEO and how you can apply it to your small business.

What is SEO and why does it matter?

SEO is the process of improving your website so that it ranks higher on search engine results pages (SERPs) when people search for keywords related to your business.

When your website appears higher in search results, more people are likely to visit your site, which increases the chances of attracting new customers.

For example, if you run a small plumbing business in Bristol, you want your website to appear at the top of the results when someone searches for "plumber in Bristol" or "emergency plumbing services Bristol". The better your SEO, the more likely it is that your business will appear in those top spots.

But why does SEO matter for small businesses? Here's why:

• Increases visibility: If potential customers can't find your business online, they can't buy from you. SEO helps you get noticed by people who are actively looking for what you offer.

• Drives targeted traffic: SEO brings people to your site who are already interested in your products or services, meaning they are more likely to convert into paying customers.

• Long-term benefits: Unlike paid ads, which stop working when you stop paying, the benefits of SEO can last long after you've made the initial effort to optimise your site.

Tips for on-page SEO

On-page SEO is optimising your website's content and structure to make it easier for search engines to understand what your site is about.

Fortunately, many of these tactics are simple to implement, even for beginners. Here are some key on-page SEO tips:

Use relevant keywords

Keywords are the words and phrases that people type into search engines. To rank for these terms, you need to use them naturally throughout your website.

Start by thinking about what your customers might search for – whether it's "best Italian restaurant in Birmingham" or "affordable pet grooming in Dundee". Tools like Google Keyword Planner or AnswerThePublic can help you find popular keywords in your industry.

Be sure to use these keywords in the following places:

• Page titles: Each page on your website should have a unique title that includes your primary keyword. For example, a joiner might use "Joinery services in Bangor" as a title for their homepage.

• Headings and subheadings: Use headings (H1, H2 and so on) to structure your content, and include keywords where appropriate. For example, if you're writing a blog post about kitchen design tips, include your target keywords in the headings.

• Meta descriptions: These short descriptions appear in search results under the title of your page. Make sure each page has a meta description that includes your keywords and explains what your page is about. For example: "Looking for a reliable electrician in Bristol? Our expert team offers all the support you need."

Create quality content

Search engines prioritise websites that provide valuable, high-quality content. The more helpful and relevant your content is to your audience, the higher it will rank.

Make sure your website includes detailed information about your products or services, and consider adding a blog to regularly post new content that answers common customer questions.

Optimise images

Don't forget about the images on your website! Use descriptive file names and include alt text – a brief description of the image that helps search engines understand what it's about.

For example, instead of naming an image "IMG1234," name it "vegan-cupcakes-London" and include an alt tag like "Vegan cupcakes at our bakery in London".

Improve website speed

A slow website can hurt your search rankings and frustrate users. Make sure your site loads quickly by compressing images, using a reliable hosting provider and limiting your use of unnecessary plugins or scripts. You can use tools like Google PageSpeed Insights to check your website's performance.

Make it mobile-friendly

Many people now browse the web on their mobile devices. Search engines like Google prioritise mobile-friendly websites, so make sure your site looks good and functions well on smartphones and tablets. Most website builders, like WordPress and Shopify, offer mobile-friendly templates by default.

VIDEO: How to use search engine optimisation (SEO)

Watch this webinar to learn how SEO works, some effective SEO strategies for your small business website and how to improve your website's SEO score:

Off-page SEO: Building backlinks and reviews

Off-page SEO focuses on activities that happen outside of your website but can still affect your rankings. Two important aspects of off-page SEO are building backlinks and encouraging customer reviews.

Building backlinks

Backlinks are links from other websites to your site. Search engines view backlinks as a sign of credibility – if other reputable sites link to yours, it signals that your business is trustworthy and authoritative. But how do you get other websites to link to you?

• Partner with local businesses: Reach out to businesses in your area to see if you can collaborate. For example, if you run a photography studio, a local wedding planner might link to your site in a blog post about recommended photographers.

• Get listed in directories: Make sure your business is listed in relevant online directories, such as Yelp, TripAdvisor or local business directories. These listings often include a link back to your website, which can help improve your SEO.

• Write guest posts: Offer to write guest posts or articles for other websites or blogs in your industry. In exchange, they'll often include a link back to your website.

Encouraging customer reviews

Customer reviews not only influence other potential customers, but they also help with local SEO. The more positive reviews your business has, the higher it's likely to rank in local search results. Want to know how to encourage more reviews?

• Ask happy customers: Don't be shy about asking satisfied customers to leave a review on Google, Facebook, TripAdvisor or Trustpilot, for example. You can do this in person, through a follow-up email or by including a request on your website.

• Make it easy: Provide direct links to your review profiles on Google or other review platforms. The easier it is for customers to leave a review, the more likely they'll do it.

• Respond to reviews: Whether positive or negative, responding to customer reviews shows that you value feedback and are committed to great service. It can also help boost your SEO, as active engagement with reviews signals to search engines that your business is active and trustworthy.

SEO may seem daunting, but by focusing on a few key techniques – optimising your website, creating quality content, building backlinks and encouraging reviews – you can significantly improve your business's online visibility.

6. Paid advertising on a small budget

While organic marketing strategies like SEO and creating content are effective in the long term, sometimes you need quicker results. That's where paid advertising comes in.

Paid ads allow you to get your business in front of potential customers almost immediately, and the good news is, you don't need a huge budget to make an impact.

For small businesses, platforms like Google and social media offer advertising options that let you target specific audiences without breaking the bank.

Google Ads for small businesses

Google Ads is a popular advertising platform that lets you display your business at the top of search results when people search for relevant keywords.

This means your ad can show up when someone is actively looking for what you offer, making it a highly effective way to drive traffic to your website or physical location.

How Google Ads work

Google Ads uses a pay-per-click (PPC) model, meaning you only pay when someone clicks on your ad.

You set a daily budget and bid on specific keywords relevant to your business, such as "affordable electrician in Newcastle" or "best vegan café in Edinburgh". The higher your bid and the more relevant your ad, the more likely it is to appear at the top of search results.

• Set a small budget: You don't need to spend hundreds or thousands of pounds to see results with Google Ads. Start with a small daily budget – £5 to £10 per day can be enough to test the waters and see what kind of return on investment (ROI) you're getting. Once you see which ads are working, you can gradually increase your budget.

• Use local targeting: If you're a small business serving a specific area, local targeting makes sure that only people in your area see your ads. This is especially useful for businesses like restaurants, local service providers or shops. In Google Ads, you can specify the geographic locations where you want your ads to appear, so you're not wasting money advertising to people outside your service area.

• Create compelling ads: Your ad needs to grab attention and communicate your value quickly. Focus on what makes your business stand out – whether it's a special offer, a unique product or excellent customer service. For example, if you're running a drain cleaning business, a compelling ad might be: "Emergency drain cleaning services in Truro – 24/7 callouts with no hidden fees".

• Monitor and refine your ads: One of the benefits of Google Ads is the ability to track performance in real-time. Use Google Analytics to see which keywords are driving the most clicks and which ads are converting into customers. You can then adjust your keywords, ad copy or targeting to improve your results over time.

Google Ads is a great way to get in front of people who are already searching for what you offer, and with a controlled budget, it's an affordable way to drive traffic to your site.

VIDEO: How Google Ads can transform your small business

Watch this webinar for an introduction to Google Ads and to learn how this powerful tool can help you reach your target audience and grow your business:

Social media advertising

Social media platforms like Facebook, Instagram and LinkedIn offer affordable advertising options that allow you to reach a highly targeted audience.

Whether you're promoting a new product, an upcoming event or simply trying to build brand awareness, social media ads can help you connect with your ideal customers where they spend their time online.

Here's how to make the most of social media advertising on a tight budget:

Choose the right platform

The best platform for your ads depends on your audience. For example:

• Facebook: Great for reaching a broad audience, including both young and older users. Facebook also has excellent local targeting options, making it ideal for small businesses.

• Instagram: A visually-driven platform, Instagram is ideal for businesses that can showcase products through high-quality images or videos (for example, shops, cafés, beauty salons).

• LinkedIn: More suited to B2B businesses, LinkedIn is the platform to use if you're targeting professionals or other businesses.

• TikTok: TikTok is a very popular platform you can use to reach a younger, highly engaged audience.

• Pinterest: Pinterest is a powerful and underused marketing channel that has a ton of potential for lead generation and e-commerce.

Set a modest budget

Like Google Ads, social media platforms allow you to set a daily or lifetime budget for your campaigns.

Even with just £5 to £10 per day, you can reach a significant number of people. Most platforms also provide estimates of how many people your ad will reach based on your budget, so you can adjust accordingly.

Target your audience precisely

One of the biggest advantages of social media ads is the ability to target specific demographics based on factors like age, location, interests, and behaviour.

For example, if you're a fitness studio offering classes in Leeds, you can target local residents interested in health and fitness who are within a certain age range. This helps you spend your budget wisely by reaching people who are most likely to be interested in your business.

Create eye-catching visuals and copy

Social media is a fast-paced environment where users scroll quickly through their feeds. Your ad needs to stand out visually and communicate your message clearly.

Use high-quality images or short videos that showcase your product or service. Keep the ad copy short, to the point and focused on what benefit you're offering. For example, an ad for a local hair salon might say: "Book your next haircut – 20% off for first-time clients!"

Try different ad formats

Social media platforms offer various ad formats, including:

• Photo ads: Single image ads that showcase a product or service.

• Video ads: Great for demonstrating a product or sharing behind-the-scenes content.

• Carousel ads: Let you display several images or products in a single ad, which can be useful for e-commerce businesses.

• Stories ads: Full-screen vertical ads that appear between users' stories on platforms like Instagram and Facebook.

Measure your results

Social media platforms offer detailed analytics that show how your ads are performing. Pay attention to metrics like impressions (how many people saw your ad), engagement (likes, comments, shares) and click-through rate (how many people clicked on your ad).

If you notice one ad is performing better than another, you can allocate more of your budget to the more successful ad.

VIDEO: Master your marketing with PPC advertising

Marketer Emma Goode explains the basics of PPC advertising – how it works, the different types of ads and how to set up and manage a successful PPC campaign:

7. Building customer relationships

Marketing isn't just about attracting new customers – it's also about building strong, lasting relationships with the customers you already have. Happy customers are more likely to return, recommend your business to others and leave positive reviews, all of which are essential to long-term success.

Engaging customers through excellent service

No amount of marketing can make up for poor customer service. One of the most effective ways to market your small business is simply by offering a great customer experience.

When customers feel valued and well taken care of, they're more likely to return and spread the word. Here are a few ways to ensure excellent customer service:

• Be responsive: Whether customers reach out through social media, email or in person, responding quickly and helpfully shows that you care. Even if you can't solve their issue immediately, acknowledging their message goes a long way in building trust.

• Go the extra mile: Sometimes, the little things make the biggest difference. Offering a personalised thank-you note, remembering repeat customers' preferences or providing small unexpected bonuses (like a free coffee with a meal) can leave a lasting impression.

• Handle complaints gracefully: No business is perfect and negative feedback is inevitable. The key is how you respond. Apologise when appropriate, take steps to resolve the issue and learn from the feedback. Handling complaints well can actually turn unhappy customers into loyal advocates.

By making customer service a core part of your marketing strategy, you'll build trust and loyalty that will keep people coming back – and bringing others with them.

Loyalty programmes and referral incentives

These are great ways to encourage repeat business and reward customers for bringing in new ones. They're also relatively simple to implement and can have a big impact on customer retention.

Loyalty programmes

A loyalty programme rewards customers for repeat purchases. For example, a local café might offer a free coffee after every 10 purchases, or an online shop could provide a discount after a customer has spent a certain amount. The key is to make it easy for customers to take part and feel rewarded for their loyalty.

Referral incentives

Word-of-mouth recommendations are powerful, and a referral programme can encourage customers to spread the word about your business. Offer incentives for both the referrer and the new customer, such as a discount or free product for each successful referral.

For example, a fitness studio might offer a free class for both the referring member and their friend when the friend signs up for a membership.

Networking and community involvement

As a small business, being involved in your local community can help you build relationships and increase visibility. Here are a few ways to get involved:

• Join local business groups: Many towns and cities have local business networks or chambers of commerce. Joining these groups can give you the opportunity to meet other local business owners, share ideas and collaborate on marketing initiatives.

• Take part in local events: Whether it's sponsoring a charity run, setting up a stall at a local market or participating in a community festival, getting involved in local events is a great way to promote your business and show that you're an active part of the community.

• Host your own events: Hosting your own event, such as a product launch, workshop or open day, is another way to engage with the local community and attract new customers. Even a small event can create a buzz around your business.

8. Measuring success and making adjustments

The final step in your marketing journey is to measure your success. After all, there's no point in putting time and effort into marketing if you're not sure what's working and what isn't.

How to track your marketing performance

Tracking your marketing performance allows you to see which strategies are driving results and which may need tweaking.

Thankfully, there are plenty of free and easy-to-use tools that can help you monitor your efforts. Here are a few key metrics to keep an eye on:

Website traffic

Tools like Google Analytics allow you to track how many people are visiting your website, where they're coming from (for example, search engines, social media and so on) and what they're doing once they arrive.

Look at which pages are getting the most visits, how long people are staying on your site and how many are converting into customers.

Conversion rates

Your conversion rate is the percentage of website visitors who take a desired action, such as making a purchase, signing up for a newsletter or filling out a contact form. By tracking conversion rates, you can see how effective your website and marketing campaigns are at turning visitors into customers.

Social media engagement

Most social media platforms offer analytics tools that show how your posts are performing. Track metrics like likes, shares, comments and follower growth to see which types of content are resonating with your audience.

Email marketing metrics

If you're using email marketing, keep an eye on metrics like open rates (how many people opened your emails), click-through rates (how many clicked on links in your emails) and unsubscribe rates. These metrics can help you gauge the effectiveness of your email campaigns.

Sales and revenue

Ultimately, the most important metric is your bottom line. Are your marketing efforts translating into increased sales and revenue? Tracking sales over time can help you see which marketing activities are driving the most value for your business.

VIDEO: How to use data to shape your marketing strategy

Data analysis guru Emma Haslam helps you understand the basics of analysing your data, why data matters, and how to tell if your marketing is working for you:

Adjusting your strategy based on results

Once you have data on your marketing performance, it's time to make adjustments. Marketing is an ongoing process, and the most successful businesses are always testing and refining their strategies to improve results.

• Focus on what's working: If certain marketing tactics are driving strong results, double down on them. For example, if your social media posts are generating a lot of engagement, consider posting more often or investing in paid ads to boost visibility.

• Tweak what isn't working: If you notice that certain campaigns or platforms aren't delivering results, don't be afraid to make changes. It could be as simple as adjusting your targeting, tweaking your messaging or experimenting with new content formats.

• Test new approaches: Marketing is all about experimentation. Try new tactics or channels, such as launching a video marketing campaign, testing a new social media platform or running A/B tests on your email subject lines. Testing new approaches helps you stay agile and uncover new opportunities for growth.

• Stay consistent: One of the biggest challenges in marketing is staying consistent. It's easy to get excited about new strategies and then lose momentum when results don't come immediately. But marketing is a long-term game, and consistency is key. Keep refining your approach, stay engaged with your audience and give your efforts time to pay off.

Key takeaways

Marketing your small business doesn't have to be expensive or overwhelming. By starting with the basics – like understanding your audience, setting clear goals and using simple, low-cost strategies – you can build a strong foundation for attracting new customers and growing your business.

Remember, marketing is an ongoing process. As you test different approaches, measure your results and adjust your strategy, you'll become more confident in your ability to market your business effectively.

Whether you're just getting started or looking to take your marketing to the next level, these strategies will help you build a loyal customer base and achieve long-term success.

Read other guides in our Essentials series

• How to create a marketing strategy for your small business

• How to create a marketing budget for your small business

• How to create a brand for your start-up