Small Business Marketing Fundamentals


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Small Business Marketing Fundamentals

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Think high-level about your objectives, aka what you want your marketing to accomplish. An example is “increase repeat customers by 10% in the next six months.” This states what you’re trying to do, not how you’re going to do it. The measurable outcome and deadline help you answer whether you achieved your goal. Objectives drive the rest of your plan, which should also include strategies and tactics. While an objective describes what you want to do, strategies indicate how. For our previous example, a strategy might be “re-engage customers within one year after they purchase.” Next, let’s get tactical. Decide what tactics to use, such as “send previous customers an email at three and six months post-purchase.” Now you have a clear outline for 1. What you want to achieve, 2. How you’ll drive towards your goal, and 3. What you’ll do to make it happen.


Marketing is a continual learning opportunity. It’s easy to say, “let’s launch a viral campaign” or “let’s increase our social followers.” Fantastic ideas! Don’t you think those are ideal for all businesses? You cannot control how your audience responds to marketing (ex: by helping a campaign go viral). But you can control how you plan and track campaign performance. Start writing ideas down and organizing. Consider different outlets & channels. Based on your objectives, let’s say you decide to focus on social media, email marketing, and cross promotion. If that’s the case, outline ideas for each. What social media channels are most appropriate? Do you have an email list? What other small businesses might add value to your audience? Finally, get specific to understand what’s feasible.


Research the marketing landscape including available tools and opportunities. Look at social media campaign ideas (keeping with our example!). Understand the different channel demographics and best practices. Decide what you want to say via each channel and when. Outline your social media editorial calendar. What email will add value to your audience, and how does it work alongside your overall plans? Maybe you want to run a promotion for your social followers. Great! Notify your audience on social and send details via an exclusive email. Now you have a cohesive, cross-channel strategy. Research is an important last step because without it, you won’t know how to pull everything together.

Above all, be intentional with your marketing. Start with goals, draft ideas, see what’s possible, and get creative. You’ll learn what works and what doesn’t. This is an opportunity to educate yourself as you track success overtime. You don’t need to have all the answers immediately, so get started!

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