How to Build a Marketing Strategy That Actually Works

Small businesses often struggle to find their footing especially in marketing their business. The experts and successful examples have shown us all how vital marketing is for a successful business. Most small businesses under budget and under plan. However, with a well-defined marketing strategy, smaller enterprises can not only survive but thrive. A winning marketing strategy acts as a roadmap, guiding businesses towards their goals and helping them connect with their target audience.

A charming small business storefront inviting customers inside.

Marketing Strategy for Small Businesses

If you want your marketing to actually work, not just look good, you’ve got to start with the right strategy. For small businesses, that means understanding your market, dialing in on your ideal customers, and choosing the right channels to reach them.

But here’s the catch: small businesses face real challenges. Budgets are tight. Time and resources are limited. You don’t have a whole marketing department ... you might be the marketing department. That’s why your strategy needs to be focused, efficient, and built for the way small businesses actually run.

Start with Research

Before you launch a campaign or redesign your website, you need to do your homework. What are your competitors doing? What’s working for them and where are the gaps? Knowing your competition gives you the edge to do something different and better.

Pro Tip: Run a quick SWOT analysis

Map out your Strengths, Weaknesses, Opportunities, and Threats. This doesn’t have to be complicated...just honest. Where are you strong? What needs work? Where could you grow if you focused? This will help shape a strategy that’s uniquely yours.

What is a 5 5 5 Marketing Strategy?

The 5-5-5 marketing strategy is a simple but powerful framework for small businesses that want to grow. The truth is, you are invisible in the marketplace. Less people know who you are than you realize. Your friends don't even really know what you do. Don't believe me??? Ask 3 friends/ acquaintances who haven't done business with you to tell you what you offer. It will surprise you. This will help you get more people to know what you offer. It helps you focus your energy and reach the repetition you desperately need.

Here is how it works:

5 Targets

Identify five key customer segments (This could be for 5 different products/ areas, etc). This could include different age groups, geographic areas, or buyer behaviors.

5 Channels

Select five marketing channels to engage with your audience, based on the 5 targets you chose. Whether it's social media, email marketing, content marketing, or local SEO, having a diversified approach is essential.

5 Leads

In each target channel, try and generate at least one lead. If you succeed in an area, double down there and spend some money to drive more leads.

By focusing on this three-tiered framework, small businesses can make informed decisions, enhance their reach, and optimize their marketing budget.

Find an audience and see if you can make the needles move

Channels to Consider

Here are some effective channels that a small businesses might leverage:

1. Social Media

Platforms like Facebook, Instagram, and Twitter are crucial for small business marketing. Regularly posting engaging content helps build a loyal community. Consider creating promotional posts, behind-the-scenes content, and engaging stories to captivate your audience. However some of the most powerful options are going into community pages and engaging with actual members of the community. If they allow it post some ads, or engaging content. Follow the rules or risk getting kicked out.

2. Email Marketing

Email marketing remains one of the most effective channels for conversion rate optimization. Using personalized emails can enhance customer relationships. Offer exclusive discounts or announce new products to keep your customers engaged.

3. Content Marketing

Consistent, high-quality content (especially video) can establish your brand as an authority in your industry. Create blogs, guides, and tutorials that add value to your customers’ lives.

For example, a local contractor might post DIY tips, or cautionary tales. This not only drives traffic to your website but also builds trust and credibility.

A small business owner making video content for her marketing

Budgeting Your Marketing Strategy

Financial constraints are one of the main challenges small businesses face. However, creating a budget does not have to be overwhelming. Start by determining what percentage of your revenue you can allocate to marketing. It is recommended that most Small Local Businesses spend between 8-10% of their Revenue. If you want to grow quickly, you need to spend more. However be careful not to bankrupt yourself with marketing costs.

Remember it is better to pick a budget you can spend over a long period of time vs. a large spend short term. You are better off spending $300 a month than $3000 in a month one-time.

Start Small: Focus first on low-cost channels that can yield high returns, such as social media or content creation. Over time, analyze which areas produce the best return on investment (ROI) and reallocate your budget accordingly.

Track your spending and performance closely. Utilize tools like Google Analytics to measure essential metrics like cost per acquisition (CPA) and customer lifetime value (CLV).

Measuring Success

To ascertain whether your marketing strategy is effective, you need to measure its performance. Here are a few key performance indicators (KPIs) that can provide insight into success:

• Website Traffic: Use analytics tools to track how many visitors your website receives.

  
  

• Conversion Rate: This measures how many visitors take the desired action, such as making a purchase, filling a contact form, or signing up for a newsletter.

  
  

• Social Media Engagement: Monitor likes, shares, and comments to evaluate engagement across social media platforms.

  
  

Regularly reviewing these metrics allows you to tweak your strategy as needed. Remember, flexibility is vital; trends evolve and so should your marketing tactics.

Building a Community

One of the greatest strengths of small businesses lies in their ability to foster relationships with their communities. Building a supportive local community can lead to lasting customer loyalty.

Consider partnering with other local businesses for cross-promotions or community events. Engage with community members through social media or local news outlets.

Encourage user-generated content. Ask customers to share their experiences with your products or services, and consider featuring them on your social platforms. This not only builds loyalty but also adds authenticity to your brand.

Final Thoughts

Crafting a winning marketing strategy for small businesses involves research, targeted messaging, and consistent engagement. By leveraging digital channels, budgeting effectively, and measuring success, small businesses can carve out a niche in their respective markets.

Continue to learn, adapt, and grow your marketing strategy. Remember, a well-executed plan can set the foundation for long-term success. For more resources on developing a small business marketing strategy, consider working with Ryan Spelts Marketing for a tailored plan for your unique needs. Together, we can get your business growing.