Marketing a Small Business? Read This Before You Start
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.
Don’t worry about sounding professional. Sound like you. There are over 1.5 billion websites out there, but your story is what’s going to separate this one from the rest. If you read the words back and don’t hear your own voice in your head, that’s a good sign you still have more work to do.
Be clear, be confident and don’t overthink it. The beauty of your story is that it’s going to continue to evolve and your site can evolve with it. Your goal should be to make it feel right for right now. Later will take care of itself. It always does.
So, you’ve started a business. You’ve got a name, maybe a logo, probably a Canva account, and you’re ready to hit the ground running with a marketing plan that’ll make your inbox go ding.
But wait.
Before you start posting on Instagram, printing flyers, or Googling “cheap ads that work,” let’s take a breath. Because here's the truth: marketing without the basics is like baking a cake with no eggs. Messy, flat, and probably inedible.
In this post, I’ll walk you through the absolute must-know marketing basics to get your small business off on the right foot — without the fluff, jargon, or 15-step funnels.
1. Know Who You’re Actually Talking To
Your product or service isn’t for “everyone with a pulse.” Trying to market to everyone means you’ll connect with no one.
Ask yourself:
Who’s most likely to want or need what you offer?
What’s frustrating them right now?
How does your business make their life better or easier?
Get clear on your ideal customer, and your marketing gets a whole lot easier. (Bonus points if you give them a name like “Stressed-Out Sarah” or “Tradie Tom” – it helps keep things real.)
2. Your Brand Is More Than a Logo
Don’t get me wrong — logos are lovely. But your brand is more than a pretty font and a colour palette. It’s how people feel when they interact with your business.
Your brand basics should include:
A clear brand voice (are you cheeky, caring, professional?)
Consistent visuals (colours, fonts, photo style)
Messaging that makes people feel something (confident, calm, excited)
Think of it as your business’s personality. If your brand was a person, would people want to grab a coffee with them?
3. Don’t Ignore Google (Even if You’re Not Techy)
Even if you’re not ready for SEO or ads just yet, there’s one free tool you should absolutely set up:
Google Business Profile (GBP)
It’s how locals find you when they search things like:
“Hairdresser near me”
“Dog trainer Sunshine Coast”
“Marketing help for small business” (wink)
Make sure your GBP is claimed, up to date, and has your real business name, phone, hours, and website. Bonus tip: keep adding fresh photos and get those reviews rolling in.
4. Email Is Not Dead (It’s Just Unsexy)
I know what you're thinking: "Does anyone even read emails anymore?"
Short answer: yes.
Email is still one of the most cost-effective ways to stay in touch with potential customers. But don’t just blast out promotions like a used car lot. Instead:
Offer something helpful in exchange for their email (a checklist, guide, discount, etc.)
Send regular value-packed emails (not just salesy spam)
Write like a human — not a robot or corporate weirdo
If social media is dating, email is the long-term relationship.
5. Local Marketing Still Works (Old School + New School)
Yes, we live in a digital world. But don’t underestimate the power of local, boots-on-the-ground marketing:
Partner with local businesses
Join Facebook community groups (help, don’t sell)
Sponsor a school fete, market, or local event
People want to support businesses run by real humans. Show up where your customers already hang out.
6. You Don’t Need to Do Everything at Once
This might be the most important point of all.
Marketing is a long game. You don’t need to be on every platform, running ads, sending emails, and making TikToks all in week one.
Start with the basics:
Know your customer
Get your brand clear
Set up your Google Business Profile
Choose one or two channels and show up consistently
Consistency > complexity. Always.
Want a Handy Checklist?
Feeling like your brain’s spinning already? I’ve got you.
📥 Grab my free "Marketing Foundations Checklist for Small Business" – a one-page guide to everything we just covered, so you can tick things off as you go (and feel like a boss while doing it).
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Time to Land the Plane…
You don’t have to be a marketing expert to market your business well. You just need to start with the right building blocks.
Keep it simple. Be consistent. Talk like a human. And remember — even seasoned marketers wing it sometimes.
