What to Do and What to Avoid When Marketing a Small Business

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When it comes to running a small business, the focus is on the products, services, and finances. You make sure that what you’re selling delivers what it promises. While it should be the priority, it’s easy to forget other aspects of operating a business. One such example is the marketing.

It’s sometimes treated as a supplementary expense for small businesses. Because of a reliance on word of mouth marketing from friends and family, businesses don’t spend a lot of time or money on establishing a brand. But, in the age of social media, it can mean the difference between success and failure.

No matter the age or experience, you can succeed in marketing your business. Here’s what to do and what to avoid:

Don’t: Try to Do Everything Yourself


According to the U.S. Small Business Administration, small businesses are defined not only by their number of employees. It’s also based on their total income. This means that such businesses only earn a certain amount every year. It’s easy to think that the figure is even smaller for newly established stores. Because of this, a lot of business owners try to do everything themselves, including marketing. The thing is that delegating is one of the most important parts of running a business. It might cost you money, but it will make your operations more effective and productive.

Delegation is especially important in specialized tasks. An important part of marketing is the visual components of your online accounts. Rather than study how to use complicated photo-editing applications, it’s better to hire a graphic design company instead. Because of their experience, they’ll know how to execute your ideas. They may even have ideas on how to improve your visuals. Aesthetics are as important as ever in today’s day and age. People judge on whether they would spend money on a business depending on their social media presence. While you may have to spend some money in the beginning, it will benefit your shop in the long run.

Do: Be Consistent

Before you establish an online presence or start an ad campaign, figure out what message you want to send. For example, if you have a mid to high-end cosmetics store, it’ll be good to tailor your ads and image. Instead of targeting everyone who uses makeup, it might be better off to attract slightly older adults. Figures show that Americans aged 30 and over make significantly more money than their younger counterparts. They’re more likely to buy your products rather than students and recent graduates.

Once you’ve decided on your target demographic, you can decide on the aesthetics part. Everything from the social media accounts to the store decor, should look mature. You’ll want to stray away from loud and vibrant colors that’s more apt for younger clients. Put yourself in your customers’ shoes and imagine what they would want to see. If you’re marketing isn’t consistent all throughout, it’ll cause confusion. Instead of fostering a loyal clientele, it could drive away potentially new customers. You want to build an image that’s clear and people will know what to expect just by seeing it.

Don’t: Lose Momentum

It’s common for a lot of small businesses to start out great and fizzle out later when it comes to marketing. But it’s very important to maintain an active presence in and out of social media. It will help keep your customers interested in your products and services. Plus, it will also help attract new clients.

It’s natural to forget marketing when you have to manage other parts of the operation. The good news is that there are plenty of tools that can help you be active. There are third-party apps to schedule posts ahead of time.

Do: Be Timely


Take advantage of the holidays and plan your campaigns around them. For example, you can promote sales and post ads for sales during Valentine’s or Mother’s Day. These are the dates when people will feel a bit more generous and spend more money for their loved ones. Give them a good deal and you’ll get good sales out of it. With that said, avoid posting on the day itself. Post teasers a few days ahead of time so that they’ll have something to look forward to. This is especially important if your products are made to order. A little time is beneficial for both you and your clients.

There are a lot of strategies and techniques in marketing nowadays. But you don’t have to stray away from your business’ core to build a loyal customer base. Put yourself in your clients’ shoes and execute.

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