Six marketing basics every small business owner should know.

Marketing can feel like an endless to-do list when you’re running a small business. One minute you’re trying to post more on social media, the next you’re told “you should be running paid ads” or “why not start an email newsletter?”

It’s overwhelming—and that’s before you even get to the actual running of your business.

What many people don’t realise is that most small businesses don’t need all the bells and whistles. What they need is solid and simple marketing foundations. 

Having the basics in place ensures that people find you AND that they stick around.

Here are the essentials every small business owner should have before worrying about the extras:

1. A clean and easy-to-navigate website

You might not have a physical shop, but your website acts like a shop window for customers. It gives people a glimpse into your service or product, and should invite them to look further. 

If your homepage is cluttered or sends mixed messages, people will leave just as they would walk past a shop window doing the same thing.

The important thing to know is that your website doesn’t need to be fancy. All it really needs to do is three things:

• Be mobile-friendly! Over 64% of website traffic comes from mobile devices in 2025, so if you’re not prioritising mobile visitors, you’re losing a lot of potential business.

• Be crystal clear with your messaging. Visitors should know who you are, what you offer, and how people can access your products/services straight away. Don’t waffle, and don’t distract them from this key information.

• Quick-loading. Our patience is getting shorter, with more than half of us leaving a webpage if it takes longer than three seconds to load.

Even if most of your business happens offline, your website is often the first impression people get of you.

2. Messaging that shows who you are

People don’t have time to decode clever taglines or fancy phrases. When someone lands on your website or social media platform, they should understand what you do in seconds.

Instead of:

“We provide innovative solutions that transform your digital presence.”

Say:

“We design websites that help small businesses get more customers.”

The latter is simple. And in a world full of AI content, it also feels and reads human.

3. A Google Business Profile

This is one of the most underused free tools in small business marketing—and it’s such a great way to boost your online presence locally. 

When someone Googles you, your Google Business Profile is the box that shows up with your location, reviews, photos, and contact details.

It matters because it:

• Boosts your local search visibility

• Builds trust with reviews

• Gives people the info they need quickly

The average Google Business Profile listing is viewed more than 1,200 times monthly, with 56% of the views coming from discovery searches. Think of it like a business card, but with a lot more reach.

4. Showing up consistently on social media (it doesn’t need to be as hard as you think)

Not every small business needs Instagram, TikTok, LinkedIn, Facebook, and YouTube. In fact, trying to do them all often means you spread yourself too thin and struggle to make the impact you’re hoping for.

I would always recommend focusing on one platform where your audience already spends time and commit to it. 

Post consistently, not perfectly. 

Engage with people—and not just those who comment on your posts. Engage with other people’s profiles or pages. Show people that you’re active and available to answer any questions they may have. 

And treat it as your community hub.

5. Social proof that speaks for you

People trust people way more than they trust businesses. That’s why reviews, testimonials, and case studies are so powerful.

Best practice for these is to:

• Ask happy customers for reviews on Google or Facebook straight after their experience. 

• Share client stories on your social media.

• Keep testimonials visible on your website.

Social proof can be more convincing than the best-written sales page.

6. An easy way to get in touch/understand next steps

You’d be amazed at how many businesses forget this one. If a potential customer is interested but can’t figure out how to contact you, they’ll move on to someone else.

Whether it’s a “Book Now” button, a form, or a clear email address, make it obvious and easy.

Bonus points if you test it. When I’m designing a new website for a client, I always like to pretend to be a customer who’s trying to book, message, or buy. If the process is too confusing, then I fix it.

Let’s boss the small business marketing basics

Small business marketing doesn’t need to be complicated or overwhelming. 

My checklist for any small business when it comes to marketing is:

• A website that works

• Messaging that makes sense

• Visibility on Google

• Consistency on one platform

• Reviews and proof that people trust you

• A clear way for people to contact you

Once you have those in place, then you can start layering on the extras—ads, email marketing, multiple social media channels, collaborations etc.

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