When you hear the terms “marketing plan” and “marketing budget,” you might immediately think of a large corporation or franchise business. The reality is that every company – even and especially a small business – can have a marketing plan and budget.

The good news is that putting together a marketing strategy doesn’t need to break the bank. There are tons of free or low-cost marketing strategies that can be effective in boosting your small business customer base and helping to increase sales. Before you get started, it's worth taking the time to make sure you've got the basics of your small business marketing in place.

Understand your Unique Selling Proposition

Your Unique Selling Proposition (or USP) is the attribute that makes your business stand out from the crowd. It may be a special feature or service that only you offer or just an approach to working that sets you apart. Here are some examples of USPs:

• A plumber with a unique 5-year warranty on their work
• A graphic designer who specializes in furniture 3D design
• A butcher who sources all of their ingredients from local organic farms

Once you know your USP, you can build it into everything else that you do, including your elevator pitch!

Perfect your elevator pitch

An elevator pitch is your answer to "so, what do you do?" - it's a quick, compelling description of your company that highlights your USP and will hopefully invite interest and further conversation. For example, an elevator pitch may be:

"I own a bakery called Lovely Cakes that creates organic celebration and wedding cakes - all of our ingredients are 100% organic and bought at a sustainable price from local farms. Have you heard of Reed farms? That's where we source our eggs."

Just make sure it doesn't sound too rehearsed.

Once you have these basics in place, you may be surprised at all the places you can use your elevator pitch and USP online and offline. You can use modified versions for your social media profiles, for advertising copy and for any flyers or business cards that you're creating, and they'll serve as a great foundation for the rest of your marketing activities.

1. Contact your local SBA branch for assistance

The SBA has smaller branches dedicated to providing resources for local small businesses. Not only do they offer financial help for business owners who qualify, but they also offer mentoring, coaching and consulting.

Head to the SBA’s Local Assistance page to get started and see what resources may be available to you. The best part? Many of these programs are free.

2. Make some business cards

People may think that the days of business cards are over, but a digital business card can go a long way. If you don’t already have digital business cards, consider getting a few made.

Digital business cards are an easy way to share your information; every time someone glances at a screen or on a counter, they’ll be reminded of your business. Plus, digital business cards provide all the additional information you cannot fit on a traditional business card in the form of a QR code. A customer can just scan it with their phone and have all the information they need to make a decision. 

3. Commit to community networking

As a small business, your community is everything. That doesn’t just apply to your customers but to the other smaller, local businesses in your area.

From community-based LinkedIn and Facebook groups to your local chamber of commerce site, there are a ton of platforms and search engines. They have spaces dedicated to knowledge sharing amongst small and growing businesses.

Depending on where you’re located, there may be local business fairs or mixers where you can meet other owners and market your business. Can’t find one online? Consider connecting with local companies to host a block party together and create your own.

Getting more involved with your community by networking and volunteering can only help your business, and the only thing it needs to cost you is some time.

4. Grow your customer relationships

Small business customers are some of the most loyal customers out there. It isn't always because your small business put together a multi-stage marketing campaign strategy or paid for a professional website. The business-to-customer relationship is personal – and people value a personalized experience.

In a survey, 92% of the respondents said they spent money at small businesses, and 30% say they’re willing to both wait longer and pay more for products and services purchased at small businesses versus at a major retailer or chain store. Customer loyalty is there, so why not try to retain and grow it? Consider some of these tactics to incentivize – and reward – your loyal small business customers.

Customer loyalty programs have been prevalent for quite some time now, and that’s because they tend to work. Start a loyalty program where repeat customers can accrue points and eventually get some sort of reward.

Everyone loves free stuff. If you already have a strong online presence, you can organize a giveaway contest and build some buzz that way. An even simpler option is to do a round of gifting. Next time you have a new product or service you’re promoting, give it out for free to some of your most loyal or well-connected customers. Ask them to share it with their friends or clients in return. It may seem counterintuitive, but giving something away for free can lead to even more sales.

5. Look out for events

Trade events aren't just for the big players with cash to burn - there's plenty of scope for smaller businesses to benefit, too. Keep an eye on what's happening in your area and, if you can afford it, try to get a table or exhibition space at one where you can show off your wares. Local shows and fairs will cost a lot less to exhibit at than national ones and maybe a better match with your business. 

Speak at an event. Whether it’s a small business convention or the local library, community-organized events are often in need of speakers. Volunteer to speak about your journey as a small business owner, a pressing issue for the community or anything else you’re passionate about. Small business marketing isn’t always about selling your product; it can be just as much about selling yourself.

If cost is an issue, you may find cheaper exhibitor rates if you wait until the last minute - or you could team up with a complementary partner company and split the cost. And even if you can't afford to exhibit, you can still attend as a member and use it as a great networking opportunity. Just remember to pack a big stack of business cards!

When it comes to figuring out your small business marketing strategy, it can be hard to find a balance between not doing enough and trying to do too much too fast. Before you dive into things like email marketing, social media platforms, Google Ad Network, keyword research and search engine optimization, make sure you use essential marketing tactics.

Steps like making a marketing plan, putting together a marketing budget, and ensuring you’re equipped with the essential tools for community networking and word-of-mouth growth can go a long way. They are necessary building blocks before you put together more sophisticated marketing campaigns.

There's a lot to know when it comes to running a small business. So much to know, that it can feel like you are always a few steps behind. That's normal! You can contact us at any time for assistance on getting the know-how you need to make your business successful.

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