Marketing Strategy for Small Business

Business Digital marketing Blog

Repeating someone else in the business is not always a bad thing. Small business entrepreneurs often adopt the best marketing strategies of successful colleagues from various fields. Best small business marketing strategies are a set of principles and actions that, in theory, lead to the most effective results.

The essence of the marketing strategies adoption concept is to easily find and apply the most effective ways to achieve goals. This way, small business entrepreneurs will not waste time and repeat others’ mistakes and instead will be able to take advantage of the best option right away. For example, if Facebook advertising has boosted the sales of a large fast-food chain, local restaurants can adopt this experience as well.

Key features Marketing Strategy for Small Business

Small business marketing strategies are different and depend on business types. Specialists distinguish the following structural features of marketing strategies for small businesses:

  • Analysis of target segments and the market. This helps determine the correlation between the company’s capabilities and the sales market. That is, the company should decide what services and products it will offer to customers in the niche based on the results of the analytical review.
  • Segmentation of customers into target groups. It is necessary to divide the total flow of potential customers into small target segments to meet their demand. It is recommended to focus on the target group itself, following the Pareto rule: 20% of customers bring 80% of its profits. This result indicates that the target segment is defined correctly.
  • Positioning. Marketing development strategy implies a clear definition of one’s position in a niche. It is possible to take the leading position in a highly competitive niche only if you have a valuable CTP, competitive advantages, and corporate identity.
  • Marketing mix of measures. These are combined tools that help marketers market products and services. As a rule, the complexes include pricing policy, product strategy, promotion policy, distribution, and sale of goods.

The global task of marketing is to determine consumer qualities and figure out how to present them to customers. To achieve this goal, the small business thinks through an algorithm of actions, compares competitors’ advantages, and looks for a niche.

Why Marketing Strategy for Small Businesses is Important?

No strategic thinking – no marketing. No marketing in the company – no strategy for its development. Instead, there is strategic uncertainty, because of which the business becomes non-systemic and does not guarantee stable profits.

Lack of marketing strategy in the small business directly affects the main marketing tool in today’s reality – the website. No understanding of how and in what direction to develop? Then, and the website will be just for show. A clear idea of the competitive advantages of your products and to whom and how you are going to sell it will help to create an effective website. It also will help to make it the center of the company’s marketing strategy.

Yes, the website, as we understand it, is a part of the firm’s marketing. Moreover – a key tool to increase sales. This means that, in turn, the firm has clearly defined goals and objectives to which the website should contribute. And if your small business has no such goals and objectives, no marketing strategy, then the business is not developing.

Lack of marketing strategy means that you accidentally make money. But you assure everyone and yourself, first of all, that you do business. But that’s not true – without the ability to assess the future and see where to develop the company, the business turns into an ordinary money maker.

Let’s say it again: business is about making a systematic profit. Being systematic means consistently developing one “gold mine” to understand what it takes to make a successful “gold mine.” Having a marketing strategy means that you have found the right path. Otherwise, you don’t know how to get to the goal.

Best 7 Cases Marketing Strategy for Small Business

The7 cases below are the easiest to implement in small businesses. If you want to boost up your sales quickly, use these 7 cases in your marketing strategy.

Create Website

As studies show, more than 80% of commercial websites do not work as effectively as their owners would like. Moreover, the cost of supporting websites can even exceed the profit received with their help. Website redesign will raise the level of sales and make it an effective tool for Internet marketing. In redesigning the website the changes will affect:

  • Design.
  • Content.
  • Functionality.
  • Technical side.

Forge and Smith (Vancouver Web Design Company) has redesigned North Vancouver Chamber (NVC). After this, the page per session rate has increased by 47%, local website traffic by 20%, and pageviews by 37%. These are excellent results after such actions. If you don`t know what to redesign on your website, you can use special tools from Plerdy that will show effective and not effective website elements.

Google My Business

Constant work with Google My Business allows your potential customers to find you easier and faster decide to purchase your goods or services. This service also provides an opportunity to keep in constant contact with clients through feedback and online chat.

Although Google My Business itself was launched back in 2014, it provides local businesses with more and more promotional opportunities each year. It is actively used to promote a few small businesses: some do not see the point (they are doing well), others do not have time, and the rest do not know about it. While at the peak of attention are social networks, most businesses are actively working with them. But they miss a few things:

  • They are already creating content for social media that is suitable for business pages on Google.
  • Google My Business pages can be promoted through Google Ads along with or instead of a website.

You only need 5 minutes a day to regularly update the page content. The Google My Business profile gives you additional opportunities in paid promotion in Google and enhances your website.

For example, Elite Strategies started working with Google My Business and increased traffic to the website by 68% in a month. After a week of such work, they started to receive 3-4 incoming phone calls for their services. They also received two direct leads via the GMB “message” feature. After this, they tried Google My Business for one of their clients and got an 80% increase in customer actions during two months.

Google Ads

PPC advertising is simply a form of online advertising where you pay for the clicks you get in an online ad. These are usually the ads you see when you type a keyword into a search engine and see the results. Google Adwords and Bing Ads are two examples of networks that allow small businesses to use PPC ads. Here are some approaches you can take with your PPC ads:

  • Set up your PPC ad to direct people from search results to a landing page or intriguing website page designed to gather potential customers.
  • You can also direct people from your PPC ads to specific product pages when you use keywords targeting customers who are ready to buy.

The success of your PPC ads is based on choosing the right keywords, determining the right budget, and high converting text. Since the success of these ads is determined by the number of clicks on the ad, the best goal for them in your small business marketing plan is to gather leads.

Facebook Advertising

People who are Facebook users already belong to a category for which your product is in demand. Therefore, you have to learn how to work with this audience. Through Facebook, you can directly sell products and services, create recognition for your brand, promote yourself as an expert, get publicity and build relationships with your clients. For example, Design Pickle is a design-as-a-service business, and it has $5800 monthly recurring revenue using Facebook ads.

Consider blogging

Blogging allows you to attract free traffic from organic search results. And with useful content, you can reach direct customers and an audience potentially interested in your offerings. The more content on your small business’s website, the more pages of your domain are indexed by search engines. Accordingly, the better the visibility in search results and the higher the website’s traffic.

For example, Express Writers have been working on their blog for almost ten years. For this time, they have 21,600 keyword rankings in Google and 90,000 visitors per month. More than 1 million visitors per year, and 14-16% of their leads are converting. To achieve this, they have published more than 1200 blogs. Use SEO tools from Plerdy to find the best topic of the content for your website.

Search Engine Optimization

SEO-optimization of a small business website is a complex of measures aimed at increasing its position in the search results of Google for specially selected queries. Their goal is to increase visits to web pages and, consequently, conversion actions.

For instance, American Egg Board (AEB) has optimized its site and achieved incredible effects. It got an 87% increase in mobile traffic, a 22% increase in website traffic, and a 39% increase in recipe sharing. Koozai has also optimized its website, achieved a 66% increase in natural traffic, and was first for 20 keywords. Our SEO tools can help you with your website optimization.


Small businesses need to discover and experiment with various small business marketing strategies to see which ones operate strongly for attracting leads and increasing purchases. And don`t forget to use Plerdy for the improvement of your website. MOYO, Huggies, Echo, Fiorelli Fragolino, Annex Tour, MyDutyFree LLC, and UKRPOSHTA already trust Plerdy their success.

Article by:
CEO Andrew Chornyy

CEO Plerdy — expert in SEO&CRO with over 11 years of experience.

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