How to Create a Marketing Strategy for a Small Business

Introduction

When you're running a small business, every dollar counts—and so does every decision. That’s why having a clear, actionable marketing strategy isn’t just a “nice-to-have”; it’s essential. In this guide, we’ll walk you through how to create a marketing strategy for a small business, using proven methods and practical steps. You’ll also discover some of the best marketing strategies for small business success in 2025.

1. Understand Your Audience

Every great marketing strategy starts with knowing who you’re talking to. Small business owners often fall into the trap of trying to reach “everyone.” Instead, focus on defining your ideal customer:

• What are their pain points?

• Where do they spend their time online?

• What motivates them to buy?

Use tools like Google Analytics, customer surveys, or even one-on-one conversations to gather insights.

2. Set Clear Business and Marketing Goals

Your marketing efforts should support your business goals. Are you trying to:

• Increase foot traffic to your store?

• Grow online sales?

• Get more bookings or leads?

Use the SMART framework (Specific, Measurable, Achievable, Relevant, Time-bound) to set marketing goals that keep you focused and accountable.

3. Choose the Right Marketing Channels

One of the best marketing strategies for small business is to start small and focus on the channels most likely to drive results. Consider:

• Google Ads (Paid Search): Ideal for high-intent searches.

• Facebook and Instagram Ads: Great for building awareness and retargeting.

• Email marketing: One of the highest ROI tools available.

• Search Engine Optimisation (SEO): Long-term visibility in Google search.

• Local Area Marketing: If you serve a specific region (e.g. Blenheim), optimise for local traffic.

4. Create a Simple, Effective Marketing Plan

Now that you’ve picked your channels, lay out a 3- to 6-month plan. It doesn’t need to be fancy. Just outline:

• Key messages or offers

• Channels you’ll use

• Content types (e.g. blogs, videos, ads)

• Budget and timeframe

• How you’ll measure success

A good rule of thumb? Start with one or two core activities and grow from there. Consistency beats complexity every time.

5. Track, Learn, and Improve

Once your plan is live, track your results using tools like:

• Google Analytics (for website performance)

• Meta Ads Manager (for Facebook/Instagram ad performance)

• Call or lead tracking tools (to measure real-world conversions)

Don’t be afraid to tweak as you go. Marketing strategies should be living documents, not static ones. Learn what’s working, drop what’s not, and keep building.

Bonus: Best Marketing Strategies for Small Business in 2025

Here are some proven tactics that are working especially well for small Kiwi businesses this year:

• Google Business Profile optimisation: Essential for local search.

• Short-form video content (TikTok, Reels): Powerful for brand visibility.

• Local sponsorships or events: Great for word-of-mouth and community connection.

• Customer referrals and loyalty incentives: Simple but effective.

• Remarketing campaigns: Especially on Meta or Google, they boost conversions from people who’ve already engaged.

Final Thoughts

If you’re wondering how to create a marketing strategy for a small business, remember this: clarity and consistency win. You don’t need to do everything—just the right things, done well. Whether you're just starting out or refining what you’ve already built, a solid strategy will help you attract more of the right customers and grow sustainably.

Want a hand creating a marketing plan tailored to your business? [Get a free digital audit] or [contact us]—we’d love to help.