Starting a new business is exciting — but let’s be honest, it’s also overwhelming. Everyone has an opinion about the best small business marketing strategy: post on TikTok, run ads, build an email list, start a podcast.
The problem? You don’t have the time, money, or headspace to do it all. And you don’t need to.
Here’s a simple marketing plan for small business owners that will actually move the needle in your first year.
1. Know Who You’re Talking To
Every effective marketing plan for a new business starts with people, not platforms. Who do you actually want to buy from you?
- What problem are they trying to solve?
- What do they worry about at night?
- Where do they hang out (online and offline)?
Write it down. If you try to sell to “everyone,” you’ll end up reaching no one.
2. Get Your Message Right
Most small businesses struggle here. You know what you do, but can you explain it clearly in a way that makes people care?
A strong brand message is the foundation of any small business marketing strategy. Test it against this:
- Simple → Can a 10-year-old understand it?
- Relevant → Does it speak to your ideal customer’s problem?
- Memorable → Would someone repeat it to a friend?
If your message fails, fix it before spending a cent on marketing. Otherwise, you’re just shouting into the void.
3. Choose 2 Marketing Channels (and Ignore the Rest)
Here’s where most new businesses waste time—trying to be everywhere. Don’t. Instead, pick two marketing channels for small business that:
- Reach your ideal customer, and
- You can realistically manage.
Examples:
- A service business → LinkedIn + email.
- A local café → Instagram + community events.
Do two things well, not ten things badly.
4. Focus on Consistency, Not Perfection
The best marketing tips for new business owners? Stay consistent. A messy Instagram post every week will do more than the “perfect” campaign you never launch.
Keep it simple:
- Post once a week.
- Email your list once a month.
- Talk to your customers every day.
That’s it.
5. Measure What Actually Matters
Likes don’t pay the bills. Sales do. A simple marketing plan focuses on metrics that matter:
- New enquiries
- Sales conversations
- Actual sales
If it’s not helping you get customers, stop doing it.
Final Word: Your Small Business Marketing Plan Doesn’t Need to Be Complicated
Start with your customer, get your message right, choose two channels, stay consistent, and measure what matters.
Do that, and you’ll already be ahead of 90% of new businesses.
Need help creating a marketing plan that works?
That’s exactly what I do. Book a Reality Check or 1:1 Mentoring Session and get a straight-talking marketing plan that fits your business (and your budget).
➡️ Book a session here – https://www.marketingeye.ie/expertise/
