Running a small business is no joke. You’re juggling customers, keeping the lights on, handling a dozen little fires every day… and then someone says: “Oh, you should really be doing more marketing online.”
Easier said than done, right?
The good news is you don’t need a giant budget or a full-time marketing team. What you do need is a simple plan — something realistic you can actually stick to. Here’s a no-fluff, 7-step road map that works even if you’re short on time and resources.
1. Decide What You’re Aiming For
Before you post a single thing online, figure out what you actually want out of this. More sales? More locals finding you on Google? More traffic to your website?
Be specific. “I want more followers” isn’t a goal. But “I want 200 new Instagram followers in the next 3 months” is. That way, you know whether you’re moving in the right direction or just spinning your wheels.
2. Really Know Your People
You can’t talk to everybody — and you don’t have to. The magic happens when you know exactly who you’re talking to.
Ask yourself:
- Who are they?
- What do they actually care about?
- Where do they hang out online?
- What makes them finally hit “buy”?
The clearer this picture gets, the easier it is to create posts and ads that feel like they were written just for them.
3. Build Your Online “Home Base”
Your website is basically your digital storefront. It doesn’t have to be flashy — it just has to do its job.
Make sure it’s:
- Mobile-friendly (most people are on their phones).
- Easy to navigate.
- Clear about what you offer, how much it costs, and how to reach you.
- Backed up with a few reviews or testimonials for trust.
And if you can’t afford a big website? No stress. A clean one-pager plus a fully updated Google Business Profile is plenty to get rolling.
4. Pick Your Platforms (Spoiler: Less is More)
Here’s the trap a lot of businesses fall into: trying to do everything. TikTok, Instagram, LinkedIn, YouTube, email, ads… it’s exhausting.
Instead, pick one or two places where your people actually spend time and start there.
- B2B? → LinkedIn.
- Got something visual (like food, fashion, art)? → Instagram or TikTok.
- Want steady, long-term growth? → Build an email list and show up on Google.
Get good at a couple channels, then branch out when you’ve got the bandwidth.
5. Share Content That Feels Real
People don’t want perfect. They want real. The best content feels helpful, fun, or like a quick peek behind the scenes.
Easy ideas:
- Quick tips or hacks your audience will love.
- A behind-the-scenes video of your process.
- A happy customer’s story.
- A seasonal special or promo.
6. SEO = Free Traffic (Don’t Ignore It)
SEO might sound like tech jargon, but it’s really just about helping people find you when they Google stuff.
- Use simple keywords like “best bakery in [city].”
- Keep your Google Business Profile fresh.
- Ask your happy customers for reviews.
- Write quick blog posts or FAQs that answer common questions.
It won’t blow up overnight, but it’s one of the best long-term marketing investments you can make.
7. Track What’s Working (and What’s Not)
Here’s where a lot of small businesses drop the ball: they never check whether their marketing is actually working.
Luckily, you don’t need fancy tools. Google Analytics, Instagram Insights, and Facebook reports are free and easy enough to start with.
Look at:
- How many people visit your site?
- Which posts get the most likes/comments.
- Which ads actually bring in sales.