Running a small business can feel lonely, especially when it comes to marketing.
Algorithms change, trends come and go, and advice online often contradicts itself. Platform developers and industry leaders will tell you what you “should” be doing, but what’s actually working for small businesses on the ground?
I asked for real-world marketing insights from small business owners who are actively marketing and growing their brands.
Here are my 5 key takeaways from their answers when it comes to what’s working for small business marketing.
You can read all their answers in full by scrolling to the end!
1. Authenticity Beats Perfection
This came up again and again.
You’re not expected to be perfect. In fact, sometimes it’s better if you’re less than polished.
It shows you’re a human.
It doesn’t feel like anything new to state right now, but in this trust-drought summoned in by an AI world where we no longer trust what we see with our own eyes, it still feels worth repeating.
You are your own unique selling point. What makes you different is your selling point.
It also makes your marketing a whole lot easier when the only person you have to be is yourself!
2. Consistency Is Key, But Planning Makes It Achievable
Routines and forward planning are the best tool in our arsenal when it comes to consistency.
It’s a whole lot easier to show up and create that content when you already know what you’re going to be posting about.
You might be planning a full content calendar or simply theming your months. However far you take it, having a plan will take the weight off of content marketing and make showing up simple…
…and maybe, dare I even say, fun?!
3. Focus on the Right Channels and Strategies
A common theme was the value of selectivity over trying to do everything at once, thoughtfully selecting the platforms and strategies that align with your audience and strengths.
Doing fewer things well beats spreading yourself thin across every social media channel or marketing tactic.
It also helps you to build a community in one place when you’re not attempting to show up everywhere.
4. Marketing Is Amplification, Not a Fix for a Weak Brand
The biggest surprise for me, was how strongly the idea of branding came through.
This comes hand in hand with marketing and I completely agree with our contributors that one doesn’t work without the other.
A strong brand guides the kind of messaging you give out, and therefore the way you market yourself.
On the other hand, you can shout as loudly as you like, but it’s not clear what value you bring, or you don’t give people a reason to love you, it’s not going to translate into sales.
5. Community, Networking, and Relationships Matter
We might think we live in an online bubble but many people spoke about the importance of relationships in their marketing.
More than ever we seem to value personal connection, collaboration and networking, whether it be in person or online.
It might be easier to hide away in our own little worlds, but taking the time to step out of your comfort zone, and speak in person in the real world still holds real value…maybe more so than ever.
Huge thanks to every one of my contributors. You can view their answers in full below:
Contributor's Small Business Marketing Advice
Tanya Rodgers- Me & Creative Spirit
Tanya provides stunning, creative brand design for passion led businesses.
What’s the one marketing move that has made the biggest difference for your business this year?
Letting my brand do the emotional heavy lifting. Once I made my brand deeply rooted in who I am, my values, my voice and my creative philosophy, marketing stopped feeling like pushing a boulder uphill. A clear brand makes showing up easy.
What’s a marketing mistake you’ll never make again?
Trying to sound “business-y” instead of sounding like myself. When I stopped trying to sound professional and started allowing my personality to shine through everything landed more strongly. It might put some people off but it def makes it easier for the right people to find me.
How do you ensure that you stay consistent in your content marketing?
By treating content as part of my creative practice. When content feels like a form of self-expression instead of an obligation, consistency becomes a natural rhythm rather than a grind.I think it's about treating marking as a way of connecting rather than just being another thing on the to-do list.
What’s a marketing myth you wish more small business owners would stop believing?
That better marketing will fix your brand.
People obsess over marketing tactics, content calendars, posting frequency. But marketing only amplifies what’s already there. If the brand underneath is unclear, misaligned, or generic, no marketing strategy can fix that.
So before you stress about posting more, it’s worth checking whether your brand is actually saying what you want it to say.
Paula Stennett- Pink Sprout Marketing
Paula looks after digital marketing for small businesses without the time of expertise, specialising in creating simple funnels.
What’s the one marketing move that has made the biggest difference for your business this year?
Having a funnel that is working for me when I am not!
What’s a marketing mistake you’ll never make again?
I make sure I email my audience regularly
How do you ensure that you stay consistent in your content marketing?
I plan ahead and ensure I put time in my diary for my own business marketing
What’s a marketing myth you wish more small business owners would stop believing?
That funnels are scary!
Laura Gillespie- Utility Warehouse
Laura is a Utility Warehouse partner, helping you save money on your monthly bills.
What’s the one marketing move that has made the biggest difference for your business this year?
Showing more of myself.
What’s a marketing mistake you’ll never make again?
Focusing too much on the services and not on the emotions.
How do you ensure that you stay consistent in your content marketing?
Plan content and ideas. Have lots of photos and videos ready to go. Batch create content.
the-best-small-business-marketing-advice
What’s a marketing myth you wish more small business owners would stop believing?
You have to look a certain way when showing up. You don't need your hair and makeup done!
Sarah Davis- Parenting Business Connections
Sarah hosts a supportive online networking community for small business owners who work with parents.
What’s the one marketing move that has made the biggest difference for your business this year?
Consistency
How do you ensure that you stay consistent in your content marketing?
I have a monthly plan.
What’s a marketing myth you wish more small business owners would stop believing?
That they can’t outsource to move their business forward.
Jess James- Jess James TC
Jess is a Travel Counsellor, ready to help you book the holiday of your dreams!
What’s the one marketing move that has made the biggest difference for your business this year?
When starting my business I posted everyday at different times for 3 months, it helped me see what type of content, what days and what times brought the best engagement.
(Collaborating is also a game changer!)
What’s a marketing mistake you’ll never make again?
Make 30 of my own leaflets 🫣 they weren’t lined up right, didn’t look professional, and did not work as a marketing strategy.
How do you ensure that you stay consistent in your content marketing?
Honestly not well, I now just try to post when I feel I have something to post rather than forcing it, but a calendar does help to keep it consistent (as long as you remember to fill it out 🫣).
What’s a marketing myth you wish more small business owners would stop believing?
Not everything you post has to be “polished and professional”, people much prefer it when you’re authentically yourself.
Kate Palmer- Journey to Joy Coaching
Kate provides online nutritional healing programmes designed to help manage diet, stress and pain.
What’s the one marketing move that has made the biggest difference for your business this year?
Getting picky about what visibility tasks I choose to do instead of signing up for every podcast, bundle and collaboration opportunity for fear of missing out.
What’s a marketing mistake you’ll never make again?
Burning myself out by signing up for too many bundles, summits and interviews which ultimately grew my email list with people who weren't my ideal clients anyway.
What’s a marketing myth you wish more small business owners would stop believing?
You have to show up absolutely everywhere to be successful. It's better to be selective about which audiences you want to get in front of because they're made up of your ideal clients and find ways to specifically target them.
Alice- Alice Elizabeth Creative
Alice is a creative VA and copywriter helping female founders find the words that show who they really are.
What’s the one marketing move that has made the biggest difference for your business this year?
I've been trying to be more visible in my content and not hide behind faceless carousels all the time - even though it feels very uncomfortable to begin with!
How do you ensure that you stay consistent in your content marketing?
I try to have a vague plan of what I'm going to post over the next couple of weeks but it's something I need to look at more closely in the new year as I'm not currently practising what I should be preaching!
What’s a marketing myth you wish more small business owners would stop believing?
That you can wait until you feel 'confident' to put yourself out there more. Feeling confident happens through doing, not waiting.
Ki- Awaken Therapy
Ki provides counselling and hypnotherapy to help manage stress and anxiety.
What’s the one marketing move that has made the biggest difference for your business this year?
Building relationships with other small business owners. I get a lot of clients from referrals.
What’s a marketing mistake you’ll never make again?
Relying on only one method or thinking that one post will do the trick. I’ve learnt that visibility is important on more than one platform, through emails, in person events and good old printed leaflets.
How do you ensure that you stay consistent in your content marketing?
Try to stick to a routine. I aim to post on stories regularly and then post to the grid every 4-5 days, which works for me. I’m mainly active on Instagram, which automatically posts to Facebook and then sometimes will post a version (slightly tweaked) for LinkedIn. I keep a list on my phone of post ideas and try to plan content in batches but still not quite there with that yet.
What’s a marketing myth you wish more small business owners would stop believing?
It’s not easy and it’s okay if you need to learn skills and strategies from elsewhere. I feel somewhat more confident in my marketing now but only thanks to a number of other small business owners that have helped me along the way.
Mary Turner- Soul Aligned Home
Mary is a modern day Feng Shui consultant, helping women create homes that feel as good as cake tastes!
What’s the one marketing move that has made the biggest difference for your business this year?
Being completely authentic! When I started opening up about the things that lit me up and excited me, I started attracting others who felt the same way. And since doing that and being authentic I have spoken to so many gorgeous souls and had so many wonderful experiences 💚
What’s a marketing mistake you’ll never make again?
Trying to be perfect and tick all supposed “right” boxes instead of speaking from the heart and just speaking as me - I think more and more people want genuine connection and that involves being a messy human!
How do you ensure that you stay consistent in your content marketing?
I plan my next week at the start of the last week and I have certain content marketing tasks that are my non-negotiables and block out time for them every week!
What’s a marketing myth you wish more small business owners would stop believing?
You need a big audience to make money!
Cath Collett- Collett Marketing and Coaching
Cath offers simple marketing strategies for introverts, quiet souls & heart-led businesses.
What’s the one marketing move that has made the biggest difference for your business this year?
Getting really clear on my own philosophy and beliefs around marketing so I know exactly what I stand for and how I help my clients. It now grounds everything I do from my strategy to my offers to my content and it makes life a lot easier.
What’s a marketing mistake you’ll never make again?
Trying to do too many things at once - it's exhausting and nothing gets done! When I focus in on 2-3 key priorities I'm much more productive.
How do you ensure that you stay consistent in your content marketing?
I try to keep it as simple as possible! I theme each month - that way I know roughly what topic(s) I want to talk about then I aim to write 1-2 longer pieces a month (blog, article, newsletter) that I can break down into bitesize chunks for socials. I'm always braindumping ideas and that really helps so I'm not starting from scratch each time.
What’s a marketing myth you wish more small business owners would stop believing?
That marketing takes too much time! It can be time consuming but I always recommend building daily, weekly and monthly habits and routines around your marketing that will save you time, energy and effort in the long run.
Claire Baker- Claire Baker Coaching
Claire is a DISC Behavioural & Communications Trainer, helping individuals to understand their own traits and form better teams and collaborations with others as a result.
What’s the one marketing move that has made the biggest difference for your business this year?
Getting back into networking. Without fail, networking is always the one place I meet my new clients. Whether it's in person or online, a referral from someone I've met through networking or chatting to someone at a meeting, it's without doubt the best way for me to grow my business.
What’s a marketing mistake you’ll never make again?
Listening to the "shoulds" and going against my instincts. Not all marketing methods suit everyone, especially those that you feel you "should" be doing. If it doesn't feel right or comfy, ditch it.
How do you ensure that you stay consistent in your content marketing?
I have help! I have a copywriter who creates magic from my thoughts and a VA who waves her wand over visuals and making sure it actually reaching the world. Left on my own and procrastination kicks in and it would never get done. Outsourcing - worth the investment so you can do what you do best.
What’s a marketing myth you wish more small business owners would stop believing?
You need to be everywhere and on all the platforms. This nearly burned me out in the early days! Choose what works for you, the platform you enjoy and do that well. You can tell when someone is just slogging away at something and it's off putting. Show up in the place you love, doing what you love and others will love it too!
Carl Armstrong- The Reimagine Coach
Carl guides adults in their 30s & 40s stuck in an unfulfilling life to Reimagine a life full of possibility.
What’s the one marketing move that has made the biggest difference for your business this year?
Don’t focus on the views too much. Focus on putting together really good content that is 100% authenticity you (including all your quirks), and your people will find you ❤️
What’s a marketing mistake you’ll never make again?
Letting perfectionism get in the way of progress. Specifically spending way too long on a brand logo which delayed me going live! Which I changed not long after anyway…
How do you ensure that you stay consistent in your content marketing?
Planning my content in advance so I can concentrate on just making the content instead of sitting there trying to think of ideas first
What’s a marketing myth you wish more small business owners would stop believing?
Most people are still figuring it all out, just like you. Don’t put so much pressure on yourself to make it perfect.
Kayleigh Shooter- KDS Calligraphy
Kayleigh gives us all permission and space to relax and learning a new skill through her beautiful calligraphy.
What’s the one marketing move that has made the biggest difference for your business this year?
Setting up email subscriptions/mailing list on my website. It’s a great way to build a network of people who are genuinely interested in your services.
Also attending casual networking events. It really helps to talk to other people in similar positions to you. You also don’t know what opportunities will arise!
What’s a marketing mistake you’ll never make again?
Not looking at my business analytics. I used to fear it and feel embarrassed if posts don’t do well, but it really does help you decide what works and what doesn’t so you aren’t wasting precious time!
How do you ensure that you stay consistent in your content marketing?
