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Market your business
A practical guide to help small business owners promote their business, choose the right channels, create simple marketing habits and focus on what actually works.
Get yourself in front of the right people
Marketing does not need to be complicated. The aim is to help the right people notice, understand and trust your business.
Be clear about what you offer
Focus on the right audience
Show up consistently
Track what gets results
1. Start with your customer
Good marketing begins with knowing who you want to reach and what matters to them.
Who they are
Understand their demographics, interests and needs.
What they need
Identify the problem they want solved.
Where they are
Find out where they spend time online or offline.
Why they choose
Understand what builds trust and influences their decisions.
2. Choose a few marketing channels
You do not need to be everywhere. It is better to choose a few channels you can manage well.
| Channel | Best for | What to do |
|---|---|---|
| Website | Being found and building trust | Make it clear, easy to use and up to date. |
| Social media | Visibility and regular contact | Share useful, relevant content consistently. |
| Staying in touch | Send updates, offers or useful tips. | |
| Google Business Profile | Local businesses | Keep your details accurate and collect reviews. |
| Networking and referrals | Trust and word of mouth | Build relationships and ask for recommendations. |
3. Create marketing that helps
The best marketing is often useful, clear and relevant rather than overly polished.
| What to share | Why it works | Examples |
|---|---|---|
| Useful advice | Builds trust and shows expertise | Tips, how-tos, quick answers. |
| Proof of your work | Helps people see the value | Testimonials, before-and-after, case studies. |
| Updates and offers | Keeps your business visible | New services, launches, seasonal promos. |
| Personality and values | Helps people connect with you | Behind the scenes, your approach, your story. |
4. Build a simple marketing routine
Small regular actions work better than bursts of activity followed by silence.
Weekly check-in
Post or share something useful
Reply to comments and messages
Update one key part of your website or profile
Note any new enquiries
Monthly check-in
Check which channels brought enquiries
Review what content performed best
Refresh old content or pages
Decide next month’s marketing focus
5. Track what is working
You only need a few useful measures to see what is making a difference.
| What to track | Why it matters | Example |
|---|---|---|
| Enquiries | Shows interest in your business | Contact form submissions, calls, emails. |
| Website visits | Indicates visibility | Visits to key pages. |
| Social engagement | Shows what people respond to | Comments, saves, shares. |
| Email results | Shows whether people open and act | Opens, clicks, replies. |
| Sales or bookings | Links activity to outcomes | Paid work, consultations, orders. |
Keep it practical
Marketing should support the business, not take it over. Focus on the activities that bring enquiries, sales or useful visibility, and ignore vanity metrics if they do not lead anywhere.
A simple marketing checklist
Use this checklist to keep your marketing focused and consistent.
I know who I want to reach.
I can clearly explain what I offer.
I have chosen a few suitable channels.
I share useful content consistently.
My website or profile is up to date.
I know how people usually find me.
I track enquiries and results.
I review what is working.
Related guidance can be found in Running the Business, including Build your brand, Understand your market and Track your progress.
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