Depending on who you ask, entrepreneurship is the key to happiness– or the key to a special circle of hell. And it makes sense. When you decide to start your own business, you’re trading the security of a salaried job for the lifestyle flexibility and earning potential of owning a business.
Most people start a business because they have a great idea. But even great ideas can fail if you don’t also learn the necessary business skills. Here’s what needs to happen before you market your business.
Don’t skip strategy in your rush to market
Small businesses are usually born from passion, built from determination, and grown using gut instinct. Many founders believe in their idea so much that they assume everyone else will too. So they start marketing, posting on social media and running ads, without conducting any market research, testing, or doing the necessary strategic work to understand their audience, positioning, and long-term goals.
But without a guiding strategy, marketing can quickly become disjointed, ineffective, and expensive.
Passion vs. planning
Small businesses are often bootstrapped and resourceful, which can lead to hustle-driven marketing rather than strategic marketing. But marketing isn’t just about getting the word out—it’s about positioning your business for sustainable success. Smart marketing decisions should align with business goals, financial realities, and market demand to ensure a long-term impact rather than short-term buzz.
The real starting point
About to jump into your marketing? Put aside your content calendar and work through these foundations first.
Validate your audience
Who are they? Go beyond the typical demographics and figure out what they care about, what motivates them, what they’re worried about. Where do they hang out, online and in person?
Clarify your positioning
What makes your business different? What problem are you solving? What are the other players in your industry space doing and how do you stand out from them?
Work out your commercial viability
Do you have a sustainable business model, or just an idea and a dream? Do you know how your marketing will support your long term growth beyond your short term visibility?
Consider your marketing approach
Not all businesses need Instagram. Not all brands should rely on word-of-mouth. You don’t have to do things just because you see other businesses doing them. Comparing yourself to what you see online is a highway to overwhelm. Be realistic and start with strategy before deciding on tactics.
The myth of “build it and they will come”
You’ve heard the phrase build it and they will come.
Maybe that was true before the internet. You open a shop, put up fliers, and yes, the locals would walk past. But these days, the reality is that even the best idea can go unnoticed by their target audience. The internet is simply too large and loud a place. Businesses that focus too much on product development without considering audience, messaging, or positioning often find themselves invisible in the market. Having a great idea is only part of the equation—getting it in front of the right people is what makes a business thrive.
But how?
Set your business up for success
We believe that small businesses are the backbone and the hope of the country. Small businesses represent an incredible avenue for change on the micro and macro levels—but they’re often the last to receive grants, funding, or structural support.
By starting with strategy, small businesses can be more resilient, more commercially successful, and better equipped to grow. Strategic marketing gives them the ability to scale sustainably, attract the right customers, and build a lasting brand.
How to set up your marketing strategy
Marketing isn’t a side task—it’s a fundamental part of business success. Small businesses that take a strategic approach are more likely to grow, attract the right customers, and stand the test of time. Before investing time and money into marketing, ensure your strategy is clear, your positioning is strong, and your audience is understood. If you start with strategy, you’ll save time, money, and effort in the long run.
Marketing strategy doesn’t have to be a huge, complex affair. If you’re just starting out, here are the essential steps to take a strategic approach to your marketing.
Step 1. Define your ideal customers.
Not ‘everyone’. Not ‘everyone who might want this product’. Do some research, look at your competitors, try and spot the patterns, and build out a customer profile from there.
Step 2. Find your audience’s preferred hangout spots.
Are they on LinkedIn? TikTok? Newspapers? Doing this will help you focus your energy on where you can make the biggest impact.
3. Get clear on your brand message.
Your customers should immediately understand what you do and why it matters. And for that to happen, you need to be clear on what you do and why it matters. Finding a simple, succinct, and memorable way to communicate your brand message takes some effort, but it’s worthwhile.
4. Pick the right marketing channels.
Social media isn’t always the best first move. Email, partnerships, or referral programs may be more effective. Looking at your audience’s hangout spots and comparing that to your business model will help you choose your channels.
5. Set realistic marketing goals.
Align your efforts with business growth, not just visibility. Prioritise impact over vanity metrics.
As a small business, you don’t need to do everything all at once. Doing the right things in the right order will take you far. Without a strategy, marketing is just noise. With a strategy, marketing becomes a powerful tool for business growth.
Thinking about how to market your small business? Let’s start with a strategy, not just tactics. Book your free 30-minute consultation today.