There’s no shortage of advice about what small businesses should be doing with their marketing. Post more. Be on every platform. Start a podcast. Get on TikTok. Run ads. Build a funnel.
Most of it is noise.
Here’s what we actually think matters, based on what we’re seeing work across the businesses we work with.
Getting found when people are looking for you
If someone searches for what you do in your area, you need to show up. That means your Google Business Profile is in good shape, your website loads quickly and says the right things, and if competition is strong, you’re probably running some Google Search ads.
This sounds basic. But a lot of businesses skip straight to the fun stuff like social media and ads without getting the basics right first. Fix this before anything else.
Building an audience you actually own
Social media reach has been shrinking for years. Posting to Instagram or Facebook is valuable, but you don’t own that audience. If the platform changes its algorithm or you lose your account, it’s gone.
An email list is different. You own it. A newsletter or regular email to people who’ve asked to hear from you is one of the most reliable ways to stay in front of potential and existing clients over time.
Showing up consistently, not perfectly
The businesses that do best with marketing over time aren’t the ones with the slickest campaigns. They’re the ones that show up consistently. Regular content. Campaigns that keep running. A presence that doesn’t disappear when things get busy.
Consistency beats perfection almost every time.
Tracking what’s actually working
If you don’t know where your enquiries are coming from, you can’t make good decisions about where to put your energy and money. Even a basic system for asking new clients how they found you gives you something to work with.
You don’t need to do everything. You need to do the right things, and keep doing them.
If you want to talk through what that looks like for your business, get in touch.