5 Marketing Tips For Small Businesses On A Budget

Accessible marketing strategies for your business. (Image: rawpixels, Freepik)

If you run a small business, the odds are that you will wear more than one hat (aka so many hats the Mad Hatter would be impressed). With all those hats stacking up, you don’t always have the time or energy to focus on the nitty-gritty parts of running your business, so it’s understandable when your marketing efforts find themselves sulking on a back burner. Even if you had room to add things like SEO, social strategy, and advertising, marketing is expensive! It’s pay-to-play, time-consuming, and has a steep learning curve. And, let’s be honest, as a concept, marketing can sometimes come across as a little bit smug.

So, what should you do if you’re a small business owner who’s been doom-scrolling social media to avoid the big, scary “M” word? (And no, I don’t mean your mother. But you should probably call her…you know how she can get when you forget to call.) First things first, take a deep breath, grab a drink of water, and say something nice about yourself. I’ll go first; you are a capable, strong person who can do anything you set your mind to!

Now that that’s taken care of, let’s dive in! I’ve broken down some easy, actionable tips to help you grow your business and gain confidence in marketing.

1. Social Media Strategy:

"Social media is one of the most powerful (and budget-friendly) marketing tools out there, giving you direct access to your audience with just a few clicks. Already have a solid strategy? High five! 🙌 But if you're still finding your footing, don’t worry—you don’t need a marketing degree or a 24/7 content team to make it work. With the right approach, social media can be simpler (and more effective) than you think.

• Define Your Goals: Before posting, it's crucial to set clear goals. Are you aiming for brand awareness, driving website traffic, generating leads, or increasing engagement? Your goals will shape your strategy and determine where to focus your efforts.

• Identify Your Target Audience: Understanding who your audience is, what they care about, and where they spend time online is just as important. In Washington State, Facebook reaches around 4.5 million users, primarily ages 25–54. Instagram has 3 million users, mostly ages 18–34, while TikTok engages 3 million users, especially in the 18–34 age group. Keep an eye on trends and adjust your strategy to meet your audience where they are most active.

• Make a Calendar: When you’re choosing a calendar, make sure to pick one that works for you—a physical notebook you can scribble in, a wall calendar that reflects your style, or a digital tool like Google Calendar, Meta Business Suite, Buffer, or Hootsuite. The magic’s not in the method—it’s in the rhythm you find for yourself. The key to your calendar (and most things in life, really) is consistency; if you turn your content planning into a little ritual, your social strategy will flourish. Your calendar lets you plan ahead, so you’ve always got quality content ready to shine.

• Content Creation: Batch and schedule content a couple of weeks in advance to stay organized. Keep in mind that each platform performs best with different content—Facebook is great for lead generation, Instagram thrives on carousels for engagement (Reels for reach), TikTok excels with authentic short videos, LinkedIn is ideal for professional insights, and YouTube is best for educational content. Tailor your content to each platform for better engagement. If it’s too much to handle, consider working with a professional.

• Strategize & Execute: With your calendar and goals in place, bring your strategy to life. Use a mix of niche and trending hashtags, engage with your audience, and respond to comments and messages to build relationships. Follow best practices like posting at optimal times, using high-quality visuals, and maintaining a consistent voice. Track your analytics—focus on engagement, reach, and traffic—and refine your approach based on performance.

💡 Summary: Social media is a powerful tool, but a clear strategy is key to success. Start by setting goals, understanding your audience, and creating a content calendar. Tailor your content to each platform—carousels for Instagram, short videos for TikTok, and lead generation for Facebook. Stay consistent, engage with your audience, and track your performance to adjust and improve your strategy.

2. Email Marketing

Email marketing is a powerful way to connect with your audience and keep your brand top of mind, giving you a reliable way to share updates, build relationships, and drive sales. With the right strategy, email marketing can work alongside your social efforts to keep your audience engaged and excited about your brand.

• Offer an Incentive: Encourage sign-ups by offering something valuable, like discounts, free resources, or exclusive content. This gives people a reason to subscribe and stay engaged with your brand.

• Send Valuable Content: Don’t just push sales in every email. Share a mix of industry tips, behind-the-scenes updates, customer success stories, and helpful insights. Providing value keeps your audience interested and fosters long-term relationships.

• Keep It Concise: People have limited time, so keep your emails easy to read and visually appealing. Use short paragraphs, clear headlines, and compelling subject lines to grab attention.

• Use the Right Tools: Free and low-cost email marketing platforms make creating and automating emails easy. Mailchimp, MailerLite, and Brevo offer free plans that include a certain number of emails per day or contacts. If a free plan is too limiting, you can look into low-cost options like ConvertKit or AWeber, which start at $9 and $12.50 monthly.

💡 Summary: A well-planned email strategy keeps your audience engaged and drives results. Offer value, keep messages concise, and use the right tools to simplify the process. With automation and expert support, email marketing can be effortless and effective!

3. Google Business Profile: Give It a Little ✨ Pizzazz ✨

One of the easiest ways to boost your marketing is by keeping your Google Business Profile (GBP) up to date. Since it’s often the first place potential customers learn about your business, making sure it’s accurate and relevant helps you put your best foot forward. I can’t stress this enough—if your GBP is outdated or incomplete, you’re probably losing customers without even realizing it.

• Keep Your Info Current: Ensure your business name, address, phone number (NAP), website, and hours are accurate. Update holiday hours or special closures to avoid confusion. Double-check that your business categories and services correctly reflect what you offer.

• Upload High-Quality Photos: Add recent, high-resolution images of your storefront, products, team, or work in action. Use professional or well-lit photos to enhance credibility and update them regularly to keep your profile fresh. If photography or design isn’t your strong suit, consider working with someone who can create polished visuals for you.

• Engage with Reviews: Respond to positive reviews with gratitude and address negative reviews professionally. Acknowledge concerns and offer solutions when possible. Encourage happy customers to leave reviews to boost trust and visibility.

• Use Google Posts: Share updates about promotions, special events, or new services. Post engaging content like blog highlights, behind-the-scenes insights, or customer testimonials. Keep posts brief, informative, and visually appealing.

• Answer FAQs: Monitor and respond to customer questions on your profile to provide helpful information. Proactively answer common questions about your business, such as pricing, services, or policies, to improve the customer experience.

• Check Insights & Optimize: Review GBP analytics to see how customers find and interact with your profile. Track views, search queries, and customer actions like calls, website visits, and direction requests. Use this data to refine your marketing strategy and improve engagement. If you’re unsure how to interpret the data or optimize your profile, consider bringing in a professional to help you make the most of it.

💡 Summary: An optimized Google Business Profile helps you stand out, attract more customers, and improve engagement. Regular updates, high-quality visuals, and active interaction with reviews and questions build trust and visibility. Use insights to fine-tune your strategy and make the most of this powerful, free marketing tool!

4. Brand Management

Branding is so much more than just a logo—it’s the personality of your business and the foundation of trust and recognition. A strong brand makes you memorable, sets you apart from the competition, and gives customers the confidence to choose you. With the right visuals, messaging, and consistency, you can build a polished brand—even on a budget.

• Keep It Consistent: Use the same colors, fonts, and messaging across all platforms—website, social media, business cards, and packaging. A cohesive brand builds trust and makes your business instantly recognizable.

• Design a Professional Logo: Your logo is a key part of your identity. Free tools like Canva offer easy templates, but investing in a professional logo can significantly impact design if design isn't your strength.

• Use Branded Templates: Save time and stay consistent with pre-made templates for social media, emails, and business documents. Canva, Adobe Express, and Google Docs make creating polished, on-brand materials easy.

• Get Expert Help When Needed: Branding takes time, and DIY tools can only go so far. If you need a polished, cohesive look without the hassle, Solstice Marketing offers custom branding packages starting at $200—giving you professional results without the hefty agency price tag.

💡 Summary: Branding is the personality of your business, helping you build trust and recognition. A strong, consistent brand makes you memorable and sets you apart from competitors. Use cohesive visuals, a professional logo, and branded templates to maintain a polished look. If you need help, Solstice Marketing offers affordable, custom branding packages to make your business stand out.

5. Collaboration

Growing your audience doesn’t have to mean stretching your budget. Partnering with other local businesses is a smart, cost-effective way to expand your reach while building meaningful connections. The right collaboration can introduce you to new customers, boost credibility, and create long-term benefits for everyone involved. Here’s how to find the right partners and make the most of your collaborations.

• Find the Right Partners: Seek out businesses that complement (rather than compete with) your services. Ideal partners will offer something valuable to your audience and vice versa, creating a mutually beneficial relationship. This could include sharing similar target demographics, values, or goals, making the partnership feel more authentic to both audiences.

• Cross-Promote Smartly: Boost visibility and credibility by cross-promoting each other’s content. This could mean sharing posts on social media, featuring each other in newsletters, or guest blogging for each other. By doing so, you can expose your business to their loyal customers and increase the chances of new leads.

• Co-Host Events & Giveaways: Team up for events like workshops, webinars, or giveaways. These collaborations attract new customers, provide value to both communities and create excitement around your brands. Events are a great way to engage directly with your audience, showcase your expertise, and strengthen your business’s reputation. If managing event marketing feels overwhelming, consider leveraging services that help you promote your event. These tools can help with everything from managing RSVPs to maximizing event visibility, allowing you to focus on delivering value while reaching a larger audience.

💡 Summary: Collaboration allows businesses to effectively reach new audiences, significantly boost visibility, and strengthen valuable connections without relying on a hefty advertising budget. Plus, working alongside trusted brands not only enhances your credibility but also builds customer trust and strengthens your local community.

Marketing doesn’t have to be an uphill battle, and you don’t have to go it alone. With the right strategies, a little consistency, and maybe a few deep breaths, you can build a marketing presence that works for you—not the other way around. And if you ever need a hand (or just want to pass off the marketing hat altogether), Solstice Marketing is here to help. We offer flexible, budget-friendly solutions designed to meet you where you are—no stress, no fluff, just solid marketing support to help your business shine. 🌞