Starting or growing a small business is no easy feat. Between managing day-to-day operations and keeping customers happy, marketing can often slip down the list of priorities. But here’s the truth—without a solid marketing plan, even the best products or services can go unnoticed.
If you’re a business owner looking for support with your marketing or launching something new and want to get it right from day one, this guide is for you. Let’s break down five practical and effective marketing strategies for small businesses that you can try right now to help move things forward.
1. Build a Strong and Searchable Online Presence
When someone hears about your business, what’s the first thing they do? They Google you. That’s why your online presence needs to be not just polished, but findable.
Start with your website
Think of your website as your digital shopfront. Is it easy to navigate? Is it mobile-friendly? Does it clearly communicate who you are and what you offer?
- Keep the design clean and focused on the user experience.
- Use calls to action that encourage visitors to contact you, sign up to a newsletter or book a service.
- Make sure your contact information and location (if relevant) are clearly visible.
Get found with SEO
Even the best website won’t perform if it’s not optimised for search engines. SEO helps your business show up when people search for services like yours. It’s especially vital for local businesses trying to reach customers nearby.
Want a deeper dive into how to improve your search rankings? Our SEO services in Surrey can help.
Ask yourself…
- Are you using relevant keywords (like “plumber in Kingston” or “affordable yoga classes”)?
- Is your website fast and mobile-optimised?
- Have you registered with Google Business Profile?
2. Use Content Marketing to Build Trust
People don’t just buy from businesses—they buy from brands they trust. One of the best ways to build that trust is through content marketing.
What does that mean?
It means providing genuinely useful, relevant content that solves problems for your target audience.
Here are a few formats that work well:
- Blog posts: Answer common questions your customers have.
- Videos: Share how-to guides, behind-the-scenes content, or testimonials.
- Newsletters: Keep people informed about your services, offers and insights.
For example, if you run a landscaping business, a blog post on “how to prepare your garden for spring” positions you as an expert—while also increasing the chances someone finds your website.
Pro tip: Quality over quantity. A well-written article once a month is better than rushed content every week.
Need help producing content that hits the mark? Our marketing planning services can help you develop the right themes and messaging. If you’re looking for hands-on content scheduling and publishing, check out our Social Media Management Services.
3. Try Paid Advertising—Without Breaking the Bank
While organic marketing takes time, paid ads can bring quick visibility—if done right.
Google Ads are especially effective when potential customers are actively searching for services like yours. Our PPC services are designed to help small businesses get the most from their ad budget, whether you’re looking to drive calls, website traffic, or leads.
We take care of:
- Campaign setup and keyword targeting
- Ad copywriting and landing page suggestions
- Ongoing optimisation and reporting
A smartly managed Google Ads campaign can put your business in front of the right people at the right time—without wasting your budget.
We recommend tracking:
- Click-through rates (CTR)
- Cost per click (CPC)
- Conversions (sales, sign-ups, enquiries)
If you’re not sure where to begin, our PPC experts will walk you through a plan that works for your business size and goals. Learn more here.
4. Tap Into Local Communities and Partnerships
Not all marketing happens online. Some of the best results come from connecting with real people in your community.
Ideas for local marketing:
- Sponsor a local event or charity initiative
- Join your local business network or Chamber of Commerce
- Offer a promotion in partnership with a complementary business
For example, a local café could team up with a fitness studio to offer discounted post-workout smoothies. Both businesses win.
Another often-overlooked opportunity? User-generated content. Encourage happy customers to share their experience online and tag your business.
5. Nurture Your Audience with Email Marketing
It might seem old-school, but email marketing is still one of the most cost-effective ways to stay in touch with your customers and generate repeat business.
Emails go directly to your audience—unfiltered by algorithms—and can be personalised to boost engagement.
Here’s how you can make the most of email marketing:
- Send a welcome email when someone joins your list. Include a thank-you and a brief intro to what they can expect.
- Offer useful content in your emails, like tips, FAQs, or seasonal advice.
- Run occasional exclusive promotions or discounts just for your subscribers.
Your emails should feel personal and relevant. Include the recipient’s name, use friendly but professional language, and keep the design clean and mobile-optimised.
You can also segment your audience—sending different content to first-time buyers vs. loyal customers—so your messages are more tailored and likely to convert.
Need a hand getting your campaigns up and running? Our Email Marketing services cover everything from strategy and setup to ongoing content and reporting.
How Activ Digital Marketing Kingston Can Help
Marketing can feel overwhelming—but you don’t have to go it alone. At activ, we work alongside small business owners to create realistic, effective strategies tailored to your goals.
Whether you’re starting from scratch or looking to refocus your current efforts, our support includes:
✅ One-to-one consultations
✅ Detailed marketing plans with 12-month activity calendars
✅ Keyword research to drive SEO results
✅ Content creation support and campaign management
✅ Practical advice grounded in years of experience helping small businesses succeed
Want a clear plan and expert guidance to move your business forward? Let’s chat. Start by visiting our Marketing Planning page.
There’s no magic bullet when it comes to marketing. But by focusing on the five strategies outlined here—building your online presence, creating valuable content, testing paid ads, engaging locally, and staying connected through email—you’ll be well on your way to attracting the right customers and growing your business.
Start small, track your results, and don’t be afraid to ask for help.
