How to Market a Small Business (Without Overcomplicating It)

Most small businesses either try to do too much or don’t do anything consistently. One week they post five times a day; the next, they go silent for six months. They chase trends, overthink everything, or try to copy what big brands are doing. It doesn’t work.

The truth is: marketing only works when it’s consistent, simple and focused on solving real problems that your customers have. You don’t need to be on every platform. You don’t need daily Reels or fancy campaigns (although this helps!). You just need to show up in a way that makes sense for your business.

Here’s how to actually do that.

1. Start With the Basics: What Do You Solve?

Forget your branding, colours or logo for a second. If you’re not clear on what you solve and who you solve it for, no marketing tactic will save you.

The number one golden rule in social is that people only care about themselves, and what you can do for them.

So before anything else, get clear on:

• The problem you solve

• Who you solve it for

• Why they should care

That needs to be front and centre across everything you do: your website, your content, your messaging.

2. Consistency Beats Intensity

If you’re posting 20 times in a month then disappearing for three, you’re wasting time. You’re better off showing up once a week for a year than burning out after a burst of “inspiration”, or when Molly the intern needs something to do.

This is the problem with most small businesses marketing. Someone on the team gets half a day free — usually an admin or the founder — and they hammer social media for a bit. Then they get pulled into something else and it drops off completely.

That’s where agencies like First Touch Marketing come in. We bring consistency; we know what’s happening on every platform; and we often cost less than a junior hire, with the relevant skills, qualifications and experience.

3. You Need a Website (Even a Simple One)

At the very least, a one-page site.

A good website doesn’t need to be flashy. It needs to be clear, fast, and focused on the problem you solve. If someone lands on it, they should instantly understand:

• What you do

• Who it’s for

• How to buy, book or contact you

You don’t have an excuse anymore, free sites like Squarespace and Shopify are really beginner friendly, and agencies can do this for you too (hint hint).

4. Create Content That Solves Problems

At First Touch Marketing, we always ask: what does this content do for the customer?

Recently, with one of our clients, ReservAway, we moved away from just static social posts and instead suggested a video shoot. It focused on the founder explaining why he started the business and how he’s changing the game in his space. That one shoot, done strategically by a colleague of ours, doubled engagement across Facebook and Instagram in a month.

People connect with real stories, real faces and real value, so just be open and honest, its what people want.

5. Use What’s Free (Then Layer In Paid)

Social media is free. You can get in front of your audience today, without spending a penny. Of course, paid media like press, billboards or traditional advertising work and are great ways to develop an integrated marketing strategy, but social being free gives you no excuses.

Your first goals should be:

• One useful post a week

• One simple video or story

• Clear messaging and contact info

That’s it. From there, you can layer in:

• Paid ads

• Local press

• Email campaigns

• Partnerships or giveaways

Don’t complicate it before you’ve nailed the basics.

6. Feeling Overwhelmed? Strip it Back.

If you're overwhelmed, stop trying to do everything. Start with two consistent actions per week. For example:

• One post on your best platform

• One short-form video or behind-the-scenes story

That alone, done every week for a few months, will put you ahead of 90% of small businesses. Let’s put it into perspective. You need an accountant. So you head to Instagram, and one hasn’t posted for 6 months, and one posts 3 times a week - which would you trust more?

And if you’re still stuck? Outsource it. An agency like us can handle your marketing at a fraction of what you’d pay a full-time hire; plus you get experience, clarity, and someone to keep the wheels turning.

Final Thought: Simple > Perfect

You don’t need perfect branding. You don’t need an in-house team. You just need to show up with value, clearly and consistently.

Simple is sustainable. And if you’re solving real problems for your customers, the marketing will work.

🫡 Your Brand Deserves Better
First Touch Marketing
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