Keeping it personal
Meaningful connection makes smart marketing for small businesses.
For small businesses with limited time, resources and budgets, the most effective marketing strategy is not about chasing likes, clicks, or vanity metrics. It’s about making meaningful connections with the right customers – where, when, and how they’re most open to engaging.
First, understand the difference between branding and performance marketing. Branding builds long-term recognition and trust – think reputation, values, consistency. Performance marketing is about driving measurable actions – like website visits, calls, or sign-ups. Small businesses often focus too heavily on the latter, expecting fast ROI, but neglect the brand foundations that actually influence buying decisions.
Instead of spreading your budget thin across every digital channel, prioritise effective reach. That means focusing your message on the platforms and places your ideal customers already trust and frequent – whether it’s local magazines, community events, targeted social groups, or email lists.
Invest in quality over quantity. A well-written piece in a niche publication or a trusted local platform can be far more powerful than thousands of poorly targeted impressions online. Likewise, consistent messaging and visual identity across all touchpoints – from your website to your email signature – reinforces credibility.
Finally, stop thinking about what you personally like and how you buy – and start thinking like a customer. Ask: ‘Where do my clients go for advice? What do they value? How do they prefer to communicate?’ Build your strategy from their perspective, not from what you like or how you buy.
In a world overloaded with content, smart marketing isn’t about shouting louder. It’s about showing up in the right place, with the right message, in a way that truly connects. Less noise. More relevance. Better results.
Contact us at EBI for a no-obligation chat.
