Let\u2019s make marketing simpler\u2014and more effective!<\/p>\n\n\n\n Before brainstorming brilliant marketing strategies or crafting campaigns with viral potential, you need to lay a solid foundation for your marketing efforts. Below we will dive into actionable steps for a marketing strategy and give a checklist for each step.<\/p>\n\n\n\n Defining specific marketing goals and success metrics should be the very first item on your small business marketing checklist.<\/p>\n\n\n\n Without clear goals, your marketing strategy is just guesswork. You\u2019ll end up throwing money at ads, social media or content creation without knowing if any of it is actually working. The right goals guide all your efforts and help you measure success.<\/p>\n\n\n\n Your marketing goals should be SMART<\/strong>\u2014specific, measurable, achievable, relevant and time-bound. For example, \u201cIncrease online sales by 20% in the next six months by improving our website and running targeted Facebook ads.\u201d<\/em><\/p>\n\n\n\n No matter what the key objectives of your small business marketing are\u2014sales, brand awareness, website traffic or something else entirely\u2014you need to align them with the broader business goals. <\/p>\n\n\n\n Once you’ve outlined your goals, the next step is figuring out how to measure progress. This is where key performance indicators (KPIs) help you gauge whether your efforts are paying off.<\/p>\n\n\n\n For each goal, pinpoint specific metrics that reflect actual results:<\/p>\n\n\n\n The key is to track numbers that directly connect to your goals\u2014not just surface-level stats that look impressive but don\u2019t impact your business.<\/p>\n\n\n\n Now that you\u2019ve set your marketing goals, it\u2019s time to define who you\u2019re marketing to.<\/p>\n\n\n\n Trying to reach everyone might seem like a smart move\u2014more potential customers, right? Not really. It\u2019s the fastest way to waste time, energy and money on campaigns that don\u2019t convert. The most effective brands focus on a well-defined audience and tailor their messaging, pricing and promotions accordingly.<\/p>\n\n\n\n This coffee shop\u2019s target audience is the demographics of its customers lining out the door<\/em><\/p>\n\n\n\n So, how to find your target audience<\/a>? Start by gathering insights from customer data, industry reports, social media analytics and competitor research. Your ideal audience isn\u2019t just anyone<\/em> who might buy from you\u2014it\u2019s the people who actually need your product and are most likely to make a purchase.<\/p>\n\n\n\n Ask yourself:<\/p>\n\n\n\n For example, a custom print shop wouldn\u2019t market to everyone who needs prints. They\u2019d focus on local small businesses that regularly order marketing materials like business cards<\/a>, flyers and banners.<\/p>\n\n\n\n You\u2019re not operating in a vacuum\u2014your competitors are out there, and industry trends are constantly evolving. Understanding both helps you make smarter marketing decisions.<\/p>\n\n\n\n To identify who you’re competing with for your target audience\u2019s attention and their business:<\/p>\n\n\n\n Check out our guide on how to do market research<\/a> for more information.<\/p>\n <\/div>\n <\/div>\n <\/div>\n<\/section>\n\n\n\n As you analyze competitors, patterns will start to emerge. Take note of recurring strategies and dive deeper to identify both current and upcoming marketing trends<\/a>. <\/p>\n\n\n\n When you know who you\u2019re trying to reach (your target audience) and who else is trying to do the same (your competition), you can develop a marketing mix<\/a> to effectively structure your marketing efforts.<\/p>\n\n\n\n Your marketing mix determines what you sell, how you price it, where you offer it and how you promote it:<\/p>\n\n\n\n Your product (or service)<\/strong> is the reason customers come to you instead of someone else. If it doesn\u2019t meet a specific need or stand out in some way, your marketing will always be an uphill battle.<\/p>\n\n\n\n If you\u2019re not sure, go back to your competitor research and see what\u2019s missing in the market.<\/p>\n\n\n\n Use <\/em>custom labels<\/em><\/a> like these skincare product labels to brand your product packaging<\/em><\/p>\n\n\n\n Pricing<\/strong> isn\u2019t just about covering costs\u2014it directly impacts how customers perceive your brand. Whether you position yourself as the budget-friendly option or a premium choice, your pricing should reflect that.<\/p>\n\n\n\n Your product needs to be exactly at the place<\/strong> where your customers expect to find it\u2014whether that\u2019s online, in a retail store or both.<\/p>\n\n\n\n Check out our list of store branding ideas<\/a> for your physical store.<\/p>\n <\/div>\n <\/div>\n <\/div>\n<\/section>\n\n\n\n Finally, your promotion <\/strong>should be based on where your audience spends their time and what\u2019s working for competitors.<\/p>\n\n\n\n Your brand is more than just a logo\u2014it\u2019s how people recognize, remember and connect with your business. If your marketing looks and sounds inconsistent, it creates confusion. A clear brand identity ensures that everything\u2014your website, social media, emails and packaging<\/a>\u2014feels cohesive and professional.<\/p>\n\n\n\n Brand style guidelines by Yevhen Genome<\/a> via 99designs by Vista<\/p>\n\n\n\n To build a brand identity, you need to\u2026<\/p>\n\n\n\n Once you\u2019ve perfected all the elements, document your branding rules to keep visuals and messaging consistent. Follow this step-by-step guide on how to create a brand style guide<\/a>. <\/p>\n\n\n\n Brand style guidelines by <\/em>Terry Bogard<\/em><\/a> via 99designs by Vista<\/em><\/p>\n\n\n\n Marketing is an investment, not an expense\u2014but that doesn\u2019t mean you should spend blindly. A well-planned budget ensures you\u2019re putting money into strategies that drive results without overspending.<\/p>\n\n\n\n Most small businesses allocate 5-10% of their revenue to marketing, but the right amount depends on your industry, growth goals and competition. Start with cost-effective strategies like SEO, social media and email marketing before diving into paid ads. Test, track and adjust based on performance.<\/p>\n\n\n\n Don\u2019t forget to factor in website maintenance, branding and essential marketing tools (email platforms, design software) alongside flexible ad expenses.<\/p>\n\n\n\n Once you\u2019ve defined your goals, target audience, brand identity and budget, it\u2019s time to bring everything together into a clear, actionable marketing plan. This document will guide your efforts, keep you focused and help you measure success.<\/p>\n\n\n\n Key elements of a simple marketing plan:<\/p>\n\n\n\n Your plan doesn\u2019t have to be complicated\u2014just enough structure to keep your marketing intentional and effective. Learn how to create a small business marketing plan<\/a> in our guide.\u00a0<\/p>\n\n\n\n With your plan in place, it\u2019s time to shift from strategy to action. The rest of this small business marketing checklist will walk you through key strategies and the essential marketing materials for small business<\/a> to help you execute them effectively.<\/p>\n\n\n\n No matter what kind of business you run\u2014whether it\u2019s an e-commerce store or a brick-and-mortar shop\u2014having an online presence is non-negotiable. Customers search for businesses like yours online, and if they can\u2019t find you, they\u2019ll go straight to a competitor.<\/p>\n\n\n\n A strong content marketing and SEO strategy ensures your business is not only visible in search results but also builds trust with potential customers.<\/p>\n\n\n\n Your website is your digital storefront\u2014it needs to be professional, easy to navigate and optimized for search engines. Below we will give a brief overview of how to create a small business website<\/a><\/p>\n\n\n\n Small business website design by <\/em>DSKY<\/em><\/a> via 99designs by Vista<\/em><\/p>\n\n\n\n First, secure a business website domain. <\/strong>Choose a short, memorable domain that reflects your business name. Avoid numbers, hyphens and complicated spellings. Stick with .com when possible.<\/p>\n\n\n\n Your website should have a clear structure so visitors can find what they need quickly. At a minimum, include the following essential pages:<\/p>\n\n\n\n Design of a small business website homepage by <\/em>DSKY<\/em><\/a> via 99designs by Vista<\/em><\/p>\n\n\n\n Guide visitors toward buying, booking or signing up with clear, visible buttons on every page.<\/p>\n\n\n\n If your website isn\u2019t optimized for search engines, your ideal customers won\u2019t find you\u2014even if they\u2019re looking for exactly what you offer.<\/p>\n\n\n\n To optimize your website for search, start with keyword research. Use tools like Google Keyword Planner, Ubersuggest or Ahrefs to find the search terms your audience uses.<\/p>\n\n\n\n Once found, place them strategically in page titles, headers and body text, but don\u2019t overstuff. Write blog posts that answer common customer questions, showcase expertise and keep visitors engaged.<\/p>\n\n\n\n Learn more about small business SEO<\/a> strategies and tips in our guide.<\/p>\n <\/div>\n <\/div>\n <\/div>\n<\/section>\n\n\n\n Page speed and mobile usability are ranking factors in Google search. A slow, clunky website will hurt your SEO, so you must also ensure your site is fast and mobile-friendly.<\/p>\n\n\n\n Content marketing is all about delivering value consistently so your audience stays engaged and sees your business as a trusted resource. When done right, it builds credibility, keeps you top-of-mind and makes converting leads into customers much easier. But for content to work, it needs direction.<\/p>\n\n\n\n Start by choosing the right content formats. What does your audience prefer? <\/p>\n\n\n\n Check engagement metrics to see what resonates most and focus your efforts there instead of spreading yourself too thin.<\/p>\n\n\n\n Once you know what type of content to create, plan when and how you\u2019ll share it. A content calendar helps you stay consistent, organize topics in advance and avoid scrambling for ideas at the last minute. Even a simple monthly plan makes a difference.<\/p>\n\n\n\n Finally, make your content work harder by repurposing it across platforms. A blog post shouldn\u2019t just sit on your website:<\/p>\n\n\n\n One strong piece of content can fuel multiple channels, maximizing your reach with less effort.<\/p>\n\n\n\n Social media is one of the most powerful tools for small businesses to connect with customers, build relationships and stay top-of-mind. According to the Small Business Marketing Report<\/a> by VistaPrint presented in partnership with Wix, social media marketing is a top marketing tactic that helps 54% of consumers find small businesses.<\/p>\n\n\n\n Whether you\u2019re showcasing products, sharing behind-the-scenes content or engaging in conversations, the right social media strategy can turn casual followers into loyal customers. <\/p>\n\n\n\n Not every social media platform is right for your business. The key is to focus on where your audience actually spends time instead of trying to be everywhere at once.<\/p>\n\n\n\n Social media profile cover design by <\/em>Zarabrook<\/em><\/a> via 99designs by Vista<\/em><\/p>\n\n\n\n The more you engage on social media, the more trust and loyalty you create. A quiet account won\u2019t grow\u2014but a strategic, interactive one will.<\/p>\n\n\n\n Start by building a social media style guide<\/a> that will keep your content focused. Then, brainstorm social media content ideas and create a content plan to stay active. Experiment with different formats to keep content fresh and see what resonates:<\/p>\n\n\n\n Remember that social media is a two-way street. Ask questions, run polls, reply to comments\u2014make it easy for followers to engage. You can also share customer photos, testimonials and reviews to build trust and show real people loving your brand.<\/p>\n\n\n\n Email marketing<\/a> remains one of the most powerful tools for small businesses\u2014and the data backs it up. According to the Small Business Marketing report<\/a> by VistaPrint in partnership with Wix, 46% of businesses rank email marketing as a top marketing tactic for promoting their business. <\/p>\n\n\n\n Unlike social media, where algorithms control visibility, your email list is yours. Whether you\u2019re nurturing leads, announcing promotions or re-engaging past customers, email keeps your brand in their inbox\u2014and on their radar. <\/p>\n\n\n\n A list full of disengaged contacts won\u2019t drive sales. So, you need to focus on attracting subscribers who actually want to hear from you:<\/p>\n\n\n\n Getting people on your list is just the first step. To turn subscribers into customers, your emails need to be engaging, relevant and action-driven.<\/p>\n\n\n\n Start by welcoming new subscribers. Send an automated welcome email with a friendly introduction, a discount (if applicable) and what they can expect from you. Keep emails short and actionable\u2014use clear headlines, engaging visuals and strong CTAs. <\/p>\n\n\n\n And while subscribers read their emails, segment the database. Separate contacts by interest, past purchases or engagement levels to send more personalized emails.<\/p>\n\n\n\n Learn more about building a strong email marketing strategy<\/a> for your small business in our guide.<\/p>\n <\/div>\n <\/div>\n <\/div>\n<\/section>\n\n\n\n Organic marketing is great, but if you want faster results, paid ads can put your business in front of the right people instantly. In fact, 60% of businesses choose social media ads as a top digital marketing tactic, according to the Small Business Marketing report<\/a> by VistaPrint in partnership with Wix. <\/p>\n\n\n\n There\u2019s just one thing to remember. You need to be spending smart, not just spending.<\/p>\n\n\n\n Digital ads can drive traffic, leads and sales\u2014but they only work if you target the right audience and test different strategies to see what delivers the best ROI.<\/p>\n\n\n\n To get the best results, you need to define clear goals for your paid ads. Are you driving website visits, product sales or lead sign-ups? Your ad strategy should match your goal.<\/p>\n\n\n\n Once you know what you want to achieve, test different images, videos and messages to see what resonates with your audience. Don\u2019t blow your budget on a single ad. Run small test campaigns on platforms like Facebook, Instagram or Google Ads and analyze the results.<\/p>\n\n\n\n Use demographic, location and interest-based targeting to reach people most likely to convert and review ad performance regularly. If something isn\u2019t working, tweak it or shift your budget.<\/p>\n\n\n\n While digital marketing gets a lot of attention, traditional marketing is far from dead. Looking again at the Small Business Marketing report<\/a> by VistaPrint in partnership with Wix, 71% of small businesses say print marketing tactics\u2014like flyers, banners, posters and loyalty cards\u2014are still essential. <\/p>\n\n\n\n Even more telling, print materials don\u2019t just create awareness; they drive real action:<\/p>\n\n\n\n Ignoring print marketing means missing out on a huge opportunity to connect with customers in the physical world. <\/p>\n\n\n\n Start with business cards. Still the #1 print marketing tool for small businesses, business cards are essential for networking and local brand visibility. Keep yours professional, well-designed and easy to read. <\/p>\n\n\n\n Need ideas? Learn how to print business cards<\/a>.<\/p>\n\n\n\n Create custom business cards for your business like this woman\u2019s custom pink business cards<\/em><\/p>\n\n\n\n Next, use flyers and direct mail to drive foot traffic. With 38% of consumers visiting a business after receiving a flyer, direct mail remains a powerful, low-cost way to get noticed. Add a QR code or exclusive offer to your flyer design<\/a> to encourage action.<\/p>\n\n\n\n\n
The marketing checklist: Build a small business marketing strategy and create a marketing plan<\/h2>\n\n\n\n
Define your marketing goals and success metrics<\/h3>\n\n\n\n
\n
Marketing checklist action points:<\/h4>\n\n\n\n
\n
Define your target audience<\/h3>\n\n\n\n
![\"Customers](\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1024,h_768,c_scale\/f_auto,q_auto\/v1743161482\/ideas-and-advice-prod\/en-us\/customers-standing-outside\/customers-standing-outside.jpg?_i=AA\")
<\/figure>\n\n\n\n\n
Marketing checklist action points:<\/h4>\n\n\n\n
\n
Research your competitors and market trends<\/h3>\n\n\n\n
\n
Marketing checklist action points:<\/h4>\n\n\n\n
\n
Develop a small business marketing mix <\/h3>\n\n\n\n
\n
![\"Skincare](\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1024,h_1024,c_fill,g_auto\/f_auto,q_auto\/v1743161475\/ideas-and-advice-prod\/en-us\/skincare-product_339935f0a4\/skincare-product_339935f0a4.jpg?_i=AA\")
<\/figure>\n\n\n\n\n
Marketing checklist action points:<\/h4>\n\n\n\n
\n
Build your brand identity and create a simple brand style guide<\/h3>\n\n\n\n
![\"An](\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1024,h_884,c_scale\/f_auto,q_auto\/v1743161451\/ideas-and-advice-prod\/en-us\/style-guidelines\/style-guidelines.jpg?_i=AA\")
<\/figure>\n\n\n\n\n
![\"A](\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1024,h_1024,c_scale\/f_auto,q_auto\/v1743161428\/ideas-and-advice-prod\/en-us\/physical-copy\/physical-copy.jpg?_i=AA\")
<\/figure>\n\n\n\nMarketing checklist action points:<\/h4>\n\n\n\n
\n
Set a small business marketing budget<\/h3>\n\n\n\n
Marketing checklist action points:<\/h4>\n\n\n\n
\n
Create a simple marketing plan<\/h3>\n\n\n\n
\n
Marketing checklist action points:<\/h4>\n\n\n\n
\n
Content marketing and SEO: Get found online<\/h2>\n\n\n\n
Build a business website<\/h3>\n\n\n\n
![\"Small](\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1024,h_759,c_scale\/f_auto,q_auto\/v1743161438\/ideas-and-advice-prod\/en-us\/small-business-1\/small-business-1.jpg?_i=AA\")
<\/figure>\n\n\n\n\n
![\"Small](\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1024,h_636,c_scale\/f_auto,q_auto\/v1743161422\/ideas-and-advice-prod\/en-us\/homepage-design\/homepage-design.jpg?_i=AA\")
<\/figure>\n\n\n\nMarketing checklist action points:<\/h4>\n\n\n\n
\n
Optimize for search<\/h3>\n\n\n\n
Marketing checklist action points:<\/h4>\n\n\n\n
\n
Develop a simple content plan<\/h3>\n\n\n\n
\n
\n
Marketing checklist action points:<\/h4>\n\n\n\n
\n
Social media marketing: Build engagement<\/h2>\n\n\n\n
Pick your primary platforms<\/h3>\n\n\n\n
\n
![\"Social](\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1010,h_579,c_scale\/f_auto,q_auto\/v1743161412\/ideas-and-advice-prod\/en-us\/social-media\/social-media.jpg?_i=AA\")
<\/figure>\n\n\n\nMarketing checklist action points:<\/h4>\n\n\n\n
\n
Engage and grow your audience<\/h3>\n\n\n\n
\n
Marketing checklist action points:<\/h4>\n\n\n\n
\n
Email marketing: Convert followers into customers<\/h2>\n\n\n\n
Build an email list<\/h3>\n\n\n\n
\n
Marketing checklist action points:<\/h4>\n\n\n\n
\n
Send engaging email campaigns<\/h3>\n\n\n\n
Marketing checklist action points:<\/h4>\n\n\n\n
\n
Paid marketing: Boost your reach<\/h2>\n\n\n\n
Experiment with online ads<\/h3>\n\n\n\n
Marketing checklist action points:<\/h4>\n\n\n\n
\n
Print marketing: Make an impact offline<\/h2>\n\n\n\n
\n
Leverage print marketing to strengthen your brand<\/h3>\n\n\n\n
![\"A](\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1024,h_557,c_scale\/f_auto,q_auto\/v1743161417\/ideas-and-advice-prod\/en-us\/woman-holding-card\/woman-holding-card.jpg?_i=AA\")
<\/figure>\n\n\n\n![\"Custom](\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1024,h_1024,c_fill,g_auto\/f_auto,q_auto\/v1743161405\/ideas-and-advice-prod\/en-us\/custom-flyers\/custom-flyers.jpg?_i=AA\")
<\/figure>\n\n\n\n