Your Guide to Small Business Marketing

Marketing for small businesses isn’t what it used to be. Billboards, phonebook ads, and word-of-mouth used to be enough.

Today, you’re competing against bigger budgets, louder voices, and nonstop digital noise (so much noise!).

Unfortunately, most small businesses end up wasting money on marketing that doesn’t work because the message isn’t clear, the customer isn’t defined, or the system isn’t built to convert.

At Tellwell, we believe small business marketing should be simple, clear, and effective. Our approach starts with knowing your customer, building a story that resonates, and creating marketing systems that actually generate leads, not just likes.

In this small business marketing guide, we’ll show you where to start, what to focus on, and how to set your small business up for success.

STEP ONE

Define Your Customer

The #1 mistake we see? Businesses trying to market to everyone.

If your message is for everyone, it’s for no one.

That’s why we start by helping you define your customer persona: who they are, what keeps them up at night, what they’ve tried before, and what “success” looks like in their eyes.

Examples:

Renee the Realtor – needs quick HVAC fixes before showings.
Mike the New Homeowner – just found out his AC is 15 years old.
Lisa the Property Manager – wants reliable service across multiple properties.

STEP TWO

Set Clear Goals & ROI

Marketing without metrics is just guessing.

Instead of chasing vanity numbers (views, likes), we focus on ROI-driven metrics:

Leads generated
Conversion rates
Cost per lead

When you know these numbers, you know if your marketing is working — or wasting money.

STEP THREE

Consider Channels & Tactics

Once your customer and message are clear, then you pick the right channels. But marketing is not a one-size-fits-all sort of thing. Any agency or guru that says otherwise is trying to make a quick buck.

Knowing which channels are which marketing strategies to use depends on things such as your customer, location, and timeline:

Local SEO: Make sure you show up when people search “plumber near me.”
Content Marketing: Blogs, short videos, social posts that educate and build trust.
Paid Ads: Facebook + Google Ads targeted at your customer persona.
Email / Nurture: Turn leads into customers with follow-ups.
Website / Funnel Optimization: Turn clicks into calls with a system that works.

STEP FOUR

Consider Budget & Pricing

“How much should I spend on marketing?”

Great question. It depends on your stage and your goals:

Early stage
Growth stage
Established stage

Your ad spend is separate from execution.

STEP FIVE

Tools & Systems

The right tools make marketing measurable (and less stressful):

Tracking ROI: Google Analytics, GA4, and Looker Studio dashboards
CRM & Leads: HubSpot, ActiveCampaign, or simple pipeline tools
Content Systems: A content calendar, funnel flow, and ad creative testing

We help set up the system that fits your size and stage — no bloat, no fluff.

YOU HAVE QUESTIONS – WE HAVE THE ANSWERS

Small Business Marketing FAQ

Here are the most commonly asked questions about marketing for small businesses

Start with the foundation: define your customer persona, clarify your brand message, then pick 1–2 channels you can sustain.
See: The Next Three Steps Every Small Business Should Take, 7 Steps to Create a Marketing Persona, and the Brand Messaging Guide. Swanson Digital Co.+2Swanson Digital Co.+2
A simple, one-page plan beats sporadic posting. It gives you consistency, measurability, and predictability. Read: Do I Actually Need a Marketing Plan or Can I Just Post?. Swanson Digital Co.
Google/Local SEO for local intent, email for retention, one social platform where your buyers already spend time). Start here: Which Channels Should I Focus on First?. Swanson Digital Co.
Use revenue-based benchmarks as a starting point (e.g., ~5–10% depending on model and goals), then adjust by stage and ROI. See: Marketing Budget Benchmarks 2025 and pair it with Marketing ROI Explained. Want quick math? Try the Marketing ROI Calculator. Swanson Digital Co.+2Swanson Digital Co.+2
Track spend, revenue, and all relevant costs; then calculate ROI and compare to channel benchmarks. Start with Marketing ROI Explained and the ROI Calculator. Swanson Digital Co.+1
Paid ads can move quickly if your offer and landing page are solid; SEO/content and Local SEO compound over weeks to months. For expectations by channel, see: Which Channels Should I Focus on First? and Why SEO Takes Time. Local visibility tips: How to Improve Local SEO. Swanson Digital Co.+2Swanson Digital Co.+2
Nail the headline (what you do, who you help, why it matters), add a clear above-the-fold CTA, and show proof (reviews, case studies, logos). Then sharpen your UVP. See: 3 Costly Homepage Mistakes (And How to Fix Them) and How to Create a Unique Value Proposition (UVP) That Stands Out. Swanson Digital Co.+1
It depends on your audience, goals, and budget—but email, referrals, and Local SEO consistently deliver high ROI; content builds authority, and paid ads can accelerate when tracked well. Read: What’s the Best Kind of Marketing for Small Businesses?. Swanson Digital Co.
Strengthen your foundation, leverage referrals and reviews, optimize Local SEO, then layer high-ROI digital channels. Start here: How to Get More Leads for a Small Business and cross-check with Marketing ROI Explained. Swanson Digital Co.+1
A persona is a research-based profile of your ideal customer that guides messaging, content, and ad targeting. Build it with the 7 Steps to Create a Marketing Persona and learn why personas matter in What Are Marketing Personas: 7 Reasons You Need to Know. Swanson Digital Co.+1
Claim/optimize your Google Business Profile, earn reviews consistently, keep NAP data consistent, and publish local-relevant content. Use: How to Improve Local SEO and idea starters in Local Business Marketing Ideas. Swanson Digital Co.+1
Yes, clear, customer-centric messaging increases trust and conversion across every channel. See: What It Means to Use Your Story in Your Marketing and the Brand Messaging Guide. Swanson Digital Co.+1
If your audience or services have evolved, your name no longer fits, or your brand no longer reflects who you are/where you’re going. Read: How to Know When It’s Time to Rebrand and the overview of your own shift: Why We Rebranded to Tellwell. Swanson Digital Co.+1
Consistency beats virality. Choose a cadence you can sustain (e.g., one blog/month + weekly short-form), then stick to it. See: Stop Chasing Algorithms—Consistency Trumps Virality and, for trades, Content Marketing for Contractors. Swanson Digital Co.+1
If you need speed, focus, and proven process (and don’t want to build the capability in-house), an agency can help, just make sure they measure what matters and “speak your language.” Read: What Most Agencies Get Wrong About Working with Trades Professionals and Marketing ROI Explained. Swanson Digital Co.+1
Referrals and reviews, Google Business Profile posts, an email newsletter, and one helpful blog post answering a top customer question. Pull ideas from: Local Business Marketing Ideas, How to Get More Leads for a Small Business, and Which Channels Should I Focus on First?. Swanson Digital Co.+2Swanson Digital Co.+2

SMALL BUSINESS MARKETING 101

Use this section to learn the ins and outs of small business marketing.

Consider this section your crash course on small business marketing. It’s a resource we are continually adding to, so be sure to check back from time to time.

Click the icon to learn more about each topic.