There’s no getting around the fact that marketing can be daunting for a small business. This is partly because you probably have limited financial resources like many other small businesses. Even if you have a background in marketing, it’s difficult to stay on trend when it comes to social media and everything else that’s needed when you’re learning how to market a small business. There’s also the fact that competition is everywhere. The good news is that your focus should be on building your brand and providing products or services that people love. When you do this, it doesn’t matter what everyone else is doing. That doesn’t mean you won’t need to conduct a competitive analysis.

One of the first things that you’ll need to do is establish a plan. As the saying goes, if you “fail to plan, you plan to fail,” which is something that nobody wants. By developing a strategic roadmap, you will have a guide for what needs to happen, which can be truly beneficial when you are in the thick of developing your business. It’s much easier to reference your plan when you feel stuck than to try to remember everything later. Quite frankly, sometimes your plan will serve as a motivator when you feel frustrated.

It almost goes without saying that you will need a website that grabs the attention of visitors. This means the homepage of your website should tell them everything they need to know to make a purchase. You won’t be surprised to know that the bounce rate on websites is high when the images and content do not grab the visitor’s attention. If you have a budget for website development, you should definitely use it to hire a web designer that has a proven record of success. If not, don’t panic. There are website building software packages that are professional and easy to use on your own. Just remember that your website is one of the best marketing tools that you’ll have, so make sure it looks professional.

If a business is not on social media, it’s hard to understand how they survive. Establishing a presence on social media is a requirement. You don’t have to be on every social platform, but you should choose several. The best way to select is by understanding the demographics of your target audience and choosing the platforms they use most. If you are targeting Generation Z, then you’ll need to choose a social platform frequented by that crowd. Some marketers believe you should use as many socials as possible because there is no cost involved in establishing an account. However, you will need to pay for ads. The bottom line is that you’ll need to test the waters, build a following and engage with them as often as possible. While it might seem a bit overwhelming at times, there are many affordable resources that can help you establish your business and build a loyal following.