Marketing for Small Business: 10 Must-Have Tools

Marketing is critical for getting a new business off the ground, as well as sustaining and expanding an existing one. While word of mouth is one of the best forms of marketing, it's not one you can control. If you’re exploring marketing for small business, the goal is to increase awareness of your brand, products or services to prospects, while continuing to engage existing customers.

Small business marketing tips and tools elevate your brand and relationships.

Online marketing is an effective way to promote your small business. While this form of advertising is popular, businesses still use print materials. These 10 must-have tools, a combination of both, are among the best marketing for small business.

1. Website
   Every small business needs a website. It’s often the first impression potential customers will have of your brand and gives them 24-hour access. Eighty-one percent of consumers research a company online before buying.1
   
   How you design your website depends on your type of business. For example, a retailer will need e-commerce capabilities to sell online. However, a service provider might have a simpler site with a company overview, contact information and a list of offerings.
   
   
2. Social media
   The U.S. alone has 253 million active social media users which is over 73% of its total population.2 Create a presence on the social media platforms that best align with your business type, your target audience’s preferences and the type of content you want to share. For example, most businesses maintain a LinkedIn page for professional networking. However, an interior designer might choose to also share content that is more visually oriented on Facebook, Instagram, TikTok and Pinterest.
   
   
3. Content marketing
   Sharing informative, educational or entertaining media — such as videos, blogs, infographics — is among the best marketing for small businesses to attract and engage clearly defined audiences. Rather than direct selling products/services to prospects and customers, content marketing proposes thought-provoking solutions to their needs or caters to their interests.
   
   You can optimize content for search engines to increase your website’s visibility and drive organic (unpaid) traffic. Seventy-four percent of businesses say content marketing is effective in generating leads.3 In addition, content marketing for small business nurtures relationships, encouraging repeat business and positive word-of-mouth referrals.
   
   
4. Presentation decks
   When marketing for small business, presentation decks enable owners to effectively communicate their brand stories, value propositions and key offerings in a visually engaging format. Whether used in sales meetings, networking events or online webinars, a well-crafted deck can help clarify complex ideas and keep your audience’s attention. In addition, presentation decks are customizable for different audiences, making it easier to address specific needs and interests — increasing the likelihood of converting prospects to customers.
   
   
5. Testimonials and case studies
   Testimonials and case studies are powerful ways to showcase results and build credibility. Consider sharing them on your website, as well as product reviews if applicable. Positive customer reviews significantly impact sales as 98% of consumers check online reviews before making a purchase decision.4
   
   
6. Brochures and flyers
   Brochures communicate detailed information about your products or services and are effective when prospects or customers need more time to consider a purchase. Be sure your brochures include contact information and instructions on placing an order.
   
   Consider adding QR codes to guide the recipients to your website for more information, to access a free demo or book an appointment. Include your business card which, when embedded with a chip for near-field communication, can digitally capture contact and other information via mobile devices.
   
   
7. Catalogs
   Catalogs enable customers and prospects to browse products and make purchasing decisions. These sales tools are either printed or digital publications that typically feature high-quality images, detailed descriptions, pricing and ordering information. While digital catalogs are popular when marketing for small business, a recent survey revealed 71% of consumers appreciate the “authenticity” of print versions and 65% look forward to receiving the catalog.5 Print versions also spur the recipients to visit the physical store. Offer a sign-up box on your website and invite customers to join your mailing list for catalogs.
   
   
8. Newsletters
   Companies can provide regular updates, share new products and offer helpful tips via newsletters. Over half of recipients (52%) who receive newsletter emails make direct purchases.6 So, this media type is a highly effective marketing tool for driving sales and repeat business, as well as fostering customer loyalty. Be sure to offer a newsletter subscription on your website.
   
   
9. Signage
   Signage is part of your business identity and increases brand visibility, as well as driving foot traffic to physical locations. When marketing for small business, use posters, point-of-sale displays, banners and outdoor ads to convey benefits, products or services. Keep the copy short since customers need to quickly read and understand your message. Consider combining print signage with interactive digital displays to draw attention to special messages and offers. Include QR codes to direct traffic to your website.
   
   
10. Promotional items
    Branded merchandise such as pens, tote bags and water bottles serves as constant reminders of your business, increasing brand recognition and loyalty among potential customers. Distributing promotional items at events or as giveaways can also generate word-of-mouth referrals, helping small businesses expand their reach and attract new clients. Promotional items keep small businesses top of mind and are a smart investment.

Investing in the right marketing tools helps small businesses effectively establish their brand, reach new customers and drive growth.

Drive growth and engagement with impactful marketing for small business.

The best marketing for small business prompts a timely, positive response. Whether you’re launching a new business or simply want to refresh your brand, we can help. Synovus is an SBA Preferred Lender that is committed to helping small business owners achieve their goals. For assistance funding your marketing plan, contact a Synovus Business Banker, call 1-888-SYNOVUS (1-888-796-6887) or stop by one of our local branches.