Quick answer: The marketing strategies that make the biggest difference for small business owners are simpler than you'd think. Back your decisions with data rather than guesswork, get clear on what makes you different, design every step around a great customer experience, and look after the clients you already have. Confidence and consistency matter far more than chasing every new platform.
Is your small business marketing strategy actually doing its job? I thought mine was, until it wasn't. I was sure we had marketing sorted for our OBL program, right up until I sat down with Sam Hurley, an industry veteran with more than 20 years as a senior marketer and strategist. Sam helped lead the way in the media industry through the early 2000s, when the internet and social media were turning everything upside down. Talking with her, I found gaps in my strategy I didn't even know were there. So I've pulled her best insights together here, along with some fresh 2026 numbers, in case you're making the same mistakes I was. These tips were a turning point for my business, and I think they'll help yours too.
A quick note before we get started. The marketing landscape has shifted a lot since Sam and I first had this conversation. AI tools, tighter data privacy, and short-form video have all changed the game. What's striking is how well her core advice has held up. If anything, it matters more now.
Why do so many small business owners struggle with marketing?
There's so much to juggle as a business owner that it's no wonder we fall behind on the latest platform or lose momentum on our content. But the thing most of us are missing isn't a technical skill. It's confidence. You can teach almost anyone almost anything if they're willing to learn, even creativity. The trick is to trust your team, believe in their abilities, and back your own decisions.
The numbers back this up. Around 73% of small business owners aren't sure their marketing is actually working, and 56% have an hour or less a day to spend on it (BizIQ, 2026). When time is that tight, confidence and focus are what stop you spreading yourself thin across ten half-finished tactics.
Sam's tip: “You don't want to take a willy-nilly approach. Your decisions should be data-driven and strategic. Take control of your actions and be deliberate about each decision you make.”
How important is data in your marketing strategy?
Hugely, and more than ever. Data is everywhere now, and there are thousands of tools that can tell you about your customers, their buying habits, and which of your marketing efforts are pulling their weight. The businesses using those tools well are pulling ahead. Around 59% of small businesses now use AI in their marketing, and they're 5.7 times more likely to say their marketing is working (BizIQ, 2026). Yet 40% still struggle to prove what their marketing is actually returning.
You don't need a data science degree to start. Look at the key indicators you already have: how many people open your emails, who clicks through to a product, and what actually leads to a sale. (Email, by the way, still returns around $42 for every $1 spent, so those open rates are well worth watching.) Then draw simple conclusions about what's working and what isn't. If you're still deciding which platform to build that data on, my guide to choosing the best email service provider walks through it.
Sam's tip: Set a clear objective, like “sell 100 dresses this year”, and work backwards. Figure out which numbers you need to watch, keep track of them, and adjust as you go.
If email is where a lot of your data lives, it helps to use a tool that makes those numbers easy to read. I use Kit (affiliate link) for exactly this.
What are the key components of a marketing strategy that works?
Confidence gets you moving, but a few other ingredients are non-negotiable. You can't really move forward without:
- Proven methods
- A clear vision
- A differentiator (the thing that makes you you)
- A strong “why”
Once you've got those sorted, build your marketing around a great customer experience. Give people everything they need to make a confident choice at each step, and look after them from the first click to well after the sale.
Sam's tip: Map out your customer's journey and make sure they feel taken care of at every stage, not just at the point of purchase.
How do you find and keep the right clients?
To find new clients, you have to understand your target market inside and out. Speak their language, address their specific needs, and test your messaging regularly so you know it's landing.
But here's the part that's easy to forget: keeping a client is far cheaper than winning a new one. It costs somewhere between five and twenty times more to acquire a new customer than to retain one, and loyal customers tend to spend around 67% more over time (ReveChat, 2026). Small things make a big difference here. More than 91% of people read online reviews before they buy, and 84% trust them, so happy, well-looked-after clients quietly become some of your best marketing.
Sam's tip: Focus groups are a great way to understand what your customers really want. If you can't get people together in person, run them online or send out a survey. Asking for feedback is also a lovely way to make customers feel valued, so don't be shy about asking.
The one tip for anyone just getting started
The early stages are the hardest. There's so much to work out, and it's easy to get discouraged when your first marketing efforts don't go to plan.
Sam's tip: As long as you know what makes you unique, you can stand out and carve out your own space. Whether it's brilliant customer service, a buying experience people remember, a specialised product, or something else entirely, use that difference as the foundation for everything.
Key takeaways
- Confidence and consistency beat chasing every new platform.
- Let data, not guesswork, guide your decisions, and start with the numbers you already have.
- Get clear on your vision, your differentiator, and your “why”.
- Design your marketing around the whole customer experience, not just the sale.
- Keeping the clients you have is cheaper, and more profitable, than constantly chasing new ones.
Frequently asked questions
What is the most important marketing skill for a small business owner?
Confidence. Most owners already have, or can quickly learn, the technical skills. What holds them back is trusting their team and backing their own strategic decisions instead of second-guessing every move.
How do I make my marketing more data-driven without a big budget?
Start with the data you already have. Track email open rates, click-throughs, and what leads to a sale, set one clear objective, and work backwards from it. Free or low-cost tools, including the AI features already built into platforms you use, can do a lot of the heavy lifting.
Is customer retention really more important than finding new clients?
For most small businesses, yes. Acquiring a new customer costs five to twenty times more than keeping an existing one, and loyal customers spend more over time. A strong retention strategy is usually the cheaper path to growth.
How much should a small business spend on marketing?
The U.S. Small Business Administration suggests around 7 to 8% of gross annual revenue for businesses earning under $5 million, though the right figure depends on your goals and your stage.
What is the single best tip for a brand-new business?
Know what makes you different, and build everything around it. Your differentiator is what helps you stand out while you're still earning a track record.
For the full story, tune into the Online Business Launchpad Podcast
Sam shared even more in our conversation. You can hear the whole thing in episode 26 of the Online Business Launchpad podcast.