Marketing Lessons from a Small Business Journey: How to Survive and Thrive?

Many people think marketing is only for large corporations with huge budgets. But in reality, even small phone repair shops can build a brand and attract new customers if they know how. This isn't a story about a pandemic, but about the changes in how I marketed myself after the world changed how we work and communicate. The market has been volatile since 2020, and I'm sure you've felt it too. Familiar revenue streams disappeared, in-person strategy sessions were canceled, and uncertainty loomed. In this context, a small business's ability to pivot and fight becomes more important than ever.

Networking is more than just connecting with clients

In my 19 years as a freelancer, I've never had trouble finding work. But that also meant I missed opportunities to build an online presence and benefit from old backlinks. So what did I do to enhance my online presence and get more new clients? First was connecting, but not in the traditional sense – sending messages to potential clients, but connecting with people in the same industry. They might be competitors, but they are also the ones who have found their own niche and succeeded. By continuously connecting, I gained more talented people to collaborate with or refer. One of the "competitors" I had a Zoom call with gave me great advice: advertise.

Google Ads: An Opportunity for Small Niches

There are many ways to advertise, and each channel suits different types of businesses. For example, an iPhone repair shop in Calgary could leverage Google Ads effectively. However, for items like clothing or shoes, the cost might be too high. Conversely, niche products or services within a specific geographic area are very feasible. How to know? Do thorough research. I learned more about Google Ads campaigns, analytics, and SEO than I ever thought I would. The first step is keyword research – the words or phrases potential customers will use to find your product. Google Ads has a tool for this, but I recommend Semrush because its proprietary metrics like Authority, Visibility, and Keyword Difficulty help assess the level of competition.

Hiring Experts: A Smart Investment

Managing all of this alone while running a business is difficult. It's time to hire people. Semrush metrics can help you find SEO experts. If they say they can't rank for a keyword, but Semrush rates the difficulty as "easy," ask questions. A full-service agency can build a website with Meta tags, create an SEO strategy, and set up Google Ads campaigns. You can also look on Fiverr for lower costs, but be wary of those lacking experience or trying to sell unnecessary services. It's like taking your car to a new mechanic – they know you're not an expert and might take advantage of that.

Learn, Experiment, and Grow

Use the channels your ads indicate can generate revenue. Have you ever heard the story "this product started as X and is now Y"? How did that happen? They set a specific goal, received feedback from marketing and consumers, and realized the need for something else. Look at the search terms in Google Ads. Are they accurate? For example, I saw "sketchnotes" and "graphic facilitation" were correct, but also saw "ai" and "ai notetaking app" – I'll add them to my negative keywords immediately. I also saw "Fiverr," so I created a Fiverr account and got referrals from it. Check search terms weekly so you don't pay for dead leads.

Persistence and Connection

Building an online brand and identity is truly challenging, but the more you connect with people, dig deeper, and persist, the more successful you'll be. This is a personality type – not everyone survives. I, as a marathon runner, keep trying. I don't recommend cold-calling people who might be interested on LinkedIn – I only got a few warm clients from that. Post valuable content. I haven't started TikTok yet, but it's on my list. I know social media is important in a digital strategy, but I'm an old Millennial and really don't want to use TikTok. Rely on your network. There are people who believe in you and want to help. Just ask. Go forth, learn, experiment, and grow!

Have you tried any marketing strategies for your small business? Share with me!