This guide will walk you through:

• Where to start with marketing your business
• What marketing strategies actually work for small businesses
• How to compete against larger companies
• How minerva marketing can help grow your business

Where do I even start? - Building your marketing Strategy

If you're reading this right now you've probably Googled "how to market my business", asked Chat GPT the same, watched a few videos, and scrolled endlessly to be only more confused on where to begin than before. Marketing can feel like a maze with all the social media platforms, websites, Google Ads, SEO, content marketing, email campaigns… the list goes on. Then you add in the agency emails, online gurus and influencers who all praise the exact same marketing tactics you tried, except you have results that you rather not talk about.

We get it. And that's exactly why we wrote this article. The best part? this takes no more than something to write with and a piece of paper to begin.

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The first step in marketing your business is creating a marketing strategy. Many small businesses skip this and dive straight into tactics like posting on social media, running ads, or printing flyers without first understanding who they’re speaking to or what they’re trying to achieve.

Step 1: Before any marketing begins, start by asking yourself these questions:

• How is business?
• What are we trying to fix? What are we having problems with? and what do we want to achieve with our marketing efforts? What could be better?
• What have we tried? what has worked? What has not worked for our business? Is there something more we can do?

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These are the foundations of your new marketing strategy and getting started marketing your business. To get the ball rolling these are the common problems we often see and help SMBs with:

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Step two: Gather your resources and focus your efforts - Set your marketing objectives and tactics

After you have looked at your business, take a look at your current and prospective marketing channels. At Minerva Marketing we say "do what you do best and we handle the rest" marketing should grow your business, not your to-do list. In this stage its cricual to evaluate what has truly been working, what hasn't been working, what marketing strategies should be invested more heavily into along with what your current capabilities are as a small business.

Start with what you need, what the goal is, why it matters, ways you can improve it and how you will measure the success of these marketing objectives.

Common marketing objectives look like:

Brand awareness objecives

Goal: Increase recognition of your business within your local market.

Why it matters:
For small businesses, being known in the community is critical. More people recognizing your brand means more potential customers considering you when they need your products or services.

How to improve it:

• Growing your social media presence: Post regularly on platforms your audience uses, highlighting your story, products, or services.
• Local SEO: Optimize your Google Business Profile so your business appears in local searches.
• Community engagement: Sponsor local events, participate in partnerships, or attend trade shows to get your name in front of more people.
• Content marketing: Create blogs, videos, or guides that educate your audience and position your business as a trusted expert.

Lead generation objectives

Goal: Attract new potential customers who are likely to buy your products or services.

Why it matters:
Leads are the foundation of business growth. Without new inquiries, your business cannot grow sustainably.

How to Improve It:

• Targeted Ads: Use Google Ads or social media advertising to reach people actively searching for what you offer.
• Landing Pages and Forms: Create clear, easy-to-use landing pages that capture visitor information.
• Email Campaigns: Offer free guides, promotions, or updates to encourage sign-ups.
• Call-to-Action Optimization: Make sure every piece of content or ad directs the audience toward a specific next step.

Measurement:Track the number of leads generated, form submissions, calls received, and the conversion rates from visitor to customer.

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Increasing customer retention and repeat sales objectives

Why it matters: Encourage existing customers to return and make repeat purchases.

Why it matters:
Acquiring a new customer can cost five times more than keeping an existing one. Loyal customers provide steady revenue and often refer new customers.

How to improve it:

• Email Marketing: Send newsletters, promotions, or product recommendations to existing customers.
• Loyalty Programs: Offer points, discounts, or perks for repeat purchases.
• Personalized Follow-Ups: Reach out after purchases to thank customers or offer complementary products/services.
• Customer Experience Optimization: Ensure the buying process, support, and service are smooth, consistent, and memorable.

Measurement:Track the repeat purchase rate, customer lifetime value, and engagement with loyalty or email campaigns.

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Step 3: Setting up your marketing plan

1.) Define your target audience - Who you're marketing to

Who exactly are you trying to reach? Be as specific as possible. Instead of saying “homeowners in Calgary,” narrow it down to:

• Homeowners in Northwest Calgary
• Aged 30–55
• Looking for energy-efficient renovations
• Budget-conscious but willing to invest for long-term savings

This clarity makes your marketing sharper and more effective. To go a step further, create buyer personas that dive deeper into demographics, geographics, psychographics, and bevioristics.

Bonus tip: Picture yourself in your perfect clients/customers shoes. Imagine how they find out about your business, how they buy, and the jounrey they go through from start to finish.

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2. Set clear goals - The what and when of your marketing

Ask yourself: what do I want my marketing to accomplish in the next 6–12 months? Common goals for SMBs include:

• Increasing local visibility (appearing in Google search results)
• Generating more leads (phone calls, form submissions, bookings)
• Building credibility and trust (through reviews, testimonials, and educational content)

A vague goal like “get more customers” isn’t enough. A strong goal looks like: “Generate 20 qualified leads per month through our website.”

Bonus tip: Use the SMART framework, where goals are Specific, Measurable, Achievable, Relevant, and time-bound. An example of this is:

"We want to grow our customer base by increasing website traffic by 25% over the next 6 months through consistent social media posts and local SEO updates. Success will be measured by Google Analytics and new customer inquiries, helping us bring in more business without overspending on ads".

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3. Choose 1 or 2 marketing channels to begin with - The where (and why) of your marketing

Don’t try to master every platform at once. Instead pick one or two that align with your audience and goals the most . For example:

• Local service business → Google Business Profile + Local SEO
• Retail shop → Instagram + Google Ads
• Professional service → LinkedIn + Content Marketing

By starting small, you’ll avoid burnout and actually see measurable progress.

Tips for choosing your marketing channels (based on challenges):

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Marketing with limitied resources

• Prioritize high-impact, budget-friendly marketing channels (website, SEO, local listings).
• Track ROI closely so every dollar spent has a purpose.
• Outsource specific tasks instead of hiring full-time staff.

Marketing for increasing visibility

• Optimize your Google Business Profile to show up in local searches.
• Invest in SEO and content designed for your ideal customers.
• Run targeted ads that reach the right audience instead of broad, expensive campaigns.

Marketing with no time

• Automate repetitive tasks like social posting and email campaigns.
• Delegate marketing to a trusted team so you can focus on operations.
• Create a simple, consistent content plan rather than sporadic efforts.

Marketing through changing markets

• Use proven tools and platforms that fit your budget and goals.
• Stay updated on major algorithm and platform changes through experts.
• Avoid chasing every new trend and instead double down on what works.

Makerting to increase customers and reduce competition

• Implement quick-response systems like chatbots or automated replies.
• Personalize communication with segmented email lists or tailored content.
• Focus on creating a seamless customer journey from first click to purchase.

Facing challenges with marketing execution

• Partner with a marketing agency instead of trying to do it all.
• Build campaigns with clear goals, timelines, and metrics for success.
• Regularly review and adjust campaigns based on performance data.

Which strategies actually work for small businesses?

Once you’ve got the basics in place, the next question is: what strategies are worth my time and money?

Here are the five most effective marketing approaches for small businesses right now:

1. Local SEO (Search Engine Optimization)

If someone in Calgary searches “plumber near me” or “best (insert) services in Calgary,” you want your business to show up. Local SEO ensures you appear in Google’s local map pack and organic results.

Tactics include:

• Optimizing your Google Business Profile with accurate info, services, and posts
• Gathering authentic customer reviews
• Adding local keywords (“Calgary roofing contractor”) to your website content

This is one of the most cost-effective ways to get leads because people searching locally already have buying intent.

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2. Paid advertising (advertising on search and socials)

When you need faster results, paid ads can be powerful. A small, well-optimized Google Ads campaign can bring in qualified leads without breaking the bank. Social ads (on Facebook, Instagram, LinkedIn) are great for building awareness and retargeting interested prospects.

The key for SMBs is tight targeting—don’t waste money advertising to people outside your service area or audience.

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3. Invest in content marketing (blogs, case studies, videos)

Publishing valuable content builds trust and authority. For example, a Calgary accounting firm might post blogs like:

• “5 Common Y Mistakes Small Businesses Z make in Alberta”
• “How to Choose Between a X and Y”
• Video Sales Letters (VSLs)

This content answers real questions people are searching and positions your business as a helpful expert.

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4. Increasing your social media prescence

You don’t need to post daily on every platform. Focus on one or two where your customers are active. Showcase your work, highlight customer stories, and use simple behind-the-scenes content to build a genuine connection.

In Calgary, local businesses do especially well with community-driven posts like sharing partnerships, events, and local news relevant to your audience.

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5. Reputation management

Your online reputation matters more than ever. A strong base of Google reviews can make or break a small business. Consistently ask happy customers for reviews and showcase them on your website and social media.

This not only builds trust but also improves your local search ranking.

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How do I compete with bigger companies that have large budgets?

Now let’s tackle the big question: how can a small business compete with larger competitors?

The answer isn’t trying to outspend them, it’s about outsmarting them with focus, personalization, and agility.

1. Play to your strengths as a small business

• Personalized Service: You can provide a level of care and personal connection that big companies often can’t. Highlight this in your marketing.
• Agility: You can adapt faster than a larger organization weighed down by red tape. This means you can try new strategies, pivot, and respond to customer feedback quickly.
• Community Ties: Local businesses win when they connect with their community. Sponsor local events, collaborate with nearby businesses, and showcase your Calgary roots.

2. Use smart and focused marketing investments

Instead of spreading your budget thin, invest in strategies with high ROI:

• Local SEO to show up when people are actively searching
• Retargeting ads to stay top of mind with warm leads
• Content that directly addresses your audience’s problems

3. Leverage data and feedback

Big companies often struggle to personalize their approach. You, on the other hand, can analyze what’s working (via Google Analytics, ad metrics, or social insights) and adjust quickly.

By focusing on what actually moves the needle, you can make a modest budget outperform a competitor’s bloated one.

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How Minerva Marketing helps small businesses

At this point, you might be thinking: This makes sense, but how do I put it all together without spending all my time on marketing?

That’s exactly where Minerva Marketing comes in.

We specialize in helping small and medium-sized businesses build strategies that are:

• Practical: No fluff, just focused on what works for your industry and budget
• Scalable: Start small, then expand as results grow
• Personalized: Tailored to your business, your audience, and your goals

Here’s how we typically work with SMB owners:

1. Marketing strategy session
   We start by learning about your business, challenges, and goals. This helps us identify the 1–2 best opportunities for quick wins.
2. Foundation setup
   We ensure your website, Google Business Profile, and social channels are properly set up and optimized. These are your digital storefronts.
3. Targeted campaigns
   We create campaigns designed to generate leads—whether through SEO, ads, or content. Everything is tracked so you can see what’s working.
4. Ongoing optimization
   Marketing isn’t one-and-done. We continuously refine and improve campaigns, helping you grow steadily without overspending.

What to expect with marketing

No marketing strategy works overnight. Anyone who promises “instant results” isn’t being realistic. But with a focused, consistent approach, most SMBs start seeing results within 3–6 months. That might look like:

• Increased calls and inquiries
• Higher visibility on Google
• More engagement on social media
• A stronger local reputation

And the best part? You won’t feel lost or overwhelmed anymore. You’ll have a clear roadmap and a trusted partner guiding you.

Conclusion: Getting started with marketing

To summarize:

Getting started in marketing begins with first looking at your business, finding out what would make the difference, creating the objectives and then setting the goals to make them a reality.

The biggest impact small businesses can make is through local search visibility, the content you produce, and the reputation you create for your business.

Lastly, small businesses can compete with larger companies through sticking to what makes them special, creating better experiences for their customers, and marketing the highlights.