5 Things Every Small Business Needs Before They Start Marketing
So, you’ve got a business idea (yay!) and you’re ready to share it with the world. You’re probably thinking about logos, Instagram posts, maybe even running ads. But hold up—before you dive into marketing, there are a few key things every small business needs to have in place to set yourself up for success. Think of it like building a house: marketing is the paint and furniture, but first, you need the foundation.
Here are 5 things you should have ready before you start marketing your small business:
1. A Clear Brand Identity
Your brand is more than just a logo—it’s your business’s personality. It's how people recognize and remember you. Take time to define:
Your mission and values
Your tone of voice (fun, professional, quirky, etc.)
Your visual identity (colors, fonts, imagery)
Ask yourself: If your business were a person, how would it act? What would it wear? What would it never do? When you’re clear on this, everything from your website to your social media will feel consistent and professional.
2. An Understanding of Your Target Audience
Marketing without knowing who you’re talking to is like shouting into the void. The more specific you get, the better. Think about:
Who your ideal customer is
What problems they need solved
Where they spend their time (online and offline)
What language they use
Once you know your audience, you can create content and campaigns that speak directly to them. That’s how you turn interest into sales.
3. A Competitive Offer
Before you market anything, you need to know exactly what you're offering. What are you selling? Why is it valuable? What makes it different from other similar products or services?
Be ready to clearly explain:
What your product or service is
How it works
How much it costs
What benefit it brings to your audience
If you're not confident explaining it, your audience won't be confident buying it.
4. The Right Platforms
You don’t need to be everywhere. You just need to be where your audience is. Start by choosing 1–2 platforms you can commit to consistently. This might be:
Instagram or TikTok for visual, lifestyle brands
Facebook for local businesses and community groups
LinkedIn for B2B services
Email newsletters for nurturing ongoing customer relationships
It’s better to show up consistently on one platform than to half-post on five.
5. A Simple Strategy (Not Just Random Posts)
It’s easy to fall into the trap of posting “just to post,” but marketing works best with a plan. You don’t need a complex strategy—just a roadmap that covers:
Your goals (awareness, traffic, sales, etc.)
The types of content you’ll post (tips, behind-the-scenes, customer stories)
A basic schedule you can stick to
How you’ll measure what’s working
A little planning goes a long way—and it keeps you from burning out.
Final Thoughts
Starting a business is exciting, and marketing is one of the most powerful tools to grow it—but only if the foundation is solid. With a clear brand, a well-defined audience, a strong offer, the right platforms, and a simple strategy, you’re setting yourself up for marketing that actually works.
If you're feeling overwhelmed, remember: you don’t have to do it all at once. Start small, stay focused, and keep learning.
Need help getting your business ready to market?