EPISODE 062 | APPLE PODCASTS | SPOTIFY

How to Prioritise Marketing for a Small Service-Based Business (Without Overstretching Yourself)

Marketing your small creative business can feel overwhelming, especially when you have limited time, energy, and resources. With so many strategies to choose from, it’s easy to get caught up in trying to do everything at once. But here’s the truth: you don’t need to. In fact, you shouldn’t.

The key to effective marketing isn’t about doing everything—it’s about focusing on what truly makes an impact for your business. That’s what we’re diving into today: how to prioritise your marketing efforts for maximum results without burning yourself out.

Start with Clarity: Know Your Audience

The foundation of any successful marketing strategy is having clarity around who you’re serving. If your resources are limited, you need to make every effort count. Start by asking yourself: Who is my ideal client? What are they struggling with, and how can my business solve their problems or fulfill their needs?

Once you know exactly who you’re trying to reach, everything else falls into place. You can tailor your marketing efforts to speak directly to this audience, cutting through the noise and focusing on what matters most to them.

Define Your Value Proposition

Why should someone choose your business over another? What makes you unique? Understanding your value proposition is crucial—it’s what sets you apart. Whether it’s your approach, expertise, or the results you deliver, your value proposition should be clear in all your messaging.

When potential clients understand what makes your service special, they’ll feel more confident choosing you.

Consistency is Key

One of the most important things in marketing is consistency. Your messaging should be clear and consistent across all your platforms—whether that’s your website, social media, or email marketing. Consistency builds trust and loyalty over time, reinforcing your brand and helping potential clients understand exactly what you offer.

Build Relationships for Long-Term Growth

If you don’t have a huge marketing budget, focus on what matters most: relationships. Word-of-mouth marketing is incredibly powerful, especially for service-based businesses where reputation is everything. Referrals from happy clients can bring in some of your best opportunities. Here are a few ways to nurture relationships:

• Encourage reviews and testimonials: After delivering great service, don’t be afraid to ask for feedback. These reviews build trust with future clients and can be showcased on your website, social media, and more.

• Network and collaborate: Build relationships with other business owners who share your values and have similar audiences. Collaborations can be a brilliant way to expand your reach and grow your brand.

• Deliver exceptional service: When you consistently go above and beyond (within reason!), your clients will not only come back but will also refer others to you.

Digital Marketing Essentials

Your website is your digital storefront, and it’s often the first impression potential clients will have of your business. Here are four essentials every small service-based business website should have:

1. Clear offerings: Make sure your services are easy to understand.

2. Strong call-to-actions: Guide visitors towards booking or contacting you with clear, accessible buttons.

3. Showcase testimonials: Display client feedback prominently to build credibility.

4. Easy-to-find contact information: Don’t make potential clients hunt for ways to reach you!

Focus on Local SEO

If your business operates locally, optimising your website for local SEO can make a huge difference. This involves using location-based keywords (like “interior design services in Brighton”) and setting up a Google Business Profile to improve your visibility in local searches. It’s a great way to attract clients in your area.

If you're interested in diving deeper into SEO and how it can help boost your business, read or listen to episode 055 of the podcast, where we go into more detail about practical SEO strategies that are perfect for creative businesses.

Use Content to Build Authority

Creating valuable content is one of the best ways to showcase your expertise and build trust. Whether it’s a blog post, a video tutorial, or even a newsletter, sharing your knowledge helps potential clients see you as the expert they want to work with.

The key is to focus on content that resonates with your audience. For example, if you’re a wedding planner, sharing tips on stress-free wedding planning not only helps your audience but also positions you as the go-to expert in your field.

Choose the Right Social Media Channels

You don’t need to be on every platform! Choose one or two social media platforms where your audience is most active. For example, if you’re a florist or interior designer, Instagram might be your best bet. If you’re in a more corporate or B2B space, LinkedIn could work better.

Focus on quality over quantity. Posting consistently with engaging, authentic content will serve you better than trying to be everywhere at once.

Email Marketing: A Direct Line to Your Audience

Despite the focus on social media, email marketing remains one of the most effective ways to build relationships. A simple email list with a valuable lead magnet (like a free guide or resource) can help you nurture leads and retain clients. Sending regular, valuable emails keeps your audience engaged and reminds them of the value you provide.

Don’t Forget to Track and Adjust

Finally, always measure your marketing efforts. Whether you’re looking at website traffic, social media insights, or email open rates, tracking helps you understand what’s working and what needs tweaking. As your business grows, you’ll be able to adjust your strategy based on what delivers the best results.

The key to successful marketing for a small service-based business is prioritisation. Focus on building relationships, having a well-optimised website, creating valuable content, and using the right social media platforms. Start small, stay consistent, and adjust as you go.

Remember, marketing isn’t about doing everything at once—it’s about doing the right things, consistently. Pick one or two strategies to focus on, and watch your business grow sustainably over time.