I’ll be honest, when I first decided to write about this topic, I was excited. I meet with a lot of people who are trying to figure out their marketing and am often asked how they should make every marketing dollar count. The question comes in all shapes and sizes:
- What should I do first?
- How can we make sure my money isn’t wasted?
- How do I know if it’s working?
- What should I do if it’s not working?
- How do I prioritize everything I need?
These questions are hard to think through, especially if you’re having to make decisions on your own.
They’re also especially hard to answer without knowing all of the things we’d have to take into account: goals, budget, audience, what marketing you’ve done, what is missing, etc.
While I don’t have all those details for YOUR business, I’ll give you a little insight into what I would recommend for a small business starting from scratch with a small budget. Feel free to take what is helpful and forget what isn’t!
Priority #1: Logo + Branding
Your logo and branding are the foundation of your business identity and should be built to last.
This isn’t an area to cut corners or go for the cheapest option available. A well-designed brand will serve you for years, providing consistency across all of your marketing efforts. If you opt for a bargain solution, you might find yourself missing key assets like different logo formats or a brand color palette, which could lead to costly rework later. To avoid issues, always ask to see your designer’s previous work and ensure they provide all necessary files and variations upfront. If you have anymore questions about what you should do when hiring a designer, read this blog post.
Priority #2: Website
A website is your digital storefront, and at the very least, you need a homepage that clearly explains who you are and what you offer.
If budget is a concern, you don’t have to build out an entire multi-page site immediately; starting with just one or two essential pages is completely fine. Figure out what information your prospective customer needs to know to say yes.
Before hiring a web developer, ask about content creation responsibilities. If you’re a strong writer, you might be able to write your own content, which could save money. Additionally, inquire about search engine optimization (SEO) to ensure your site is set up to attract organic traffic from the start.
Priority #3: Traffic
Once your website is live, you need to drive visitors to it so they can learn about your business.
Depending on your budget and business type, different traffic strategies will be more effective. Google Ads work well for local businesses and those offering solutions people actively search for. Social media ads can be beneficial if your audience spends time on platforms like Facebook or Instagram, particularly if you want to build an email list or introduce a product to people who haven’t heard of it before.
Keep in mind that paid traffic isn’t the only option—networking, collaborations, and other organic methods can also bring in potential customers without requiring an ad budget.
Priority #4: Content Marketing
The type of content marketing you prioritize should align with how you’re driving traffic.
If you’re using social media ads, maintaining an active social media presence helps make your ads appear more credible rather than spammy. If your focus is on building an email list, then crafting regular, valuable email content should be a top priority. If you’re leveraging SEO or Google Ads, then blogging can enhance your efforts by providing relevant, keyword-rich content.
One key piece of advice: don’t overwhelm yourself by trying to produce too much content too quickly. Start small, whether it’s a few social posts a week, a biweekly email, or one blog post a month, and gradually increase as you build a sustainable content creation habit.
Marketing can feel overwhelming, especially when you have a limited budget and a long list of things to do. By prioritizing the essentials—branding, a functional website, traffic generation, and content marketing—you can create a solid foundation for your business without wasting resources. Focus on what makes the most sense for your goals and budget, and remember that progress is better than perfection. Take one step at a time, refine as you go, and watch your marketing efforts start to pay off.
P.S. If you’re trying to figure this out on your own, I’d love to help. Sign up for an appointment with me. We can talk through how these priorities apply to your business.
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