The Small Business Marketing Playbook

If you're a small business owner, chances are you’re wearing a dozen hats at once—CEO, bookkeeper, customer service rep, and maybe even janitor. Marketing? That might feel like a luxury you don't have time or resources for. But here’s the truth: improving your visibility doesn’t have to be expensive or complicated.

At Cassidy Consulting, we work with businesses of all sizes, and we’ve seen firsthand how even the smallest shops can make a big impact with just a few smart steps. If you don’t have a marketing department (or even a dedicated person), these foundational actions can help customers find you, trust you, and ultimately choose you.

Claim and Optimize Your Google Business Profile

If you only do one thing, make it this. When people search for businesses like yours, Google Business is what shows up first. It’s how you get on Google Maps, in local listings, and often in search results above your website. To get started:

• Visit google.com/business

• Claim or create your business profile

• Add accurate hours, location, website, and phone number

• Upload real photos: your storefront, products, team

• Ask satisfied customers to leave reviews (and respond to them)
  

This tool is free, and it makes a huge difference in how and when your business shows up online.

Set Up Shop on Social Media—But Be Selective

You don’t need to be everywhere. Choose one or two platforms that make the most sense based on your audience and what you can realistically maintain.

• Instagram is great for visual businesses like restaurants, salons, boutiques

• Facebook is helpful for community-focused businesses and events

• LinkedIn can work well for B2B services
  

Be consistent in how you present your brand: use your logo, your business name (not your personal one), and a clear description of what you offer. Don’t worry about going viral—just show up regularly and authentically.

Create a Simple, Search-Friendly Website

A website is your digital storefront. If yours is outdated or nonexistent, it’s time for a refresh.

There are easy, affordable tools like Squarespace, Wix, and Shopify that can get you online fast. Key things to include:

• What you do

• Where you’re located

• How to reach you

• Pricing or menu (if applicable)

• Testimonials or reviews

• Links to your social accounts
  

Make sure your site is mobile-friendly. That’s where most of your traffic will come from.

Tell Your Story—People Want to Know Who You Are

You don’t need a big budget to tell a compelling story. Start by answering a few simple questions:

• Why did you start this business?

• What makes you different?

• What do your customers love most about you?
  

Use that story in your About page, social bios, and even in a short welcome post pinned to the top of your Facebook or Instagram feed.

Engage with Your Community (Online and Offline)

Visibility doesn’t stop at screens. Join local business groups. Participate in community events. Post a photo when you donate to a school raffle or sponsor a Little League team. Tag others and let them tag you. This creates a ripple effect and introduces you to new audiences.

Set a Weekly Visibility Habit

You don’t need a daily content calendar. Start small:

• One photo or post a week on social

• One Google review request sent to a happy customer

• One website update or blog post a month
  

If it helps, block off an hour on your calendar each week as your “marketing moment.” Over time, these efforts add up.

You Don’t Need a Department—You Need a Direction. Marketing your business doesn’t require a full-time hire. It requires clarity, consistency, and care. By planting the right digital seeds now, you’ll build a stronger foundation for growth—and help customers find the business you’ve worked so hard to build.

Need help getting started or unstuck? That’s what we’re here for. Contact Cassidy Consulting and let’s grow your visibility together.