Get more customers more easily

Running a small business comes with plenty of challenges, not least of all marketing, which can feel like a never-ending challenge. With limited budgets, fierce competition, and the ever-changing digital landscape, it's easy to see why so many businesses struggle to make an impact. But here's the good news: most marketing challenges can be overcome with the right strategies and mindset.

In this blog, I'll walk you through five of the most common marketing challenges SMEs face and how you can tackle them head-on. By the end, you'll have practical insights to help your business grow and thrive.

1. Targeting Your Ideal Customer

Who is your ideal customer? Nine times out of ten, when I ask that question, I either get a blank look or something like, "We can sell to everyone." While this may be factually correct, it isn't particularly helpful for your marketing. Every company has its own 'sweet spot' in the market. That may be a particular geographic area, a specific income bracket, or the age, income, or gender of the customer. Most of the time, it is a combination of the above. 

If your marketing efforts aren't connecting with people who are the best fit for your product or service, it's likely because you haven't clearly defined who they are.

Understanding your ideal customer is crucial if you want to be as profitable as possible. Think about your best clients. What are their demographics, interests, and pain points? You can gather this information through surveys, customer or staff interviews, or even by analysing your CRM data. Once you have a clear picture, create detailed customer personas to guide your marketing decisions.

Build your content to speak directly to your audience's needs. For example, if you're targeting busy professionals, focus on delivering quick solutions or actionable insights they can absorb during a short coffee break. Use segmentation to ensure your messages reach the right people. Sending personalised emails or running highly targeted ads can make a world of difference.

When you know who you're talking to, your marketing becomes far more effective. It's not just about casting a wide net; it's about fishing in the right pond.

This doesn't mean you should turn down business from people who fall outside your ideal customer, although sometimes you should. It is about focussing your efforts on the people who are the best fit for your products or services.

2. Maximising Impact with a Limited Budget

One of the biggest hurdles for SMEs is making a small marketing budget go a long way. Unlike large corporations, we don't have millions to spend on flashy campaigns. But that doesn't mean we can't achieve great results.

The key is focusing on strategies that deliver high impact without high costs. Social media platforms like Facebook, Instagram, and LinkedIn allow you to target the right audience without blowing the budget. Content marketing is another effective tool. Blogging, email newsletters, and simple how-to videos position your business as an expert in your field while keeping costs low. Using affordable tools like Canva for graphic design or Mailchimp for email marketing can help you maintain a professional image without a hefty price tag.

Or you can use a marketing automation and CRM tool like Go High Level that allows you to manage all of your marketing efforts in one place.   Click here to find out more about GoHigh Level

It's not about trying to do everything at once. Start small, measure your results, and invest more in what works. A focused approach will always yield better results than spreading yourself too thin.

3. Knowing the Best Marketing Channels to Use

With so many marketing channels available, it's easy to feel overwhelmed. Social media, email, paid ads, SEO—where do you start? Many SMEs waste time and money experimenting with channels that aren't the right fit for their business.

Start by considering your audience. Where do they spend their time? If you're targeting young professionals, Instagram or TikTok might be effective. If you're reaching other businesses, LinkedIn could be more relevant. Your choice of channels should align with your customer personas and where they're most likely to engage with your brand.

SEO is often seen as an expensive dark art by many small businesses, But it does not have to be expensive, and there are many things you can do yourself to optimise your website and improve its rankings.

Having a well-optimised website ensures potential customers can find you when searching for your products or services. Paid ads on platforms like Google or Facebook allow you to target specific audiences, ensuring your budget is spent efficiently.

Read our latest SEO blogs