How to Market Your Small Business
If you own a small business, you have your work cut out for you. From managing finances to staying visible in a crowded marketplace, the challenges are real—and constant.
But here’s the good news: while external factors may not always be in your control, how you position, market, and grow your business is. Below are five smart, actionable steps you can take to elevate your small business and give it the edge it needs to thrive.
1. Highlight What Makes Your Business Unique.
Today’s consumers want to support businesses that feel authentic and personal. Use your website and social media to share the story behind your business—what inspired you, what challenges you've overcome, and what makes your brand different. Platforms like TikTok and Instagram have proven that people crave real, relatable content. So don’t be afraid to show the human side of your business. Your story builds trust and helps customers form a deeper connection with your brand.
2. Use a hyper-targeted approach.
To get the most of your marketing efforts, avoid casting your net too wide. Pinpoint the target audience that will be most interested in your products or services. Then, unapologetically tailor your marketing campaigns directly to them. Create targeted ads, build a presence on the social platforms your target audience uses, and craft copy and visuals that uniquely appeal to them.
3. Prioritize authentic customer interaction.
Strive to be as authentic and real as possible. Stay engaged with the community, and make sure your marketing reflects the current climate and pain points. Request and promote social proof (i.e. reviews, testimonials, and referrals). Regularly seek feedback and respond meaningfully. Strengthen connections with customers by hosting giveaways, contests, and events and featuring them in newsletters and social media posts.
4. Never underestimate the power of networking.
Join a community of fellow local entrepreneurs. There is an increasing number of organizations out there specifically structured to support small businesses. Some even offer business resources for FREE. In addition to resources, these groups often provide unique opportunities to connect with other small business owners. Once plugged in, embrace any chance you have to collaborate and promote one another.
5. Obtain business certification.
Depending on your business location and structure, you may be eligible for local or state certification programs that unlock new opportunities—such as government contracting, grant eligibility, or access to business development programs. In North Carolina, for example, programs like the Historically Underutilized Business (HUB) certification can help businesses access procurement opportunities with state agencies and large contractors. Eligible businesses must be at least 51% owned and operated by someone who falls into a minority category (Black, Hispanic, Asian American, American Indian, female, disabled, or socially and economically disadvantages, as defined in 15 U.S.C 637).
Want to become HUB-certified? FSU HUB hosts certification workshops from time to time to help you do just that! Contact us for more information.
How FSU HUB can help your small business
At Fayetteville-Cumberland Regional Entrepreneur & Business HUB, our mission is to empower entrepreneurs and small businesses through education, resources, and support that fuel sustainable growth and economic impact in the following North Carolina counties:
- Bladen County
- Columbus County
- Cumberland County
- Harnett County
- Hoke County
- Moore County
- Richmond County
- Robeson County
- Sampson County
- Scotland County
Discover how we can help your business thrive!
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