{"id":1410,"date":"2024-02-16T00:00:00","date_gmt":"2024-02-16T00:00:00","guid":{"rendered":"https:\/\/www.simplybusiness.co.uk\/knowledge\/marketing\/how-to-advertise-your-business\/"},"modified":"2026-04-20T13:14:26","modified_gmt":"2026-04-20T13:14:26","slug":"how-to-advertise-your-business","status":"publish","type":"knowledge","link":"https:\/\/www.simplybusiness.co.uk\/knowledge\/marketing\/how-to-advertise-your-business\/","title":{"rendered":"How to advertise your business \u2013 the ultimate marketing guide"},"content":{"rendered":"\n<div class=\"wp-block-group alignfull is-layout-flow wp-block-group-is-layout-flow\">\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<p class=\"wp-block-paragraph\">If you want to grow your business you need to market it effectively. And to do that you need to develop your brand and create a strategy. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">At its core, marketing is about building relationships with your customers. Without marketing, you\u2019ll struggle to get customers to buy your product or use your services.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-small-business-marketing-strategies\">Small business marketing strategies <\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">When you start out, marketing might be a little ad-hoc \u2013 that\u2019s OK. But as you build your business, you should think more strategically about how marketing and promotion can help you grow. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This guide to different marketing strategies has been created to help you reach more customers and take your business to the next level. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Contents: <\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li class=\"wp-block-list-item\"><a href=\"#how-to-create-a-brand\">How to create a brand<\/a><\/li>\n\n\n\n<li class=\"wp-block-list-item\"><a href=\"#how-to-promote-your-business\">How to promote your business<\/a><\/li>\n\n\n\n<li class=\"wp-block-list-item\"><a href=\"#develop-your-marketing-strategy\">How to develop a marketing strategy <\/a><\/li>\n\n\n\n<li class=\"wp-block-list-item\"><a href=\"#building-online-reviews \">Building (and managing) online reviews <\/a><\/li>\n\n\n\n<li class=\"wp-block-list-item\"><a href=\"#product-marketing-tips\">Tips to market a product <\/a><\/li>\n<\/ul>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group alignfull is-layout-flow wp-block-group-is-layout-flow\" id=\"how-to-create-a-brand\">\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<h2 class=\"wp-block-heading\" id=\"how-to-create-a-brand\">How to create a brand <\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">What is a brand? A brand is what sets your business apart from your competitors and encourages people to buy your product or service. Having an authentic brand at the heart of your marketing strategy is even more important for small business owners who are so often at the heart of end-to-end operations. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Five things to consider when developing your brand:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li class=\"wp-block-list-item\"><strong>Design a brand identity<\/strong> \u2013 this is the consistent look and feel of your business. Everything from a logo and colours to words and taglines, these <a href=\"\/knowledge\/marketing\/how-to-create-a-brand-identity\/\" data-type=\"knowledge\" data-id=\"1114\" >key elements that go into creating a brand identity<\/a> will help customers remember you and your business. <\/li>\n\n\n\n<li class=\"wp-block-list-item\"><strong>Tell your story<\/strong> \u2013 people buy from people, so telling the story behind your business helps you connect with your customers \u2013 and tap into their emotions. What\u2019s your inspiration? What problem are you solving? <a href=\"\/knowledge\/marketing\/storytelling-in-business\/\" data-type=\"knowledge\" data-id=\"1540\" >Using storytelling as a marketing tool <\/a>helps bring your vision to life.<\/li>\n\n\n\n<li class=\"wp-block-list-item\"><strong>Communicate your mission <\/strong>\u2013 explain what your business does and its purpose. Not only does a clear <a href=\"\/knowledge\/strategy\/how-to-write-a-mission-statement\/\" data-type=\"knowledge\" data-id=\"1457\" >mission statement<\/a> help you navigate business decisions, it can also be used to connect your customers to the \u2018why\u2019 behind your brand. <\/li>\n\n\n\n<li class=\"wp-block-list-item\"><strong>Find your tone of voice<\/strong> \u2013 your written communication should be consistent and reflect how you want people to feel about your business. Decisions like whether to use formal or informal language, or how you use humour, are important to consider when <a href=\"\/knowledge\/marketing\/what-is-tone-of-voice-in-business\/\" data-type=\"knowledge\" data-id=\"1120\" >developing your brand\u2019s tone of voice<\/a>. <\/li>\n\n\n\n<li class=\"wp-block-list-item\"><strong>Use creative imagery <\/strong>\u2013 whether you take your own photos or <a href=\"\/knowledge\/business-structure\/image-copyright-rules-for-businesses\/\" data-type=\"knowledge\" data-id=\"1463\" >use stock imagery<\/a>, the visuals you use in your marketing inform how people perceive your brand. Imagery can also include graphic design elements like icons, patterns, and lines.  <\/li>\n<\/ol>\n<\/div>\n\n\n\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<figure class=\"wp-block-image size-large size-full\"><img loading=\"lazy\" decoding=\"async\" height=\"785\" width=\"1024\" src=\"https:\/\/www.simplybusiness.co.uk\/wp-content\/uploads\/sites\/3\/2024\/05\/creating-a-brand-identity.png?w=1024\" alt=\"Graphic showing how to create a brand identity\" class=\"wp-image-3408\" srcset=\"https:\/\/www.simplybusiness.co.uk\/wp-content\/uploads\/sites\/3\/2024\/05\/creating-a-brand-identity.png 6792w, https:\/\/www.simplybusiness.co.uk\/wp-content\/uploads\/sites\/3\/2024\/05\/creating-a-brand-identity.png?resize=800,613 800w, https:\/\/www.simplybusiness.co.uk\/wp-content\/uploads\/sites\/3\/2024\/05\/creating-a-brand-identity.png?resize=768,589 768w, https:\/\/www.simplybusiness.co.uk\/wp-content\/uploads\/sites\/3\/2024\/05\/creating-a-brand-identity.png?resize=1024,785 1024w, https:\/\/www.simplybusiness.co.uk\/wp-content\/uploads\/sites\/3\/2024\/05\/creating-a-brand-identity.png?resize=1536,1177 1536w, https:\/\/www.simplybusiness.co.uk\/wp-content\/uploads\/sites\/3\/2024\/05\/creating-a-brand-identity.png?resize=2048,1569 2048w, https:\/\/www.simplybusiness.co.uk\/wp-content\/uploads\/sites\/3\/2024\/05\/creating-a-brand-identity.png?resize=150,115 150w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<p class=\"wp-block-paragraph\"><strong>Related guides<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li class=\"wp-block-list-item\"><a href=\"\/knowledge\/marketing\/business-awards-writing-a-winning-award-entry\/\" data-type=\"knowledge\" data-id=\"1139\" >How to write a winning award entry<\/a><\/li>\n\n\n\n<li class=\"wp-block-list-item\"><a href=\"\/knowledge\/marketing\/boost-your-brand-content-tips-from-lucy-hitchcock\/\" data-type=\"knowledge\" data-id=\"1207\" >Tips to develop a content strategy \u2013 from a small business owner<\/a><\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"how-to-promote-your-business\">How to promote your business<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">There are so many ways to communicate sales and advertising messages to potential customers \u2013 these are known as \u2018marketing channels\u2019. How you use these marketing strategies will depend on the type of business you have and where your target customers are. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-different-marketing-strategies\">Different marketing strategies  <\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">You\u2019ll likely want to use a selection of the following marketing channels, testing and developing a strategy around what works for your business and audience. You can choose from a wide range of digital and offline (also known as traditional) marketing channels to experiment with. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">How to advertise your business:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li class=\"wp-block-list-item\"><a href=\"#social-media\">social media<\/a><\/li>\n\n\n\n<li class=\"wp-block-list-item\"><a href=\"#emails\">emails <\/a><\/li>\n\n\n\n<li class=\"wp-block-list-item\"><a href=\"#search-engine-optimisation\">SEO<\/a><\/li>\n\n\n\n<li class=\"wp-block-list-item\"><a href=\"#content-and-blogs\">content and blogs<\/a><\/li>\n\n\n\n<li class=\"wp-block-list-item\"><a href=\"#traditional-marketing\">traditional marketing<\/a><\/li>\n\n\n\n<li class=\"wp-block-list-item\"><a href=\"#digital-marketing-ads\">digital marketing ads<\/a><\/li>\n\n\n\n<li class=\"wp-block-list-item\"><a href=\"#influencers\">influencers <\/a><\/li>\n\n\n\n<li class=\"wp-block-list-item\"><a href=\"#events\">events<\/a><\/li>\n\n\n\n<li class=\"wp-block-list-item\"><a href=\"#word-of-mouth-and-networking\">word of mouth and networking<\/a><\/li>\n<\/ul>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group alignfull is-layout-flow wp-block-group-is-layout-flow\" id=\"social-media\">\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<h4 class=\"wp-block-heading\" id=\"h-social-media\">Social media <\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">From Facebook and X to <a href=\"\/knowledge\/marketing\/how-to-get-followers-on-instagram-expert-advice\/\" data-type=\"knowledge\" data-id=\"1433\" >Instagram<\/a> and <a href=\"\/knowledge\/marketing\/how-to-make-money-on-tiktok\/\" data-type=\"knowledge\" data-id=\"1438\" >TikTok<\/a>, social media is a way to communicate directly with your customers, potential consumers, and industry in a relaxed and conversational way. Using social media in the right way will help increase awareness of your business which can ultimately lead to an increase in sales.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You can also choose to pay for ads and \u2018boost posts\u2019 on social media if you have the budget, although it can be tricky to narrow down the targeting and reach the right people. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">However you choose to engage on social, take the time to research <a href=\"\/knowledge\/marketing\/advantages-of-social-media-advertising\/\" data-type=\"knowledge\" data-id=\"1121\" >how to use social media as a marketing channel<\/a> and the different platforms available \u2013 that\u2019s how you start building your community.  <\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<figure class=\"wp-block-image size-large size-full\"><img loading=\"lazy\" decoding=\"async\" height=\"289\" width=\"1024\" src=\"https:\/\/www.simplybusiness.co.uk\/wp-content\/uploads\/sites\/3\/2024\/05\/marketing-and-storytelling-quote.png?w=1024\" alt=\"A quote graphic about the power of storytelling\" class=\"wp-image-3025\" srcset=\"https:\/\/www.simplybusiness.co.uk\/wp-content\/uploads\/sites\/3\/2024\/05\/marketing-and-storytelling-quote.png 6792w, https:\/\/www.simplybusiness.co.uk\/wp-content\/uploads\/sites\/3\/2024\/05\/marketing-and-storytelling-quote.png?resize=800,226 800w, https:\/\/www.simplybusiness.co.uk\/wp-content\/uploads\/sites\/3\/2024\/05\/marketing-and-storytelling-quote.png?resize=768,217 768w, https:\/\/www.simplybusiness.co.uk\/wp-content\/uploads\/sites\/3\/2024\/05\/marketing-and-storytelling-quote.png?resize=1024,289 1024w, https:\/\/www.simplybusiness.co.uk\/wp-content\/uploads\/sites\/3\/2024\/05\/marketing-and-storytelling-quote.png?resize=1536,434 1536w, https:\/\/www.simplybusiness.co.uk\/wp-content\/uploads\/sites\/3\/2024\/05\/marketing-and-storytelling-quote.png?resize=2048,579 2048w, https:\/\/www.simplybusiness.co.uk\/wp-content\/uploads\/sites\/3\/2024\/05\/marketing-and-storytelling-quote.png?resize=150,42 150w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<h4 class=\"wp-block-heading\" id=\"h-emails\">Emails<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Email marketing and newsletters help you keep in touch with your customers. They allow you to send advertisements, updates, sales messages, and important information about your services or products.<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group alignfull is-layout-flow wp-block-group-is-layout-flow\" id=\"search-engine-optimisation\">\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<h4 class=\"wp-block-heading\" id=\"h-seo\">SEO <\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Search Engine Optimisation (SEO) involves <a href=\"\/knowledge\/starting-out\/how-to-create-a-business-website\/\" data-type=\"knowledge\" data-id=\"1424\" >optimising your business website<\/a> to get lots of visitors from search engines (like Google, Bing, Yahoo, and DuckDuckGo). SEO can be confusing at first, but there are lots of <a href=\"\/knowledge\/tech\/best-seo-tools-for-small-businesses\/\" data-type=\"knowledge\" data-id=\"1341\" >great SEO tools<\/a> out there that can help you get to grips with it and really make the most of the boost it can bring your business.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-content-and-blogs\">Content and blogs<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Content marketing involves creating engaging content to help answer a reader\u2019s question or problem. This content can come in various forms, including <a href=\"\/knowledge\/marketing\/how-to-start-a-blog\/\" data-type=\"knowledge\" data-id=\"1443\" >blog posts<\/a>, <a href=\"\/knowledge\/marketing\/starting-a-business-podcast\/\" data-type=\"knowledge\" data-id=\"1101\" >podcasts<\/a>, and videos. You might even consider <a href=\"\/knowledge\/marketing\/how-to-make-money-on-youtube\/\" data-type=\"knowledge\" data-id=\"1439\" >creating YouTube videos<\/a> such as product tutorials or using the platform for advertising. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Content marketing strategies are closely tied to how you use email, SEO, and social media as channels to get your content in front of readers (and listeners and viewers).<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-traditional-marketing\">Traditional marketing<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Printed marketing materials have been around a lot longer than most of the other marketing channels we\u2019ve mentioned so far. They include everything from flyers, business cards, and pens to water bottles, stickers, and hoodies.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Before you decide which printed marketing materials to spend money on, it\u2019s worth asking yourself a few questions:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li class=\"wp-block-list-item\">how will my customers use this item?<\/li>\n\n\n\n<li class=\"wp-block-list-item\">how does it relate to my business?<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Traditional marketing also includes other offline channels like newspaper ads, <a href=\"\/knowledge\/marketing\/billboard-advertising-guide-for-small-businesses\/\" data-type=\"knowledge\" data-id=\"1225\" >billboards<\/a>, direct mail campaigns, and <a href=\"\/knowledge\/marketing\/radio-advertising-costs-and-tv-advertising-costs\/\" data-type=\"knowledge\" data-id=\"1498\" >TV and radio advertising<\/a>. <\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-digital-marketing-ads\">Digital marketing ads<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">While many of the channels listed here come under the \u2018digital marketing\u2019 umbrella \u2013 simply that you\u2019re using them to reach customers online \u2013 it\u2019s worth highlighting a couple of specific advertising channels.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Firstly, pay per click (PPC) advertising is a type of ad you can set up and customers will see when browsing the internet \u2013 but you\u2019ll pay every time someone clicks on the link which can be expensive. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And <a href=\"\/knowledge\/marketing\/how-to-start-affiliate-marketing\/\" data-type=\"knowledge\" data-id=\"1451\" >affiliate marketing<\/a> is when you reach out to publishers (other websites) to negotiate if they\u2019ll include a link back to your website for a fee. Some sites may even link to you for free if your site is well written and aligned to their brand \u2013 it doesn\u2019t hurt to ask. <\/p>\n<\/div>\n<\/div>\n\n<div id=\"nba-body-001\">\n<\/div>\n\n\n\n<div class=\"wp-block-group alignfull is-layout-flow wp-block-group-is-layout-flow\" id=\"influencers\">\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<h4 class=\"wp-block-heading\" id=\"h-influencers\">Influencers <\/h4>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"\/knowledge\/starting-out\/how-to-become-an-influencer\/\" data-type=\"knowledge\" data-id=\"1417\" >Working with influencers<\/a> and content creators can be another way to get your product or service in front of potential customers. Take the time to identify people with an engaged following on social media (relevant to your business) and see how you could collaborate on a campaign or pay for them to promote your products or services. <\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group alignfull is-layout-flow wp-block-group-is-layout-flow\" id=\"events\">\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<h4 class=\"wp-block-heading\" id=\"h-events\">Events <\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Depending on your business or trade, you might use events to attract new customers. Sometimes this might mean getting a <a href=\"\/knowledge\/retail\/pop-up-shop\/\" data-type=\"knowledge\" data-id=\"1496\" >pop-up stall<\/a> at a conference or organising your own event. \n<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For example, a yoga teacher might run retreats while a children\u2019s toy manufacturer might showcase products at trade shows. You could even hold a launch event to release a new product or introduce your brand to a new location. <\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"word-of-mouth-and-networking\">Word of mouth and networking<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Having a network can provide multiple opportunities \u2014 your community can support you in troubled times, help your business grow (via word of mouth), and you can use it to exchange ideas.\n<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A solid network can even help reduce costs by helping you find a good deal, or hunt down a piece of equipment that you might need. Crucially, it can help you understand your marketplace in more detail.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<figure class=\"wp-block-image size-large size-full\"><img loading=\"lazy\" decoding=\"async\" height=\"289\" width=\"1024\" src=\"https:\/\/www.simplybusiness.co.uk\/wp-content\/uploads\/sites\/3\/2024\/05\/networking-quote.png?w=1024\" alt=\"networking-quote.png\" class=\"wp-image-3409\" srcset=\"https:\/\/www.simplybusiness.co.uk\/wp-content\/uploads\/sites\/3\/2024\/05\/networking-quote.png 6792w, https:\/\/www.simplybusiness.co.uk\/wp-content\/uploads\/sites\/3\/2024\/05\/networking-quote.png?resize=800,226 800w, https:\/\/www.simplybusiness.co.uk\/wp-content\/uploads\/sites\/3\/2024\/05\/networking-quote.png?resize=768,217 768w, https:\/\/www.simplybusiness.co.uk\/wp-content\/uploads\/sites\/3\/2024\/05\/networking-quote.png?resize=1024,289 1024w, https:\/\/www.simplybusiness.co.uk\/wp-content\/uploads\/sites\/3\/2024\/05\/networking-quote.png?resize=1536,434 1536w, https:\/\/www.simplybusiness.co.uk\/wp-content\/uploads\/sites\/3\/2024\/05\/networking-quote.png?resize=2048,579 2048w, https:\/\/www.simplybusiness.co.uk\/wp-content\/uploads\/sites\/3\/2024\/05\/networking-quote.png?resize=150,42 150w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<p class=\"wp-block-paragraph\"><strong>Related guides<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li class=\"wp-block-list-item\"><a href=\"\/knowledge\/marketing\/how-to-write-a-press-release\/\" data-type=\"knowledge\" data-id=\"1232\" >How to write a press release \u2013 and promote your brand for free<\/a><\/li>\n\n\n\n<li class=\"wp-block-list-item\"><a href=\"https:\/\/www.simplybusiness.co.uk\/knowledge\/marketing\/23-ways-to-advertise-your-business-for-free\/\" data-type=\"knowledge\" data-id=\"16582\" >23 ways to advertise your business for free<\/a><\/li>\n\n\n\n<li class=\"wp-block-list-item\"><a href=\"\/knowledge\/tech\/seo-companies-for-small-business-growth\/\" data-type=\"knowledge\" data-id=\"1518\" >How to find an SEO agency to help your business grow<\/a><\/li>\n\n\n\n<li class=\"wp-block-list-item\"><a href=\"\/knowledge\/management\/benefits-of-a-business-mentor-uk\/\" data-type=\"knowledge\" data-id=\"1106\" >5 benefits of having a business mentor <\/a><\/li>\n<\/ul>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group alignfull is-layout-flow wp-block-group-is-layout-flow\" id=\"develop-your-marketing-strategy\">\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<h2 class=\"wp-block-heading\" id=\"develop-your-marketing-strategy\">Develop your marketing strategy <\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">With so many ways to promote your business, it can be hard to know where to start. And as a small business you\u2019ll probably be trying lots of different things to see what sticks. But as you grow, a thought-out marketing strategy gives you direction and helps you identify goals (and what\u2019s working). <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">What\u2019s more, <a href=\"\/knowledge\/marketing\/how-to-write-a-marketing-plan\/\" data-type=\"knowledge\" data-id=\"1456\" >writing a good marketing plan<\/a> gives you a clear direction and a document that you can refer back to regularly \u2013 and update along the way. <\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<p class=\"wp-block-paragraph\">The best small business marketing strategies start with customer research. This means getting to know your customers and knowing how your niche fits into the current market. You\u2019ll want to make time for: <\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li class=\"wp-block-list-item\"><strong>market research<\/strong> \u2013 <a href=\"\/knowledge\/strategy\/how-to-do-business-swot-analysis-template\/\" data-type=\"knowledge\" data-id=\"944\" >do a SWOT analysis<\/a> to identify your strengths and weaknesses as well as opportunities and threats within the wider business landscape. This is also where you\u2019ll look into what your competitors are doing and how you can get ahead<\/li>\n\n\n\n<li class=\"wp-block-list-item\"><strong>customer journey mapping<\/strong> \u2013 how does a customer find out about you and what do they see before deciding to part with their cash? <a href=\"\/knowledge\/marketing\/customer-journey-map-template-for-business\/\" data-type=\"knowledge\" data-id=\"1375\" >Mapping the customer journey<\/a> helps you decide what content to share at different times \u2013 for example in emails and on your website <\/li>\n\n\n\n<li class=\"wp-block-list-item\"><strong>developing audience personas<\/strong> \u2013 while this may be a task more often reserved for advanced marketers, having a basic understanding of who your customers are is the key to getting your advertising right. A simple persona is just a description of who your ideal customer is \u2013 consider demographics, interests, challenges, and motivations<\/li>\n\n\n\n<li class=\"wp-block-list-item\"><strong>pricing<\/strong> \u2013 a lot goes into <a href=\"\/knowledge\/marketing\/how-to-price-a-product-uk\/\" data-type=\"knowledge\" data-id=\"1050\" >pricing a product or service<\/a> and it can make or break a business. Make sure you look at your costs and competitors to work out a price that gives you a healthy profit<\/li>\n\n\n\n<li class=\"wp-block-list-item\"><strong>a local strategy<\/strong> \u2013 if your business is location-based (for example a brick-and-mortar shop or fitness studio) then activities like adding a <a href=\"https:\/\/www.google.com\/intl\/en_uk\/business\/\" rel=\"noopener noreferrer\" target=\"_blank\">Google Business Profile<\/a> and keeping your business hours up to date on Google Maps helps customers in your area find out about you. You might also consider leaving flyers with other local businesses or adding a pavement sign<\/li>\n<\/ul>\n<\/div>\n\n\n\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<figure class=\"wp-block-image size-large size-full\"><img loading=\"lazy\" decoding=\"async\" height=\"617\" width=\"1024\" src=\"https:\/\/www.simplybusiness.co.uk\/wp-content\/uploads\/sites\/3\/2024\/05\/local-advertising-tips.png?w=1024\" alt=\"Graphic showing different ways to advertise locally\" class=\"wp-image-3410\" srcset=\"https:\/\/www.simplybusiness.co.uk\/wp-content\/uploads\/sites\/3\/2024\/05\/local-advertising-tips.png 6792w, https:\/\/www.simplybusiness.co.uk\/wp-content\/uploads\/sites\/3\/2024\/05\/local-advertising-tips.png?resize=800,482 800w, https:\/\/www.simplybusiness.co.uk\/wp-content\/uploads\/sites\/3\/2024\/05\/local-advertising-tips.png?resize=768,463 768w, https:\/\/www.simplybusiness.co.uk\/wp-content\/uploads\/sites\/3\/2024\/05\/local-advertising-tips.png?resize=1024,617 1024w, https:\/\/www.simplybusiness.co.uk\/wp-content\/uploads\/sites\/3\/2024\/05\/local-advertising-tips.png?resize=1536,926 1536w, https:\/\/www.simplybusiness.co.uk\/wp-content\/uploads\/sites\/3\/2024\/05\/local-advertising-tips.png?resize=2048,1235 2048w, https:\/\/www.simplybusiness.co.uk\/wp-content\/uploads\/sites\/3\/2024\/05\/local-advertising-tips.png?resize=150,90 150w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<p class=\"wp-block-paragraph\"><strong>Related guides<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li class=\"wp-block-list-item\"><a href=\"\/knowledge\/marketing\/how-to-do-market-research\/\" data-type=\"knowledge\" data-id=\"982\" >How to do market research \u2013 affordable tips for small businesses<\/a><\/li>\n\n\n\n<li class=\"wp-block-list-item\"><a href=\"\/knowledge\/marketing\/5-ways-to-tell-your-customers-about-a-price-increase\/\" data-type=\"knowledge\" data-id=\"1147\" >5 ways to tell your customers about a price increase<\/a><\/li>\n\n\n\n<li class=\"wp-block-list-item\"><a href=\"\/knowledge\/strategy\/what-is-business-growth\/\" data-type=\"knowledge\" data-id=\"1206\" >How to develop a strategy that helps your business grow<\/a><\/li>\n\n\n\n<li class=\"wp-block-list-item\"><a href=\"\/knowledge\/retail\/how-to-increase-footfall-in-a-retail-store-or-local-shop\/\" data-type=\"knowledge\" data-id=\"1000\" >How to increase footfall in a retail shop<\/a><\/li>\n<\/ul>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group alignfull is-layout-flow wp-block-group-is-layout-flow\" id=\"building-online-reviews\">\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<h2 class=\"wp-block-heading\" id=\"building-and-managing-online-reviews\">Building (and managing) online reviews <\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Reviews are an important part of your business\u2019s online marketing as customers can rate your service or product. Using an online review platform like Google or TripAdvisor also lets potential customers know what your existing customers think of your business, whether it&#8217;s positive, negative, or neutral.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Asking happy customers to leave a review \u2013 perhaps in a thank you email, a delivery note, or when you finish a job \u2013 can be a great way to build your online reputation. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Focus on building reviews on one or two platforms. Which ones you choose will depend on your business and where your customers are. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Trustpilot<\/strong> \u2013 any product or service-related business can <a href=\"\/knowledge\/marketing\/how-to-get-trustpilot-reviews-small-business-tips\/\" data-type=\"knowledge\" data-id=\"1169\" >build Trustpilot reviews<\/a>, and the platform helpfully highlights verified buyers so people know a review is genuine. <\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<figure class=\"wp-block-image size-large size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"815\" height=\"470\" src=\"https:\/\/www.simplybusiness.co.uk\/wp-content\/uploads\/sites\/3\/2024\/05\/trustpilot-reviews.jpg?w=815\" alt=\"Example review and response on Trustpilot\" class=\"wp-image-3411\" srcset=\"https:\/\/www.simplybusiness.co.uk\/wp-content\/uploads\/sites\/3\/2024\/05\/trustpilot-reviews.jpg 815w, https:\/\/www.simplybusiness.co.uk\/wp-content\/uploads\/sites\/3\/2024\/05\/trustpilot-reviews.jpg?resize=800,461 800w, https:\/\/www.simplybusiness.co.uk\/wp-content\/uploads\/sites\/3\/2024\/05\/trustpilot-reviews.jpg?resize=768,443 768w, https:\/\/www.simplybusiness.co.uk\/wp-content\/uploads\/sites\/3\/2024\/05\/trustpilot-reviews.jpg?resize=150,87 150w\" sizes=\"auto, (max-width: 815px) 100vw, 815px\" \/><\/figure>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"margin-right:var(--wp--preset--spacing--60);margin-left:var(--wp--preset--spacing--60)\"><em>Replying to reviews is good practice. Trustpilot 2023.<\/em><\/p>\n\n\n\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<p class=\"wp-block-paragraph\"><strong>Yelp <\/strong>\u2013 from restaurants and shops to beauty and fitness services, <a href=\"https:\/\/biz.yelp.com\/claim?utm_medium=www&amp;utm_source=consumer_site_yelp_for_business_dropdown&amp;utm_campaign=claim_business&amp;utm_content=add_business_option\" rel=\"noopener noreferrer\" target=\"_blank\">Yelp<\/a> is another popular review site worth exploring. You\u2019ll need to set up a profile and register if you want to respond to any reviews people leave on Yelp though. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Google<\/strong> \u2013 one of the most important parts of <a href=\"\/knowledge\/marketing\/how-to-get-google-reviews-for-your-business\/\" data-type=\"knowledge\" data-id=\"998\" >Google reviews<\/a> is that your average star rating from Google, along with a link through to the written reviews, can appear on Google\u2019s search page when someone looks up your business. <\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<figure class=\"wp-block-image size-large size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"816\" height=\"622\" src=\"https:\/\/www.simplybusiness.co.uk\/wp-content\/uploads\/sites\/3\/2024\/05\/google-reviews.jpg?w=816\" alt=\"Example Google review\" class=\"wp-image-3412\" srcset=\"https:\/\/www.simplybusiness.co.uk\/wp-content\/uploads\/sites\/3\/2024\/05\/google-reviews.jpg 816w, https:\/\/www.simplybusiness.co.uk\/wp-content\/uploads\/sites\/3\/2024\/05\/google-reviews.jpg?resize=800,610 800w, https:\/\/www.simplybusiness.co.uk\/wp-content\/uploads\/sites\/3\/2024\/05\/google-reviews.jpg?resize=768,585 768w, https:\/\/www.simplybusiness.co.uk\/wp-content\/uploads\/sites\/3\/2024\/05\/google-reviews.jpg?resize=150,114 150w\" sizes=\"auto, (max-width: 816px) 100vw, 816px\" \/><\/figure>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"margin-right:var(--wp--preset--spacing--60);margin-left:var(--wp--preset--spacing--60)\"><em>Google Reviews show up on your business profile and Google Maps. Example from January 2024.<\/em><\/p>\n\n\n\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<p class=\"wp-block-paragraph\"><strong>Facebook<\/strong> \u2013 despite being over 20 years old, Facebook still boasts three billion monthly active users (<a href=\"https:\/\/www.statista.com\/topics\/751\/facebook\/#topicOverview\" rel=\"noopener noreferrer\" target=\"_blank\">Statista<\/a>) and is a popular choice for many businesses. Not only can you connect with your audience through the social media platform, you can also encourage people to leave reviews on your <a href=\"\/knowledge\/marketing\/how-to-create-a-facebook-business-account\/\" data-type=\"knowledge\" data-id=\"1127\" >Facebook business page<\/a>. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>TripAdvisor<\/strong> \u2013 any small business providing hospitality, entertainment, or other customer experiences should make their <a href=\"https:\/\/www.tripadvisor.co.uk\/Owners\" rel=\"noopener noreferrer\" target=\"_blank\">TripAdvisor listing<\/a> a top priority. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Yell.com<\/strong> \u2013 the online equivalent to the now out-of-print Yellow Pages, <a href=\"https:\/\/www.yell.com\/free-listing\/\" rel=\"noopener noreferrer\" target=\"_blank\">Yell<\/a> is still a popular platform for business reviews. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Checkatrade<\/strong> \u2013 this is often the first place people will look when trying to find a tradesperson, so <a href=\"https:\/\/join.checkatrade.com\/tradecontent\" rel=\"noopener noreferrer\" target=\"_blank\">creating a Checkatrade profile<\/a> and building positive reviews can help you win business.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Beyond online reviews, your brand\u2019s reputation is also about keeping your customers happy. From <a href=\"\/knowledge\/technology-for-small-businesses\/how-to-create-surveys-for-customer-satisfaction\/\" data-type=\"knowledge\" data-id=\"1426\" >gathering feedback through surveys<\/a> (and listening to it) to rewarding loyalty, <a href=\"\/knowledge\/marketing\/what-is-good-customer-service\/\" data-type=\"knowledge\" data-id=\"990\" >good customer service<\/a> in person and online all influence how people feel about your brand. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Related guides:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li class=\"wp-block-list-item\"><a href=\"\/knowledge\/marketing\/how-small-businesses-can-tackle-fake-online-reviews\/\" data-type=\"knowledge\" data-id=\"1077\" >How to tackle fake online reviews<\/a><\/li>\n\n\n\n<li class=\"wp-block-list-item\"><a href=\"\/knowledge\/marketing\/how-to-get-google-reviews-for-your-business\/\" data-type=\"knowledge\" data-id=\"868\" >How to respond to online reviews (the good and the bad)<\/a><\/li>\n\n\n\n<li class=\"wp-block-list-item\"><a href=\"https:\/\/www.simplybusiness.co.uk\/knowledge\/retail\/new-consumer-rights-laws-for-online-sellers\/\" data-type=\"knowledge\" data-id=\"14011\" >The DMCC Bill: how will it impact your business?<\/a><\/li>\n<\/ul>\n<\/div>\n\n\n\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<h2 class=\"wp-block-heading\" id=\"product-marketing-tips\">Product marketing tips<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Finally, if your business sells a product rather than a service then there\u2019s a few extra things to consider as part of your marketing strategy. <\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li class=\"wp-block-list-item\"><strong>How to develop your idea<\/strong> \u2013 this creative stage of bringing a product to market is important to get right. Before spending big on <a href=\"\/knowledge\/marketing\/tips-for-developing-a-product-a-simple-guide\/\" data-type=\"knowledge\" data-id=\"1072\" >launching a new product<\/a>, you\u2019ll need to do thorough research with focus groups, create a prototype, and do a sample run.<\/li>\n\n\n\n<li class=\"wp-block-list-item\"><strong>How the product life cycle works<\/strong> \u2013 understanding where your product is in its life cycle will help you know when to adapt your marketing strategy, bring out a new range, or introduce it to a new market. This <a href=\"\/knowledge\/marketing\/product-life-cycle-stages\/\" data-type=\"knowledge\" data-id=\"1068\" >guide to product life cycle stages<\/a> and the theory behind it will help you get to grips with the basics. <\/li>\n\n\n\n<li class=\"wp-block-list-item\"><strong>How to take photos that sell your product<\/strong> \u2013 taking amazing photos will help customers visualise your product and drive more sales. Our <a href=\"\/knowledge\/marketing\/product-photography-for-small-businesses\/\" data-type=\"knowledge\" data-id=\"1497\" >product photography tips<\/a> will help you showcase your products and bring them to an online audience. <\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-final-thoughts-test-learn-and-grow\">Final thoughts \u2013 test, learn, and grow<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Finding the right marketing strategy for your business takes time. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We\u2019ve introduced a range of traditional and digital marketing strategies here \u2013 and some are more costly to implement than others. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The important thing to remember is to have a plan, budget carefully, and regularly reflect on what\u2019s working (and adapt when you need to). <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Finding ways to promote your business for free \u2013 whether that\u2019s through word of mouth, free software, or online reviews \u2013 is the key to making the most of your small business marketing budget while growing your brand. <\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<div id=\"nba-upsell-001\" class=\"wp-block-group has-azure-200-background-color has-background has-global-padding is-layout-constrained wp-container-core-group-is-layout-94e519ba wp-block-group-is-layout-constrained\" style=\"padding-top:var(--wp--preset--spacing--80);padding-right:var(--wp--preset--spacing--40);padding-bottom:var(--wp--preset--spacing--80);padding-left:var(--wp--preset--spacing--40)\">\n<h3 class=\"wp-block-heading has-text-align-center\" id=\"h-ready-to-set-up-your-cover\">Ready to set up your cover?<\/h3>\n\n\n\n<p class=\"has-text-align-center wp-block-paragraph\">As one of the UK&#8217;s biggest <a href=\"\/business-insurance\/\" data-type=\"page\" data-id=\"5152\" >business insurance<\/a> providers, we specialise in <a href=\"\/business-insurance\/public-liability-insurance\/\" data-type=\"page\" data-id=\"734\" >public liability insurance<\/a> and protect more trades than anybody else. Why not take a look now and build a quick, tailored quote?<\/p>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-a89b3969 wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/quote.simplybusiness.co.uk\/business\">Start your quote<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Photograph: Monkey Business\/stock.adobe.com<\/em><\/p>\n\n<div id=\"nba-body-end\">\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Learn the best small business marketing strategies to attract sales and grow your business.<\/p>\n","protected":false},"author":3,"featured_media":50326,"comment_status":"open","ping_status":"closed","template":"","meta":{"sb_hreflang":"","sb_hreflang_url":"","disable_breadcrumbs":false,"sb_breadcrumbs":[],"sb_reviewed_by":"","sb_review_date":"","sb_enable_content_gating":false,"footnotes":""},"categories":[111,110],"hidden-category":[],"coauthors":[25],"class_list":["post-1410","knowledge","type-knowledge","status-publish","has-post-thumbnail","hentry","category-marketing","category-business-news"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How to advertise your business \u2013 the ultimate guide<\/title>\n<meta name=\"description\" content=\"Want to know how to advertise your business? Learn the best marketing strategies to attract sales and grow your business.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.simplybusiness.co.uk\/knowledge\/marketing\/how-to-advertise-your-business\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to advertise your business \u2013 the ultimate guide\" \/>\n<meta property=\"og:description\" content=\"Marketing strategies to help you attract new customers and take your business to the next level.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.simplybusiness.co.uk\/knowledge\/marketing\/how-to-advertise-your-business\/\" \/>\n<meta property=\"og:site_name\" content=\"Simply Business UK\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/simplybusiness\" \/>\n<meta property=\"article:modified_time\" content=\"2026-04-20T13:14:26+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.simplybusiness.co.uk\/wp-content\/uploads\/sites\/3\/2024\/06\/marketing-guide-how-to-advertise-your-business.jpg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"How to advertise your business \u2013 the ultimate marketing guide\" \/>\n<meta name=\"twitter:site\" content=\"@simplybusiness\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"13 minutes\" \/>\n\t<meta name=\"twitter:label2\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data2\" content=\"Catriona Fuller\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.simplybusiness.co.uk\/knowledge\/marketing\/how-to-advertise-your-business\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.simplybusiness.co.uk\/knowledge\/marketing\/how-to-advertise-your-business\/\"},\"author\":{\"@type\":\"Person\",\"name\":\"Catriona Fuller\",\"description\":\"Catriona Fuller is a content and marketing professional with 12 years\u2019 experience across the financial services, higher education, and insurance sectors. 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