When you’re launching a creative business, figuring out small business marketing can feel overwhelming. Like… where do you even begin?

Social media? A website? Networking? All of the above?

The good news is, marketing doesn’t have to feel like a mystery—or worse, a chore.

With the right foundation, you can create a marketing strategy that’s simple, effective, and aligned with your creative vision.

This guide will walk you through the basics of small business marketing, step by step.

Whether you’re a photographer, designer, wedding planner, copywriter, or VA, these actionable tips will help you build your brand, attract the right clients, and grow with confidence.

Build Your Brand and Identity

Before you start marketing, you need to define your brand.

Your brand is more than a logo or color palette—it’s the personality and promise behind your business. It’s how people perceive you and how you make them feel.

Start by asking yourself these questions:

• What do I want people to think of when they hear my business name?
• Who am I trying to attract?
• What values are at the core of my business?

For example, if you’re a wedding planner specializing in intimate, nature-inspired events, your brand should feel warm, approachable, and a little whimsical.

If you’re a virtual assistant for tech startups, your brand might lean professional and innovative.

Once you’ve clarified your brand, create a visual identity to match. This includes your logo, fonts, colors, and any imagery or design elements you’ll use consistently across your website, social media, and marketing materials.

Define Your Offer

Your offer is the heart of your business. It’s what you’re selling and the problem you’re solving for your clients. If your offer isn’t clear, it’ll be hard to attract the right people—or make them want to buy.

Start by thinking about your ideal client. What are they struggling with? What do they need, and how can you help them?

For example:

• A photographer might offer elopement packages for couples who want a stress-free, intimate wedding experience.
• A graphic designer could specialize in branding for small businesses that want to stand out online.
• A copywriter might focus on creating website copy that helps entrepreneurs connect with their audience and convert leads.

Once you’ve defined your offer, write it out in one or two sentences. Keep it simple and specific. This will become the foundation of your marketing message.

Build a Website That Speaks to Your Audience

Your website is your digital storefront. It’s where potential clients go to learn more about you, your services, and how you can help them.

A good website doesn’t need to be fancy, but it does need to be clear, welcoming, and easy to navigate.

For example, if you’re a VA, your Services page might include packages like “Inbox Zero Management” or “Launch Support,” with a short description of what’s included and the results your clients can expect.

Read our post about what makes a website convert for more info on this!

We also have this great article about how to write your website copy, so you’ll for sure want to check that out, too. 

Start Building an Email List

An email list is one of the most valuable marketing tools for small businesses.

Unlike social media, where algorithms decide who sees your content, your email list gives you direct access to your audience.

Start by creating a lead magnet—a free resource or incentive that encourages people to join your list. For example:

• A wedding planner could offer a “Wedding Budget Checklist.”
• A graphic designer might create a “Branding Starter Guide.”
• A copywriter could share a free template for writing a high-converting About page.

Once people join your list, stay in touch with regular newsletters.

Share helpful tips, behind-the-scenes updates, and occasional promotions. The goal is to build trust and keep your business top of mind.

Establish a Social Media Presence

Social media is a powerful way to connect with your audience, showcase your work, and build your brand.

But you don’t need to be everywhere. Focus on one or two platforms where your ideal clients spend their time.

When posting, think about what your audience wants to see. Share your work, offer helpful tips, and show a little personality.

Consistency is key, so create a schedule you can stick to—even if it’s just one post a week to start.

Sample Content Ideas for Small Business Marketing

If you’re not sure what to post, here are some simple ideas to get the ball rolling:

• Behind the scenes of your process. Share how you prep for a client session, design a logo, or plan a wedding.
• Client success stories. Highlight a recent project and explain how you helped your client solve a problem.
• Quick tips or hacks related to your niche. For example, a photographer might share posing tips, while a VA could share time-saving tools.
• Personal posts that help your audience get to know you. Share your “why,” your morning routine, or the story behind your business name.
• Repurposed content. Turn a blog post into a social media caption, or summarize a newsletter tip in an Instagram story.

Don’t overthink it. Focus on creating content that feels authentic and useful for your audience.

Quick Start Marketing Cheat Sheet

• Define your brand and offer. Start with one clear, specific service or product.
• Build a simple website with key pages: Home, About, Services, and Contact.
• Choose one social media platform to focus on. Post consistently, even if it’s just once a week.
• Create a lead magnet to start building your email list.
• Experiment with different strategies and pay attention to what resonates most with your audience.

Why Your Website is the Best Place to Start

Your website is the foundation of your marketing strategy. It’s where everything—your brand, your offer, your content—comes together in one place.

It’s also the space you control completely, free from algorithm changes or social media trends.

With Showit, building a beautiful, functional website is simple and intuitive. Whether you’re just getting started or refreshing your current site, Showit gives you the tools to create a space that feels uniquely you.

Ready to create a home for your business that works as hard as you do? Start your free trial of Showit today and see how easy it is to build a site that supports your goals and helps your small business grow. 

AND REMEMBER: Rome wasn’t built in a day, so your marketing strategy doesn’t have to be either! Just because this post outlines all sorts of things you can do to get the ball rolling, don’t feel like you have to get started on all of them right now, or like you’re “behind” if you haven’t chosen to do some of these suggestions yet.

Focus on getting your foundation (aka your site!) set up, and the rest will come in time. You got this!