In My thoughts•October 6, 2025•8 Minutes

Getting Started with Marketing for Small Businesses

Getting Started with Marketing for Small Businesses

Author: Kordian Pach

Congratulations! You have an amazing product and tons of energy – that’s the most important thing. Now it’s time to turn that potential into customers and a recognisable brand. You’re in the right place – this guide will help you get started from scratch and avoid common mistakes.

How to build the foundation of a marketing strategy for a small business

Simple tools and steps you can implement immediately
Show that you can not only create content but also plan a complete strategy

1. Know Your Customer2. Set your near-term marketing goals3. Basics of online presence4. Test and learn5. Build your brand step by step6. Don’t try to do everything at once

Define your target audience

Before spending your first £ on marketing, you need to know who you want to reach.

Example context: an online home goods store (decorations, kitchen accessories, interior items, candles, textiles).

Questions to consider:

  • Who needs your product the most?

  • What problems or needs do they have, and how does your product solve them?

  • Where do they look for solutions – online or offline?

💡 Focus on the customer, not the product.

Examples of customer problems and your role:

  • Customers feel their home is not cosy, lacks character, and they don’t know how to choose matching accessories.

  • You help them create a home where they truly feel comfortable.

  • Your store offers ready-made decoration sets, matching in style and colour, so the customer doesn’t have to be an interior designer.

  • You can offer space organisation services – e.g., for a kitchen cluttered with mismatched and impractical items.

  • Your products combine aesthetics and functionality, helping with daily cooking while creating a pleasant home atmosphere.

  • After work, the customer wants to relax – your products (e.g., natural candles, soft blankets, pleasant scents) help create a calming environment.

Kordian Pach

Quote of the Article:

Don’t try to do everything at once
Focus on 1–2 channels, then expand
Your biggest asset is energy and ideas

1. Who is your potential customer?

  • Someone who cares about home aesthetics

  • Values product quality

  • Looking for a gift or wants to refresh their space without renovations

💡 Ask yourself:

  • Why would someone choose your product right now?

  • What motivates them – emotions, convenience, beauty, time-saving?

b) Create a buyer persona

Imagine a specific person and give them a name, age, profession, lifestyle, and interests.

Example:

  • Magda, 35 years old

  • Lives in the city, works remotely

  • Likes her home to be cozy and aesthetic but doesn’t have time for long shopping trips

  • Values beautiful, durable, and practical items

  • Follows interior inspiration on Instagram and likes brands showing products in real-life use

📌 Create 2–3 profiles if your products appeal to different types of customers.

c) Understand and spark customer needs

Even if the customer doesn’t know they need your product, open their imagination.

Example: Show the production process of beautiful kitchen accessories, emphasizing their uniqueness, handmade quality, and high standard.

Storytelling can create a purchase need, even if the customer already owns similar products.

A video of a durable, easy-to-maintain kitchen countertop can be supported by images of customers struggling with lower-quality alternatives.

d) Check where customers spend their time

  • Instagram, Pinterest, Facebook – photos, home tips

  • YouTube, TikTok – practical guides and DIY

  • Topic groups on interior design, minimalism, home lifestyle

💡 Simple tool – instead of guessing, ask a few friends or customers:

  • What do they like about home products?

  • What annoys them when shopping online?

  • Why do they choose a certain style, color, or brand?

e) Analyze data and test

  • Track who buys (age, location, gender) – Google Analytics, Meta Ads Manager
  • Which products are most viewed or added to the cart
  • How they find your site – social media, ads, referrals

Test and adjust:

Publish different content (posts about style, quality, promotions) and see what engages people

  • Test ads, photos, and slogans
  • Analyse interactions in comments and messages

Example formula:
“My ideal customer is someone who [problem/need] because [emotion or motivation]. They are looking for [solution] to help them [result]. My product does this by providing [key value].”

Example:
My ideal customer wants their home to look stylish but doesn’t have time to decorate. They are looking for simple, ready-made solutions that transform their interior effortlessly. My products allow them to achieve this — they are beautiful, practical, and ready to use.

2. Set your near-term marketing goals

Goals should be specific and measurable. Examples:

  • Gain the first 50 customers in 3 months

  • Collect 100 newsletter subscribers in 2 months

  • 1,000 website visits in one month

💡 Goals give direction and allow you to evaluate what works and what needs improvement.

3. Basics of online presence

a) Website or landing page

  • Register a domain with your company name – check availability and trademarks

  • Create a simple website with:

    • Short description of product/service

    • Photos or videos presenting the product

    • Contact form

    • Order button or newsletter signup

b) Choose communication channels

  • Don’t try to be everywhere at once – pick 2–3 channels:

    • Social media (Instagram, Facebook, LinkedIn)

    • Newsletter

    • Marketplace or local platforms

c) Create valuable content

  • Guides, tips, instructions related to the product

  • Behind-the-scenes materials – production process

  • Customer stories or test results

💡 Value and authenticity matter more than professional production. If using audio, ensure quality.

4. Test and learn

  • Check which posts and campaigns attract customers
  • Analyse website and social media statistics
  • Collect customer feedback and adjust your offer

5. Build your brand step by step

  • Consistent visual style (colors, fonts, photos)
  • Communicate your company values and mission in every post and email
  • Show authenticity and passion – people buy from people they like and trust

6. Don’t try to do everything at once

  • Focus on 1–2 channels, then expand
  • Your biggest asset is energy and ideas

Summary

If you’re just starting:

  1. Define your target audience and marketing goals

  2. Create a simple website or landing page

  3. Choose 2–3 communication channels

  4. Create valuable and authentic content

  5. Test, analyze, and improve

  6. Build your brand step by step

Following these steps, your great product and energy will turn into real customers, and your brand will start growing from the first weeks.