Small Business Marketing: how to maximise your content for maximum ROI.
6 Jun 2025
What do the stats say about small business marketing?
Research found that 67% of UK SMEs are marketing in the dark. With zero action plan to keep them on track, no clear strategy to capture and convert their target audiences, and no in-depth understanding of their industry and their competitors… To me, this highlights an obvious missed opportunity for both growth and efficiencies within UK small businesses.
In a survey completed earlier this year by CIM (Chartered Institute of Marketing) results clearly showed a lack of understanding and standards within the marketing industry.
The takeaway? A demand to bridge the gap! To provide specialist marketing services from professionals with experience and proven knowhow. As high as 23% said that the most common issue a marketing team faces is due to lack of formal qualifications… if nearly 1 in 4 are noting the need for professional ‘tried and tested’ advice, this is your sign to seek marketing support from a qualified professional.
The secret to small business marketing is smart and cohesive strategies.
As a qualified and experienced professional, I’d say you don’t need a huge budget to make your marketing count. You just need a SMART AND COHESIVE approach - something which I’ll preach incredibly loudly until the end of my marketing days!
So, if you’re asking yourself how you access and execute this type of approach, I have the answer. And, working with a local marketing consultant makes all the difference…
Cohesive campaigns don’t just look better - they work better. With consumer attention spans shrinking and digital noise increasing, the most cost-effective way to stand out is through a unified, creative approach across every touchpoint. Market smarter, not harder is the key to success.
Maximise your marketing for maximum ROI.
I’ll set the scene for you… your business is looking to push a product or service. You ask yourself how do you drive awareness, gain traction, and convert your target audience into customers?
You also have another list as long as your arm to accompany these queries, something a little like this:
How do we reinforce a consistent message?
What does cohesive marketing really look like?
How long do we need to execute this style of marketing for?
How do we get results with minimum budget, tools and resources?
And, the list goes on…!
As we all know, marketing is about ROI - especially for small business owners. Running a small business means juggling countless tasks. Marketing often ends up at the bottom of the list. In a world where attention is scarce & competition is fierce, getting your brand noticed is more important than ever.
So my question to you is… are you exploiting your content? If you don’t know the answer to this, it is probably a no. And that right there, is the ticket.
Small business marketing tip = content exploitation.
Content exploitation is a form of marketing optimisation. It not only creates a clear cut strategy and distribution plan, it also means that both your message and visuals are also consistent - something which is imperative to your conversion results.
How do you go about this I hear you ask..
Here is a quick 5 step summary:
1. Strategy: it’s time to create a customer journey and align this to your sales funnel or process.
2. Content Creation: pieces of content honing a consistent message need to be created in bulk, suitable for all relevant touchpoints.
3. Distribution: push out your content!
4. Refinement/Optimisation: tweak visuals copy and refine your message to meet needs & pain points - make your target audience feel seen.
5. Repeat: your message - over and over again!
Content exploitation at its finest… an example.
So, you've outlined your customer/buyers journey, you understand your target audience, your competitors and how best to position your product or service - this down to having a watertight strategy. What's next?
Visually map out your buyers journey, make note of where each section intersects and compliments your sales funnels or processes. Think about the stages of the famously used AIDA model (Awareness, Interest, Desire, Action) and what a consumer needs to interact with and/or be exposed to in order to meet each stage of this conversion road map.
Then, armed with the above… get creating that content.
Example content creation for each stage:
Awareness
Blog posts providing insights and value - utilise organic SEO.
Instagram carousel posts reinforcing the same insights and value as on your website but in lesser depth - drive traffic to your website.
Google Business Profile posts - share the same content to your GBP to maximise on your local SEO.
Sharing content to your personal LinkedIn via posts and articles.
Networking.
Interest
Free, high value lead magnets. Some form of freebie pdf or web page with accessible content - however don't give away all your secrets. The trick is to not overwhelm, but leave enough to the imagination whereby consumers seek interest and further information of contact.
Blog posts - offer your lead magnets in exchange for data capture.
Email Marketing. Create a nurture series that aids your sales conversion strategies.
Desire
Testimonials and reviews - great for social proofing.
Personal & BHS (behind the scenes) content - creating authenticity and trust.
Interaction-based content on social media.
Events - creating connection and personable interactions.
Free advice and consultations.
Action
Digital or in-person offers.
Website landing pages.
Printed collateral but actionable steps like QR codes.
Referrals Programme.
Booking or purchase website page.
Social commerce shop.
It's over to you! This is just a basic example but something as simple and straightforward as this can really make all the difference… especially when done inline with your strategy. It is all about the intent!
Do you need marketing help?
If you're looking for some guidance or feel totally in the dark about where to start, and how to create something remotely similar to this… let's chat!
Through strategy and organic marketing tools we can build you that business growth you've been looking for.
How to get in touch..
+44(0) 7561 774416
shedoesmarketing_uk - Instagram
Work with me.
I began ‘she does’ with a clear aim to create attainable and accessible marketing for local businesses. I deliver a strategic and cohesive approach that enables sustainable and consistent growth - harnessing, maximising, and implementing the right marketing tools for your business... email, social, web, copywriting, print etc. No two strategies or content are the same!
If this success sounds like something you’re after, then you’re definitely in the right place!
Let's chat over a coffee… it's on me!