Marketing Your Small Business: Why is it so hard?

“Marketing a small business can feel like trying to juggle flaming torches while riding a unicycle—on a tightrope—over a pit of alligators...”

Marketing a small business can feel like trying to juggle flaming torches while riding a unicycle—on a tightrope—over a pit of alligators. Okay, maybe not that dramatic, but it’s tough! Unlike big companies with million-dollar budgets and teams of marketing wizards, small business owners often have to do everything themselves, from crafting social media posts to bribing—I mean, encouraging—customers to leave reviews. (I can help with that!)

If you’ve ever screamed into the void, “Why isn’t my business going viral yet?!” this post is for you. Let’s break down the biggest challenges of small business marketing and how to tackle them (without losing your sanity).

1. Limited Budget (a.k.a. "Marketing on a Shoestring... or No String at All")

You see those big brands running million-dollar ad campaigns with celebrities and think, “Yeah, I can totally compete with that… with my $20 ad budget.”

How to Survive:

• Get cozy with organic marketing (fancy term for “free stuff that actually works”), like social media, SEO, and word-of-mouth.

• Use free tools like Canva (for design), Mailchimp (for emails), and Google My Business (for that sweet, sweet local search visibility).

2. No Time (a.k.a. "When Do People Sleep?")

Between running the business, handling customers, and remembering to feed yourself, marketing often gets shoved into the “I’ll do it later” pile—right next to "exercise".

How to Survive:

• Schedule social media posts in advance with automation tools.

• Create a content calendar so you’re not posting “Happy New Year!” in March.

• Spend just 30 minutes a day engaging with customers online. (Yes, even if that means scrolling TikTok and calling it "research.")

3. Reaching the Right Audience (a.k.a. "Shouting Into the Void")

Ever feel like you’re talking to everyone and no one at the same time? You post about your amazing handmade candles, and somehow only your mom and a random bot from Russia like it.

How to Survive:

• Identify your ideal customer—because “everyone” is not a target audience. (Unless you sell air. Then congrats, everyone is your market.)

• Use targeted ads on platforms like Facebook and Instagram (just don’t fall into the black hole of tweaking settings for five hours).

• Pay attention to analytics—if your audience loves dog memes more than your product posts, maybe it’s time to embrace the dog-meme marketing life.

4. Standing Out (a.k.a. "Why Is Everyone Selling the Same Thing?")

The market is flooded. No matter what you sell, someone else is selling it, too. Probably for cheaper. And probably with better Instagram photos.

How to Survive:

• Be your weird, wonderful self. Your brand voice should sound like you, not like a corporate robot.

• Share behind-the-scenes content—people love seeing the messy, real side of small businesses (yes, even your coffee-fueled meltdowns).

• Offer value beyond the sale, like tips, funny posts, or just really good customer service. (Basically, be the small business people brag about finding.)

5. Keeping Up with Trends (a.k.a. "Wait, Are Hashtags Still a Thing?")

Social media algorithms change faster than you can say, “Why did my engagement drop?” One day, videos are king. The next, long captions are trending. Blink, and suddenly it’s all about AI-generated content.

How to Survive:

• Follow marketing blogs, podcasts, and that one cousin who’s always on top of social media trends.

• Test new trends in small doses—no need to jump on every bandwagon like it’s Black Friday at Best Buy.

Final Thoughts (a.k.a. "You Got This!")

Marketing a small business is tough, but it doesn’t have to make you cry into your coffee every morning. With smart strategies, a little creativity, and maybe a tiny bit of luck, you can build a brand that people love (and actually buy from).

OR you can let me give you a little free advice! Call me at 623-278-9123