Did you know that 70% of small businesses struggle with marketing because they lack the right structure? Especially today, we are all trying to do more with less. Small businesses are famous for needing employees who can “wear many hats.” We’ve all thought “I’ll find a person to do payroll and post on Facebook a few times a week to get leads!”
Promoting your small business can’t be that complicated, right?
Building a marketing department might seem overwhelming, but it’s one of the most critical steps to set your business up for long-term success.
In this guide, we’ll walk you through the essential building blocks for creating a marketing department that drives growth, aligns with your goals, and helps you stand out from the competition.
_______________________
Section 1: Define Your Marketing Goals
So, you know enough to know you need marketing, but what are you looking to achieve? Small businesses often look to achieve several key objectives through marketing, depending on their goals, industry, and growth stage. Take some time to think about what your business goals are, then decide what problems marketing can help you solve. It can be anything from creating brand awareness (because everyone’s future customers need to know they exist), to lead generation (because who doesn’t want more business?).
Why It’s Important
Clear marketing goals align your efforts with broader business objectives, ensuring that every strategy contributes to measurable success.
Steps to Take
Identify short-term and long-term business goals.
Define key performance indicators (KPIs) such as lead generation, website traffic, or conversion rates.
Set measurable, time-bound marketing goals (e.g., increase website traffic by 30% in six months).
Pro Tip
Use SMART goals (Specific, Measurable, Achievable, Relevant, Time-bound) to keep your objectives clear and actionable.
_______________________
Section 2: Understand Your Target Audience
Remember the payroll person you want to post on Facebook to get leads? You found one, her name is Susie! But who is she talking to and are those people even logging into Facebook? A surefire way to go wrong before you even start is by not defining your target audience.
In marketing, we call that “throwing spaghetti at a wall to see what sticks.” While it sounds fun, it usually creates a big mess.
Understanding your target audience and meeting them where the already are is one of the most critical aspects of marketing because it allows businesses to create more effective, tailored, and impactful strategies.
Why It’s Important
Knowing your audience is the foundation for your marketing and influences strategy, messaging, and channel selection.
Steps to Take
Conduct market research (surveys, interviews, competitor analysis).
Create detailed buyer personas.
Identify pain points, desires, and purchasing habits.
Pro Tip
Update these personas as your business evolves.
_______________________
Section 3: Establish Your Brand Identity
Now that you know who your target audience and ideal customer is, it’s time to establish your brand identity. Establishing a brand identity is essential for creating a strong, recognizable, and trusted presence in the market. Really focus on what differentiates your business.
Are you a coffee shop that is focused on sustainability? Your brand should reflect that, and know that you are going to attract a different customer than a large chain. In competitive markets, a unique brand identity helps your business stand out from others offering similar products or services.
You can’t be everyone’s cup of tea, and you shouldn’t want to be.
Why It’s Important A strong brand sets you apart and ensures consistency across marketing efforts.
Steps to Take
Develop a unique value proposition (UVP).
Create visual branding (logo, colors, typography).
Define your brand voice and tone.
Pro Tip
Ensure your branding reflects your company’s mission and values.
_______________________
Section 4: Build Your Marketing Toolkit
Now that you know your target audience and what value you can bring to them, how are you and Susie going to reach all these potential customers, who hang out in different spaces, even with a team of ten marketers!?
Leverage your resources wisely and use marketing tools to simplify and/or automate your marketing tasks.
There are tons of free or low-cost marketing tools to get you started. (Read more about them in our guide!) By creating a collection of marketing tools, you can kickstart your marketing efforts without breaking the bank.
Why It’s Important
Efficient tools simplify workflows and boost productivity.
Steps to Take
Choose a customer relationship management (CRM) system.
Select tools for email marketing, social media management, and analytics (e.g., Mailchimp, Buffer, Google Analytics).
Ensure tools integrate seamlessly.
Pro Tip
Start small and scale your tools as your needs grow.
_______________________
Section 5: Develop Your Marketing Strategy
You now have the person, the audience, and the tools, now you need the plan. A small business needs a marketing strategy for several key reasons, as it provides a roadmap for success, helps prioritize resources, and ensures that efforts are aligned with business goals.
Developing a marketing strategy also helps you prioritize the most effective tactics and channels to get the best return on investment (ROI). Since you’re running on a tight budget, so you may choose to focus on organic social media marketing and email campaigns rather than expensive paid ads.
Remember, we’re laying building blocks here for both short-term success and long-term sustainability.
Why It’s Important
A strategy provides a roadmap for consistent execution.
Steps to Take
Decide on core marketing channels (e.g., social media, email, paid ads).
Create a content calendar and campaign schedule.
Plan a mix of short-term campaigns and long-term branding efforts.
Pro Tip
Leave room to adapt to trends and audience feedback.
_______________________
Section 6: Assemble Your Team
You have a plan, you have goals, you have a person, at least part-time – but is it enough? Marketing teams can look different depending on your organization! You have Susie from payroll, what about the Barista, Joe? He’s already taking pictures of his creations anyway; you can recruit him to help!
Another cost-effective method is to create a hybrid team where you can access specialized skills on a project basis, avoiding the cost of full-time hires for every role. Outsourcing allows you to scale your efforts up or down based on business needs and marketing goals.
A hybrid marketing team provides the best of both worlds—combining the strength of a dedicated in-house team with the flexibility and expertise of external specialists.
Why It’s Important
The right team ensures effective execution.
Steps to Take
Define key roles (e.g., content creator, social media manager, strategist).
Decide between in-house staff, freelancers, or agency support.
Set clear responsibilities and communication channels.
Pro Tip
If resources are tight, focus on a lean team with multitasking capabilities.
_______________________
Section 7: Measure and Optimize Your Efforts
Phew, that was a lot. You got up and running with your hybrid team, you’ve got social campaigns, some email coupons, and hybrid team running your show.
The shop is packed with customers! What’s the financial return on your investment? A full shop is great, but are you making more money? You are measuring, right?
Measuring marketing efforts ensures that your strategies are working, helps you optimize your resources, supports data-driven decisions, and proves the impact of your marketing activities. Without measurement, you’re essentially navigating blindly, which makes it harder to achieve long-term success.
Why It’s Important
Data-driven decisions maximize impact and ROI.
Steps to Take
Track performance using KPIs and analytics tools.
Schedule regular reviews to assess campaign success.
Identify what’s working and refine what’s not.
Pro Tip
Experiment with A/B testing to optimize campaigns.
_______________________
Building a successful marketing department is where the fun begins but requires a strategic approach and clear organization. By establishing a strong foundation with a well-defined mission, clear goals, a deep understanding of your target audience, and the right tools and resources, you’ll set your team, and your company, up for success. Remember, marketing is not a one-time effort but an ongoing process that evolves with your business needs.
Whether you’re just getting started or looking to optimize your existing marketing team, following these building blocks will help you create a cohesive, effective marketing function that drives growth and aligns with your business goals.
Ready to lay a strong foundation for your marketing department?
At Entandem Marketing Solutions, we specialize in helping businesses like yours navigate each step of the process—from defining your marketing strategy to optimizing your team’s performance. If you’re looking for expert guidance, personalized solutions, and results-driven strategies, contact us today for a consultation. Let us help you turn your marketing goals into actionable plans and grow your business together.
Commentaires