There are over 33 million small businesses in the United States. But marketing small businesses with limited resources, team members, and budget is a challenge.
Having a strategic marketing plan will help your small business maximize your time and money on marketing that actually drives growth. A well-defined marketing plan gives you a competitive advantage in your community and market by differentiating your business from your competitors and highlighting your unique value propositions.
In this post, I’ve gathered some of my favorite small business marketing plan examples to help inspire your own strategy.
Benefits of a Small Business Marketing Plan
To start, you might be wondering – why do I even need a marketing plan?
Your marketing plan offers several key benefits, including:
- Improved Decision-Making by providing a strategic approach to your marketing using performance data and analysis.
- Enhanced Audience Targeting, allowing your business to focus on your ideal customer. Customize messaging and delivery to attract specific customer segments.
- Boost Operational Efficiency by streamlining marketing activities and resource allocation, ensuring that your marketing stays focused on activities that drive the greatest impact.
Small Business Marketing Examples To Inspire Your Strategy
Each of these small business marketing plan examples showcase unique approaches and creative strategies that may help elevate your small business and make a memorable impact in your market.
- Russel & Hazel
- Minny & Paul
- I Like You
- Larissa Loden
- MN Nice Spice
russell+hazel
Russell+Hazel is a Stillwater, Minnesota-based company known for their sleek, stylish, home and office products. Their stationery products are heavily featured, and their marketing appeals to their target audience – both professionals and enthusiasts who value high-quality design.
Target Audience
The primary target audience for russell+hazel consists of professionals, students, and stationery aficionados who appreciate premium, stylish stationery.
They know that their ideal customer values high-quality materials and innovative design, and they’re looking for products that enhance their productivity and personal style.
Positioning and Unique Selling Proposition (USP)
Russell+Hazel positions itself as a premium stationery brand that blends functionality with modern aesthetics.
Their USP lies in their dedication to providing meticulously designed stationery products that elevate everyday tasks. The brand’s focus on quality craftsmanship and sleek, contemporary design sets them apart from competitors.
What Tactics Are They Using In Their Marketing Strategy?
russell+hazel uses a variety of tactics to engage their audience effectively, including:
1. Engagement On Social Media
They actively engage with their audience through visually appealing social media campaigns that highlight their products’ design and functionality.
2. Highlight Products In Action:
russel+hazel gives fans, followers, and new potential customers a look into what using their products looks like in real-life. It allows them to see how beautiful, yet functional all of their products are to use.
Through short reels, videos, and beautiful photography, they can sell their products in a way that is authentic to their brand and attractive to their audience.
3. Exclusive Promotions:
Russell+hazel offers special promotions and discounts to attract new customers and retain existing ones, encouraging repeat purchases and brand loyalty. With special discounts, free shipping, and other offers, they can generate more returning business while converting new customers, as well.
Minny & Paul
Minny & Paul’s marketing consistently highlights the uniqueness of their locally curated gift sets. Their focus on regional pride and quality products resonates well with their target audience.
Target Audience
Minny & Paul primarily targets gift-givers and individuals seeking unique, locally curated items.
This audience appreciates the thoughtful selection of high-quality, Minnesota-made products and values the personal touch in their gift-giving.
Positioning and Unique Selling Proposition (USP)
Minny & Paul is a curator of premium, locally-sourced gift sets that showcase the best of Minnesota’s artisanal offerings.
Their USP is rooted in their commitment to providing thoughtfully assembled gifts that celebrate regional craftsmanship and local talent.
What Tactics Are They Using In Their Marketing Strategy?
1. Social Media Engagement:
Minny & Paul effectively use social media to showcase their curated gift sets and foster connections with customers.
Example: They frequently post stories and posts on Instagram that highlight the artisans behind their products, sharing the stories of local makers. For instance, a post might feature a video of an artisan crafting a handmade item, emphasizing craftsmanship and authenticity. This not only promotes the products but also builds a narrative that resonates with socially conscious consumers.
2. Corporate Gifts for Remote Employees:
Recognizing the rise of remote work, Minny & Paul promotes corporate gifts specifically designed for remote employees.
By identifying this unique need for their products, they’ve developed gift bundles that include personalized items like branded mugs and eco-friendly notebooks that companies can send to their remote teams.
Their marketing campaigns target companies looking to send thoughtful gifts to employees, showcasing how these gifts can enhance remote work experiences and foster team morale
3. Eco-Friendly Packaging:
Sustainability is a core value for Minny & Paul, and they emphasize their eco-friendly packaging in their marketing materials.
In their marketing, they regularly highlight that all packaging is recyclable and made from sustainable materials which appeals to environmentally conscious buyers. Their website features a section dedicated to their commitment to sustainability, showcasing how choosing their products supports eco-friendly practices.
I Like You
I Like You has successfully increased its online engagement through strategic marketing initiatives that emphasize the uniqueness of its handmade gifts. Their approach has effectively highlighted the creativity and originality of their products, appealing to a broad audience.
Target Audience
The primary audience for I Like You includes individuals who value unique, handmade gifts from local Minnesota artists.
This audience is drawn to the distinctive nature of the products and appreciates supporting local artisans through their purchases.
Positioning and Unique Selling Proposition (USP)
I Like You is positioned as a boutique offering one-of-a-kind, handmade gifts that reflect the creativity of local Minnesota artists. Their USP lies in their curated selection of unique items that provide a personal touch and support the local arts community.
What Tactics Are They Using In Their Marketing Strategy?
1. Engage with Trending Topics:
I Like You actively engages with trending topics that resonate with their audience, making their brand relevant and timely.
They create posts that tie their products to current events or popular cultural moments. For instance, a recent post might celebrate a trending hashtag related to animals, showcasing their handmade ribbon and promoting a cozy atmosphere.
2. Promote Community Events and Engagement:
Rather than simply sponsoring events, I Like You actively promotes community involvement and local engagement through their platforms.
I Like You participates in local art fairs and markets, sharing photos and stories from these events on social media. They provide behind-the-scenes looks at what they are featuring at their booths at a local craft fair and invite their followers to join them in-person for these experiences.
3. Collaborate with Local Artists:
I Like You collaborates with local artists to create exclusive, limited-edition products that enhance their offerings and foster community support.
They’ll run special spotlights to highlight partnerships with local artists, featuring unique designs that celebrate the local culture. These collaborations are heavily promoted on their social media, showcasing the artist’s story alongside the products.
Larissa Loden
Larissa Loden’s marketing plan emphasizes the value in the handcrafted nature of her jewelry. The brand’s distinctive designs resonate well with their target audience.
Target Audience
Larissa Loden targets fashion-conscious consumers and jewelry enthusiasts who seek unique, handcrafted pieces. This audience values distinctive designs and is interested in supporting artisans who create high-quality, one-of-a-kind jewelry.
Positioning and Unique Selling Proposition (USP)
Larissa Loden positions itself as a creator of distinctive, handcrafted jewelry that combines contemporary design with artisanal craftsmanship.
Their USP lies in offering unique pieces that stand out in the fashion world, providing customers with exclusive, high-quality accessories.
What Tactics Are They Using In Their Marketing Strategy?
Larissa Loden employs several key marketing tactics, including:
1. Special Offers for Customers
Larissa Loden provides targeted promotions to attract new customers and encourage repeat business.
For example, they offer a 15% off coupon for new customers who sign up for their email list on the website. This not only builds brand awareness but also allows them to remarket to those interested in their products.
2. Exclusive Collection Drops
The brand frequently releases exclusive collections that create excitement and urgency among their customers.
Around Halloween, they launched a “Spooky Things” collection, featuring limited-edition jewelry pieces inspired by the season. This thematic approach taps into seasonal trends and encourages timely purchases.
3. Engaging Social Media Content
Larissa Loden utilizes social media to connect with customers and showcase their jewelry and accessories in creative ways.
They often share customer photos of their products to create authentic experiences to connect with their customers on social media while relying on user-generated content to add a fresh perspective on their brand. For instance, this post highlights one of their products worn by a customer with a special tie-in to a Minnesota staple event – the MN State Fair.
MN Nice Spice
MN Nice Spice’s marketing plan communicates their support for local artisans with disabilities. This highlights their mission and the impact of their products with their audience.
Target Audience
The primary target audience for MN Nice Spice includes individuals who are interested in socially-conscious products and want to support artisans with disabilities.
This audience values products that not only offer quality but also contribute to a meaningful cause.
Positioning and Unique Selling Proposition (USP)
MN Nice Spice positions itself as a provider of curated gift boxes that support local artisans with disabilities. Their USP is their commitment to offering thoughtfully selected products that not only delight customers but also contribute to a social good, enhancing the impact of their purchases.
What Tactics Are They Using In Their Marketing Strategy?
MN Nice Spice employs several effective marketing tactics in their marketing plan:
1. Tell Unique Stories Through Social Media
MN Nice Spice actively uses social media to tell the story of their brand, products, and the local farmers they collaborate with.
They often share engaging posts on Instagram that highlight the origins of their spices, including stories about the farmers who grow them.
A recent post might feature a video of a farmer discussing sustainable farming practices, along with beautiful images of the harvest. This narrative connects consumers to the product and emphasizes the importance of supporting local agriculture.
2. Highlight Community Engagement and Sponsorship: The brand participates in local events and partners with organizations that resonate with their mission, enhancing visibility and community ties.
For example, MN Nice Spice sponsors local food festivals and farmers’ markets, where they set up tasting stations for attendees. They also collaborate with local chefs for cooking demonstrations that showcase how to use their spices in various dishes, creating a direct connection with potential customers. This also allows for cross-promotion through their local chef’s social accounts, as well. This helps them tap into reaching new audiences through these strategic partnerships.
3. Promote Unique Product Offerings Deals
MN Nice Spice runs targeted promotions that emphasize the uniqueness of their products, such as limited-edition spice blends or themed gift sets.
They launch unique product offerings or promotions, like a “Good Morning Minnesota! Gift Box” that includes specially curated blends perfect for getting the full Minnesota experience. These types of promotions are highlighted through email campaigns and social media, encouraging customers to purchase the kit for their summer barbecues.
