Marketing Planning & Reporting

How to Create a Successful Marketing Campaign for Your Small Business

How to Create a Successful Marketing Campaign for Your Small Business

Do you want to promote your products or services, but don’t know where to start? Then answer these 5 questions to create a successful marketing campaign for your small business.

A marketing campaign can be and achieve a lot of things. You can run a social media ad to increase brand awareness or an email marketing campaign announcing your product launch. Here’s how to make sure you hit the ground running!

Start with the basics

How to Create a Successful Marketing Campaign for Your Small BusinessTo create a successful marketing campaign for your small business you need to get the basics right, first.

For that, ask yourself a few questions about your project. A tip: See it like a brainstorming session – don’t overthink things and just collect everything that comes to mind:

  1. Who? – Who do you want to respond to this? Where are they and what do they do?
  2. What? – What do you offer? How do you want people to react? What do you want to achieve?
  3. Why? – Why should your audience react to this? What do they gain from it?
  4. How? – How can you reach them, online and offline? What do they read, where do they shop?
  5. When? – When is the best time for you, your small business and your target audience to do this?

This will help you get a clearer idea of what you want to achieve. For example, your answers to question 1 is a good start to define the target audience for your campaign.

Read more about how to define the target audience for your small business.

Define your campaign

How to Create a Successful Marketing Campaign for Your Small BusinessNext, you’re going to use the information you’ve gathered in the first step and find the best way to go ahead. The following elements all need defining to create a successful marketing campaign for your small business.


To decide on the best design for your campaign, take everything you wrote down about your target audience: preferences, age, gender, interests and values.

To be successful, your campaign needs to visually appeal to your ideal clients. Just make sure it fits into your overall brand design.


If you want to create a successful marketing campaign, your campaign’s content needs to focus on your target audience as well.

Make sure to use their language and let your tone of voice reflect both your brand and them. That goes as much for your SEO keywords as for your social media posts.


The goals you have defined in question 2 help you formulate your call-to-action. This is crucial when you create a successful marketing campaign.

For example, do you want people to sign up for your newsletter, follow you on Facebook or book a ticket for your event? Tell them and make it easy for them to do!


How to Create a Successful Marketing Campaign for Your Small BusinessIf you take your answers to question 3, you can put your service’s or product’s benefits into words.

What do they gain from buying into your idea? How do you make their life easier or more fun? Use that for a convincing marketing message.

Customer service

Have a look at your potential clients’ or customers’ life: What kind of customer service can you offer to make their decision easier?

Do they need a speedy delivery or is it more important to arrive safe and sound? Do you offer their preferred method of contacting you? By doing that you can add value and beat the cheaper competition.


Another thing you can gain from your notes to question 1 (and some competition research) is the best pricing for your product, service or event.

What price is most likely to be palatable for your audience as well as giving you enough of a profit margin? You might consider offering a discount, but there are better ways to add value to your products.

Marketing channels

To finish up your marketing campaign planning, your answers to question 4 help you choose the right channels. Those are the marketing platforms you can best use to reach your preferred audience.

Are they big social media fans or subscribers to a trade magazine? Then make sure to place your campaign accordingly. Also, use your info about their whereabouts in question 1 to localise your campaign.

Marketing plan

To decide what the best timing for your campaign is, check your answers to question 5. When is your audience most likely to be available and open to your offer?

Also, ask yourself in which order you want to tackle the different marketing channels you have identified? Do you want to start by emailing your existing customers and then reach out to your social media followers?

How to Create a Successful Marketing Campaign for Your Small BusinessHit the ground running

With these 5 questions, you have all the information you need to get your marketing campaign or project started.

Use this information as a guideline to brief your designer or copywriter. Make sure to carve out your marketing message and prepare to deliver a 5-star customer service. Good luck!


If you are interested in reading more about this topic, have a look at these:
A Checklist for Your Successful Marketing Campaign Launch
Ideal Clients: How to Define & Attract them to Your Small Business
Choosing the Right Marketing Channels for Your Small Business
Benefits & Features: How Can They Help Your Small Business Marketing?


Denise Strohsahl brand and marketing consultant for small businesses

Hello, I’m Denise from sandstonecastles, a brand & marketing consultancy based in Edinburgh, Scotland.

I help small business owners like yourself to find the right marketing that’s in line with your brand and values.