Marketing a small business can feel like a lot—so many options, so little time. But with the right marketing checklist, you can focus on what actually drives results instead of second-guessing every decision.
This marketing checklist breaks down the essentials, helping you build a strategy that works, step by step. And for an even deeper dive, check out our small business marketing guide.
Let’s make marketing simpler—and more effective!
- A structured marketing checklist helps small businesses stay focused on high-impact strategies instead of guessing what works.
- Lay the groundwork with clear goals, audience research and a strong brand identity for aligned and effective marketing.
- A balanced approach—combining digital tactics like social media, email and SEO with traditional print marketing—creates more touchpoints with potential customers.
- Consistency is key across all platforms, from branding and content marketing to paid ads and promotional materials.
The marketing checklist: Build a small business marketing strategy and create a marketing plan
Before brainstorming brilliant marketing strategies or crafting campaigns with viral potential, you need to lay a solid foundation for your marketing efforts. Below we will dive into actionable steps for a marketing strategy and give a checklist for each step.
Define your marketing goals and success metrics
Defining specific marketing goals and success metrics should be the very first item on your small business marketing checklist.
Without clear goals, your marketing strategy is just guesswork. You’ll end up throwing money at ads, social media or content creation without knowing if any of it is actually working. The right goals guide all your efforts and help you measure success.
Your marketing goals should be SMART—specific, measurable, achievable, relevant and time-bound. For example, “Increase online sales by 20% in the next six months by improving our website and running targeted Facebook ads.”
No matter what the key objectives of your small business marketing are—sales, brand awareness, website traffic or something else entirely—you need to align them with the broader business goals.
Once you’ve outlined your goals, the next step is figuring out how to measure progress. This is where key performance indicators (KPIs) help you gauge whether your efforts are paying off.
For each goal, pinpoint specific metrics that reflect actual results:
- Driving more website traffic? Keep an eye on unique visitors, page views and bounce rate.
- Looking to generate leads? Track email sign-ups, contact form submissions or free trial requests.
- Aiming for higher sales? Focus on conversion rates, average order value and overall revenue growth.
- Want to increase brand visibility? Measure social media reach, engagement and mentions in the press.
The key is to track numbers that directly connect to your goals—not just surface-level stats that look impressive but don’t impact your business.
Marketing checklist action points:
Determine specific goals you want to achieve with your small business marketing
Align your marketing goals with your overall business objectives
Identify key marketing KPIs to track progress
Define your target audience
Now that you’ve set your marketing goals, it’s time to define who you’re marketing to.
Trying to reach everyone might seem like a smart move—more potential customers, right? Not really. It’s the fastest way to waste time, energy and money on campaigns that don’t convert. The most effective brands focus on a well-defined audience and tailor their messaging, pricing and promotions accordingly.
This coffee shop’s target audience is the demographics of its customers lining out the door
So, how to find your target audience? Start by gathering insights from customer data, industry reports, social media analytics and competitor research. Your ideal audience isn’t just anyone who might buy from you—it’s the people who actually need your product and are most likely to make a purchase.
Ask yourself:
- Who are they? Look at demographics like age, location, income level and job title. Google Analytics, social media insights and customer surveys can help.
- What do they care about? Are they driven by price, quality, convenience or exclusivity? Online reviews and forums can reveal common preferences.
- What problem do they need solved? Your product or service should directly address a pain point. Check FAQs, customer feedback and competitor complaints to identify gaps.
For example, a custom print shop wouldn’t market to everyone who needs prints. They’d focus on local small businesses that regularly order marketing materials like business cards, flyers and banners.
Marketing checklist action points:
Gather data on your ideal customers using social media insights, website analytics, customer surveys and industry research.
Research your competitors and market trends
You’re not operating in a vacuum—your competitors are out there, and industry trends are constantly evolving. Understanding both helps you make smarter marketing decisions.
To identify who you’re competing with for your target audience’s attention and their business:
- Identify three to five direct competitors and analyze their websites, social media, pricing and customer reviews.
- Look at what they’re doing well and where they fall short (this is where you can stand out).
- Check how they engage with customers. Are they using email marketing, paid ads or social media influencers?
Check out our guide on how to do market research for more information.
As you analyze competitors, patterns will start to emerge. Take note of recurring strategies and dive deeper to identify both current and upcoming marketing trends.
Marketing checklist action points:
Identify key competitors and analyze their marketing strategies
Track industry trends and adapt relevant ones to your business
Develop a small business marketing mix
When you know who you’re trying to reach (your target audience) and who else is trying to do the same (your competition), you can develop a marketing mix to effectively structure your marketing efforts.
Your marketing mix determines what you sell, how you price it, where you offer it and how you promote it:
Your product (or service) is the reason customers come to you instead of someone else. If it doesn’t meet a specific need or stand out in some way, your marketing will always be an uphill battle.
- What problem does it solve for your audience? (Check customer feedback and industry gaps.)
- How does it compare to competitors? Is it faster, more affordable or higher quality?
- What key features or benefits matter most to your target customers?
If you’re not sure, go back to your competitor research and see what’s missing in the market.
Use custom labels like these skincare product labels to brand your product packaging
Pricing isn’t just about covering costs—it directly impacts how customers perceive your brand. Whether you position yourself as the budget-friendly option or a premium choice, your pricing should reflect that.
Your product needs to be exactly at the place where your customers expect to find it—whether that’s online, in a retail store or both.
- If your audience prefers shopping online, focus on a well-designed website, marketplaces like Etsy or Amazon, and a strong mobile experience.
- If you run a physical store, make sure it’s easily accessible, well-branded and inviting.
- If you do both, create a seamless online-to-offline experience (e.g., offering in-store pickup for online orders).
Check out our list of store branding ideas for your physical store.
Finally, your promotion should be based on where your audience spends their time and what’s working for competitors.
Marketing checklist action points:
Define your product’s unique value and how it stands out from competitors
Set a pricing strategy that reflects your brand and target audience’s expectations
Choose the best distribution channels based on where your audience prefers to shop
Select two to three marketing channels aligned with your audience’s habits and competitor insights
Build your brand identity and create a simple brand style guide
Your brand is more than just a logo—it’s how people recognize, remember and connect with your business. If your marketing looks and sounds inconsistent, it creates confusion. A clear brand identity ensures that everything—your website, social media, emails and packaging—feels cohesive and professional.
Brand style guidelines by Yevhen Genome via 99designs by Vista
To build a brand identity, you need to…
- Define your brand’s mission, vision and values: What does your business stand for? What impact do you want to make? These elements of branding guide every branding decision.
- Choose your visual identity: Select brand colors and fonts, and design a logo style that reflects your business. These should remain consistent across all platforms.
- Create a brand personality: Decide if your brand voice is formal, friendly, fun or authoritative. This should match your audience’s expectations and stay uniform across all communications.
Once you’ve perfected all the elements, document your branding rules to keep visuals and messaging consistent. Follow this step-by-step guide on how to create a brand style guide.
Brand style guidelines by Terry Bogard via 99designs by Vista
Marketing checklist action points:
Define your brand’s mission, vision and values
Choose brand colors, fonts and logo style
Set guidelines for tone of voice and messaging
Create a simple brand style guide
Set a small business marketing budget
Marketing is an investment, not an expense—but that doesn’t mean you should spend blindly. A well-planned budget ensures you’re putting money into strategies that drive results without overspending.
Most small businesses allocate 5-10% of their revenue to marketing, but the right amount depends on your industry, growth goals and competition. Start with cost-effective strategies like SEO, social media and email marketing before diving into paid ads. Test, track and adjust based on performance.
Don’t forget to factor in website maintenance, branding and essential marketing tools (email platforms, design software) alongside flexible ad expenses.
Marketing checklist action points:
Determine what percentage of revenue to allocate to marketing
Identify priority marketing channels based on goals and audience
Separate fixed costs (branding, tools) from variable costs (ads, campaigns)
Track spending and adjust based on performance
Create a simple marketing plan
Once you’ve defined your goals, target audience, brand identity and budget, it’s time to bring everything together into a clear, actionable marketing plan. This document will guide your efforts, keep you focused and help you measure success.
Key elements of a simple marketing plan:
- Goals and success metrics
- Target audience and positioning
- Marketing channels and tactics
- Budget allocation
- Timeline and key campaigns
Your plan doesn’t have to be complicated—just enough structure to keep your marketing intentional and effective. Learn how to create a small business marketing plan in our guide.
Marketing checklist action points:
Put all the information about your marketing activities into a marketing plan
Set a timeline for key campaigns and promotions
With your plan in place, it’s time to shift from strategy to action. The rest of this small business marketing checklist will walk you through key strategies and the essential marketing materials for small business to help you execute them effectively.
Content marketing and SEO: Get found online
No matter what kind of business you run—whether it’s an e-commerce store or a brick-and-mortar shop—having an online presence is non-negotiable. Customers search for businesses like yours online, and if they can’t find you, they’ll go straight to a competitor.
A strong content marketing and SEO strategy ensures your business is not only visible in search results but also builds trust with potential customers.
Build a business website
Your website is your digital storefront—it needs to be professional, easy to navigate and optimized for search engines. Below we will give a brief overview of how to create a small business website
Small business website design by DSKY via 99designs by Vista
First, secure a business website domain. Choose a short, memorable domain that reflects your business name. Avoid numbers, hyphens and complicated spellings. Stick with .com when possible.
Your website should have a clear structure so visitors can find what they need quickly. At a minimum, include the following essential pages:
- Home: This is your first impression. Keep it clean and straightforward with a short, compelling introduction to your business. Use a clear headline, a short description and a strong call to action (CTA) (e.g., “Shop Now” or “Book a Free Consultation”).
- About: People connect with businesses that have a story. Use this page to share why you started, your mission and what makes you different from competitors.
- Services/Products: Clearly outline what you offer, highlighting key benefits rather than just listing features. If possible, include pricing, testimonials and high-quality images.
- Contact: Make it easy for customers to reach you. Include a contact form, your business email and phone number, social media links, your business address and a Google Maps embed (if relevant).
Design of a small business website homepage by DSKY via 99designs by Vista
Guide visitors toward buying, booking or signing up with clear, visible buttons on every page.
Marketing checklist action points:
Secure a domain name that reflects your business
Set up essential pages: Home, About, Services/Products, Contact
Add clear calls to action
Optimize for search
If your website isn’t optimized for search engines, your ideal customers won’t find you—even if they’re looking for exactly what you offer.
To optimize your website for search, start with keyword research. Use tools like Google Keyword Planner, Ubersuggest or Ahrefs to find the search terms your audience uses.
Once found, place them strategically in page titles, headers and body text, but don’t overstuff. Write blog posts that answer common customer questions, showcase expertise and keep visitors engaged.
Learn more about small business SEO strategies and tips in our guide.
Page speed and mobile usability are ranking factors in Google search. A slow, clunky website will hurt your SEO, so you must also ensure your site is fast and mobile-friendly.
Marketing checklist action points:
Conduct keyword research
Add keywords to your website pages
Create high-quality blog content
Ensure your site is fast and mobile-friendly
Develop a simple content plan
Content marketing is all about delivering value consistently so your audience stays engaged and sees your business as a trusted resource. When done right, it builds credibility, keeps you top-of-mind and makes converting leads into customers much easier. But for content to work, it needs direction.
Start by choosing the right content formats. What does your audience prefer?
- In-depth blog posts?
- Short videos?
- Quick social media tips?
Check engagement metrics to see what resonates most and focus your efforts there instead of spreading yourself too thin.
Once you know what type of content to create, plan when and how you’ll share it. A content calendar helps you stay consistent, organize topics in advance and avoid scrambling for ideas at the last minute. Even a simple monthly plan makes a difference.
Finally, make your content work harder by repurposing it across platforms. A blog post shouldn’t just sit on your website:
- Break it into Instagram slides
- Turn key points into a LinkedIn post
- Use it as a script for a short video
One strong piece of content can fuel multiple channels, maximizing your reach with less effort.
Marketing checklist action points:
Decide what type of content works best for your business
Create a content calendar to post regularly
Create content for different channels
Repurpose content across platforms
Social media marketing: Build engagement
Social media is one of the most powerful tools for small businesses to connect with customers, build relationships and stay top-of-mind. According to the Small Business Marketing Report by VistaPrint presented in partnership with Wix, social media marketing is a top marketing tactic that helps 54% of consumers find small businesses.
Whether you’re showcasing products, sharing behind-the-scenes content or engaging in conversations, the right social media strategy can turn casual followers into loyal customers.
Pick your primary platforms
Not every social media platform is right for your business. The key is to focus on where your audience actually spends time instead of trying to be everywhere at once.
- Facebook: Great for local businesses, community engagement and running targeted ads.
- Instagram: Ideal for visual brands like fashion, food and home décor. Leverage Reels, Stories and posts to showcase your brand.
- LinkedIn: Best for B2B businesses, networking and thought leadership.
- TikTok: Perfect for short-form, trend-driven content if your audience skews younger.
- Pinterest: Works well for industries like DIY, home improvement and e-commerce.
Social media profile cover design by Zarabrook via 99designs by Vista
Marketing checklist action points:
Pick the social media platforms where your target audience spends time
Set up a profile that reflects your brand
Optimize for discoverability
Engage and grow your audience
The more you engage on social media, the more trust and loyalty you create. A quiet account won’t grow—but a strategic, interactive one will.
Start by building a social media style guide that will keep your content focused. Then, brainstorm social media content ideas and create a content plan to stay active. Experiment with different formats to keep content fresh and see what resonates:
- Post images
- Leverage videos
- Share Stories
- Create Reels
- Host regular live sessions
Remember that social media is a two-way street. Ask questions, run polls, reply to comments—make it easy for followers to engage. You can also share customer photos, testimonials and reviews to build trust and show real people loving your brand.
Marketing checklist action points:
Develop a social media style guide
Create a posting schedule to stay consistent
Interact with followers through comments, polls and Q&As
Share user-generated content and customer testimonials
Test different content formats (images, videos, Stories, live sessions)
Monitor performance and tweak your approach based on insights
Email marketing: Convert followers into customers
Email marketing remains one of the most powerful tools for small businesses—and the data backs it up. According to the Small Business Marketing report by VistaPrint in partnership with Wix, 46% of businesses rank email marketing as a top marketing tactic for promoting their business.
Unlike social media, where algorithms control visibility, your email list is yours. Whether you’re nurturing leads, announcing promotions or re-engaging past customers, email keeps your brand in their inbox—and on their radar.
Build an email list
A list full of disengaged contacts won’t drive sales. So, you need to focus on attracting subscribers who actually want to hear from you:
- Use lead magnets: Offer something valuable in exchange for an email (e.g. discount codes, free guides, exclusive content or early access to sales).
- Optimize sign-up forms: Place email opt-ins on your website, checkout pages and social media.
- Leverage existing customers: Encourage past buyers to subscribe for loyalty perks, product updates or VIP discounts.
Marketing checklist action points:
Fill your mailing list with contacts
Send engaging email campaigns
Getting people on your list is just the first step. To turn subscribers into customers, your emails need to be engaging, relevant and action-driven.
Start by welcoming new subscribers. Send an automated welcome email with a friendly introduction, a discount (if applicable) and what they can expect from you. Keep emails short and actionable—use clear headlines, engaging visuals and strong CTAs.
And while subscribers read their emails, segment the database. Separate contacts by interest, past purchases or engagement levels to send more personalized emails.
Learn more about building a strong email marketing strategy for your small business in our guide.
Marketing checklist action points:
Segment your mailing list
Send high-quality email marketing campaigns
Paid marketing: Boost your reach
Organic marketing is great, but if you want faster results, paid ads can put your business in front of the right people instantly. In fact, 60% of businesses choose social media ads as a top digital marketing tactic, according to the Small Business Marketing report by VistaPrint in partnership with Wix.
There’s just one thing to remember. You need to be spending smart, not just spending.
Experiment with online ads
Digital ads can drive traffic, leads and sales—but they only work if you target the right audience and test different strategies to see what delivers the best ROI.
To get the best results, you need to define clear goals for your paid ads. Are you driving website visits, product sales or lead sign-ups? Your ad strategy should match your goal.
Once you know what you want to achieve, test different images, videos and messages to see what resonates with your audience. Don’t blow your budget on a single ad. Run small test campaigns on platforms like Facebook, Instagram or Google Ads and analyze the results.
Use demographic, location and interest-based targeting to reach people most likely to convert and review ad performance regularly. If something isn’t working, tweak it or shift your budget.
Marketing checklist action points:
Set a small budget for test campaigns before scaling
Define clear ad objectives
Use detailed targeting to reach the right audience
Test different visuals, headlines and CTAs
Track performance and adjust based on data
Print marketing: Make an impact offline
While digital marketing gets a lot of attention, traditional marketing is far from dead. Looking again at the Small Business Marketing report by VistaPrint in partnership with Wix, 71% of small businesses say print marketing tactics—like flyers, banners, posters and loyalty cards—are still essential.
Even more telling, print materials don’t just create awareness; they drive real action:
- 38% of consumers have visited a local business after receiving a flyer in their mailbox.
- 37% have walked into a store because of outdoor signage or posters.
- 34% say flyers help them discover small businesses.
Ignoring print marketing means missing out on a huge opportunity to connect with customers in the physical world.
Leverage print marketing to strengthen your brand
Start with business cards. Still the #1 print marketing tool for small businesses, business cards are essential for networking and local brand visibility. Keep yours professional, well-designed and easy to read.
Need ideas? Learn how to print business cards.
Create custom business cards for your business like this woman’s custom pink business cards
Next, use flyers and direct mail to drive foot traffic. With 38% of consumers visiting a business after receiving a flyer, direct mail remains a powerful, low-cost way to get noticed. Add a QR code or exclusive offer to your flyer design to encourage action.
Design appealing custom flyers to spread your message like these floral flyers
Then, make sure you invest in high-quality banners and posters (or any other sort of signage), as they help 23% of consumers find small businesses. If your signage design isn’t clear, compelling or visible, you’re missing out on walk-in traffic.
Branded posters and banners like these posters with a logo help drive foot traffic
Finally, invest in great promotional products. Branded giveaways help keep your business top-of-mind long after a customer walks away. Our report found that 29% of businesses use promotional materials to boost brand recognition and stay visible.
Consider these practical, everyday items that customers will actually use:
- Tote bags: A stylish, reusable way to carry your brand everywhere.
- Pens: A simple, cost-effective giveaway that people use daily.
- Mugs: Perfect for keeping your logo front and center with every coffee break.
- Notebooks: Great for conferences, meetings or corporate gifts.
- Keychains: A small but useful item that customers carry with them.
- Water bottles: A high-visibility promo product that promotes both your brand and sustainability.
Choose the promotional products your audience will love like this donut shop’s glasses, mugs and clothing
By choosing useful, high-quality promotional items, you’re ensuring your brand stays in customers’ hands—and on their minds.
Learn more about promotional product ideas and trends in our guide.
Marketing checklist action points:
Print high-quality business cards for networking and local branding
Use flyers and direct mail to promote sales, events and special offers
Invest in posters, banners and signage to attract foot traffic
Leverage promotional products to keep your brand visible
Ready to put this marketing checklist into action?
Marketing a small business is an adventurous, sometimes challenging, but ultimately rewarding process. There’s a lot to juggle—from defining your brand and setting a budget to creating content and running ads—but when approached strategically and step by step, it delivers real results.
Successful small business marketing comes down to organizing your efforts into manageable, high-impact steps. Begin with the essentials—branding, audience research and a strong online presence. Once those are in place, build on them with social media, email and print marketing to expand your reach and drive results.
When you’re ready to strengthen your marketing with high-quality print materials, VistaPrint has thousands of customizable products—from business cards and banners to promotional items and direct mail—to help your brand stand out both online and offline.
Marketing checklist FAQs
How do I know which marketing strategies will work best for my small business?
The best marketing strategies depend on your target audience, industry and business goals. Start by identifying who your ideal customers are, where they spend their time and what influences their purchasing decisions. Use a mix of digital and traditional marketing tactics—social media, email, SEO and print marketing—to create multiple touchpoints.
What are the most essential marketing materials for a small business?
Every business needs a strong brand presence both online and offline. At a minimum, invest in:
- Business cards for networking and local brand visibility
- A professional website optimized for search and conversions
- Social media and email marketing to engage and retain customers
- Flyers, banners or direct mail to attract local customers
- Promotional products to keep your brand top-of-mind
Combining print and digital marketing ensures you reach customers wherever they are.
What’s the next step after completing this marketing checklist?
Once you’ve covered the basics, focus on refining and optimizing your efforts. Regularly track your marketing performance, experiment with new strategies and adjust based on what’s working. Stay up to date with the latest marketing trends and look for opportunities to expand your reach.
