Why marketing matters

Marketing is the heartbeat of any business, and when it’s done well—even on a small budget—it becomes one of the most powerful growth tools you have.

Marketing isn’t just a task on your to‑do list—it’s the engine that keeps your business moving forward. You can have the best product or service in the world, but if people don’t know you exist, growth becomes an uphill battle. Marketing is how you get seen, stay remembered, and build the trust that turns curious browsers into loyal customers.

Marketing builds connection, not just sales

At its core, marketing is about helping people understand who you are and why you matter. It’s the stories you tell, the value you share, and the relationships you build along the way. When you show up consistently—whether through social posts, emails or community engagement—you create familiarity. And familiarity builds trust.

How much should you spend on marketing?

This is one of the most common questions business owners ask. While there’s no one‑size‑fits‑all answer, many experts suggest using a percentage of your revenue as a guide. According to HubSpot’s Caroline Forsey, businesses often allocate 5% to 10% of revenue toward marketing to maintain or grow their presence.

Newer businesses may lean toward the higher end to build awareness, while established brands can often maintain momentum with less. What matters most is treating marketing as an investment—not an expense. Even a modest, consistent budget can create meaningful results over time.

Simple ways to start marketing on a limited budget

You don’t need a huge budget to make an impact. Start small, stay consistent, and focus on activities that build relationships and visibility:

• Show up on social media: Pick one or two platforms where your audience already spends time and share helpful, human content.
• Start an email list: A simple monthly newsletter keeps you connected with customers and prospects.
• Network locally: Community events, business groups, and partnerships can open doors without costing much.
• Create valuable content: Short blogs, quick videos, or helpful tips position you as a trusted expert.
• Encourage referrals: A small incentive—or even a heartfelt thank‑you—can spark powerful word‑of‑mouth.

Final thoughts

Marketing doesn’t have to be overwhelming or expensive. Start where you are, use what you have, and build momentum over time. Small, consistent actions can create big visibility—and big growth.