Contact

You Don’t Need Fancy Ads—Just These 3 Small Business Marketing Moves

Aug 7, 2025

Every time I meet with a new client, I hear a version of this:

“We tried boosting a few posts, but nothing happened.”
“We can’t afford fancy ads.”
“I feel like we’re shouting into the void.”

Sound familiar?

Here’s what I tell them: You don’t need fancy ads. You need smart strategy.

So if you’re a small business owner who’s juggling family, customers, and a to-do list that never quits, keep reading. I’m sharing the three marketing moves that I’ve used to help real businesses go from stuck to steadily growing—without paying a dime in ad spend.

The Fancy Ad Myth (and Why You Can Let It Go)

Somewhere along the way, “marketing” got confused with “buying ads.”

And hey, ads can work. But only if the foundation is already in place. Without that? You’re just pouring water into a leaky bucket.

What small businesses really need is:

  • A message that connects
  • A website that converts
  • A presence that builds trust over time

So let’s dig into those three marketing moves that do exactly that.

Marketing Move #1: Simplify Your Message

I can’t count the number of times I’ve asked a business owner, “What do you do?” and gotten a 3-minute answer.

Here’s the truth:
If your potential customer can’t explain what you do to someone else in one sentence, they’ll forget you within five seconds.

Let’s fix that.

Ask Yourself:

  • What problem do I solve?
  • Who is it for?
  • Why should they choose me over someone else?

Then combine that into one clear sentence.

Insider Tip from Ro:
Most businesses don’t need a full rebrand. They just need to say what they do in plain language. No buzzwords. No fluff.

Example of a strong message:
“I help small town businesses grow online—even if they’re not tech-savvy.”
That’s the kind of sentence that sticks.

Marketing Move #2: Optimize Your Local Online Presence

You don’t need to be on 15 platforms. But you do need to show up where it matters most.

Start here:

  • Google Business Profile
    It’s free. It’s powerful. And it helps you show up in search results when people in your town are looking for your services.
  • Local Directories
    Think Yelp, Nextdoor, local chamber of commerce listings, or industry-specific directories.
  • Customer Reviews
    Ask for them. Don’t be shy. Social proof goes a long way in small towns. A single 5-star review can be more powerful than $100 in Facebook ads.

Did You Know?
According to BrightLocal, 76% of consumers “regularly” read online reviews when browsing for local businesses. This is free marketing that keeps working for you every day.

Marketing Move #3: Make Your Website Work Like Your #1 Employee

I always say your website should be your hardest-working team member. But for too many small businesses, it’s more like a dusty brochure.

Let’s change that.

Here’s what your website should do:

  • Tell your visitors what you offer right away
  • Make it easy to contact you or book a service
  • Show credibility (think testimonials, awards, or years in business)
  • Be mobile-friendly (because 70% of your visitors are on their phones)

You don’t need 10 pages or slick animations. You just need clarity, a little personality, and a clear next step.

What to include above the fold (top section):

  • A headline that says what you do
  • A subhead that explains who it’s for
  • A button that says “Book Now,” “Call Today,” or “Get Started”

Example:
Headline: “Social Media Marketing for Small Town Businesses”
Subhead: “Helping you grow online—even if you’re not tech-savvy.”
Button: “Schedule a Free Chat”

Bonus: What You Can Do Later (If You Want To)

Okay, I’m not anti-ads. I just don’t want you wasting money before you’re ready.

Once you’ve got:

  • A clear message
  • A trustworthy web presence
  • A consistent marketing rhythm

Then, and only then, you can consider:

  • Boosting your best-performing posts
  • Running simple Google Ads with location targeting
  • Retargeting visitors to your website

But now? You don’t need that. You’ve got better places to spend your time and energy.

A Real Client Story: From Skeptical to Booked Solid

One of my favorite stories is from a salon owner who told me, “Ro, I’m terrible at marketing.”

What she really meant was, “I’m overwhelmed, and I don’t know where to start.”

We did three things:

  1. Cleaned up her Google Business Profile
  2. Updated her website with clear services and contact info
  3. Set up a consistent email reminder for clients to book

Six months later, she had to bring on a second stylist to handle the load.

No ads. No influencers. Just smart moves and consistent follow-through.

Common Mistakes Small Businesses Make (And What To Do Instead)

  • Trying to copy national brands
    Instead: Lean into what makes you different. You’re not big—you’re personal. That’s your strength.
  • Overcomplicating things
    Instead: Keep your message short, sweet, and specific.
  • Neglecting your website
     Instead: Make it your 24/7 employee. It doesn’t need to be flashy—just helpful.
  • Sporadic social posting
    Instead: Pick one platform, post once a week, and do it with heart.

Feeling Stuck? I’ve Got You.

If this article felt like a breath of fresh air, that’s not by accident.

I work with small town business owners who are:

  • Good at what they do
  • Tired of feeling behind
  • Ready to grow without gimmicks

If that’s you, let’s talk.
At Vision2Excel, I help real people build real businesses with real results.

You don’t need to do it all—just the right things, at the right time.

Let’s get started

Final Thought from Ro

You’ve already built something worth sharing.
You care about your customers. You believe in your work. You’re not here for flash—you’re here for legacy.

And that? That’s the best marketing strategy of all.

Let’s get you seen. Let’s get you growing. Let’s get you back to doing what you love.