Small Business Marketing in 2024
Imagine a small business owner, let’s call her Sarah, sitting at her café in downtown Saskatoon, watching her customers sip their morning lattes. Her café is bustling, but she knows that relying solely on foot traffic won’t sustain her dream long-term. She’s tried keeping up with digital marketing trends—SEO, social media, content creation—but it’s overwhelming. The algorithms change, platforms come and go, and there’s always a shiny new tool promising overnight success.
Sarah feels stuck. But then she has a realization: she doesn’t need to master every trend or spend a fortune. She just needs a strategy—focused, intentional, and tailored to her business’s unique strengths and her local community. With a clear plan, she can make sense of the chaos and turn it into growth.
Here’s the reality for small businesses in 2024: Digital marketing is full of opportunities, not obstacles. The trends aren’t reserved for big corporations with massive budgets; they’re accessible, practical, and, if used wisely, can deliver outsized results for even the smallest brands.
This year, it’s about knowing where to direct your limited resources for maximum impact. It’s about clarity, not complexity. By the time you finish reading this guide, you’ll be equipped with 10 powerful strategies that are easy to implement and proven to drive engagement, loyalty, and conversions—even if you’re just starting or have a modest marketing budget.
1. SEO Optimization
SEO might sound intimidating, but here’s a simple truth: it’s one of the most cost-effective ways to get your business seen by more people. When done right, SEO acts like a compass, directing potential customers straight to your digital doorstep. In 2024, if your business isn’t optimized for search engines, you’re missing out on organic traffic that could transform your bottom line.
Focus on Local SEO and Mobile Optimization
Why start with local SEO? Because for small businesses, it’s not about reaching everyone in the world; it’s about reaching people nearby who are searching for exactly what you offer. Local SEO is your direct line to the customers in your community. And since more than half of all web traffic comes from mobile devices, your site also needs to look and function seamlessly on any screen.
Real Company Example: Consider a small café in Chicago. They struggled with visibility despite having great coffee and a loyal customer base. By optimizing their Google My Business profile with updated hours, location-specific keywords, and regular posts showcasing daily specials, they saw incredible results. According to a local SEO case study, the café’s visibility in local search results increased by 300%, leading to a 40% rise in foot traffic and a significant boost in revenue
How Your Small Business Can Do It
If you’re running a Saskatoon-based coffee shop, think about what people are searching for in your area. Keywords like “best coffee in Saskatoon” or “Saskatoon brunch spots” could put your business right in front of those craving a warm latte or a weekend breakfast. Start by claiming your Google Business Profile—add your hours, address, and contact info, and make it visually appealing with high-quality photos of your offerings and space. From there, reach out to local food bloggers or community websites to feature your café, earning valuable backlinks that improve your search rankings.
Action Tip: To maximize your SEO impact, update your site’s metadata—like titles, descriptions, and image alt text—with relevant keywords. Use tools like Google PageSpeed Insights to make sure your website loads quickly and smoothly. Remember, a slow site means lost customers, and in today’s competitive digital space, that’s a risk you can’t afford
2. Video Marketing
Video marketing is a powerhouse in today’s digital landscape. It doesn’t just drive engagement; it captivates, informs, and entertains—making your brand memorable in a world flooded with content. In 2024, short-form videos are particularly effective. They deliver high-impact messages quickly, perfect for today’s fast-scrolling audience.
Why Video Marketing Works
Let’s look at Dollar Shave Club’s viral video, one of the most iconic examples of video marketing success. With just a $4,500 budget, they launched a 90-second YouTube video that went viral, garnering over 12,000 orders in the first 48 hours. The video’s humor, simplicity, and direct approach made it shareable and relatable, propelling the company into a billion-dollar acquisition by Unilever.
This campaign proves that even on a small budget, the right video content can transform your brand’s visibility. The secret is a strong hook, relatable storytelling, and a message that sticks with your audience.
How Your Small Business Can Adapt
Imagine a local Saskatoon gym wanting to engage more members. They could create TikTok videos or Instagram Reels showcasing quick workout tips, transformations, or success stories. Authenticity is key; potential members want to see real people in real moments, not polished, high-budget ads. For example, a simple video featuring a member’s weight loss journey, narrated with heartfelt details, could resonate deeply.
Remember: The goal is to inspire, educate, or entertain. Even behind-the-scenes clips, like showing how your gym sets up for early morning classes or a trainer’s favorite pre-workout routine, can create a personal connection with viewers.
Action Tip
You don’t need expensive equipment to get started. Use accessible tools like Canva or InShot to edit videos with engaging captions, effects, and background music. These tools let you produce professional-looking content on a budget, so you can focus more on creativity and less on costs.
3. Email Marketing
Email marketing isn’t just about sending newsletters anymore. In 2024, the real game-changer is personalization. By tailoring messages to specific audiences, you can boost open rates and, more importantly, convert subscribers into loyal customers. Segmentation and customized content make your emails feel personal, relevant, and worth the click.
Why Personalized Emails Work
Take Tommy John, an underwear brand that has mastered the art of email segmentation. By analyzing customer data and splitting their audience into targeted groups (like “men’s vs. women’s shoppers” or “new arrivals enthusiasts”), they send out highly relevant promotions. These efforts have driven significant sales increases because people are more likely to engage with content that feels personalized and directly addresses their needs.
How Your Small Business Can Adapt
For a small home services company in Saskatoon, segmentation doesn’t have to be complicated. Start simple: group your email lists by customer interests or past services. For example, send one segment seasonal maintenance reminders (“It’s almost winter—here’s how to protect your home!”) and another group home improvement tips. Personalize the subject lines with names or local touches, like “Saskatoon homeowners: Ready for the snow?” to grab attention.
Action Tip
You don’t need to spend big to see big results. Use free tools like Mailchimp to automate your campaigns, track performance, and make data-driven decisions. Mailchimp’s drag-and-drop editor allows you to create visually appealing emails, while segmentation features let you split your audience and target them effectively.
Alternatively, consider Zoho Campaigns, an affordable platform that offers a comprehensive suite of tools for just a few dollars more than basic services. Zoho provides advanced features like A/B testing, email automation workflows, and in-depth analytics, which can elevate your email marketing strategy. The added functionalities make it easier for small businesses to run professional, effective campaigns that rival those of larger competitors.
4. User-Generated Content (UGC)
User-Generated Content (UGC) is like digital word-of-mouth. When real people share their experiences with your brand, it builds trust, authenticity, and community. In a world full of polished marketing campaigns, there’s something uniquely impactful about seeing genuine content from other customers.
Why UGC Works
GoPro is a perfect example of a brand that has built an empire around UGC. By encouraging customers to share videos of their adventures, GoPro has amassed a vast library of user content that showcases the power of their cameras. These videos, often stunning and adrenaline-filled, make the brand feel accessible and authentic. The message is clear: “Our products empower you to capture incredible moments.”
This strategy works because people trust content made by their peers more than content made by a brand. Seeing someone else’s real experience provides social proof that can influence buying decisions.
How Your Small Business Can Adapt
For a small business in Saskatoon, like a local restaurant, the concept of UGC can be a game-changer. Encourage your patrons to share photos of their meals using a branded hashtag, like #TasteOfSaskatoon. Display these pictures on your social media pages, or even showcase them in your restaurant. This not only makes your customers feel special but also turns them into brand ambassadors, creating a ripple effect of engagement and interest.
Action Tip
A simple yet effective way to boost UGC is by running a monthly photo contest. Offer a free meal or a gift card to the best photo tagged with your brand’s hashtag. This incentivizes your customers to participate and adds an element of fun, while generating a steady stream of authentic content for your brand.
5. Omnichannel Marketing
Omnichannel marketing is all about providing your customers with a seamless and integrated experience across all platforms, both online and offline. In 2024, businesses that unify their communication channels and ensure consistent branding will stand out from the competition. Your customers should feel the same sense of connection with your brand whether they’re browsing your website, engaging on social media, or shopping in-store.
Why Omnichannel Works
Sephora is a prime example of a company that has mastered the omnichannel approach. By integrating its digital and in-store experiences, Sephora allows customers to use their mobile app to browse products, read reviews, and even check in-store availability. Their “Virtual Artist” feature helps shoppers try on makeup virtually before making a purchase, making the transition between online and in-store shopping seamless and engaging. This consistency and convenience have played a major role in customer loyalty and overall sales growth. Read more about Sephora’s omnichannel strategy here.
How Your Small Business Can Adapt
For a Saskatoon retail shop, implementing an omnichannel approach doesn’t have to be complex. Start by ensuring your branding, messaging, and design are consistent across all platforms—from your website to your social media pages. Use tools like Facebook Messenger or WhatsApp for real-time customer support that feels integrated with your in-store service. This way, customers experience a seamless transition from online browsing to in-person shopping.
Additionally, your online store should sync with your physical inventory. Imagine a customer browsing your website and seeing an option to reserve an item in-store. Integrating this functionality can drive more foot traffic to your shop and enhance the customer experience.
Action Tip
Use a CRM (Customer Relationship Management) system like HubSpot or Zoho CRM to keep track of all customer interactions. This helps maintain consistency in messaging and allows you to respond quickly to customer inquiries, whether they come from email, social media, or your website. Managing communications efficiently ensures that no customer query falls through the cracks, and it makes your business feel more cohesive and reliable.
6. Influencer Marketing
Influencer marketing is no longer reserved for major brands with endless budgets. In fact, micro-influencers—those with smaller but highly engaged audiences—can be just as, if not more, effective at driving brand awareness and conversions. For small businesses, collaborating with the right influencers can amplify your message and connect your products to a relevant community.
Why Influencer Marketing Works
Consider Daniel Wellington, the watch brand that transformed from a startup into a global sensation by partnering with social media influencers. By gifting their sleek, minimalist watches to influencers and encouraging them to post on platforms like Instagram, Daniel Wellington created an aspirational yet approachable brand image. This strategy not only increased sales but also cemented the brand’s online presence. Their influencer partnerships were key to reaching niche markets and building a loyal customer base, as detailed in this case study.
How Your Small Business Can Adapt
For a Saskatoon boutique, influencer marketing can be a game-changer. Instead of aiming for celebrity endorsements, reach out to local fashion bloggers or micro-influencers with 5,000–20,000 followers who align with your brand’s aesthetic. For instance, if you sell handmade jewelry, find influencers who focus on sustainable fashion or local lifestyle content. Offer to send them a free product in exchange for an honest review or social media post. This way, your brand reaches a targeted and engaged audience that is likely to value and share your offerings.
Action Tip
To keep costs manageable, offer free products or small commissions based on sales generated through their referral links or discount codes. This way, you maintain control over your budget while creating a win-win situation for both your business and the influencers. Platforms like Influence.co can help you find local and niche influencers who would be a great fit for your brand.
7. Mobile-First Strategies
In today’s digital landscape, having a mobile-optimized website isn’t just a bonus—it’s essential. With the majority of users browsing on smartphones, a poor mobile experience could mean losing out on potential customers before you even get a chance to engage them. Mobile-first strategies are crucial for keeping your audience happy and your business competitive.
Why Mobile-First Works
Take Uber as a prime example. Uber has mastered the art of the seamless mobile experience, making it effortless for users to book rides with just a few taps. Every element of the Uber app—from real-time tracking to simple payment options—is designed with the mobile user in mind. Their focus on a flawless mobile interface is a big part of what made them a leader in ride-sharing. By prioritizing mobile-first design, Uber ensures its service is accessible and intuitive anytime, anywhere. You can explore their approach in this detailed analysis.
How Your Small Business Can Adapt
Imagine running an event planning company in Saskatoon. If someone stumbles upon your website while out and about, they shouldn’t have to pinch, zoom, or wait forever for pages to load. Make sure your site is mobile-responsive, meaning it automatically adjusts to different screen sizes. Use mobile-friendly forms so potential clients can easily fill out inquiries or request quotes without hassle. Even small improvements, like optimizing images and simplifying navigation, can lead to a significant increase in leads.
Action Tip
Regularly test your website on various devices—smartphones, tablets, and different screen sizes—to ensure everything works smoothly. Tools like Google’s Mobile-Friendly Test can give you insights into how your site performs and suggest improvements. Aim for fast load times, as every extra second of delay can decrease your conversion rate.
If you’d like to dive deeper into this topic or move on to the next section, just let me know!
8. Data Privacy and First-Party Data
As digital privacy regulations tighten globally, businesses need to rethink how they collect and use customer data. Relying on third-party cookies is becoming a thing of the past, and first-party data—information gathered directly from customers with their consent—is now a critical asset for building trust and maintaining compliance.
Why First-Party Data Is Crucial
The New York Times has made a successful transition to a subscription model that prioritizes first-party data collection. Instead of relying on invasive tracking methods, they engage readers directly by offering valuable content in exchange for email sign-ups and subscriptions. This strategy has allowed them to build a vast, privacy-conscious database of loyal subscribers, all while keeping up with stringent data regulations. You can learn more about their data approach here.
How Your Small Business Can Adapt
Consider a Saskatoon-based accounting firm. Instead of using aggressive cookie tracking, the firm could create gated content like free financial planning guides or tax-saving checklists. Visitors would provide their email addresses to access these resources, helping the firm build a robust, privacy-compliant email list. By collecting data this way, the firm ensures they have permission to engage with prospects while offering something of genuine value in return.
Transparency is key. Make it clear why you’re collecting data and how you’ll use it. Providing detailed but easy-to-read privacy policies builds customer trust and aligns your business with current privacy expectations.
Action Tip
Be upfront about your data collection practices and always give customers easy opt-out options. This could mean including an unsubscribe link in every email or offering a simple way to manage communication preferences on your website. Tools like CookiePro or OneTrust can help you stay compliant with global privacy laws while managing user consent efficiently.
9. Augmented Reality (AR)
Augmented Reality (AR) is becoming increasingly accessible, transforming how customers interact with products. By overlaying digital images onto the real world, AR provides a unique, interactive experience that can make shopping more engaging and intuitive. For small businesses, this technology is no longer out of reach—it’s a powerful tool that can elevate your brand and captivate your audience.
Why AR Works
Consider IKEA, which revolutionized furniture shopping with its AR app, IKEA Place. The app allows customers to see exactly how a piece of furniture will look and fit in their space, removing the guesswork from home decor decisions. This immersive experience has not only improved customer satisfaction but also boosted online sales by helping people make more confident buying choices. Discover more about how IKEA’s AR strategy works here.
How Your Small Business Can Adapt
For a Saskatoon-based home décor store, the idea is simple yet impactful: create an AR feature that lets customers visualize how different art pieces or decor elements will look in their homes. Imagine someone browsing your website and using their phone to project a digital version of a painting onto their living room wall. This small step can significantly enhance the buying experience, making your store stand out in a competitive market.
Thankfully, there are affordable AR solutions available. Platforms like Shopify now offer built-in AR tools, allowing businesses to easily add this technology to their websites. By using Shopify’s AR capabilities, even small brands can offer customers a high-tech, interactive shopping experience without breaking the bank.
Action Tip
Start small: choose a few popular or visually striking products and make them AR-ready. Tools like Shopify’s AR integration provide user-friendly solutions for creating immersive content. As AR technology continues to evolve, being an early adopter can give your business a significant edge.
10. Analytics and Data Tracking
In the ever-evolving world of digital marketing, relying on gut instinct isn’t enough. Data insights are the compass that guides your business to smarter decisions and optimized strategies. Tracking and analyzing data allow you to understand what’s working, what’s not, and where your marketing efforts should be directed.
Why Analytics Work
Netflix is a master of using data analytics. The streaming giant tracks every aspect of viewer behavior—what you watch, how long you watch, and what you skip—to refine its recommendations and keep you hooked. This meticulous use of data helps Netflix keep viewers engaged and coming back for more, creating a personalized experience that feels uniquely tailored. Read more about Netflix’s data-driven strategies here.
How Your Small Business Can Adapt
Even if you’re not running a multi-billion dollar company like Netflix, you can still harness the power of analytics. Take a Saskatoon fitness studio, for instance. By tracking which marketing emails drive the most class sign-ups, you can refine future campaigns to maximize conversions. Perhaps an email promoting a “Yoga Bootcamp” generated more interest than one about “Strength Training”—this insight lets you prioritize content that resonates with your audience.
Another key application is using website data. By monitoring metrics like bounce rates, session durations, and top-performing pages, you can optimize your site’s layout and content to improve user experience.
Action Tip
Set up Google Analytics to keep tabs on key metrics. Track things like:
- Bounce rate: Are visitors leaving your site quickly? If so, you may need to improve content or site speed.
- Conversion rates: Are your marketing efforts leading to actual sales or sign-ups? If not, consider adjusting your call-to-action or refining your offers.
Additionally, tools like Hotjar can provide visual insights, such as heatmaps, showing how users navigate your site. This information can help you refine your website layout to better guide visitors toward your desired outcomes.
Taking Action with Strategy
Digital marketing doesn’t have to drain your budget or overwhelm you with complexity. Small businesses can make a significant impact with intentional, incremental improvements. The key is to start with what feels most manageable: maybe it’s refining your SEO strategy, experimenting with AR technology, or finally setting up a proper email marketing campaign. The strategies covered here prove that even with limited resources, there are practical and effective ways to elevate your brand presence and connect meaningfully with your audience.
Your Call to Action
Don’t feel like you have to implement everything at once. Choose one or two strategies that align most with your business goals and put them into action today. Whether it’s embracing influencer marketing with a local Saskatoon partner or making your website mobile-friendly, taking that first step will set the momentum for future growth. Once you start seeing results, you’ll be motivated to tackle more.
Remember: the digital world is full of opportunities for those who approach it strategically. Take action, stay consistent, and watch your business thrive.
