Marketing Isn’t One-Size-Fits-All (5 Tips For Avoiding Overwhelm)
How to Spot the Gaps in Your Marketing
If you're a small business owner, chances are you've felt the pull to "do more" online. But more doesn't always mean better. Before you add new platforms or invest in ads, take a moment to audit what’s already out there. Ask yourself:
Is our contact info up to date across platforms?
Are we showing up regularly, or is our last post from 2022?
Does our content reflect who we really are—or just what we thought we had to say?
Are people engaging, clicking, asking questions... or just scrolling by?
This is where small studios like Olive & Ivy can make a big difference. We’re not here to sell you things you don’t need—we’re here to help you identify what’s working, spot what’s missing, and bring it all into alignment. When you spend your marketing dollars wisely, you're not just investing in growth; you're investing in your family, your team, and your time. Click your ruby red heels together, Dorothy, because you have everything you need already!
Why Small Businesses Are Trending
In recent years, there’s been a notable shift in consumer behavior favoring small businesses. This trend is driven by a growing desire for community connection and a skepticism toward large corporations. According to a survey by the U.S. Small Business Administration, small businesses make up 99.9% of all U.S. businesses, highlighting their integral role in the economy (https://www.sba.gov/about-sba/sba-newsroom/press-releases-media-advisories/2023-small-business-profile-shows-more-33-million-small-businesses-us).
Economic uncertainties have also influenced consumer spending habits. A report by Old National Bank indicates that consumers are pulling back on spending, leading to challenges for businesses (https://www.oldnational.com/resources/insights/small-business-owners-fear-a-recession-but-aren-t-backing-down-surveys-says/). However, this has also led to more intentional spending, with consumers choosing to support local enterprises that align with their values.
The Rise of Influencer Marketing and Word-of-Mouth
The digital age has transformed how consumers discover and trust brands. Influencer marketing has become a powerful tool, with 69% of buyers trusting influencer recommendations (https://www.prnewswire.com/news-releases/word-of-mouth-commerce-is-the-next-evolution-of-influencer-marketing-302081948.html). This shift underscores the importance of authentic, relatable voices in marketing strategies.
Moreover, word-of-mouth remains a potent force. A study by Walla emphasizes that delivering exceptional service leads to client referrals, which are invaluable for business growth (https://www.hellowalla.com/blog/why-word-of-mouth-marketing-matters-and-how-to-leverage-it). Combining influencer marketing with traditional word-of-mouth can amplify a brand’s reach and credibility.
Your Social Media Feed as a Digital Storefront
In today’s digital landscape, a brand’s social media presence serves as its storefront. An active and engaging feed signals to potential customers that the business is thriving and trustworthy. Conversely, outdated or inactive profiles can deter potential clients.
Organic social media efforts, while sometimes challenging to quantify, are essential for building authentic relationships and long-term loyalty (https://mailchimp.com/resources/organic-vs-paid-social-media/). Consistent posting, engaging content, and genuine interactions foster a community around the brand, encouraging repeat business and referrals.
How to Spot the Shift in the Media You Consume
If you've been noticing more ads with handwritten signs, heartfelt stories, or founders showing up in Reels, you're witnessing this shift in real time. National brands are borrowing small-business aesthetics—think local-feel visuals, first-person captions, or "meet the maker" moments. Even commercials now often center around small-town values, purpose-driven messaging, or community support.
What does that tell you? Consumers crave realness. And small businesses don’t have to pretend—they are the real thing.
Five Ways to Support Your Own Marketing (Without Getting Overwhelmed)
Stay Consistent, Not Constant – You don’t need to post daily. A few solid, well-timed posts per week go a long way.
Use What You’ve Got – Photos from your phone, a quick note from a client, a behind-the-scenes moment—they all count.
Pick One Platform and Do It Well – Start where your people are. Instagram? Facebook? Just focus there until it feels easy.
Create a Content Folder—Save photos, testimonials, and ideas as you go. This makes batch posting or scheduling much easier.
Make It Easy to Say Yes—Whether booking, messaging, or reading your bio, keep it clear, current, and click-friendly.
Tailoring Marketing Strategies to Fit Your Business
At Olive & Ivy, we recognize that each small business has unique needs. While some may benefit from comprehensive marketing campaigns, others might require only specific services like content creation or social media management. Our approach is flexible, ensuring that our clients receive support tailored to their specific goals and resources.
Small business marketing should never feel like shouting into the void. If you’re advertising locally, your marketing should support that—with content that speaks to your neighbors, your real-life community, and the values you show up with every day.
We believe in building partnerships that respect the individuality of each business, providing just the right amount of support to help them flourish without overwhelming them with unnecessary services.
Sources:
U.S. Small Business Administration - 2023 Small Business Profile (https://www.sba.gov/about-sba/sba-newsroom/press-releases-media-advisories/2023-small-business-profile-shows-more-33-million-small-businesses-us)
Old National Bank - Small Business Owners Fear a Recession (https://www.oldnational.com/resources/insights/small-business-owners-fear-a-recession-but-aren-t-backing-down-surveys-says/)
PR Newswire - Word-of-Mouth Commerce is the Next Evolution of Influencer Marketing (https://www.prnewswire.com/news-releases/word-of-mouth-commerce-is-the-next-evolution-of-influencer-marketing-302081948.html)
Walla - Why Word of Mouth Marketing Matters and How to Leverage It (https://www.hellowalla.com/blog/why-word-of-mouth-marketing-matters-and-how-to-leverage-it)
Mailchimp - Organic vs Paid Social Media: Pros and Cons for Your Business (https://mailchimp.com/resources/organic-vs-paid-social-media/)
