Many small business owners feel overwhelmed by marketing, torn between doing it themselves or hiring an agency they can’t really afford. The truth is, you can (and should) handle your own marketing in the beginning. Not only is it doable with today’s AI tools like ChatGPT, but it also gives you valuable insight into what actually works before you outsource. That way, when you eventually hire help, you’ll know exactly what you need and how long it should take.

You don’t need a big budget or a marketing degree. What you do need is focus, consistency, and a clear sense of who you’re trying to reach.

Step 1: Know Who You’re Talking To

Your customer is not “everyone.” Trying to appeal to all dilutes your message. Instead, picture one real person you’d love to serve.

•  A café might target young professionals grabbing coffee on their commute.

•  A fitness coach might focus on busy parents squeezing in a quick workout.

When you write and create content as if you’re speaking to that one person, your message feels more personal and relatable.

Step 2: Choose Your Platforms Wisely

Don’t spread yourself across every platform. Go where your audience actually spends time.

•  A bakery might thrive on Instagram with mouthwatering visuals.

•  A B2B startup might see better results on LinkedIn.

•  A plumber might do best on Facebook or Google, where neighbors look for recommendations.

Pick one or two platforms and do them well. Consistency beats being half-present everywhere.

Step 3: Share Value, Not Just Promotions

Constant sales posts turn people off. Instead, think about how you can help.

•  A bakery could share a tip for softer bread.

•  A yoga studio could post a quick stretch for office workers.

•  A consultant could explain a common mistake businesses make and how to avoid it.

When you provide value, people begin to trust you and that trust naturally leads to sales.

Step 4: Be Consistent

Marketing isn’t about one viral post. It’s about showing up regularly and building recognition over time.

Pay attention to what resonates. If your behind-the-scenes posts get more engagement than polished ads, do more of those. Let your audience guide you.

Final Thoughts

Running your own marketing doesn’t have to be complicated. Know your customer, show up where they are, provide real value, and stay consistent. Do that, and you’ll stand out without overspending or outsourcing too soon