Marketing Levers That Matter the Most for Small Businesses
Generated by ChatGPT with ideas and control by Jeff Nelson
Running a small business is both rewarding and challenging. Whether you own a restaurant, plumbing service, gift shop, or electrical company, one of the biggest questions is: How do I get more customers?
The truth is, not all marketing channels are created equal. Some deliver results quickly and consistently, while others drain your time and budget with little return. The key is knowing which marketing levers to pull first.
The Marketing Levers Matrix
To make it simple, I’ve broken down the top marketing channels into a 2×2 matrix:
Impact (how powerful it is at attracting customers)
Effort (how much time, money, or skill it takes to do well)
Here’s how the tactics stack up for small businesses that want a strong local presence:
🟢 High Impact / Low Effort (Quick Wins)
These are your bread and butter — do these first, always.
Google Business Profile → Shows up when people search “restaurant near me” or “plumber in Longview.” Keep it updated with photos, posts, and reviews.
Outdoor Signage → In small local areas (e.g., communities or towns), a sign is the best reflection of your brand. Make it bold, visible from the highway, and lit if possible.
Word-of-Mouth & Referrals → Still the most trusted form of advertising. Happy customers are your best marketers.
Vehicle Signage → For service businesses, your truck is a rolling billboard.
🔵 High Impact / High Effort (Worth the Investment)
These take more work, but they’re worth it for long-term growth.
Website (Simple but Professional) → Customers expect it. Keep it clean, mobile-friendly, and fast.
Local Facebook & Instagram → Many people are still using Facebook. Share specials, updates, and local stories.
Local Sponsorships & Community Involvement → Sponsor a hockey team, rodeo, or fall fair. It builds goodwill and visibility.
Tourism Partnerships → For restaurants and gift shops, connect with campgrounds, B&Bs, and visitor centres.
🟡 Lower Impact / Low Effort (Nice-to-Haves)
Do these once you’ve nailed the quick wins.
Online Reviews beyond Google → TripAdvisor, Yelp, and Facebook matter for tourist traffic.
Email & Text Lists → Great for repeat customers in restaurants or retail, but not as critical for trades.
🔴 Lower Impact / High Effort (Worth Considering)
These can work, but in most rural towns, they’re not the best use of your time or money.
Local Print & Radio → Still has a place in some communities, but is usually limited.
SEO & Paid Ads → Not as powerful in low-population areas unless you’re targeting nearby cities (e.g., Calgary or Okotoks).
What This Means for Your Business
If you’re running a small business, you don’t need to spread yourself thin across every channel. Focus on the quick wins first:
✅ Google Business Profile
✅ Strong outdoor signage
✅ Word-of-mouth and referrals
✅ A clean, professional website
✅ A presence on Facebook (and/or Instagram)
That mix alone will deliver the majority of your new customers. Everything else is a bonus.
Final Word
Marketing doesn’t need to be overwhelming. By pulling the right marketing levers, you can make your business visible, trusted, and chosen in your community. Start with the tactics that give you the biggest impact with the least effort — and you’ll see results faster than you think.