9 Marketing Tools for Small Businesses You Should Know About

Gone are the days when you needed a millionaire budget to boost your brand awareness and find clients outside your local area.

Today, many online marketing strategies can help you go a long way without breaking the bank. Thanks to digital marketing, small businesses can have nearly the same opportunities as deep-pocketed brands.

The problem, though, is that not all small businesses can afford the help of professional digital marketers, so they end up juggling multiple tasks – to varying degrees of success!

So, if you do have to juggle, we want to make it a bit easier for you. This is why we’ve compiled a shortlist with nine fantastic marketing tools for small business promotion!

All of which can give you a lot of bang for your buck and your time while helping you get the most out of your digital marketing efforts.

Let’s jump right in!

Marketing tools for small business


Since many people rely on the internet to inform their purchase decisions, small businesses that lack a good website are wasting a golden opportunity to expand the clientele. That’s why we believe a site builder like WordPress is one of the most valuable marketing tools for small businesses.

WordPress is the best tool of its kind, and it’s user-friendly enough to be comfortably handled by people with no web development experience. With it, you can create blogs or websites and optimize them for both mobile and desktop users.

The platform’s features vary depending on the membership but, overall, we can find elements like customizable templates, custom domains, and SEO tools across the board.

Speaking of memberships, WordPress offers an ample range of plans that go from zero to $59 per month. There’s one built specifically for small businesses marketing that costs $33 per month and includes all the previously mentioned features.

That said, there’s a more economical membership meant for freelancers (Premium Plan) that may prove helpful for your needs depending on your business’ size.

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Video marketing has grown in popularity and proved to be a highly profitable tactic for businesses of all sizes.

Embedding a company story or explainer video on your website allows you to portray your company culture, provide social proof, and, most importantly, explain your value proposition clearly through an engaging video on your homepage.

But to do all this, you need a video hosting platform that displays your videos smoothly and doesn’t redirect the traffic to its own site. Our choice? Wistia.

This platform lets you include interactive CTAs and capture forms in your video and run A/B tests to compare your content’s effectiveness. It also provides advanced video analytics that can gauge the audience’s sentiment to a great extent, and it’s a great service to help you create your company’s video portfolio.

Wistia offers a free plan with limited features – like a maximum of three videos or podcasts per month – but that could be enough for your small business marketing strategy. If not, there are premium plans that start at $99 per month.

Google Analytics

As we said before, a website is an excellent addition to your small business marketing toolbelt. But to no one’s surprise, visitors won’t automatically start showing up the day you set up your site. It’s necessary to work regularly on your online presence and improve your site accordingly over time.

In that sense, Google Analytics can be one of the most practical small business marketing tools you can handle. This software shows you everything that goes on with your website, allowing you to realize what needs tweaking or reinforcement.

It provides data on the number of visitors, their demographic aspects and interests, and how they’ve found your site – through other websites, organic search, ads, etc. It even tells you which keywords lead them there!

And there’s more! Google Analytics also informs you about how long visitors have stayed on your site and which pages they’ve visited. It also provides stats on lead generation and eCommerce sales.

This analytics tool can get to be very expensive, but its free version has more than enough features, so you probably won’t need to resort to paid marketing tools for small businesses.


Lead capture forms let you gather your website visitors’ contact information and nurture them down your sales funnel once they’ve left your site. This makes Optinmonster one of the most helpful marketing tools for small businesses.

The platform allows you to create lead capturing forms from scratch, A/B test them, and optimize them for desktop and mobile screens.

With Optinmonster, you can also display targeted messages to your visitors according to the section of your website, the source where they come from, and their behavior and location. It even enables you to retarget returning visitors with special offers.

This is one of the most economical marketing tools for small businesses, with plans ranging from $9 to $49 per month billed annually.


Once you have captured leads’ contact information with OptinMonster (or a similar small business marketing tools), you would be ready to set up an email marketing campaign.

Email is a direct way to reach out to leads and can bring about an outstanding ROI – one of the highest in the marketing industry.

For many entrepreneurs, email marketing is synonymous with MailChimp.

This platform offers a suite of email marketing tools for small businesses. With it, you can capture leads, manage your contact list, and schedule and send email campaigns.

You don’t have to worry about your email design – MailChimp provides templates for sending beautiful and attractive emails without needing design skills.

It also boasts analytics features to measure your email campaigns’ reach and effectiveness.

As this platform was designed as a small business marketing tool, it’s free until you reach the 2,000-mark on your contact list. Afterward, you can resort to more advanced plans starting at $9 per month.

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Customer Relationship Management (CMR) platforms are one of the most valuable marketing tools for small businesses. They can help you provide excellent customer experiences, boosting client satisfaction and retention. And few – if any- CRM tools are as renowned as HubSpot.

HubSpot is an all-in-one platform that offers sales, inbound marketing, and customer services tools. However, its main area of expertise is CMR.

It tracks and manage information about your actual and potential clients and makes it available for your marketing, sales, and customer service department. This way, they can provide clients a better experience and be more likely to capture sales.

The platform also offers task management and analytics tools, lets you schedule meetings, and provides you with live chats and chatbots to communicate with your customers.

Many of these features are free. For others, you need paid memberships that start at $50 per month.


In today’s world, working on a social media presence is non-negotiable, especially when it comes to small businesses marketing strategies. These companies can harness social media’s immense marketing potential without breaking the bank. That said, they need a tool that allows them to make the most out of their social accounts – like Buffer.

This powerful social media management tool integrates Facebook, Instagram, Twitter, LinkedIn, and – in paid memberships – Pinterest. Buffer allows you to plan, schedule, and publish posts on all these platforms simultaneously. It also shows unanswered comments and lets you answer them from the same dashboard.

If Instagram is your audience’s favorite network, then you’ll be happy to know Buffer allows you to preview future posts. Sadly, you can’t schedule Instagram stories, but you can plan them in advance and let Buffer send you a reminder when it’s time to post.

Last but not least, Buffer provides you with analytics data about your social media performance and lets all your team members collaborate on your social strategy.

However, Buffer’s free plan only allows a single user, three social channels, and ten scheduled posts. This version may not be useful enough as a small business marketing tool, so you may want to check Buffer’s paid memberships, which start at $15 per month.


Visual content dominates social media just as much as videos. However, not many small businesses can pay a graphic designer to create aesthetically pleasing content.

Luckily, small business marketing tools like Canva offer customizable templates and an ample variety of stock images.

This tool can help you design logos, Instagram stories, ads, video thumbnails, business cards, infographics, and more. The best part is that handling Canva is as easy as it gets, thanks to its user-friendly drag-and-drop features.

Canva offers a very decent free plan that provides enough visual marketing tools for small businesses. If it doesn’t fulfill your needs, though, you can go with their paid memberships that start at $9.99 per month (if billed annually).

Facebook Ads

If your small business has never resorted to online advertising yet, you don’t know what you are missing.

The investment is usually cost-effective (especially with PPC advertising) and drives results faster than several other online marketing strategies. It’s a great way to increase your brand awareness – doubly so when you add Facebook into the mix.

Facebook Ads is one of the top marketing tools for small businesses.

It allows you to create and display ads on Facebook with the help of advanced targeting options. In other words, you select the location, age, gender, interests, and profession of those who should see your ads. As a result, your ads are only shown to quality leads that match your target audience’s profile.

The platform also allows you to retarget visitors that have left your eCommerce website without buying and leads on your email list.

Do you know what the best part is? You decide how much you’ll spend! You’ll set a maximum budget that you can change any time you need – unless we are talking about advanced ads, which have a determined minimum cost. Needless to say, a bigger budget will help you reach more people.

The Takeaway

Your small business can highly benefit from digital marketing’s cost-effectiveness.

It helps you attract new clients, stay in touch with leads, offer a great customer experience, and retarget prospects who have slipped through the cracks of your sales funnel. If that wasn’t enough, you can measure and analyze the whole process! This way, you can learn if any changes are necessary.

By leveraging the small business marketing tools mentioned in this list, you can organize and optimize your strategy, hopefully amassing great results along the way. 😉

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