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The smart positioning of brands generates profits for companies ranging from Apple to Zappos. However, for businesses that are just starting to grow, high-level marketing can feel like a luxury. Small business marketing experts suggest that companies should allocate between 7% and 8% of their monthly revenue to marketing. In reality, most businesses invest only around 1%. That’s a shame—especially considering that marketing generates more revenue than costs. With proper planning, marketing can deliver strong returns, even for the smallest startups.
Getting entrepreneurs to invest in marketing starts with breaking down common misconceptions. Here are the three most common ones:
It’s easy for many small business owners to downplay the need to promote their brand. There’s an intuitive logic behind this lie that makes it appealing. Businesses in early growth stages often build a local following, connect closely with their customer base, and rely on word of mouth to spread their reputation. If this approach brings some success, it’s easy to convince yourself that marketing isn’t necessary and that it’s better to reinvest solely in operations to continue creating value.
Can a business continue growing this way? Occasionally, yes—but not for long. Companies that don’t invest in marketing rarely achieve the level of success they want. Many entrepreneurs whose startups failed later regret not investing in advertising, brand management, or strategic marketing initiatives.
The truth is, numbers don’t lie. Everyone needs some level of marketing. The key is making efforts that fit your brand’s needs and your budget. Getting value from your money is easier than ever in the digital era. Some high-impact options include:
Facebook ads
Google My Business and Google Ads
Content marketing
Webinars
Promoting free consultations and referral programs
You hire an agency. You have big plans and even bigger expectations—but what exactly happens to that money? For many growing businesses, answering this question is difficult. Occasionally, a customer mentions seeing a social media ad or subscribing to a newsletter, but beyond that—who really knows?
Part of the reason for this uncertainty is simple: many small businesses don’t track results. A recent survey found that nearly 45% of respondents said they don’t measure the return on investment (ROI) of their digital efforts. Even those who do often miscalculate it, spending money on underperforming platforms.
Marketing is like any other part of your business. You can’t improve performance if you don’t know where you stand. Reviewing ROI allows you to evaluate and refine your strategy. With today’s advanced digital analytics tools, there’s no excuse for not tracking marketing metrics. Small business owners have found automated tools especially useful for scaling their efforts, such as:
GetResponse
Infusionsoft
Marketo
HubSpot
Mailchimp
Your small business may need marketing, and you may even see the difference it makes—but running campaigns like big corporations feels impossible. Entrepreneurs often feel trapped between two options they believe are the only ones they can afford:
Doing everything themselves: This saves money but costs a lot of time, and without experience, it can slow growth.
Hiring a marketer or agency: Many small businesses prefer working with other small businesses, such as local marketing agencies, though quality varies by location.
The truth is, marketing isn’t an all-or-nothing service. Businesses can get expert help only where they need it. You don’t have to manage everything internally or outsource everything externally.
Startup leaders often lie to themselves about the need for high-quality marketing, the impact it makes, and what they can afford. But with a focused investment, any business can benefit from strong promotion. And that’s the truth.
Source: entrepreneur.com
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Miami, Florida | Bogota, Colombia
