Why Marketing Still Matters for Small Businesses (and What You Might Be Getting Wrong About It)

If you own or run a small business, you’ve likely heard the phrase “word of mouth is the best marketing.” And while that may have been true in the past—or at least good enough to get by—today’s business landscape is more competitive and more cluttered than ever. Which begs the question: Does marketing still matter for small businesses?

Absolutely. In fact, marketing has never mattered more.

Marketing isn’t just about advertising your product. It’s about telling your story, building your brand, reaching the right people, and staying top-of-mind. Whether you’re running a boutique bakery, a local law office, or a lawn care business, marketing gives you a voice in a noisy world. And here’s the thing: if you’re not marketing your business, someone else’s voice will drown yours out.

So, what kind of marketing should you be doing?

Let’s break it down—because not all “marketing” is created equal. Many small business owners lump social media, advertising, and public relations into one vague bucket. But they serve different purposes, and understanding the difference can help you make smarter decisions (and avoid wasting money).

Social Media Marketing

This is what most people think of when they hear “marketing” today. It includes posting on Facebook, Instagram, TikTok, LinkedIn, and other platforms. Social media marketing is direct and personal—it lets you engage with your customers, share behind-the-scenes content, run promotions, and build a community around your brand.

The pros? It’s cost-effective, measurable, and accessible.

The cons? It requires consistency, creativity, and strategy to really work. Random posts every now and then won’t cut it.

Traditional Marketing

Traditional marketing refers to the old-school methods: newspaper ads, radio spots, flyers, direct mail, billboards, and even TV commercials. It’s still relevant—especially in a close-knit community where people still read the local paper or listen to local stations.

The pros? It can build broad awareness and trust, especially among less digital-savvy customers.

The cons? It’s often more expensive and harder to track ROI (return on investment).

Public Relations (PR)

PR is not about selling—it’s about reputation and credibility. It involves getting your business featured in local media, sending press releases, building relationships with reporters, hosting community events, or supporting causes. The goal? To position your business as trustworthy, newsworthy, and connected to the community.

The pros? It builds long-term brand equity and earns attention rather than paying for it.

The cons? It takes time and doesn’t always deliver immediate results.

Marketing is not a luxury—it’s a necessity.

Too many small businesses treat marketing like dessert: something sweet and optional, to be enjoyed only if there’s room in the budget. In truth, marketing is more like water—essential to survive and grow. You don’t need to do everything at once, but you do need a plan. Know your audience. Choose the channels that reach them. And commit to showing up, consistently and authentically.