Top marketing strategies for small businesses in 2025

The budding Kiwi company doesn’t need big-budget billboards or celebrity endorsements to grow. A multitude of more cost-effective marketing strategies for small businesses can lure leads, convert customers, and expand your brand.

From digital must-dos to classic real-world tactics, we’re covering how to market your small New Zealand business on a modest budget.

Table of contents
Before getting started Online marketing strategies Offline marketing strategies Wise Business - Manage finances efficiently to aid global expansion efforts

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Before getting started

Before you start formulating your marketing strategy, identify your target audience and value proposition. These fundamental concepts help fine-tune your messaging and improve conversion rates.

Target audience research

Also known as the ideal buyer persona, this is the consumer you’re trying to attract. Think about key demographics–age, income, gender, location, occupation, education, spending habits, hobbies. Leverage these information to then tailor messaging that resonates closer with your audiences. Offline entrepreneurs should consider whether there are enough potential customers in their area to make the business idea viable.

Now, empathise with the ideal buyer persona; put yourself in their shoes. Consider their needs and evaluate the pain points your business can overcome. An intimate understanding of what motivates your customers is critical for conversions.

Value proposition

Benefits beat features. While you can mention physical properties, don’t focus marketing on features, like premium cheddar. Instead, highlight the taste-bud-satiating sensation of tucking into your company’s scrumptious cheese scrolls. This is the value proposition (VP), a benefit that encourages customers to choose your brand.

If you're the only scroll baker in Auckland to use Waikato cheese, then highlight this point of difference in your campaigns. A Unique Selling Point (USP) sets your offering apart in a saturated market.

Competitor analysis

Before you launch, size up your competition. Know who you’re up against, both the big players and the small-time operators. Look at what they’re doing right and, more importantly, where they’re dropping the ball. This analysis helps you find the gaps in the market and highlights what makes your business the better choice. It’s how you find your opening to win over customers.

Marketing goals and budget

You wouldn’t start a road trip without a destination. Marketing is no different. Set clear, specific goals with a deadline. Instead of just "selling more scrolls," aim to "sell 500 scrolls through Instagram promotions by the end of the quarter." This gives you a concrete target to aim for and makes it easy to see if your efforts are actually working.

Great ideas need fuel. Your marketing budget determines which of your plans actually see the light of day. Decide how much you can spend and, critically, where that money will go. Allocate funds to the channels and tactics you believe will give you the best bang for your buck. Think of it as an investment in getting new customers, not just an expense.

Online marketing strategies

No matter what kind of business you run, it’s worth establishing a virtual presence, even if it’s just a basic website and Google profile. The target demographic will guide which strategies you should focus on.

Create a website

Every small business needs a webpage. No need to learn coding. Drag-and-drop website builders, such as Squarespace and Wix, are user-friendly enough for anyone with rudimentary computer skills. These platforms, and others, can guide you through registering and hosting a web domain, which requires paying a small and tax-deductible annual fee.

At a minimum, include product or service information and how customers can make a purchase. The best small business websites highlight your VP and USP through slick copy, vibrant images, and thoughtful design. If the budget permits, hiring a professional web developer or digital marketing agency will yield better results than attempting to DIY a website.

Open a Google Business Profile

All small businesses should also set up their own Google Business Profile, a free account that helps customers find you on Google Maps and feature businesses on localised search results. A basic profile covers opening hours, contact details, and your location. Adding more detailed information can coax Google to prioritise your profile above competitors.

The profile is also an opportunity to convert leads. Highlight your benefits through dazzling photos and compelling prose, then add relevant materials, such as digital brochures, menus, and logos. Account holders can engage these customers by responding to reviews and direct messages.

Search Engine Optimisation (SEO)

SEO drives organic traffic to your website by positioning it higher in Google’s Search Engine Results Page (SERP). You can optimise a website by:

• Conducting keyword research
• Including high-value keywords in your copy
• Adding engaging, keyword-rich title tags and meta descriptions
• Optimising your website for mobile devices
• Incorporating user experience (UX) principles
• Creating a logical, user-friendly site structure
• Improving load times by compressing images and reducing HTTP requests
• Implementing a schema markup and an XML sitemap
• Promoting your webpage on social media
• Obtaining backlinks from reputable and relevant websites

A classic SEO strategy is content marketing, where you provide engrossing, educational content to boost interest in your brand. Popular content marketing formats include blogs, videos, infographics, templates, e-books, whitepapers, and case studies–the best choice depends on your target demographics. In addition to driving traffic, content marketing can establish your company as an authority in a specific field.

Pay-Per-Click (PPC) advertising

While SEO content marketing is a slow, long-term approach, PPC can achieve near-instant results. The strategy requires you to pay Google, or a social media platform like TikTok or Facebook, each time someone clicks your ad.

The main advantage is that you can target highly specific demographics, with filters such as interests, locations, gender, engagement, and age. But it’s quite pricey. Google Ads range from $1 to $20 per click,¹ depending on the keyword and industry.

Social media marketing (SMM)

Savvy marketers create profiles on multiple social media platforms, but focus content on those that attract their target demographics. Instagram and TikTok tend to draw younger users under 35, while Facebook is great for reaching middle-aged or older audiences.

Don’t spam hard-sell promotions. Build a following by posting content that users find valuable. Vibrant, pro-level photos perform well on Instagram, while most TikTokers (65%)² prefer amateurish reels over polished, TV-style clips. SMM software, such as Hootsuite and Buffer, lets you schedule content, cross-post on multiple platforms, and monitor engagement.

Consider LinkedIn presence for businesses

The world’s premier work-related social media platform is a potent tool for business-to-business (B2B) brands. If you’re a business-to-consumer (B2C) company, create a basic, free profile to showcase your service and leave it at that.

To succeed on LinkedIn, build a network of business owners and decision makers in your industry. The B2B sales cycle is long and analytical. Don’t hard-sell your network with pushy, promotional posts. Focus on creating insightful content to foster trust and share expertise. Thought leaders can build a sizable following and reap big rewards on LinkedIn.

Email Marketing

Thought nobody reads junk mail? Turns out they do. For every $1 spent on email marketing, the average return is $36, or $45 in the retail and e-commerce sectors. Sending 5-8 emails per month is the sweet spot.³ Nobody wants a barrage of emails.

Effective email marketing persuades prospects to make a purchase and keeps existing customers interested. Maintain engagement through short, snappy newsletters with content that appeals to your audience, whether it’s industry insights or silly cat memes. Classic tactics, such as discount codes, free e-books, and seasonal sales, incentivise users to sign up. You can schedule posts and monitor metrics using platforms like Mailchimp or Klaviyo.

Offline marketing strategies

If you’re targeting a specific part of New Zealand, you might be better off adopting old-school advertising tactics. TV, radio, and billboard ads may not fit your budget, so consider these affordable, grassroots strategies instead.

Flyers and posters

Kiwis love supporting neighbours. If you’re running a local business from home, like a dog-grooming or lawn-mowing service, dropping flyers into local letterboxes could yield results. Highlight that you’re a local resident and briefly cover your service, benefits, and prices. Discounts and free quotes can help attract prospective clients.

You don’t need to be a pro copywriter or graphic designer. Even a basic black-and-white flyer can lead to sales. Just don’t drop leaflets into any “no junk mail” marked letterboxes.

Although undeniably old-school, plastering posters onto supermarket and shopping mall community boards can still generate leads. Include tearable tabs with discounts and use different coloured paper so you can track which locations your posters work best.

In-person networking

Small businesses have been networking long before the giant tech platforms took over. Share your brand with friends, family, and colleagues, and ask them to recommend it to their peers. You could offer incentives, such as cash or discounts, per converted referral.

Building networks with other businesses can also prove fruitful. For example, a mechanic could refer customers to a panel beater, who would return the favour as required. But ensure your referrals deliver quality, as you don’t want to disappoint loyal customers.

Cold outreach

It’s an introvert’s worst nightmare. But cold outreach remains an effective sales tactic for determined entrepreneurs. The strategy involves contacting strangers to deliver a quick elevator pitch about your product. Connect to potential customers by telephone, door-knocking, email, or visiting a business in person. Of course, you can expect plenty of blunt rejections.

Warm outreach can be less nerve-wracking. This strategy involves pitching to people you’ve already met, whether they be acquaintances, colleagues, or friends of friends. You can make warm outreach feel more natural by sparking a chit-chat about a mutually interesting topic, then slowly introducing your brand.

Following up

Following up has always been a core component of the sales process. When people show interest in your business, note their enquiry and schedule a later call or message. Many people get too busy to book your service or simply forget. A polite follow-up might be all you need to secure the sale.

Word of mouth

There’s nothing like an in-person recommendation to position your business above the competition. When customers appear satisfied with your service, ask them to refer you to their friends and family.

Explain that you’re a small local business and don’t have a big budget for marketing. Many will be happy to oblige and may even leave you a glowing Google review.

Choosing the best marketing strategies for your small business

Should you master content marketing or start slapping posters on the supermarket community noticeboard?

The ideal marketing strategy depends on your target demographic. Think about the kind of places they hang out–online and offline–and how you can get their attention. Ask customers how they heard about you so you can track what’s working and evolve your focus as you go.

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This general advice does not take into account your objectives, financial circumstances or needs and you should consider if it is appropriate for you.

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Sources:

1. Webmad: What do Google ads cost in New Zealand?
2. TikTok: Creative tips for TikTok ads
3. Email Tool Tester: Email marketing ROI