How Small Businesses Can Create High-Impact Digital Marketing Strategies

Let’s talk about Simon, the owner of a well-established, family-run catering business that generates just over ￡1.5 million in annual turnover. Simon had built a strong reputation in his local area, offering high-quality catering services for weddings, corporate events, and parties. For years, word-of-mouth referrals and local partnerships had been his bread and butter, but recently, he’d started to notice a shift. New enquiries had slowed down, and he was facing stiffer competition from newer businesses with slick websites and active social media accounts.

Simon knew he needed to adapt. But where would he start with digital marketing? He wasn’t a tech expert, nor did he have a marketing team. He just wanted a straightforward, no-nonsense strategy that would help him reach new customers without taking too much time away from running his business.

Here’s how Simon created a high-impact digital marketing strategy that made a real difference, without needing any complicated tools or heavy investments.

1. Understanding His Customers’ Needs

Simon realised that his first step wasn’t about creating content or running ads—it was about understanding his customers better. He began by talking to his existing clients, asking simple questions like, “How did you find us?” and “What made you choose our catering service?”

What he learned was invaluable. Many of his customers had found him online but had hesitated to book because they couldn’t immediately find the specific information they needed, like pricing and menus. They also wanted to see examples of past events he’d catered to get a feel for the quality of his work.

This insight showed Simon that the key to a successful digital marketing strategy wasn’t about doing more; it was about providing the right information to potential customers in a clear and accessible way.

Lesson: Start by understanding what your customers need from you online. The clearer you are about their pain points, the better you can tailor your digital marketing efforts.

2. Making His Website Work Harder

With a clearer understanding of his customers, Simon realised that his website needed a bit of a refresh. It wasn’t outdated, but it wasn’t doing much to drive new business either. He didn’t want to spend a fortune on a complete overhaul, so he focused on some simple but effective updates.

First, he made sure all the key information—like pricing, sample menus, and a gallery of his recent work—was easily accessible on the homepage. He added a “Request a Quote” button at the top of the page, making it easier for potential clients to get in touch without having to dig for his contact details.

Then, Simon included testimonials from past clients throughout the site, turning it into a virtual word-of-mouth machine. These testimonials weren’t just hidden on a single page; they were spread across every part of the website, giving potential customers proof that others had trusted Simon’s services for their big events.

Lesson: Your website is often the first impression potential customers will have of your business. Make it easy for them to find what they need, and show them why others trust you.

3. Getting Active on Social Media

Simon knew he had been neglecting social media. His business had a Facebook page, but it was rarely updated, and he wasn’t using Instagram at all. But he didn’t want to overcomplicate things, so he started small.

He decided to focus on Instagram because it allowed him to showcase the visual side of his business—beautifully plated dishes, stunning event setups, and the excitement of catered weddings. Simon started posting once a week, sharing behind-the-scenes shots of his team preparing for events, photos of the food he catered, and even short video clips of happy clients enjoying their meals.

The results were almost immediate. People began engaging with the posts, leaving comments, and tagging their friends. Brides-to-be and event planners started messaging him directly through Instagram, asking for more information. Without spending a penny on ads, Simon had begun to attract a new audience simply by being more active on social media.

Lesson: You don’t need to post every day or hire a social media manager to make an impact. Consistency and showcasing your business’s personality can go a long way in attracting new customers.

4. Creating a Simple Email Marketing Campaign

Simon had never really thought about email marketing before. He had a list of past clients and a few people who had enquired but never booked, but he wasn’t sure what to do with it. One day, he decided to try something simple.

He created a monthly email newsletter that showcased his latest events, shared seasonal menu ideas, and included a special offer for recipients—10% off their next booking. It wasn’t anything fancy, just a straightforward update that kept his business in front of people’s minds.

The response was better than Simon had expected. Past clients began getting back in touch to book their next event, and several people who had previously enquired but hadn’t booked finally decided to hire him. By staying in touch and offering value, Simon managed to re-engage old leads and turn them into paying customers.

Lesson: Email marketing doesn’t need to be complicated. A simple, regular update that reminds people of what you offer and why they should choose you can work wonders.

5. Leveraging Reviews as Social Proof

One of the most effective changes Simon made was asking his happy clients to leave reviews online. He knew that potential customers would trust the opinions of others more than anything he could say, so he made it a priority to collect more reviews on platforms like Google and Facebook.

Simon sent a short email to each client after their event, thanking them for choosing his catering service and asking if they would mind leaving a quick review. He was pleasantly surprised by how many clients were willing to help. Soon, his business’s Google page was filled with glowing 5-star reviews, which had a noticeable impact on his local search rankings.

New clients regularly mentioned the positive reviews when they contacted him, saying they felt confident in their choice because of what others had said.

Lesson: Don’t underestimate the power of reviews. Asking your customers to share their experiences can build trust and credibility with potential clients.

The Results

In less than a year, Simon’s digital marketing efforts began to pay off. His website traffic increased, his social media following grew steadily, and, most importantly, he started receiving more enquiries from new customers than ever before. His catering business, once reliant on word-of-mouth, was now reaching a wider audience through simple, high-impact digital strategies.

Simon didn’t need a huge budget or a team of marketers. By focusing on his customers’ needs and using straightforward tactics, he managed to turn his digital presence into a powerful tool for growth.

Why Digital Marketing Doesn’t Have to Be Complicated

If Simon’s story resonates with you, here’s the good news: you don’t need to be a marketing expert to create a high-impact digital marketing strategy. It’s about understanding your customers, making it easy for them to find and trust you, and being consistent in how you show up online.

You don’t have to do everything at once. Start with one area—whether it’s improving your website, becoming more active on social media, or creating a simple email campaign—and build from there.

If you’re ready to create a digital marketing strategy that actually works, let’s connect. As The Customer Growth Coach, I can help you craft a straightforward, effective plan tailored to your business. Together, we can take your business to the next level.

– Mark A Preston, Customer Growth Coach & Speaker