Digital Marketing for Small Businesses: An Introduction to Strategy & Success


Does your small business need digital marketing?

In today’s world — with a smartphone in everyone’s pocket, 95% of people use a mobile phone to go online, and the fact that 70-80% of people research a company online before making a purchase — the answer is a resounding YES!

The truth is that your customers are online, somewhere. And if you’re not in front of them, your competitors are.

There is absolutely value in traditional marketing, and it truly takes an omnichannel approach to reach new target audiences and take your own small business marketing to the next level.

But, there are a lot of benefits to digital marketing, especially for a small business. You can often show up in more places, get a higher return on your investment, and get loyal customers who convert again and again.

So, let’s dive into why you should invest in and take your digital marketing journey.

Small Business Marketing Strategies


If you’re new to the digital marketing space, there’s a lot to learn!

Digital marketing is advertising your small business, product, or service using the internet or online devices like computers, phones, and other digital and social media content and platforms.

This is compared to traditional marketing, which is any marketing that ISN’T online, like TV, radio, print ads, and the like.

A great small business marketing strategy might include one or the other, or a combination of both, creating an omnichannel approach.

What Can Digital Marketing Do For Your Business

Digital marketing is a great way to make sure your business ranks ahead of your closest competitors. Connect with us to learn about how we can improve your online marketing strategy.

Succeeding Small wants to give you the opportunity to reach customers who are connected to the internet in ways that traditional marketing cannot.

With digital marketing, you can reach more potential customers with personalized messages, targeted campaigns, and relevant content.

You can also track how people engage with your content and website so that you know what’s working and what needs adjusting.

Plus, digital marketing is cost-effective compared to traditional methods like TV and radio ads.

Using digital strategies such as SEO (search engine optimization) or PPC (pay-per-click) can help drive traffic to your website and draw potential customers in.

Having a presence on multiple social media channels allows you to build relationships with customers and keep them updated on new products or services, promotions, company news, events, etc.

All these tactics combined create an effective digital strategy for any business looking for growth and success.


Curious about the benefits for your business? Take a look.

Small Businesses Opening to Public


Digital marketing is very advantageous if you are looking for the most bang for your buck.

That’s because digital marketing can be highly targeted and is often cheaper than other marketing channels, especially if you are doing something like pay-per-click campaigns.

Simply put, you know where your money is going with online marketing and who you are reaching.


The sheer level of insights and analytics you can receive with digital marketing is mind-blowing.

You can access detailed and intimate reports on website traffic with Google Analytics, follower insights with social media platforms, demographics and customer details with search ads campaigns, and so much more.

Digital marketing is so appealing because you can get real-time reports on who you are targeting, who is engaging with your brand, and how they are converting.

Digital Marketing Strategies for Small Business


This type of marketing is also an avenue to nurture relationships with your existing customers.

By posting regularly on a social media platform, engaging with a Facebook group, posting regular blog posts, and simply showing up online consistently, you are slowly building that “know, like, trust” factor with your target audience.

This is an excellent benefit of digital advertising because the more people see you showing up in authentic ways, the more likely they will purchase from you and refer you to their friends.


With a screen at your fingertips, you can reach anyone anywhere. Digital marketing is a great strategy for a small business because it can get in front of a NEW audience, which is often the key to growth. Whether you are being found on the internet or showing up in someone’s Instagram feed, you can get your business in front of brand new potential customers by having an online presence.


So now that we have gone over the benefits of digital marketing, let’s discuss tactics that go under that umbrella. These include:

  • Search engine optimization (SEO)

  • Social media marketing

  • Pay-per-click advertising

  • Email marketing

  • Content marketing

  • Local SEO

  • Influencer marketing

Let’s dive into each of these and how they are useful digital marketing strategies for a small business.

SEO for small businesses


SEO is the process of optimizing digital assets to maximize online visibility in as many places as possible.

This often means optimizing your website to show up and rank on Google.

However, we have a broader definition of SEO, as we can use the same principles and philosophies that we use to show up anywhere that has a search algorithm, like Google Maps, Bing, Yelp, Pinterest, and more.

SEO for small businesses can be very beneficial, as it allows you to rank higher and show up before your competition in your industry. That visibility can be a game-changer for lead generation.

Tips to Optimize Your Website for SEO

The best place to start out with SEO is by optimizing your website. Here’s our best tips:

Use longtail keywords

Target specific phrases that are related to your business, such as “plumber in Los Angeles”.

The more specific you can be, the less competition there will be and the better your chances of ranking.

There is usually more competition for generic terms like “plumber” than there is for more specific ones like “plumber in Los Angeles”, for example.

competitive keywords

With this keyword here, you can see that meal delivery services is a very competitive search term, generating a keyword difficulty of 91. This is not a good keyword to target for small business owners. Instead they should target longtail keywords like the one below:

Longtail keywords

This keyword has much less volume, but the chances of ranking is much higher. Small business owners should target longtail keywords throughout their website. Plus, longtail keywords are hyper-specific meaning your content can be more targeted and get more conversions.

Optimize your meta tags and page titles

When crafting meta tags and page titles, ensure they are succinct yet descriptive. Include target keywords that match the content on that page.

Remember, these elements often act as a first impression in search engine results, influencing the user’s decision to click.

Well-optimized titles and meta descriptions can improve click-through rates and give search engines clear signals about the content of your page.

Here’s an example of a title tag and meta description:

Title tag and meta description

The title tag is the headline in the search engine results pages (SERPs) and the meta-description tells more about what the page is about.

Quality content is key

High-quality content isn’t just about well-researched information; it’s also about presentation.

Engage your audience with a mix of text, images, videos, and other multimedia. Diversified content caters to different user preferences, ensuring wider reach.

Content that resonates and provides value will not only retain visitors but also increase the likelihood of them sharing it, boosting organic traffic.


Utilize links

Strategic linking is crucial for SEO. Incorporate outbound links to reputable sites, enhancing the depth and credibility of your content.

Simultaneously, maintain a robust internal linking structure, guiding users through a journey on your website.

This not only enhances user experience but also strengthens the SEO value of your site, distributing page authority and encouraging longer user sessions.

Think about it like this: the more time a user spends digging around on your website, the more likely they are to convert!

Monitor analytics

To refine your SEO strategy, rely on data-driven insights. Tools like Google Analytics, Google Search Console, and SEMrush provide a wealth of information.

Monitor metrics like organic traffic, bounce rate, and conversion rate.

Assess which keywords drive the most traffic and identify any crawl errors or penalties. Regularly auditing your site’s performance will highlight areas for improvement, allowing for timely adjustments.


Beyond your main content, highlight connections to the larger digital ecosystem.

Linking to your social media profiles, other product offerings, or related services amplifies your online footprint.

Search engines use these connections to gauge the breadth and relevance of your site.

Keep up with trends

Ensure you’re staying current with algorithm changes and industry-specific news. You don’t want to be out-of-the-know if Google, Bing, or Meta makes major changes to their platforms.

These are just a few of the strategies that can help you maximize your SEO efforts and boost organic traffic to your website. With careful planning, research, and dedication to optimizing for search engines, you can make sure your website is seen by more potential customers.

To learn more about SEO for small businesses, check out our podcast episode: SEO For Small Businesses Explained in Under 20 Minutes.

Social Media Marketing for Small Businesses


Social media marketing is utilizing social media platforms to advertise your small business. 72% of the public uses some social media, meaning a massive audience is at your fingertips! You can build a full social media marketing presence for your small business on:

  • TikTok

  • LinkedIn

  • YouTube

  • Facebook

  • Snapchat

  • Instagram

You can also run social media advertisements, which is a form of pay-per-click advertising, or ask a local social media celebrity to advertise your company online (influencer marketing).

There’s so much you can do on each social media platform to add to your overall strategy.

Social Media Marketing Strategies

Understanding the importance of defining your social media marketing strategy is crucial for achieving success in today’s digital landscape. A well-crafted strategy helps you:

  • Outline clear goals

  • Identify target audiences

  • Select the most effective social media for your business

By establishing a solid foundation, you can effectively engage with your audience, build brand awareness, and drive meaningful results. Don’t underestimate the power of a well-defined social media marketing strategy in unlocking the full potential of your online presence.

Facebook Ad Library

Pro tip: If you want to run social media ads, be sure to look at the Facebook Ad Library to see what competitors in your niche are doing! This is great for brainstorming potential ads and seeing how your product or service might be unique from others.

Ways to Optimize Your Social Media Strategy

One of the best ways to optimize your social media strategy is to focus on building relationships with your followers. It’s important to engage with them and answer their questions in order to establish credibility and trust.

You can do this by responding to comments, liking their posts, and sharing content relevant to their interests. Additionally, take time to study trends in the industry, analyze competitor activity, and review current events.

After all, your target audience will appreciate that you’re keeping up-to-date with what’s happening. Another key component is sticking to a consistent social media posting schedule. Building out a social media content calendar can really help with this!

When you show up for customers regularly, then potential customers will start to remember and trust you more for whatever product or service you sell. Increasing your social media presence becomes easier as you build steam.

Be sure to highlight things like customer reviews, what makes your small business special, new promotions, and whatever else you think will engage your followers!

Social Media Advertising

Imagine being able to get brand visibility on a 24/7 basis? That’s what’s within your grasp with the power of social media advertising.

Running ads on social media platforms like Facebook, Instagram, Twitter, and LinkedIn are all excellent ways to get the word out about your business every day without having to network, perform cold outreach, or run terribly expensive ad campaigns. With just $5 a day, you can reach hundreds and increase your brand awareness.


Advertising tips for Small Businesses


Pay-per-click, or PPC, is an advertising model in which you, the business owner, get charged whenever someone “clicks” on your ad. You can advertise your small business on many platforms, including Google Ads, Facebook Ads, YouTube Ads, and more. Specific types of search ads include:

Text Ads

Think of these as the digital version of a classified ad. They’re brief, with some pictures and a catchy headline. They’re a great starting point, as they can be budget-friendly and reach many people online.

Rich Media Ads

These are the flashy ads. They use bright visuals, videos, and animations to make sure people notice them. They’re great for making an impression, but they do come with a higher price tag due to their detailed content.

Remarketing Ads

Have you ever noticed ads for a website you visited once popping up again? Nope, it’s not some spooky witchcraft. That’s just really good remarketing. It’s like reminding someone, “Hey, remember us? Come back!”

Display Ads

Imagine walking by a billboard or seeing an ad in a magazine. Display ads are the digital version of that. They’re the banners you see on websites or when you search online. They can be tailored to appeal to specific groups, but they might need a slightly bigger budget than simple text ads.

display ads vs text ads

Note: One note about these types of ads is that they can be displayed anywhere potential customers are searching on the internet. Text ads, in contrast, are usually right above the organic results as indicated in the above picture.

Video Ads

Much like a TV commercial but online, these videos give your audience a closer look at what you offer. They can be interactive and are especially good if you’re trying to create a more immersive experience. And just like with TV, you can remind viewers of your brand if they’ve seen you before.

Bing Ads

While many people use Google, don’t forget about Bing, Microsoft’s search engine. It’s like placing an ad in a different newspaper; sometimes it’s more affordable and can reach a unique audience.

Shopping Ads

When you’re shopping online and you see a “Featured” product? That’s a shopping ad. It’s a way to highlight your products on big sites like Amazon or Google Shopping.

Local Service Ads (LSA)

Think of this as a shoutout for local businesses on Google. It’s like being recommended in a local directory, but online. You only pay when someone reaches out to you.

Remember, the best ad depends on your business needs and budget. Start small and experiment to see what works best for you!

PPC Marketing Tips


Email marketing is the process of delivering a marketing message to your email list of subscribers. This can mean sending a monthly newsletter educating your audience about local events, sending a mass promotion or discount for your products and services, or creating a workflow that nurtures your leads when people fill out a contact form, for example.

When you have someone’s email address, a whole world of opportunities open up to show value. Email marketing can help you target new potential customers but nurture your current customers. Employing an effective email marketing strategy comes down to these variables:

Clear Goals for Every Campaign

When you send an email, your readers should quickly grasp its purpose. Whether it’s a sale alert, a thank-you note, or a newsletter, be clear about what you want them to know or do.

Know Your Audience

It’s like inviting guests to a party — you should know who they are. In the email world, this means having organized lists of your customers and understanding what each group might want to hear from you.

Share Valuable Content

Just as you’d share interesting stories or useful digital marketing tips with friends (wink, wink), your emails should offer something worthwhile. This could be enlightening articles, helpful advice, or simply a good story related to your business.

Use Data Wisely

Look at how your emails are doing. Which ones do people open? Which ones lead to sales? This feedback will help you learn and adapt, making your next emails even better.

email marketing strategy

Smart Automation

Imagine sending a personal thank-you note every time someone shops at your store. With automated emails, you can do that digitally! Set up emails that automatically go out for specific actions, like a purchase or a download.

Test & Refine

Emails aren’t “one-size-fits-all”. Try out different subject lines, messages, or designs and see what your audience prefers. Then, use those insights to make your next emails even better.

Connect Your Efforts

Your emails shouldn’t stand alone. Link them with your social media, blog articles, and website. It’s like connecting the dots in a puzzle. Everything should work together to create a full picture of your business.

Email marketing isn’t just about sending messages. It’s about connecting with your customers, understanding what they need, and offering them something valuable. Done right, it’s a powerful tool for building relationships and boosting your business.


Email Marketing Ideas for Small Businesses

If you think email marketing might be right for you, here are a few ideas to help you get started: 

  • Offer a free resource to individuals who subscribe to your newsletter. This is a great way to build your list quickly.

  • Create a 3-5 email welcome workflow that helps new subscribers get to know you. Introduce yourself, share your best content, and ask them to take the next step toward working with you. This is a great way to bolster your customer service too!

  • Send updates on new products and services.

  • Offer a special sale or coupon to people who haven’t engaged with your emails recently.

  • Ask for customer reviews from your audience, thanking them for being loyal customers.

Email Marketing ROI

Email Marketing ROI

According to an E-mail marketing report from Spiceworks, the average ROI for every dollar spent on email marketing is approximately $42.

However, this figure can fluctuate significantly depending on the effectiveness of the email campaign, as well as specific strategies and tools utilized.

For example, segmented email campaigns tend to have a higher ROI, with some reporting up to $760 of ROI for every dollar spent.

Email marketing is also incredibly cost-effective compared to other marketing channels. Unlike traditional advertising methods such as print or television ads, email marketing allows businesses to reach a large audience at a fraction of the cost.

As there are no physical materials involved and no need for postage or printing fees, the only cost associated with email marketing is typically the price of an email service provider (ESP) and the time and resources required to create and send out campaigns.

With email marketing, you also have the ability to upsell existing customers, creating even more value for them.


Content marketing is creating and distributing material that directly relates to your target audience and their needs. You can create things like blog posts, videos, infographics, ebooks, or even social media posts that all serve your target audience.

Content marketing is also fantastic for organic SEO, as it provides quality content for your website.

Here are some tips when running your own content marketing program:

High-Quality Content

Imagine going to a restaurant. You’d want a meal that’s well-prepared, right? In the digital world, your content is that meal. To ensure your audience enjoys it, focus on making it the best it can be. Consider their needs, answer their questions, and provide value in every post or article.

Hyper Relevant Content

Think of this as serving a dish that’s exactly to the diner’s taste. Your content should closely match what your audience is looking for. By understanding their preferences, you can create material they’ll find meaningful and engaging.

content marketing strategy small business

Use Keywords

Keywords are like the spices in a recipe. They help search engines, like Google, Bing, and TikTok, find your content among all the others. Incorporate words or phrases that your audience might type into a search engine when looking for your services.

Develop an Editorial Calendar

You wouldn’t open a restaurant without a menu plan, right? Similarly, map out your content topics in advance. This helps ensure you’re consistent, covering a variety of subjects, and not repeating yourself too often.

Distribution Strategy

Once you’ve prepared a delicious meal, it’s time to serve it to the guests. In the digital world, this means getting your content out there. Sharing on social media channels, like Facebook, Twitter, or Instagram, ensures that your content reaches as many people as possible. Think of it as inviting people to come and enjoy what you’ve prepared.

Creating and sharing content is like cooking a meal and inviting guests over. Plan carefully, use the best ingredients, and make sure to serve it where your guests are. With the right strategy, they’ll keep coming back for more!

Local SEO Tips for Small Businesses

Local SEO

The difference between local and national SEO is one is designed to increase visibility for businesses in their local area by optimizing content and improving search engine rankings. In contrast to national SEO, local SEO focuses on targeting potential customers within a specific geographic region.

This means that the content you create should be tailored to your target audience’s needs who reside in your local region.

Google My Business (GMB), also called Google Business Profile (GBP), is an incredibly valuable tool for local businesses.

With GMB, business owners can create a free business profile that appears when users search for their company on Google Search and Maps.

This helps to increase visibility and draw in more potential customers. Furthermore, companies can add photos, descriptions of services offered, contact information, and other important details that help to enhance their profile.

Regularly updating your profile with fresh content is key to optimizing it for local SEO and attracting more customers in the area.

As a small business owner with a local presence, there’s no better strategy than fully investing in your Google My Business and boosting your local SEO!

influencer marketing for small business

Tip for Optimizing Google My Business

Google My Business is an invaluable tool for small companies, as it helps to increase visibility and draw customers in from local searches.

To make the most of this platform, it’s important to regularly update your profile with fresh content that reflects changes you’ve made to your products and services.

Additionally, it’s important to pay attention to the accuracy of your contact information and pictures and ensure they are up to date. This can help customers more easily find you online and result in greater engagement with potential leads.

Here are some tips:

  • Regularly update your business profile with new and relevant information. This includes adding photos, updating contact information, and descriptions of services offered.

  • Take advantage of all the features Google My Business offers, like creating posts, responding to reviews, and even offering virtual tours or videos.

  • Utilize keywords in your content to maximize your visibility in local searches.

  • Run campaigns to increase engagement with customers in the local area, such as offering discounts or running competitions.

  • Use analytics data from your Google My Business profile to get insights into how customers are engaging with your business and what you can do to improve its visibility online.

Following these tips are sure to help you get started in optimizing your local SEO to grow your business to new heights!

Transition to Google Business Profile

Switching to a Google My Business profile for your business is the first step in optimizing local SEO. Creating a Google account starts the process, allowing you to create and manage a page for your business.

You can easily customize this page, adding pictures and information that customers need to know about your business, such as hours of operation, contact information, and services offered.

Once created, be sure to share it across all social media platforms for maximum impact!

Additionally, ensure that all the information provided on your Google My Business profile is accurate and up-to-date. This will ensure that customers have access to reliable information at all times.

Influence Marketing

What is influence marketing?

It is the use of influencers to promote your small business. Influencers are individuals with a large following on social media who can help bring attention to your business and encourage potential customers to check out what you have to offer.

Whether it’s an Instagram post, an article review, or a YouTube video, having influencers recommend your product or service can drastically increase brand awareness and attract more customers to your business.

When done right, influence marketing can be a powerful tool for any small business looking to reach new audiences and drive more traffic. It will also help you build trust with your customers and establish credibility in the marketplace.

Google Business Profile Setup


The list of these marketing tactics may seem overwhelming. To create a successful marketing strategy, you can select the most impactful channels and tactics that will bring you an ROI. As a small business owner, it’s not realistic nor expected for you to advertise on every platform everywhere.


The number 1 thing you need for successful digital marketing is a website.

Your website is your foundation for all things digital marketing. No matter where you are advertising, it will all point back to your website.

So make sure your site is available and ready to welcome all that newfound traffic so that you can convert more customers! Here are some quick tips for optimizing your website for the online world:

  1. Make sure your website is mobile-optimized

  2. Get an SSL certificate

  3. Check your website speed

  4. Set up Google Analytics to track your website traffic data

Digital Marketing Tips for Small Businesses

Here are some of our other best marketing tips:

  • Take advantage of free marketing opportunities, like social media and blogging.

  • Invest in search engine optimization (SEO) to help customers find your business online more easily.

  • Focus on content marketing to engage with potential customers and build trust.

  • Utilize email marketing campaigns to stay in touch with your customers and prospects.

  • Use targeted advertising to reach the right audience for your business.

    Marketing Tips for Small Businesses


So, we know why a small business can benefit from digital marketing and what tactics to choose from, but how do we actually put it to use and build an online presence to grow our business?

You need four things to make digital marketing work for you:

  1. Strategy

  2. Time

  3. Data

  4. Consistency

Let’s dive into what these mean.


To develop a digital marketing strategy, start by asking these questions:


What are your revenue goals? How many sales do you need to make to hit those financial objectives? How fast are you looking to grow?

Identifying all of these goals for your small business will help you decide what digital marketing tactics you choose and how much you should be spending. If you are looking for a lot of qualified leads quickly because you want to double your business by the end of the year, you should be more aggressive with your digital marketing by investing in SEO and PPC ads.

If you plan on scaling over the next five years and your goal is to create a steady foundation of business, you may choose long-term online marketing tactics like SEO or a social media strategy.

On another episode of The Succeeding Small Podcast, we dive into what it means to create a goal-driven marketing strategy. Tune in to learn more!


The biggest question to ask yourself is, “Where does my customer go to find me?”

If your target audience knows they need your products or services, such as a roofing company, they most likely will turn to a search engine like Google. Therefore, SEO would be a great marketing tactic to choose.

If your customer is newly engaged and looking at wedding photographers on Instagram, social media would be a great place to start for a professional photography business. Deeply knowing who your ideal customer is and where they are online will greatly determine your marketing strategy.


How much are you able to spend on digital marketing? Most small businesses spend between 2 and 5% of their revenue on marketing.

Allocate how much you are able to invest in your marketing, knowing that every dollar spent is dedicated to getting you more leads, more paying customers, and more growth for your small business.

All of these questions will inform you on what marketing channels to use, how to optimize your website to appeal to your ideal customer, and how much you can invest.


Just like any other marketing practice, digital marketing needs time. You are building relationships over a screen, and this takes time to establish trust and legitimacy, not only with your potential customers but with search algorithms too.

Something like SEO takes at least 4 months to get Google to realize you exist, which is very representative of the fact that digital marketing is a long-term game.


The next thing to be successful with online advertising is leaning on your data.

Use data to inform your choices. As mentioned before, you have so many tools at your disposal that collect information and analytics.

The more you look at and learn from your data, the more strategic you can be with your digital marketing.


And finally, consistency is key. Digital marketing is not a “set it and forget it” strategy. Instead, consistently doing things like working on your SEO strategy every day or regularly showing up with social media posts will be the key to success in digital marketing.

For small business owners, my recommendation is to come up with a realistic, consistent marketing regimen that you can stick with.

Average Digital Spend for Small Business Owner


In our experience as a marketing agency, we’ve seen small businesses pay in incremental terms based on their current revenue, their goals, ambitions, and how fast they are looking to see results.

When first starting a small business, entrepreneurs will usually spend around $500-$1,000 a month on digital marketing.

This may include things like an SEO package and possibly social media advertising. This will give them the foundation of an online presence as they start to build brand awareness in their community.

When small businesses are looking to start scaling, they usually spend around $2,000-$5,000 a month on digital marketing strategies like SEO and PPC (search ads, video ads, etc.), for example.

The combination of SEO and PPC advertising is considered SEM: search engine marketing. This will allow a small business to get new leads quickly with ads while building up its organic presence on search engines.

Once a small business is looking to grow and generate a steady stream of leads to support its growth and maximize its time, a healthy budget can range from $6,000-$10,000 a month. This would include an omnichannel approach that combines multiple tactics all tied together with a comprehensive strategy.

Keep in mind that business owners traditionally need to start their journey first by investing in a website.

On average, companies usually spend anywhere between $3,000-$10,000 on their website. Entrepreneurs will also need to account for website maintenance costs, which include domain and website hosting. A domain will cost around $12 a month, while hosting can range from $20-$150, depending on the inclusions.

Grow Your Business With Small Business


Digital marketing is crucial for the growth of every small business. Whether or not you’re actively interested in the online space, it impacts so many different small business owners across the country, allowing them to grow their existing customers into lifelong supporters while reaching new ones.

With a low cost of entry and a high ROI, you can spread the word about your brand across the globe. Whether you are utilizing social media, influencer marketing, or investing in SEO, digital marketing can help you attract more leads, gain more customers, and accomplish your goals.

With a thoughtful strategy, online advertising can generate fantastic, qualified leads and be an incredible asset in your marketing arsenal.

If you want to maximize your online efforts and get more online visibility, we’d love to talk with you! At Succeeding Small, we are proud to be the best small business marketing agency. We provide SEO, web design, PPC advertising, social media management, and so much more for small businesses across the country. If you want to explore how digital marketing can serve you and grow your business, schedule a free 30-minute consultation with us today!

Grow your Small Business With Succeeding Small

Succeeding Small is an expert in growing small businesses through our amazing digital marketing, SEO, branding, web design and social media services.  Learn about our services today!

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