We recently rang in the new year with an optimistic outlook for growth, productivity and success. That was a fun hour or so, wasn’t it?
Because back in the real world, small businesses are navigating an uncertain economy, the rapid evolution of AI, growing consumer skepticism, and increased competition across nearly every industry. However, a successful 2026 is still within reach if businesses focus on the following six marketing priorities
Don’t Cut Marketing
Henry Ford once said, “A man who stops advertising to save money is like a man who stops a clock to save time.” So true. While it may be tempting, history and data show that cutting your marketing budget will cost you more in the long run since:
- Less marketing means less visibility for you and greater opportunities for your competition.
- Consistency builds familiarity and trust among your customers and prospects.
- The momentum you’ve built (search engine rankings, social media engagement, brand recall) will be lost and will be very difficult, time-consuming and expensive to recapture.
Instead of cutting your marketing budget, simply measure your marketing investments and focus on the higher-performing tactics.
Leverage Trust as a Competitive Advantage
Today, consumers are overwhelmed with AI-generated content, misinformation, and online scams – making us nostalgic for the simpler times when that Nigerian Prince emailed us with promises of untold riches for a small upfront fee. Good times. With trust being harder to earn and easier to lose, small businesses can win over skeptics and build trust by:
- Securing and promoting client testimonials and online reviews
- Using honest messaging without exaggeration or sweeping claims
- Being transparent in your pricing and policies which not only allow customers to make informed decisions but shows that you are confident in your value
Improve Your Local Visibility
Many buying decisions begin with a local search. Make sure that customers can find you when searching for your services by:
- Optimizing your Google Business Profile which enables potential customers to learn about your products or services, but also signals to Google that your business is active and trustworthy, which can improve your search rankings.
- Creating location-specific social media content including local hashtags that promote your location or areas you serve
- Supporting and participating in community events
- Investing in a local paid search campaign which can deliver big results for a small budget
Give Your Website a User Experience Audit
Your website is often a potential customer’s first point of contact with your brand, making it a vital part of your marketing strategy. Regularly give your website a check-up by:
- Reviewing content for accuracy (stop calling it Twitter!), relevancy (ditch the COVID protocols), and timeliness (no blogs about the novelty of social media).
- Ensuring that it is optimized for search
- Viewing it on a smartphone, tablet, and desktop to confirm that it’s mobile-friendly
- Evaluating the user experience by confirming that it:
- Loads quickly
- Has user-friendly navigation
- Clearly states what you do and the benefits your clients enjoy
- Facilitates easy shopping or form submissions
Nurture Your Existing Clients
It’s a proven fact that it’s cheaper to retain customers than find new ones. Plus, satisfied customers are a great referral source for new ones. Make your customers feel valued by:
- Communicating regularly with them with a monthly or quarterly e-newsletter with content that has value for the reader
- Asking them to complete a brief customer service survey to get their valuable feedback on a variety of topics from your current product offerings and pricing to your personnel and facilities.
- Responding to phone calls or emails quickly, even if it’s to let them know you are working on their request
- Featuring customer stories or testimonials on your website and social media
Invest in Video and Visual Storytelling
It’s no surprise that short-form videos (30-90 seconds) will continue to dominate in 2026. However, it may surprise you to learn that it doesn’t require a big budget or studio. A few video content ideas include:
- What motivated you to start your business
- How you helped solve a customer’s problem
- Quick tips or FAQs
- Customer profiles or testimonials
- A behind-the-scenes peek at your business
Whatever your topic, be authentic, focus on one message per video, use real people and not AI spokespeople, be sure the subject is well lit, and background noise is minimal.
Ready, but not sure where to start? Contact the marketing experts at Electrum Branding to help improve visibility, build trust and customer loyalty, increase sales, and improve profitability! We’re here to help you turn 2026 into a year of real, measurable growth.