Running a business is rewarding, but managing marketing for businesses can feel like too much. From websites and social media to SEO and customer reviews, there are just so many moving parts.
The good news? There are a few simple things you can do right now to get on top of it.
In this article, we’ll look at why marketing matters for businesses, key areas to focus on, and a real-world example of results in action.
At the end, you’ll also find a quick-win checklist to help you take immediate steps. Let’s get to it.
Why marketing matters for businesses
Nearly all consumers (97%) now use online media when researching products or services in their local area, according to BIA/Kelsey’s ongoing consumer tracking study.
This means if your business isn’t visible, you could be missing potential customers.
Effective marketing does more than build awareness. It drives enquiries, nurtures trust, and creates long-term growth without always relying on expensive ads.
With the right mix of SEO, content, and local marketing, even small businesses can compete with bigger players.
Optimise your website for customers and search engines
Your website is often the first impression customers get. A clear, well-structured site builds trust with your customers and helps you rank higher in search engines.
Consider these steps:
- Create dedicated service pages for each product or service
- Use location keywords naturally in headings and copy (for example, ‘plumber Parramatta’ instead of just ‘plumber’)
- Make sure your site is mobile-friendly and loads quickly
- Add clear calls to action such as ‘Book now’ or ‘Request a quote’
One easy tip is to treat all of your service pages like mini sales pitches, with FAQs, client testimonials, and images. As well as supporting your SEO goals, this also answers customer questions upfront.
Build authority with valuable content
Content marketing is one of the most effective ways to grow visibility and trust. Blog posts, guides, and FAQs can set you up as the go-to expert in your field.
Think about the questions customers ask most. Could you write articles that answer them? For example:
- ‘What should I look for when choosing an accountant?’
- ‘How to save money on home renovations’
- ‘What is the best way to compare business insurance?’
Publishing these regularly gives Google more reasons to show your website, and it also creates opportunities for you to appear in Featured Snippets. These are the short answers at the top of search results, and they give you excellent visibility and a greater click-through rate.
Improve user experience and site performance
SEO isn’t just about keywords, it’s also about how people use your site. Google pays attention to things like site speed, navigation, and bounce rates, and these can affect your ranking.
Start with these ways to enhance user experience (UX):
- Compressing images for faster load times (your web design platform should make this easy)
- Using clear headings and bullet points to improve readability
- Adding an easy-to-find phone number or booking button
- Ensure your site design works well on mobile (test it on a few different sized screens)
The smoother the UX journey, the more likely visitors are to become paying customers (which is the end goal, right?).
Gain backlinks and manage reputation
Links from other trusted websites act like votes of confidence in Google’s eyes. The stronger your backlink profile, the more likely your site will rank higher.
I suggest boosting your profile by:
- Partnering with local suppliers and asking for a link
- Listing in reputable online directories
- Joining industry associations
- Sponsoring local clubs or community events
At the same time, online reviews are critical. A Yext study of 8.7 million Google search results found that review engagement (review numbers, quality, and owner responses) is the strongest factor for local search visibility.
Encourage customers to leave reviews, and always respond to them, whether positive or negative. That’ll have a huge impact on your SEO.
Marketing example in action
For Swoop, an Australian internet provider, we created dedicated nbn® plan pages (nbn 100, nbn 500, nbn 750, nbn 1000), each with long-form FAQs, educational content, and clear speed upgrade messaging.
This content targeted trending keywords like nbn 250 plans upgrade and nbn 500 plans, ensuring Swoop captured traffic from customers still searching legacy terms while directing them to the new speed tiers.
The longer FAQs also positioned Swoop as an authoritative resource on complex changes, helping build trust while funnelling readers to the right plan pages.
You can take a look at their page design, and the longer form FAQs at the end, on their new nbn 750 plans page here: https://www.swoop.com.au/nbn/nbn-750-plans/
Managing marketing for businesses doesn’t have to be complicated. With the right foundations in place, you can build visibility, earn trust, and generate a steady flow of customers without relying only on paid ads.
Start with the quick-win checklist below and just start taking consistent action. Each small step compounds over time, helping your business stay competitive and grow.
Quick-win checklist for marketing for businesses
If you’re just not sure where to start, focus on these essentials first:
- Create dedicated service pages with suburb keywords
- Make your site fast, mobile-friendly, and clear with calls to action
- Publish one helpful blog or FAQ each month
- Compress images and use headings for readability
- Earn backlinks from partners, associations, or directories
- Ask customers for reviews and reply to each one
- Track rankings, traffic, and site speed monthly
Marshall Thurlow is Director and Founder of Orion Marketing Pty Ltd. He is a digital marketer with expertise in SEO, website design, content marketing, and project management.