Small Business Marketing Distilled: Two Key Goals Every Small Business Can Master

If you’re a small business owner, it’s very likely you fill multiple roles—each of which carries its own responsibility. Add to that the overarching responsibility for the business itself, and it’s easy to see why so many small business owners feel overwhelmed.

One area that’s often especially daunting to small business owners is marketing. What’s the most effective and budget-friendly way to get their brand recognized? Are some means of promotion more impactful than others? How to find the time to research and employ marketing initiatives?

Fortunately, since we’ve been helping small businesses maximize small budgets to promote themselves for more than 50 years, we’ve learned a thing or two. We have lots of great ideas that can help you grow your small business, and we’re eager to share them all with you. But let’s start simple, huh?

Today, we’re going to break your small business marketing plan into two main goals: draw people in and get the word out.

Draw them in

Photo by Austin Chan on Unsplash

Before you can send your customers or clients away happy (which, of course, you’ll do), you need to get them in to your business. For many small business owners, this means increasing foot traffic and visibility.

As consumers, we see countless signs and ads every day—so many that it can be easy to underestimate their impact. However, did you know that a recent Nielson report found that 91% of U.S. residents over the age of 16 have noticed banners and other out-of-home ads in the past month[1]? Posters, banners, sail signs, and other ads aren’t simply visual noise: they really do make an impression.

The right signage can draw customers into your store, alert them to your sales, direct them to the products in your shop you’re most interested in promoting, or even encourage long-time customers to think of your business in a fresh way. Signs and banners can create an identity for your business that resonates with future customers or reaffirm loyalty among repeat clients.

Get the Word Out

Photo by Elena Koycheva on Unsplash

Now that you’ve increased foot traffic to your small business and improved customer relations with the right signs and banners, we know you and your team will exceed their expectations. Your next big goal is to make sure those satisfied customers spread the word about your business. This is one thing that the right promotional items can really help with: turning customers into ambassadors.

If you own a small shop or café, make sure you package purchases in a bag or box that matches your business aesthetic and proudly displays your logo. When customers need to sign their bill, hand them pen that wears your business name and motto—then tell them they can keep it. Or maybe you send your valued clients a calendar that reminds them of your business and features such beautiful imagery that they’ll display it (and your logo) all year long. Customers will be pleased by these thoughtful extra touches, which serve to strengthen their relationship with your business.

However, promotional items like bags, pens, and calendars also serve another purpose. Essentially, they work as smaller, more mobile versions of those signs you’re so proud to extend your brand visibility everywhere customers take them.

We’re Your Small Business Promotional Partners


You’ve spent time learning your craft, establishing a business, and making sure it runs properly. You don’t need to go back to school or invest excessive time in learning how to market your business, as well. That’s what we’re here for!

Trust our team to guide you to the right small business promotional items for you and your brand every time. After all, your business is your business. At National Pen, our business is your image.

Photo by Austin Chan on Unsplash

[1] Nielsen Report

Katie H.

Katie in a nutshell? Well, for a start, she thinks custom pens are just about the coolest thing ever. Don’t you?

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Katie H.

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