Its Start Up Ambition 2025 report found almost half (47%) of Brits are now thinking about starting a business or side hustle, with more than a third (33%) saying they want to make money while doing something that they love.  

But how do you take your business from passion to profit when times are tough financially? Taking advantage of the public's interest in supporting small business is a strong way to appeal to consumers and boost business.  

New research from digital marketing and automation leader, Constant Contact, suggests 40% of shoppers globally spend money with small businesses once a week, reporting it makes them feel connected, helpful and proud.   

Another 82% say small businesses positively enhance their lives, with 83% saying they would be upset if their favourite small business closed.   

So how do small businesses reach these willing advocates and get their message and their products out there to customers?  

“Passion is what drives innovation and UK small businesses have it in spades,” says Erika Robinson, UK General Manager at Constant Contact. “It’s a great place to start, but developing a compelling digital marketing strategy is one of the best ways to help small firms stand out and compete with larger brands.

“Getting your key messages, products and offers out there using digital tools has never been more important – or worthwhile.”  

Constant Contact research has also shown that three quarters of small firms globally are not confident in their marketing and want help.   

Now, Constant Contact shares four top tips to help businesses boss their marketing strategy.  

Harness the power of small  

Many small brands often thrive on social media, and over 60% of small firms use social media as their primary marketing channel. Platforms like Instagram and TikTok provide the ideal opportunity to connect with fans and followers through engaging and informative content. Being present on social media also helps small businesses keep their brand at the forefront of customers’ minds throughout the year.   

The great thing about social media is that it doesn’t cost a fortune – which is ideal for smaller businesses. While posts can be spontaneous and immediate, content can also be scheduled ahead of time through a dedicated platform, freeing business owners up to get on with that seemingly endless to-do list.    

However, social media algorithms change often, ad costs fluctuate, and organic reach isn’t guaranteed. Many business leaders recognise the need to supplement their social presence with digital marketing through other proven channels, like email and SMS. According to research, 33% view email marketing as an underutilised tool for converting leads and building customer loyalty.  

Supercharge email marketing  

Did you know that UK entrepreneurs use email marketing more than those in the US or Australia?  

The reality is newsletters and solus e-shots are a great way to help time-poor small businesses share their news, product highlights and exclusive incentives, like seasonal offers or subscriber discounts quickly. Using artificial intelligence technology to automate these makes it a very efficient process, which allows small businesses to focus on other areas of their business while marketing runs itself.  

For example, AI-optimised segmented lists based on demographics and previous customer purchase history help to deliver more personalised and tailored deals that. can increase engagement and conversion rates.  

Collaborate, co-create, and harness your community  

If being an SME is a superpower, then collaborating with other independent brands and key influencers in the digital space can be rocket fuel. As well as combining brand power, collaborating with others that share the same passion and brand values can help you to tap into each other's customer bases, spreading the word about your brand to a whole new audience.  

Tapping into a growing desire for experiential and community-led activities can also help elevate brands and generate fresh interest, sales and provide genuine social digital content and imagery to use in future campaigns. It’s a great idea to engage with local business groups and peer networks to keep in the loop.  

A pop-up store, whether in a local community venue like a high street shop or at an online event, boosts visibility and gives customers the opportunity to experience your products in an exciting and time-limited setting in a uniquely personal, direct, and accessible way. Invite your customers to meet you!  

Keep track of progress  

Understanding key metrics helps businesses to see what works and what doesn’t when it comes to creating a brilliant digital marketing campaign. But according to research, 35% of UK small businesses say their biggest marketing challenge is understanding what’s working.  

By using technology to analyse key metrics like conversions, list growth and sales, businesses can build a clear understanding of how to create effective messaging that leads directly to sales and profit.   

Boost your visibility  

While SMEs play a valuable role in the UK economy and local communities, consumers have a bit of a blind spot for the small businesses around them. In fact only 21% of Brits realise that there are over 3 million SMEs operating in the UK. That lack of awareness makes it difficult for small businesses to be seen and supported.  

To help them amplify their brand visibility, Constant Contact has teamed up with small business support platform Enterprise Nation to launch Small Business, Big Break an initiative that hopes to shine a light on the UK’s brilliant small business community, opening up a unique opportunity for three successful brands to tell their story to millions of potential customers on national broadcaster Channel 4. 

To enter, small businesses need to complete a short application describing what they do and why they deserve a chance to showcase their brand to millions on TV. Applications close on May 15.