Running a small business is demanding. Fifty-six percent of owners have less than an hour a day for marketing, and 73 percent lack confidence in their efforts’ effectiveness. With so much focus on operations, customer service, and growth, marketing and communications often get sidelined.

Budget limitations, lack of formal training, and the pressure to manage social media are common obstacles. After 20 years in the industry, I have seen these challenges firsthand. So, how can small businesses navigate these hurdles while staying focused on running a successful operation?

The Budget Conundrum

Small businesses often face tight budgets that are already committed to payroll, product, and other tangible expenses. While large entities have teams dedicated to strategic communications or can outsource the functions to a firm, small businesses need to be more resourceful in their efforts.

• ​Partnerships. Collaborate with other small businesses to share costs for advertising, events, and community initiatives. Consider outsourcing marketing collectively. Don’t overlook bartering — exchanging goods and services is still a valuable way to reduce expenses.

•​ Social media. Building a social-media presence is free and an effective way to promote products and engage with customers. Digital platforms also offer cost-effective targeted advertising to reach your ideal audience. However, while setting up social media is free, it requires a significant time investment to maintain.

•​ Interns. Local colleges and universities have many students studying marketing, PR, and communications who need practical experience and internships. Recruit these students to help manage your marketing efforts. This cost-effective option provides valuable hands-on experience for them while helping your business and the future of the field.

The Expertise Gap

Many small-business owners feel overwhelmed by marketing and communications. Learning new skills can be daunting, even when essential. While hiring a communications professional may not be feasible, there are plenty of resources available to help owners and teams develop the necessary skills.

•​ Online learning. Platforms for online learning offer accessible, budget-friendly options for developing new skills. YouTube and LinkedIn provide tutorials by experts, covering various marketing and communications topics. For those with a larger budget, more intensive learning opportunities, including certifications, are available.

• ​Community workshops. Local organizations often offer free or low-cost workshops for businesses. Take advantage of chamber memberships, libraries, and local chapters of groups like the American Marketing Association or Public Relations Society of America. These events are excellent for learning from experts and networking with other business owners facing similar challenges.

The Fight for Media Attention

Gaining media attention is one of the biggest frustrations for small businesses. Even with a compelling story, it can be hard to get noticed. Central New York has a strong local-media scene, but shrinking newsrooms mean journalists can’t discover every business on their own. You need to proactively reach out and help them tell your story.

• ​Build relationships. Don’t fear the media — embrace them. Review local news outlets and note journalists covering business or your industry. Reach out via email to introduce yourself and your business. You may even be able to visit their office to introduce yourself and provide information about your work.

•​ Break through the noise. Journalists seek unique, newsworthy stories — what sets your business apart? Are you the first of your kind locally? Research what makes a story newsworthy, and match that with a personalized pitch for your target media contacts. Also, think beyond your business — stay informed on broader trends or local events and tie your narrative to them.

•​ Persistence. You will be told no a few times, but don’t get discouraged. Ask journalists what stories they’re looking for and how you can help. Stay connected and consistently offer relevant, interesting ideas to improve your chances of getting featured.

The Social Media Balancing Act

Social media is great for showcasing products and engaging with customers, but keeping up with platforms like Instagram, Facebook, LinkedIn, and TikTok can feel overwhelming when running your business is your top priority.

•​ Know your audience. You don’t need to be on every platform. Choose the ones that align with your audience and industry. For visual businesses like food or retail, Instagram is ideal. For B2B sectors, LinkedIn is often more effective. Focus your content where your audience is most active and research their preferences. For example, if your target is Gen Z and you own a restaurant, prioritize engaging visuals on Instagram.

•​ Know your goals. According to Statista, the top marketing goals for small businesses are increasing sales (58.9 percent), leads (15.5 percent), and brand awareness (10.5 percent). To use social media effectively, first identify your audience and set clear goals. Once those are defined, you can plan content and use strategies that engage customers and drive desired actions.

•​ Plan ahead. Once you have chosen your platforms, creating a content calendar and scheduling posts in advance saves time and ensures consistency. Some platforms allow post scheduling, and there are many affordable tools that let you schedule across multiple platforms, making it efficient for any budget.

•​ Be you. Social media is a wonderful opportunity to be authentic to the values of the brand and engage naturally with the audience, which is a powerful tool for building connections. Take the time to create a brand voice that resonates with customers, building confidence, trust, and loyalty that supports long-term relationships.

Effective communication and marketing are essential for small-business success, but can feel overwhelming with so many demands. By finding creative, budget-friendly ways to tell your story, learning basic skills, and using the right tools, businesses can overcome common challenges. Every small business has a unique story, and with the right strategy and persistence, it’s possible to share that story in ways that resonate and lead to long-term success.                      

Kelly C. Gaggin, Ph.D., APR is a senior advisor and public-relations consultant at Strategic Communications, which says it provides trusted counsel for public relations, including media strategy, media training, media outreach, monitoring, and analysis.