3 smart marketing moves for small businesses

Running a small business often means balancing tight budgets while still finding ways to grow. Economic pressures like rising costs can feel overwhelming, but marketing doesn’t have to add to that stress. In fact, when done thoughtfully, it can be one of the best tools to help you stay connected to your customers and strengthen your business for the long term.

The right marketing moves don’t just save money; they can also help you weather challenges and uncover new opportunities. These three smart, cost-conscious marketing strategies can help your business stay resilient and keep growing, even as costs rise.

Small businesses don’t need massive budgets to tap into customer insights. Affordable tools—like quick surveys, website analytics, or built-in social media reports—can help you track what drives sales, repeat visits, or positive engagement. These insights validate your instincts and show you where to focus.

For example, you might notice that a particular product sells best when promoted on weekends or that loyal customers are responding well to a referral perk. Simple insights like these can help you focus on strategies that make the biggest impact.

Better insights lead to better business decisions. Our cash management solutions  can help you keep finances organized while you focus on serving your customers.

Customers value transparency. If rising costs are affecting your business, being upfront and authentic builds trust. Early, clear communication shows respect for your customers—and trust builds loyalty.

Direct channels like email or text are especially powerful because you know your message is reaching your most engaged audience. Even when the message is tough, tone matters.

A local café, for example, might explain that higher supplier costs require a slight price increase while reassuring customers that quality and service remain top priorities. This balance of honesty and empathy helps customers feel valued, not overlooked.

Strong communication builds trust and loyalty. Our business banking tools  can help you streamline payments and simplify cash flow, so you can stay focused on strengthening customer relationships.

Marketing doesn’t have to be expensive or complicated to be effective. Instead of trying to do everything, focus on one or two channels that matter most to your customers. Consistency in those channels will often do more for your brand than a scattered presence everywhere.

Think of it like your product lineup. You don’t need to push your entire catalog at once. Focusing on your best sellers, or the services your customers value most, often creates a stronger connection. Cost-effective tactics like referral incentives, community partnerships, or regular social posts can stretch your budget further while keeping your brand top of mind.

Sometimes, simple is strongest. Just as you streamline your marketing approach, let M&T help simplify your financing. As a top SBA lender in the communities we serve, we can help you navigate the ins and outs of loan requirements and manage the application process with confidence.

Smart marketing isn’t about doing more; it’s about being intentional with every move you make. Running a business is a thrilling but complex endeavor, and you don’t have to navigate it alone. At M&T, our community experts and local business customers have shared their top insights for entrepreneurial success.

Visit our Business Education Center to explore the topics that matter most to you and find resources to help your business thrive.