Let’s be honest. Running a small business online can feel like shouting into the void. Here are some online marketing tips for small businesses that actually work.

You’re doing all the things. Posting, creating, tweaking your website, maybe even dancing on TikTok—and still wondering why it’s not converting the way it should.

At Unicorn Marketing Co., we work with brilliant entrepreneurs every day who want their marketing to actually feel like them. No gimmicks or gross sales tactics. Just strategy that feels aligned, intentional, and rooted in connection.

If you’ve been craving more consistency in your online sales or want to attract the kind of clients who get it (and you), here are 7 smart ways to show up online and start building momentum.

1. Speak directly to the right people

Before you post anything, ask yourself who you’re trying to reach. Not in a vague, anyone-could-buy-this kind of way. We mean really get into their world.

What does your ideal client care about? What are they searching for late at night when their brain won’t shut off? What kind of tone do they resonate with, playful, grounded, poetic, no-nonsense?

The clearer you are on who you’re speaking to, the more your messaging will land. Your words should feel like a mirror to the person reading them, showing them that you understand their needs and have something that can truly help.

And if you’re unsure where to start, dig into your DMs, client testimonials, or the conversations you have at markets or pop-ups. That’s where the gold is.

2. Build a website that works just as hard as you do

A beautiful website is only half the story. The real win is a website that clearly communicates who you are, what you offer, and how to take the next step with you. It should be easy to navigate, fast to load, and functional across every device—especially mobile.

This is also where SEO steps in. When your website is optimized with the right keywords, alt text, meta descriptions, and headings, you’re making it easier for search engines to find you and send traffic your way.

Think of your site like your storefront. Is it welcoming? Is the door open? Can people find what they’re looking for within a few seconds? If not, it’s time to rethink the layout and content. We often say your website should feel like your best salesperson—clear, helpful, and aligned with your brand.

3. Get social, but with a purpose

You don’t need to be everywhere. You just need to be somewhere consistently.

Instead of trying to master every platform at once, choose one or two where your audience already hangs out. Maybe that’s Instagram and Pinterest. Maybe it’s LinkedIn and TikTok. What matters is that you show up in a way that feels sustainable for you and meaningful for your audience.

Use your social platforms to share stories, behind-the-scenes content, tips, testimonials, and your personality. And don’t forget to include a call to action. Invite people to book, comment, visit your website, or join your email list. People need to be told what to do next. Make it easy for them.

4. Gather reviews and show them off like confetti

Nothing builds trust faster than hearing from real people who have worked with you or bought your product. Reviews are a form of social proof, and they’re incredibly valuable for converting curious browsers into loyal buyers.

Encourage your happy customers to leave reviews on Google, Facebook, or anywhere else that’s relevant to your industry. You can even include a gentle request in your thank-you emails or order confirmations.

And once those reviews start rolling in, repurpose them. Share them in your content, add them to your product pages, sprinkle them into your homepage. These little stories go a long way in building credibility and connection.

5. Start an email list. Yes, even if it feels scary.

We get it. Email marketing can feel like one more thing on your already-full plate. But building a list is one of the most valuable tools you can invest in.

Unlike social media, where algorithms control your visibility, your email list belongs to you. It gives you a direct line to people who have already said they’re interested in what you offer.

Start with a simple lead magnet. Something small and helpful like a checklist, discount, or downloadable guide. Then, nurture your audience with thoughtful emails. Share updates, tips, exclusive offers, and moments of connection that make people feel seen.

Your emails don’t need to be long or fancy. They just need to be real. And if you’re wondering where to start, we’re big fans of Flodesk. It’s beautifully designed, intuitive to use, and perfect for creative business owners who want to make an impact without overcomplicating the tech. Flodesk makes email feel easy. And that’s the whole point!

6. Make sure people can find you in the right places

If you’re a local business or serve a specific region, it’s essential to show up where your customers are already searching. Start by creating or claiming your Google Business Profile and make sure your info is up to date. This helps you appear in local searches and on Google Maps.

You can also list your business in online directories, industry-specific platforms, and community pages. These listings build backlinks to your site, which is great for SEO, and they increase your visibility in a non-salesy way.

Make sure you’re using location-based keywords on your website too. If you’re a North Vancouver florist or a Toronto-based copywriter, let that be known.

7. Lean into what makes you different

Your story, your quirks, your values—that’s the stuff that sets you apart in a saturated market. People want to know the face behind the brand. They want to understand why you do what you do.

Show up as yourself. Share the behind-the-scenes of your process. Talk about what you believe in. Let people fall in love with your approach, not just your product or service.

When you lead with your personality and purpose, you build a brand that people don’t just buy from. You build one they root for.

Let’s wrap this up

Attracting online customers isn’t about doing more. It’s about doing the right things with intention and clarity. Focus on being consistent. Prioritize connection over perfection. And remember that people are craving realness in a world of highlight reels.

If you’re ready to uplevel your website, map out a content plan that feels aligned, or turn your brand into something people can’t stop talking about, you don’t have to do it alone. That’s where we come in.

💻 Book a Strategy Hour with Hope Mikal, CEO and Founder of Unicorn Marketing Co., and let’s turn your scroll-stopping ideas into actual results.