If you own a small business, you probably know that there are about a hundred different things you could be spending money on at any given time.
And when it comes to marketing, the options can feel endless.
Should you be investing in SEO? Running Facebook Ads? Updating your website? Posting more on social media?
It can be hard to know where to start, especially when everyone seems to have a different opinion about what you should be doing.
One thing I've learned from working with businesses over the years is that there really isn't one right answer.
What works for one business might not make sense for another. And just because something is working well for someone else doesn't necessarily mean it's where you should be putting your money.
The good news is that you don't have to do everything at once.
Sometimes, the best thing you can do is start with one area, give it the attention it needs, and build from there.
Let's talk about a few of your options and how to decide what might make the most sense for your business.
Before You Spend Anything, Think About What You Want to Accomplish
I know this might seem obvious, but it's something that's easy to overlook.
Before deciding where to put your marketing budget, take a little time to think about what you're hoping to get out of it.
Are you wanting more people to find your business on Google? Are you hoping to bring in more inquiries or bookings? Maybe you're opening a new location, introducing a new service, or simply wanting more people to know your business exists.
Those are all great goals, but they might call for different approaches.
For example, a local roofing company hoping to bring in more estimate requests may benefit from a different strategy than a photographer looking to book more newborn sessions.
And a small boutique trying to increase online sales is going to have its own needs, too.
That's why I always like to start with the bigger picture.
Once you know what you're working toward, it becomes much easier to decide where your time and money might be best spent.
SEO: Helping People Find Your Business on Google
SEO, or search engine optimization, is one of my favorite areas of digital marketing.
And while I might be a little biased, there's a reason I love it so much.
Think about the last time you needed a service. Maybe you were looking for a photographer, a contractor, or a place to get your hair done.
Chances are, you turned to Google.
Your potential customers are doing the same thing.
SEO is all about helping your website show up when people search for the products or services you offer.
This can include updating the content on your website, finding the right keywords, improving your Google Business Profile if your business is eligible for one, and creating helpful blog posts that answer questions people are already searching for.
One thing I always like to remind business owners is that SEO takes time.
It's not something you start today and expect to see huge results from tomorrow. But with consistent work, it can help build your online visibility and bring more people to your website over time.
And the nice thing about SEO is that the improvements you make to your website can continue supporting your business long after they're completed.
SEO might be a good fit if you're hoping to build your online presence and help more people find your business naturally through Google.
Google Ads: Reaching People Who Are Already Looking for What You Offer
Google Ads can be a great option when you're hoping to reach potential customers a little sooner.
One of the things I like about Google Ads is that you can get your business in front of people who are already searching for something you offer.
For example, someone searching for a roofing company in their area may be ready to schedule an inspection. Someone searching for a local wedding photographer might be actively comparing their options.
With Google Ads, your business has an opportunity to appear in sponsored search results for those searches.
Of course, there's a little more to it than choosing a few keywords and turning on a campaign.
You want to make sure you're reaching the right people, sending them to a helpful page on your website, and keeping track of whether those clicks are turning into actual inquiries or customers.
Google Ads can also be more expensive in certain industries, so it's important to consider your budget before jumping in.
Google Ads might be worth exploring if you want to reach people who are actively searching for your services and have room in your budget for ongoing advertising.
Facebook & Instagram Ads: Introducing Your Business to New People
Facebook and Instagram Ads work a little differently from Google Ads.
Instead of primarily reaching people who are actively searching for something, you're often introducing your business to people who may be interested in what you offer.
And for the right business, this can work really well.
Maybe you're a photographer wanting to share your newborn sessions with families in your area. Maybe you own a boutique and have a new collection coming out. Or maybe you're opening a new business and want to start getting your name out there.
Facebook and Instagram can be wonderful places to share what makes your business special.
I also love that these platforms give you an opportunity to show a little more personality through photos, videos, and storytelling.
But just like Google Ads, there's more to a successful campaign than putting money behind a post.
The photos you use, the message you're sharing, the audience you're reaching, and what happens after someone clicks all play a part.
And while Meta advertising can be a great fit for some businesses, it isn't necessarily where I'd recommend everyone start.
Facebook and Instagram Ads might be a good option if you're hoping to introduce your business to new people, build awareness, or share a product or service with a specific audience.
Website Design: Making Sure Your Website Is Working for You
Before investing in advertising, I always think it's worth taking a look at your website.
Because even if you're doing a wonderful job getting people to visit, you want to make sure they have a good experience once they arrive.
Your website doesn't have to be fancy or filled with all the latest design trends.
It just needs to be easy to use, reflect your business, and help people find what they're looking for.
Can someone quickly understand what you offer? Is it easy to contact you? Does your website work well on a phone?
These might seem like little things, but they can make a difference in whether someone decides to reach out.
And if your website hasn't been updated in a while, you might find that your services, photos, or messaging no longer reflect where your business is today.
The good news is that you don't always need to start over.
Sometimes a few thoughtful updates are enough to make your website feel fresh and easier to use.
If you're already getting website visitors but aren't seeing many inquiries or sales, your website might be a good place to start.
What If You Only Have $500, $1,000, or $2,000 a Month for Marketing?
One thing I always want small business owners to know is that you don't have to have a huge marketing budget to start making progress.
I know how much goes into running a small business, and I know that every dollar matters. Between keeping things running, taking care of your customers, and planning for what's next, there are always plenty of places your money could go.
And when it comes to marketing, it can be hard to know where to start.
The good news is that there are ways to make the most of what you have. Sometimes that means starting small, focusing on one area, and building from there.
Here's what I would consider at a few different budget levels.
If You Have $500 a Month
With a smaller budget, I would typically recommend starting with SEO.
There are often little things we can improve on your website that help make it easier for people to find your business on Google.
This could look like updating keywords on your website, making adjustments to existing pages, or writing blog content that answers questions your potential customers are searching for.
These changes might seem small, but over time, they can help build a stronger online presence.
SEO does take patience, and results aren't always immediate. But I love that the work we're doing now can continue supporting your business in the months ahead.
If You Have $1,000 a Month
With a little more room in your budget, there are a couple of directions we could go.
If getting found on Google is a priority, we could spend more time on SEO. This might mean updating more of your website, creating new content, or finding opportunities to show up for searches that are important to your business.
Another option would be to explore paid advertising, like Facebook or Instagram Ads.
This can be a nice way to introduce your business to new people, especially if you have a service or product you want to share.
At this budget, I would usually recommend choosing one area to focus on rather than trying to do a little bit of everything. For advertising, we'd also want to consider how much is available for the ads themselves after any management costs.
If You Have $2,000 a Month
At this budget, we have a little more flexibility.
Depending on your business and your goals, we might look at combining SEO with paid advertising.
I like this approach because the two can work together in different ways.
While we're improving your website and helping your business become easier to find through Google, paid advertising can help introduce you to potential customers in the meantime.
It's a nice balance between building something for the long term and creating opportunities for your business today.
Of course, there are times when focusing on just one of these would make more sense. It really depends on where your business is right now and what you're hoping to accomplish.
These are just examples of how a monthly budget could be used, rather than set package prices. The right approach will depend on the work involved, your industry, and whether advertising costs are included.
A Few Things I'd Keep in Mind Before Investing in Marketing
Over the years, I've seen how easy it can be to feel like you need to do a little bit of everything.
And I understand why. There are so many different ways to market a business, and it's natural to wonder whether you're missing out on something.
But there are a few things I always encourage small business owners to remember.
You don't need to be on every platform. If your customers are primarily finding you through Google, you might not need to spend hours trying to grow your TikTok account.
More website traffic doesn't always mean more customers. It's wonderful to see people visiting your website, but what matters is whether you're reaching the right people and helping them take the next step.
Give your marketing time to work. Some strategies take longer than others. SEO, especially, is something that builds over time. Paid advertising can move more quickly, but even then, campaigns often need adjustments along the way.
It's okay to start small. You don't have to completely redo your website, launch three advertising campaigns, and start posting every day all at once.
Sometimes focusing on one thing and doing it well is a much better place to begin.
So, Where Should You Start?
If you've made it this far and you're still not quite sure where to put your marketing budget, that's okay!
There isn't one perfect answer.
If you're wanting more people to find your business on Google, SEO might be a great place to start.
If you're hoping to reach people who are actively looking for your services, Google Ads could be worth exploring.
If you want to introduce your business to a new audience, Facebook or Instagram Ads might make sense.
And if your website isn't doing a great job turning visitors into customers, I'd probably start there before putting more money into driving traffic.
The important thing is choosing something that supports where you want your business to go.
You don't need to have everything figured out right away. A good marketing plan can grow and change right along with your business.
About Amy Meeuwsen Creative
Hi, I'm Amy! I'm the owner and digital marketing strategist behind Amy Meeuwsen Creative.
With nearly a decade of experience in digital marketing, I've had the opportunity to work with businesses of all sizes and across a variety of industries.
And one of my favorite parts of what I do is getting to know the people behind the businesses.
I love hearing how someone got started, what they're working toward, and what makes their business special.
At AMC, I help small businesses with SEO, paid advertising, website design, and marketing strategy. My goal is to make marketing feel a little less overwhelming and help business owners feel more confident about where they're investing their time and money.
I'm based in the beautiful Pacific Northwest, working with businesses throughout Oregon and Washington, as well as small businesses across the country.
Whether you're just getting started or have been in business for years, I believe your marketing should reflect your goals, your customers, and what makes your business yours.
A Little Holiday Gift for Your Business
If you've been thinking about giving your website some attention, working on your SEO, or getting a little help with your marketing, now might be a nice time to get started.
I'm currently offering 20% off the project price for new projects booked during my holiday special! Contracts have to be signed by November 30, 2026.
Whether you already know what you'd like to work on or just want to talk through a few ideas, I'd love to hear about your business.
No pressure to have everything figured out. We can start with a conversation about where you are now and what you're hoping to accomplish.
Because at the end of the day, you don't need to do all the marketing things.
You just need a plan that feels right for your business.