As a small business owner, it’s important to stay ahead of the competition and make sure your customers have a positive experience. That’s why crafting the perfect small business marketing mix is essential for success. A good marketing mix will help you increase sales, improve customer service, and build loyalty with customers. Let’s take a look at what makes up the perfect small business marketing mix. Plus, how you can ensure that it works for your small business.

Marketing Mix Elements

The elements of your small business marketing mix should include advertising, public relations (PR), promotions, direct marketing, digital media, personal selling, all based on market research. These elements are used in combination to create an effective marketing communications strategy that will help you reach your target audience and attract new customers. Essentially, your marketing mix includes your Product, Price, Place, and Promotion. Otherwise, known as the 4 P’s of marketing. Use your marketing mix to reach out to potential customers.

Marketing Mix Examples

Here are some examples for you: Advertising includes any form of paid media such as television or radio commercials, print ads in newspapers or magazines, online ads on websites or social media platforms like Facebook or Instagram.

Public relations (PR) involves building relationships with stakeholders such as journalists who can write stories about your company or product. It’s important to understand the difference between traditional marketing and PR. It’s good to build up a strong portfolio of media coverage to boost the credibility of your brand. Promotions are used to entice customers to purchase products by offering discounts or incentives such as free shipping or buy one get one free offers. Especially useful when you’re launching a new product or service. Direct marketing involves sending out personalised messages directly to customers via email or text message to encourage them to make purchases from your store. Digital media includes any type of content shared online such as social media posts, videos on YouTube, or podcasts on iTunes. It’s important to understand how to develop a strong digital marketing strategy.

Feel free to check out my Be Better With Tracy Heatley podcast for reference.  You may find the three part podcast specifically on the marketing mix useful. I delve into more specific detail on each of the 4 p’s of marketing (product, price, place, and promotion).  Personal selling is when salespeople reach out directly to potential customers via phone calls or in-person meetings to pitch them on products or services from your company. As a small business owner, this may be down to you along with everything else. Market research is the practice of gathering data about customer needs and preferences in order to tailor products and services accordingly. Whilst I’m mentioning this last, this should be your first priority. Importantly, your marketing mix decisions must be based on accurate and timely data. Having information about Research And Development Tax Credits can be usful too.


Making Your Marketing Mix Work for You

The key to making your marketing mix work is not be sure that each element works together effectively is creating synergy between all marketing mix elements.  Subsequently, they will support each other rather than competing against one another for attention from potential customers. This means understanding how each element contributes to overall success and leveraging each one appropriately based on its strengths. Therefore, you’ll achieve maximum results with minimal effort and cost. Additionally, it’s important to know how to monitor marketing activities and track results over time so that you can adjust the mix if needed in order to better meet customer needs and maximise profits for your small business.


To be successful as a small business owner you need an effective marketing plan that leverages all available resources while also staying within budget constraints. By crafting the perfect marketing strategy that includes a suitable small business marketing mix you’ll boost your business success. Budget permitting, aim to have many marketing activities working simultaneously, including advertising, public relations, promotions, direct marketing, digital media, personal selling and market research – along with tracking results over time – you can ensure success for your company now and into the future!

Image of Tracy Heatley for her Crafting the perfect marketing mix blogI’m the small business marketing spcialist, Tracy Heatley, and I’m here to help you. Check out my Better Strategy, Better Marketing and Better Networking services. I offer marketing consutlancy do it for you, and marketing mentoring work with you approaches.  All designed to help my clients achieve business and marketing success.