If you’re a small business owner, you’ve probably felt the pressure of doing more marketing without seeing better results. Rising costs, tariffs, and increased competition are making it harder to keep up. According to the latest Small Business Now report, just 18% of small business owners feel confident in their marketing, down from 27% in 2024. Yet, many continue to invest more time and money into marketing—especially in areas like AI and video—while still feeling overwhelmed and under-supported. The truth is, small business owners are overworked and need smarter, not harder, marketing strategies.

Marketing Insights Start with Customers

One of the simplest but most overlooked strategies is talking directly to your customers. Ask current buyers how they found you and what influenced their decision. Revisit past customers to learn what value they gained from your services that you might not be highlighting in your marketing. And don’t forget the prospects who didn’t buy—understanding what held them back helps you anticipate objections and strengthen your message. These insights reveal where your marketing should focus, making it easier to connect with future customers.

Referrals and Reputation Drive Growth

Referrals are one of the most powerful ways small businesses grow, yet many owners don’t fully tap into them. Ask your referrers why they recommend you—was it your expertise, pricing, or simply the personal connection? Their answers can guide how you position your brand and where you should invest more energy. Creating regular referral touchpoints, sharing your partners’ work, or offering referral bonuses can keep you top of mind. When you understand the “why” behind referrals, you can design campaigns that multiply them.

Find Joy in Your Marketing

Marketing isn’t one-and-done—it evolves as your customers, industry, and personal goals change. To avoid burnout, choose marketing tactics that bring you energy, not just obligation. If you enjoy creating video content, lean into it. If you love networking, make referrals a bigger part of your strategy. The more joy you find in marketing, the easier it becomes to stay consistent and resilient even when times are tough. For overworked small business owners, the best marketing strategy is the one you can stick with joyfully.