Setting up your marketing strategy for 2026: A guide for small businesses
- Claire Elbrow
- Nov 28, 2025
- 4 min read
Updated: Jan 5
Somehow, we’ve reached the point in the year where everything feels a bit full-on and a bit last-minute. If you run a small business, you’ll know that feeling well. Client work picks up, admin piles up, and marketing often becomes the thing you intend to get to when things quieten down.
The good news is that, as things start to taper off a little in the lead-in to the Christmas break, this is an ideal time to stop for a moment and set yourself up well for 2026. A clear, simple marketing strategy can take a huge amount of pressure off your shoulders. It helps you focus your time and budget on the things that will actually make a difference.
This doesn’t have to be a massive document filled with jargon and charts. A fresh look at your marketing can be straightforward and practical. I have been working with several small businesses, including venues, B2B service businesses, and charities, locally and across Suffolk, Cambridgeshire, and Norfolk, to do just this.
Reflecting on 2025: What Worked and What Didn’t
Take stock of 2025 before you look ahead
A good strategy starts with understanding what has already happened. Grab a cuppa, shut your phone and emails off, and jot down some notes on:
What went well this year?
What didn’t go quite to plan?
Where did most of your enquiries come from?
What drained your time without bringing anything back?
Has customer behaviour shifted?
Are there any competitors who seem to have stepped things up?
These little insights make it much easier to decide what to keep, what to tweak, and what to stop altogether in 2026.
Budgeting for Success in 2026
Set a realistic marketing budget for 2026
Budgeting often feels overwhelming, but it doesn’t need to be. Think about what you want your business to achieve next year and work backwards from there.
A few things to consider:
A simple percentage of turnover works well for many small businesses.
Keep aside a bit for low-cost but high-impact activities like email marketing.
Plan early for anything bigger, such as a website refresh or seasonal ad campaigns.
Build in a small test budget so you can try one new tactic without feeling any pressure.
Being intentional with your budget stops you from spending in a panic later.
Choosing the Right Marketing Tactics
Choose marketing tactics that march your time and goals
One of the biggest pressures small business owners face is the need to be everywhere and do everything. In reality, choosing a handful of tactics and doing them well is far more effective.
Here are a few areas worth looking at:
Social Media
Pick the platforms your customers actually use and engage with you. You don’t need to be on all of them!
SEO and Website Updates
A few small changes can make a big difference. Keep your content local, relevant, and up to date. If you are unsure how best to make the most of SEO tactics, there are plenty of options or courses you can look at – or you can talk it through with someone.
Email Marketing
If you have a list, use it. Regular, friendly emails keep you top of mind. If you don’t have a list, should you consider building one this coming year? If so, how do you want to go about that?
Content
Blogs, short videos, and case studies are all great for building trust and can be reused in several different formats.
PR
Local media, trade publications, and simple press releases can help get your name out there.
Events and Collaborations
Think pop-up shops, local business groups, community partnerships, and sponsorships. A good strategy blends these together in a way that feels manageable, not so stressful.
Assessing Your Resources
Be honest about your resources
This is where many small businesses get stuck. Even the best marketing plan will struggle if you can’t deliver it consistently.
Ask yourself:
How many hours per week can you realistically commit? It might flux a bit over the year - some months, I can manage a couple of hours and other months I can manage a half or whole day.
Who will create content?
Do you have the skills or confidence to design, write, post, and review?
Who will track what is working?
If the answer to any of those gives you a little knot in your stomach, you’re not alone. Many small businesses reach the point where bringing in flexible freelance support saves time, money, and stress. Even a day or two a month can make a big difference.
Setting Clear Goals for 2026
Set clear, simple goals
Look ahead to 2026 and decide what you want to achieve. Try not to overcomplicate it. Three or four goals based on building brand awareness, lead generation, and actual sales are plenty.
Examples include:
Growing visibility in your local area.
Increasing website traffic.
Generating more consistent enquiries.
Building your email list.
Improving online conversions.
Then break those goals down into what you need to do each month or quarter. Small, focused steps are far more effective than big, vague wishes.
Making Your Strategy User-Friendly
Make your strategy stand out
If you want to make life easier for yourself, you could add a few extra touches:
A short monthly content plan.
A simple budget tracker.
A one-page dashboard for your key stats.
A quick wins list that reminds you what to do when time is tight.
A yearly calendar so you become aware of quieter periods early.
These fairly simple tasks turn your strategy into something you will actually use, rather than something you file away and forget.
Ready to hit the ground running?
If you’re a small or growing business in Suffolk, Cambridgeshire, or Norfolk and want a hand pulling everything together for 2026, I’d be happy to help. Whether you need a fresh strategy, a practical plan, or someone to take a few things off your plate each month, sometimes a chat with someone outside the business can make all the difference.
Feel free to get in touch if you’d like to get ahead of the new year - claire@bluelizardmarketing.com