How to market to small businesses: 6 key approaches

Key takeaways

• Earning SME trust starts with visibility and credibility. Strategic PR, thought leadership and useful content in respected outlets position your brand as an expert SMEs feel confident approaching.
• Relationships beat one‑off campaigns. Networking and social media engagement help you listen to SME challenges, stay front of mind and offer tailored value.
• No single channel is enough. Combining PR, social, SEO, and direct outreach in integrated campaigns ensures SMEs can find you in their key moments, turning awareness into long‑term partnerships and growth.

Read the blog below to find out more.

Small and medium-sized enterprises (SMEs) are the backbone of the global economy. 90% of all businesses provide around 70% of jobs and they’re probably keeping your local economy afloat right now. For any company looking to grow, partnering with SMEs offers huge potential – but it takes the right approach to make a real impact.

The real challenge is how to market to small businesses in a way that sets your brand apart, earns trust, and creates lasting value. In this guide, you’ll find six practical strategies for marketing to SMEs designed to help you build credibility, form genuine relationships, and drive results at every stage.

Here’s an overview of the six key approaches we’ll cover

1. Build trust and credibility with strategic PR

Trust goes a long way in business. SMEs pay attention to brands and leaders who’ve built a strong reputation through PR activity. If they Google you and find nothing but your company website and a dormant LinkedIn page, you’ll lose them. But if they find you quoted in the FT, featured on industry podcasts or writing about the exact challenges they’re facing? Now you’re interesting. Now you’re credible and worth having a conversation with.

If you’re focused on how to market to SMEs, show how you solve their problems every day. Share your expert advice, client stories, and new ideas through respected channels.

A solid PR strategy cuts through the noise. It puts your business in front of the right people, making you a go-to name for SMEs who value expertise and transparency.

Take Benenden Health. We developed a strategic PR and thought leadership campaign that transformed its market presence. Through targeted media relations, content syndication and reputation management, the campaign achieved:

• 5 billion times Benenden Health’s name has been seen or heard since 2019
• Nearly 1,300 pieces of media coverage in six years
• 63,000 new members in one record-breaking year
• Winner: B2B PR Campaign of the Year, Prolific North Marketing Awards 2024

These results show how a focused PR strategy does more than earn coverage – it builds lasting visibility, trust, and measurable growth, turning your business into a recognised, go‑to brand for SMEs.

2. Use networking to build real relationships with SMEs

Nobody likes the person who shows up at a networking event, thrusts a business card at you, and immediately launches into their elevator pitch. (You know who you are.) Good relationships start with genuine connection. Meeting people face-to-face at trade shows, roundtables, or local events matters. Online events bring even more opportunities to your doorstep.

To make networking work:

• Show up at the events that matter to your industry.
• Host online webinars that focus on topics SMEs care about.
• Always send a follow-up message, share a relevant resource, or invite another chat.

To market to SMEs successfully, start by listening, offer something valuable, and build trust before talking business. Making a point of regular, meaningful contact keeps your brand front of mind.

3. Personalise your approach with direct marketing

No, “Dear [First Name]” isn’t personalisation.

The strongest SME marketing strategies treat each business as unique. Personalise your outreach by email, mail, or even WhatsApp.

What helps:

• Match your message to the SME’s industry, size, and location.
• Don’t just sell – share helpful guides, brief reports, or tailored advice.
• Use language that’s clear and easy to act on.

For an extra edge, ask SMEs about their pain points through quick surveys, social polls or digital marketing. When you show you’re listening, your campaigns become much more effective.

4. Leverage social media to build community

Effective social media marketing is really about relationships. It’s not just posting – it’s about talking and responding. Social platforms bring you closer to SMEs, whether they need advice or want community.

To do it well:

• Share regular updates on LinkedIn and Facebook, where SME leaders are active.
• Use Instagram and YouTube to tell behind-the-scenes stories.
• Join important SME conversations using smart hashtags.

And remember, you need to interact and not just broadcast messages. Marketing to SMEs is about answering questions, hosting Q&As, celebrating wins, and giving the spotlight to real clients. Even a quick reply or a practical weekly tip can set you apart and earn trust.

We’ve seen the power of this approach in action. For eBay for Change, we developed a social media campaign that built awareness and engagement among purpose‑driven SMEs. The results spoke for themselves:

• 3.6 million impressions in just three months.
• A 150% increase in programme members.
• Record webinar attendance, helping recruit new social enterprises.
• A 0.61% click‑through rate, outperforming the B2B industry benchmark of 0.46%, all at a lower‑than‑average cost per impression.

By focusing on purpose‑led storytelling and strategic engagement, the campaign turned awareness into real growth, proving how social media communities, when built with intent, can accelerate SME relationships and results.

5. Prioritise SEO and being found online

Most business decisions start with a panicked Google search. “Best [solution] for small business.” “How to [solve problem] without [massive budget/dedicated team/six-month implementation].” If you’re not showing up in those moments, you’re invisible.

Knowing how to promote your business on Google means SMEs can find you when it matters most.

To improve your online presence through SEO:

• Optimise for keywords and topics your target audiences actually search for.
• Create useful, unique and clear content, such as blogs, solution pages, FAQs, and case studies.
• Make sure your website is mobile-friendly and works well for technical SEO.

Make sure to update your content regularly to keep up with changing search trends and behaviours. When your site is clear and helpful, you’ll become the business SMEs find and trust first.

6. Multiply your impact with an integrated approach

There’s no single trick that works every time. The best marketing strategies combine PR, networking, personalised direct marketing, social media, and SEO for a stronger effect.

Try blending your efforts:

• Share your best blogs and PR successes on social channels and newsletters.
• Repurpose your top insights across channels so you reach more SMEs in different ways.
• Use channel performance data to shape your next campaign – do more of what works well.

Mixing up your approach gets you seen by more people and makes your message stick.

Build for the long term

Building strong partnerships with SMEs isn’t about flashy tactics, it’s about genuine connections, delivering real value, and being a brand that listens and helps.

The most successful companies don’t just talk; they build trust and become partners that SMEs rely on. With the right approach, you won’t just reach SMEs – you’ll grow with them for the long term.

Ready to take the next step? Whether you need PR, SEO, social media (or a combination), our team is here to help you connect with SMEs and turn opportunities into long-term success.

Written and updated by Prenade Makumborenga, Comms Consultant at Definition on 22/01/26.