Whether you’re building your first campaign or refining an existing marketing plan, AOF offers the step-by-step guidance, downloadable templates, and expert insights you need to build an effective and efficient business marketing strategy – make every dollar count.

Make Your Business Messaging Matter

Small business marketing doesn’t require a big budget—but it does require a smart strategy.
At Accion Opportunity Fund (AOF), we help entrepreneurs get clear on their audience, sharpen their message, and choose the right channels to grow.

Our free resources are designed for impact—not complexity—so you can build visibility, attract loyal customers, and track what’s working.

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What You’ll Learn About Business Marketing Strategy:

Building a Small Business Marketing Plan

• Identify your unique value proposition and a compelling brand story
  
• Determine pricing and the social impact of your product or service 
  
• Define your target audience with clarity
  
• Choose goals that align with your growth stage
  

Best Marketing Channels for Small Business

• Digital marketing: SEO, social media, email
  
• Local marketing: events, partnerships, flyers
  
• When and how to use paid ads effectively
  
• How to build a smart social media marketing strategy

Creating Marketing Content That Converts 

• Write compelling offers and headlines
  
• Use testimonials and visuals that build trust
  
• Develop a simple content calendar
  

Small Business Branding on a Budget

• Craft a consistent look, voice, and message
  
• Build awareness without expensive agencies
  
• Quick-start brand guide for small teams
  

Measuring Marketing Investment ROI

• Simple tools to measure marketing ROI
  
• What to look for in Marketing analytics for small business
  
• Adjusting your marketing strategy to boost performance
  
• AI Marketing Tools for Small Business
  

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Real Success Story: How Smart Marketing Strategies Took Southern Okie from Kitchen to Sam’s Club

Gina Hollingsworth launched Southern Okie Gourmet Spreads from her kitchen, using smart marketing strategies like craft fairs and local events to build early buzz. After selling hundreds of jars at a holiday market, she formalized her business and steadily expanded her reach. Her standout packaging, compelling story, and persistent outreach caught the eye of a Sam’s Club rep, earning her a spot in their Road Show program. With support from AOF and SUSTA, Gina scaled her brand and grew sales by 150%, proving how effective marketing strategies and grassroots exposure can unlock major retail success.

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Pro Tips from AOF Marketing Advisors

AOF Advisor Tip: Don’t try every channel—do fewer things better. Focus on where your customers already spend time.
AOF Advisor Tip: Good branding is about consistency, not perfection. Use the same fonts, colors, and tone everywhere.
AOF Advisor Tip: If you wouldn’t respond to your own ad, it’s time to rewrite it.

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Common Small Business Marketing Mistakes to Avoid

Marketing to Everyone is Marketing to No One
Narrow your focus. The more specific your audience, the stronger your message.

Relying Only on Word-of-Mouth Marketing
It’s great when it happens—but you need systems to reach new customers reliably.

Ignoring Your Online Digital Marketing Presence
A free Google Business Profile or simple website can make a huge difference.

Skipping Marketing KPI-Tracking
If you can’t measure it, you can’t improve it. Set specific goals from the start.

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FAQs About Small Business Marketing

How to spend on marketing a small business?
Start small—5–10% of revenue is typical. Focus on what works and reinvest smartly.

What’s the best marketing strategy for a new business?
Clarity and consistency. Know your customer, keep your message simple, and start with free channels.

Do I need social media to grow my business?
Not always. But it’s often the easiest place to start building brand awareness.

Can I market my business without a website?
Yes—but even a basic landing page increases credibility and conversions.

Where can I get help creating my business marketing plan?
Book a free call with a business advisor from AOF today.

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Ready to Build a Marketing Plan for Small Business That Works?

Get the clarity, confidence, and tools you need to grow your business. AOF helps you craft a strategy that works for you—free.

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Why Small Businesses Choose AOF To Help Build Strategic Marketing Plans and More

Real People, Real Marketing Advice for Small Business

Our advisors have helped thousands of businesses like yours define their brand and grow their reach. We don’t do fluff—we deliver action steps.

Free and Always Accessible Marketing Resources 

All our marketing resources are 100% free. No subscriptions, no upsells. Just expert-backed guidance you can trust.

Nonprofit Mission, Real-World Impact

Unlike paid agencies or one-size-fits-all software, we reinvest in entrepreneurs and their communities. Your growth is our mission.

The AOF Difference: Guiding Entrepreneurs Across the Nation Through Successful Business Growth

100% free access to expert-backed marketing strategies

4.5M+ entrepreneurs reached with free resources

35,000+ businesses coached nationwide

$1B+ deployed to help small businesses thrive

Whether you’re just exploring a business idea or ready to register your LLC, we’ve got your back. From planning and legal setup to licenses, branding, and funding – we offer free resources and real-person support to help you launch with clarity and confidence.

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Launch Your Dream With a Clear Business Plan

Starting a business can feel overwhelming – but with the right structure and support, it doesn’t have to be. At Accion Opportunity Fund (AOF), we simplify the process. Our free, founder-friendly tools walk you through each step of the startup journey, from idea validation to your first customer. Everything here is designed to help new business owners avoid costly mistakes, build efficiently, and start strong.

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Key Startup Business Topics

What to Know Before Starting a Business

• Is entrepreneurship right for you?
  
• Understanding risk, resilience, and startup time commitments
  
• Setting smart business goals that match your lifestyle and values
  

How To Start a Legal Business: First Steps

• Choosing a business structure: LLC, sole proprietorship, partnership
  
• Registering your business name
  
• Getting an EIN (Employer Identification Number)
  
• Licenses, permits, and zoning
  

How to Write a Simple Startup Business Plan

• Clarify your value proposition and ideal target market
  
• Plan your budget, startup costs, and revenue projections
  
• Set realistic 6-month and 12-month goals
  

Opening a Business Bank Account & Managing Finances

• Why business and personal finances should be separate
  
• Choosing a business bank account
  
• Basic bookkeeping and tax readiness
  

Building Your Brand & Online Presence

• Picking a business name and securing your domain
  
• Setting up Google Business Profile and business social media pages
  
• Logo, visual identity, and basic marketing plan
  

How To Get Funding For Your Startup

• Different types of Business Loans; Self-funding, microloans, and grants
  
• Business Loan Borrower Checklist
  
• What investors and lenders look for in new businesses

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Real Success Story: Starting a Business with Purpose

How Coolhaus Grew from a Side Hustle to a National Brand

Natasha Case turned a playful idea – combining food and architecture – into Coolhaus, a bold ice cream brand launched during the Great Recession. With no business experience, she and her partner sold architect-themed ice cream sandwiches from a towed truck at Coachella. When traditional lenders wouldn’t help them grow, Accion Opportunity Fund stepped in to finance their fleet. That early support helped Coolhaus expand nationally. Now in 6,000+ stores, Natasha credits AOF for helping her start and scale a purpose-driven business.

Read More Success Stories

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Pro Business Tips from AOF Advisors

AOF Advisor Tip: Don’t wait for everything to be perfect – start with what you have and test fast.

AOF Advisor Tip: Even small side hustles should be set up properly to avoid tax or legal issues later.

AOF Advisor Tip: Set 30-day, 90-day, and 1-year goals to keep your launch focused and measurable.

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Top Startup Mistakes to Avoid

Skipping the Legal Setup
Don’t operate without registering. It protects you and makes you eligible for funding.

Not Budgeting for Start-Up Costs
Even a lean business needs capital. Plan ahead to avoid early cash flow problems.

Doing Everything Alone
Find mentors, join support groups, and talk to advisors. Entrepreneurship doesn’t have to be lonely.

Waiting Too Long to Launch
Start small, test your idea, and iterate. Waiting for perfection can kill momentum.

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FAQs About Starting a Business

How much money do I need to start a business?
It depends on your industry, but even small startups should plan for 3–6 months of expenses.

Do I need to write a business plan?
Yes – a simple plan helps clarify your ideas and prepare for funding.

How do I know which business structure is right for me?
Our free quiz and guide can help you decide between LLC, sole proprietorship, and more.

Can I get funding without a business history?
AOF provides funding for early-stage businesses. We also help you build a loan-ready profile.

Where can I get help with my startup plan?
Schedule a free session with an AOF business advisor.

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Ready to Launch Your Business?

Start smart. AOF gives you free tools, expert guidance, and step-by-step support – so you can build with confidence

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What Makes AOF Different from other Startup Business Lenders?

Practical Business Help for Real Entrepreneurs

Starting a business isn’t just about vision – it’s about execution. Our resources are made by people who’ve been in your shoes. You won’t find corporate jargon or gatekept tools here – just practical help that works.

Business Coaching from Real People

Talk to a real person, for free. Our advisors offer guidance on launching, registering, planning, and marketing. You get personalized support – no pressure, no pitch.

100% Free and Transparent Business Resources

All our resources are free. No subscriptions, no paywalls. And if you’re exploring business loan funding, our nonprofit lending model means fair terms and honest advice – always.

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AOF by the Numbers: Trusted by Business Entrepreneurs Nationwide

67% of subprime borrowers become near-prime or better by loan payoff

$1B+ deployed in loans to small businesses

35,000+ entrepreneurs supported with coaching and training

4.5M+ business owners served through our free resource library

100% of tools and templates available for free

107,000+ jobs supported through lending and NMTC

Collaboration is a powerful tool for growth. In this webinar, hear from businesses experts Joy M. Hutton and Christopher Dean of Handhold Studios on the key ways business owners can partner with each other to build their network & reach.

Strong, long-term business relationships are an integral part of the success of any small business. It’s always easier to do business with people you know well – you have a basis of trust and understanding (and even friendship). You’re also likely to work better together if you know you’re in it for the long haul rather than for a one-off event.

Top Tips for Building Long-Term Business Relationships

Whether the loyal relationships are with your business vendors, your professional business advisors, or your customers and clients, you’re going to benefit from investing the time and energy you need to cultivate those relationships. Here are some tips to help build those strong foundations and help your long-term business relationships thrive.

 

Tip #1: Remember That You Reap What You Sow

This first tip may sound like common sense, but it bears stating: any new relationship takes time and energy to build and grow and you’re going to get out what you put in. From day one, demonstrate that you are reliable, respectful, committed, and trustworthy. Make your payments on time and in full. Keep the lines of communication open and make sure you’re aware of what they need and they’re aware of what you need. Treat the people you do business with the way that you want them to treat you. In a good long-term business relationship, they’ll treat you the same way. If they don’t, it may be time to consider moving on.

 

Tip #2: Ask for Help When You Need it

It may seem counterintuitive to say that admitting you’re at a loss for an answer can help you connect with others, but it’s true. We all love to be needed, and that applies to business relationships, as well. Your business network will grow over time if you learn how to ask for help when you need it.

Finding mentors and qualified advisors can help you circumvent common problems, learn the ropes of a new industry, and develop new skills. Develop your network by reaching out to those who can help you when you need it. Your mentors will appreciate sharing their expertise, and you’ll gain a trusted advisor.

 

Tip #3: Connect With Like-Minded People

It will easier for you to build long-term relationships if you’re authentic about who you are,what your business represents what your business represents, and what your professional goals are. Be up front about it and you’ll have an easier time connecting with people that think the same way you do – that gives you a built-in foundation for a long-term business relationship.

At the same time, remember that you are going to have to work with people that may not share your mindset. You’ll need to work extra hard to connect with them and to always be respectful of their ideas.

Explore our 10 ways to network like a boss: Click Here

Tip #4: Demonstrate Loyalty But Don’t Limit Yourself

One of the fundamental keys to long-term relationships is demonstrating loyalty. If you have a vendor that you’ve worked with for years, then they will be more likely to help you out and reward your loyalty with better service, special deals, or extra attention when you need it.

Say you’re running a bakery and you need a specialty pan, but your regular supplier doesn’t stock that product. Consider going to them first and asking if they can get ahold of it. If not, it’s ok to look somewhere else. In fact, your supplier may be able to refer you to someone who can get you those pans. And now, going forward, you can maintain your relationship with your long-time supplier and also build a relationship with the new vendor for specialty items.

 

Tip #5: Schedule Face-to Face Time

In today’s online social world, it can be hard to make real-world connections. By setting up appointments for face-to-face business meetings, you foster better communication and more personal relationships. If you have mentors, mentees, or other business colleagues, setting up a regular time on your calendar to get together for discussion can make a big difference in how you work together.

 

Going The Distance

Like any relationship, long-term business relationships take time, effort, and energy. But they’re also crucial for the success of your business. Put in the work to build those relationships and it will pay off. Let the people you work with know that you value them and respect them and they’ll treat you the same way. They’ll prioritize you and your business over others folks that haven’t put in the work. They’ll also be more willing to work with you when things come up, as they inevitably do. Someone you have a close working relationship with will be a lot more willing to give you a few extra days to make that last payment than a stranger would.

And in the end, those long-term business relationships will make your job more fun and fulfilling. You’re creating a network of like-minded people – people who will become friends as well as business partners.

At Accion Opportunity Fund (AOF), our solutions help small business owners to grow, upskill and build strong business relationships. Learn about AOF and what we do.

It is a proven fact that small business owners who are actively involved with a mentor are more likely to succeed. In fact, 70 percent of small businesses that receive mentoring survive more than five years, double the survival rate of non-mentored businesses.

Our friends at BusinessAdvising.org have identified some tips a business owner can follow to have a successful mentoring partnership:

 

1. Meet With Your Mentor

The simplest way to have a successful advising engagement with a mentor is – to meet with your mentor. It sounds obvious but many small business owners sign up for mentorship programs with the best intentions, and then don’t actually follow through beyond one or two meetings. And it’s understandable: there are real business challenges that get in the way (training new hires, inventory, vendor issues, and more) – but the people that make meeting with their mentor a priority do better.

Pro tip: We recommend a standing appointment. For example, every second Wednesday of the month from 3-4 pm. That way your meetings are calendared, it becomes part of both of your routines, and you can plan around it. You can schedule ad-hoc meetings as needed too, but once you have a standing meeting scheduled – keep the appointment.

 

2. Drive The Relationship

You only get what you put in. As the mentee in the advising relationship it is up to you to set appointments, create the agenda, and send meeting notes. While that might sound like a lot of work, recognize your mentor is likely a volunteer working with you by choice in a sea of options. Make it easy on your advisor and they’ll reward you with their knowledge, insight, and access to their networks.

Pro tip: Have a standard agenda where every meeting you follow the same outline: What have I worked on since we last met, what I plan to have accomplished by the next time we meet, areas where I have challenges.

 

3. Provide Updates

Whether your mentor is a volunteer, or an in-house counselor, provide them with updates. This positive feedback loop will help keep up their motivation and interest. Let them know how their insights positively impacted your business – everyone likes results. Plus, it will help them give you better advice as the mentoring progresses.

Pro tip: When you have implemented or tried one of their suggestions, send them a quick email and let them know how it went. By communicating with them like this you’ll see their commitment to you skyrocket.

 

4. Geography Does Not Matter

Find a mentor that has the skill-set you are looking for regardless of geography. At BusinessAdvising.org we match mentees and mentors across the country. With today’s free video chat tools like Google Hangouts and Skype, old-fashioned phone calls and emails, geography is less of a constraint.

Pro tip: Find a mentor with the skills you need to improve your business. Focus on their professional skill area and don’t get hung up on industry-specific experience. Most skills are transferable across industries, and geography is no longer a barrier to finding the support you need to reach your goals.

 

If you follow these four basic tips your advising partnership will be well positioned for success!

Successful entrepreneurs like Tony Hsieh of Zappos and Chris McCormick of L.L.Bean have long realized that networking is no longer something that you do to get what you want, but requires listening and relationship building to do what the other party wants, with a win-win outcome. We now live in a world where even subtle persuasion efforts are suspect, so it’s a bad idea to go into a networking situation thinking you’re going to talk somebody into doing your bidding.

If your business and your style is still focused on the old-school, hard-sell, push-marketing approach, it’s time to take a close look at how well it’s serving you these days. The new culture driven by social media is all about forging real connections and building relationships.

How this relates to networking with members of your team, business partners, and customers is clearly illustrated in a classic book Real Influence: Persuade Without Pushing and Gain Without Giving In by business psychiatrist Mark Goulston and executive coach John Ullmen. They start by describing a four-step model for connecting with and influencing people in this new culture:

 

1. Inspire people in order to achieve the outcome you desire.

Focus on the three “R’s” of a great outcome: Results, Reputation, and Relationships. Successful entrepreneurs with great networking skills have grand Results in mind; they build a Reputation worthy of long-term commitment; and they invest in Relationships to get buy-in to their desired outcomes.

 

2. Master listening to learn where other people live.

To network effectively, you need to fight the following common tendencies: listening while ignoring, defensive listening, and problem-solving listening. Effective networkers are curious to discover where other people are coming from so you can empathize with them, and to do this, you need to get to the fourth level of listening: connective listening into other peoples’ worlds. This means you have to make the leap and stop listening from your own perspective, and instead, try to understand theirs.

 

3. Engage and connect with people in their space.

True engagement and connection require that you get “it” (the other person’s issue reality), you get “them” (at a personal level), and you get their path to progress. They then sense that you are working with them, instead of manipulating around them.

 

4. Go beyond expectations to make yourself unforgettable.

This means adding value before, during, and after an interaction. Find ways to add value in expanding their thinking, making them feel better, and helping them take effective action. After you have mastered these steps, there is still room to take networking to the next level, and become a “power influencer.”

 

5. Let adversity lead you to great outcomes.

Don’t get stuck in the “I can’t” world, and don’t forget the positive lessons from every negative experience. Do acknowledge your feelings, because when you do, you can address them effectively. Do have the courage to let new great outcomes find you. And then share your experiences with others who may be going through similar struggles. Give others an advantage by showing what challenges you’ve overcome and how.

 

6. Network by getting out of the way.

It’s important for relationship-building to understand when to move on or to let others shine. Every great outcome becomes a part of you, and it’s hard to let go, like handing over your CEO role, for example. If you are strong enough to get out of the way so others can take over, your great outcome can last forever, or become someone else’s even greater outcome. It also opens your door to more great outcomes.

 

7. Network positively after you’ve made big mistakes.

To repair the damage from the mistakes we all make, we need to learn how to make them right. Be brave enough and humble enough to make amends to the people hurt. Let others help you dissect the mistake, and they will respect you and learn from your efforts.

 

8. Let gratitude magnify your influence.

When you perform an act of gratitude, whether you are thanking a person directly or talking about someone else who has helped you, the person who is listening to you feels a strong sense of gratitude as well. That immediately creates a stronger bond between the two of you.

Being an entrepreneur has always been all about influencing others, but the rules of persuasion have changed. What worked in the days of Dale Carnegie doesn’t always work in today’s more sophisticated and less trusting world. Following these new rules of networking will help you achieve great outcomes.

 

 

Marty Zwilling’s passion is nurturing the development of entrepreneurs by providing first-hand mentoring, funding assistance, and business plan development. He is the Founder and CEO of Startup Professionals, a company that provides products and services to startup founders and small business owners.

He writes a daily blog for entrepreneurs, and dispenses advice on the subject of startups to a large online audience of 785,000 Twitter followers. He is also a regular contributor to Forbes, Entrepreneur Inc., and the Huffington Post. He has published three books, “Do YOU Have What It Takes To Be An Entrepreneur?” “Attracting an Angel,” and “StartupPro: How to set up and grow a tech business.” He is also an accredited angel investor with Arizona Technology Investors (ATI).