Is marketing worth it for small businesses? The question you’re asking is the wrong one.

If you run a small business, you’ve probably asked yourself: “Is marketing really worth it?”

It’s a fair question. Marketing costs time, energy and money; all things that are often in short supply as a small business owner wearing all the hats. And for many, it doesn’t feel urgent compared to serving customers or running your business, also fair.

But here’s the truth: choosing not to market is still a marketing decision. You’re just letting chance, or your competitors, decide how people see you.

It’s easy to see why marketing can feel like an optional extra. But in reality, when done right, marketing isn’t a cost, it’s an investment. And it’s one of the most powerful ways to future-proof your business.

Why many small businesses don’t see results

“We tried marketing, but it didn’t work.”

What often happens is this: a few social posts, a newsletter, maybe an ad here and there. Then…silence.

Marketing isn’t a one-off action, it’s a system. The businesses that succeed are the ones that commit to consistency, showing up in front of the right people, in the right way, over and over again.

The problem isn’t that marketing doesn’t work, it’s that sporadic marketing doesn’t work.

What marketing actually does (when done right)

When marketing is focused and consistent, small businesses start to see:

• Enquiries from the right customers (quality over quantity saving you time and energy)
• Repeat business because people remember you
• Local visibility through Google profiles, reviews and community presence
• Pricing power because you’re competing on value, not just cost
• Amplified word of mouth: testimonials, customer stories and shares that go further than you could alone

This isn’t about big campaigns or budgets. It’s about building trust and staying top-of-mind.

The question you should be asking: what’s the cost of not marketing?

If you’re questioning whether to invest in marketing, it’s worth flipping the question: what’s the cost of doing nothing?

• A competitor with stronger online visibility will win customers you could have served
• Without consistent communication, even happy customers may forget about you
• Relying solely on word-of-mouth makes your growth unpredictable

Silence isn’t neutral. It speaks volumes. Yes, that’s a bit dramatic, but the impact is clear.

Small steps, big impact

If you don’t have the time or budget for “everything,” that’s fine. You don’t need to.

The businesses that win are the ones that:

• Pick one or two marketing habits they can stick with
• Focus on the channels their customers actually use
• Repurpose content so one effort creates multiple touchpoints
• Measure what matters: sales, enquiries, loyalty (not just likes)

Progress beats perfection. And clarity beats noise.

So, is marketing worth it?

It depends on whether you want to grow intentionally…or leave your growth to chance.

Because doing nothing is a choice. One that usually benefits your competitors more than it benefits you.

Marketing doesn’t have to be big or expensive. It just has to be consistent, clear and connected to the people you want to reach.

And if you’re not sure where to start, that’s where we come in. At CoLab Marketers, we support small businesses at every stage, even if it’s just a one-off coaching call to get you moving in the right direction.