Marketing: what is it, really? And how can you apply it to your small or medium-sized enterprise to boost visibility and attract potential clients?
If you own a Small or Medium-sized Enterprise (SME), this article is worth reading, no matter what stage your business is in.
And especially if you feel like your company is invisible…
Is your business invisible?
Picture this: You’re at a business fair, surrounded by dozens of other businesses. Yours is there—full of potential, with amazing products—but no one stops to look.
Meanwhile, the competitor next to you has a line at the door, even though they’re offering something similar. You ask yourself: “What am I doing wrong?”
The answer lies in one word: Marketing.
If you’re a small or medium-sized business owner, you’ve probably felt the urge to grow, sell more, and gain recognition, but didn’t know where to start. Marketing seems like an expensive and complicated mystery, and the lack of it keeps your business in the shadows.
But that’s about to change—before it brings your business down. This article will show you what real marketing is, how it works, and how you can use it to turn your business into a results-driven enterprise.
Keep reading!
What you don’t see
It was a Monday night when Mauro, owner of an optical shop, looked at the monthly sales report: another red number. He had already tried posting photos on Instagram, asking friends for referrals, and even handing out flyers. Nothing worked.
Meanwhile, a rival store that opened more recently was booming on social media and on Google searches. Discouraged, Mauro thought: “Marketing is for people who have money to spare.”
What if I told you that the biggest obstacle in your business isn’t the lack of a budget, but the lack of understanding what marketing really does?
Let’s unpack that together:
The habit of “just getting by”
Small and medium-sized businesses like yours often show symptoms that seem normal but are actually signs of a bigger problem:
Invisibility: You have a great product, but no one knows it exists.
Effort without results: You spend hours on social media or cheap ads, but sales don’t increase.
Crushing competition: Other companies, sometimes smaller, steal your clients and you don’t know why.
You fall into a trap when you think marketing is a luxury, not a necessity, and leave your business at the mercy of chance.
Meanwhile, the market doesn’t wait—it chooses whoever shows up.
What the numbers show
According to Harvard Business Review (2024), small businesses that don’t invest in structured marketing strategies run a high risk of losing market share within just a few years.
The problem isn’t the size of your budget—it’s the lack of a plan.
What you think you know is holding you back
Let’s bust some myths that are probably holding you back:
“Marketing is just expensive advertising”
Wrong. It’s about understanding your customer and giving them what they want—whether through a free post or a paid ad. Believe it: a well-executed US$300 campaign can bring in more than US$3,000 thrown away carelessly.
“My business is too small for this”
Wrong again. According to Forbes (2024), SMEs that adopt even basic digital marketing strategies are significantly more likely to outperform those that don’t, regardless of size.
“I sell well without marketing”
Maybe—but for how long? Without visibility, you’re one step away from being forgotten. Mauro, from the optical shop, believed all this—until he realized that “just getting by” meant falling behind.
Marketing as an amplifier
Marketing is not an expense—it’s a business amplifier. It’s not about having millions in the bank, but about using smart strategies to reach the right customer at the right time.
Take Lucas, for example, owner of a children’s clothing e-commerce. He invested R$3,000 (US$ 500) monthly in digital marketing management. In the first month alone, with content focused on sales, his revenue increased by over R$15,000 (US$ 2.500). The secret is well-planned and well-executed marketing.
Marketing is the bridge between what you offer and the people who need it. And that bridge is within reach.
What is the concept of marketing?
Marketing isn’t just a flashy ad or a viral post—it’s about orienting your business to the market, connecting your offer to the right audience.
It’s a set of strategies that creates value, communicates that value, and delivers it to the market.
For SMEs, that means stepping out of obscurity and building a presence that generates long-term gains. One of those is increased sales.
What is the function of marketing?
Marketing has several functions, all connected to help your business grow:
- Understand the customer: Research what your audience wants and needs.
- Create solutions: Develop products or services that solve real problems.
- Communicate value: Use channels like social media and ads to show why you’re the best choice.
- Manage the brand: Build a reputation that sticks in the customer’s mind.
What is marketing in practice and what does it study?
In practice, marketing means orienting the company toward the market.
It studies how companies and clients interact. It’s not just about communication or branding—it’s about business.
Its main areas of focus include:
- Consumer behavior: Why does your customer buy (or not)?
- Market research: What’s happening in your industry?
- Pricing strategies: How do you charge what attracts customers and brings profit?
In short, it’s about putting the customer at the center and delighting them without losing sight of profitability.
What are the main types of marketing?
Some marketing types are essential and accessible for SMEs:
- Digital marketing: Everything online—SEO, ads, social media.
- Content marketing: Create posts or videos that engage and sell.
- Social media marketing: Connect on Instagram or TikTok.
- Influencer marketing: Partner with people who have an audience.
Implementation is simple: choose the type that fits your budget and start small, adjusting as you go.
What are the four pillars of marketing?
The 4 Ps are a classic concept that still applies today and serve as the practical foundation of marketing:
- Product: What you sell must solve a problem.
- Price: Find the sweet spot between what the customer accepts and what brings profit.
- Place: Be where your customer is; deliver convenience.
- Promotion: Communicate clearly and engagingly.
How to apply: Test one pillar at a time, measure the results, and scale what works.
A growth system for businesses
Marketing is more than just an area—it’s a system:
- Map your customer: Who are they? What do they want? Use Instagram polls or direct questions.
- Define your differentiator: What sets you apart from the competition? E.g., “24h delivery” or “handmade.”
- Choose the right channels: Test Google Ads, TikTok, or email marketing and see what converts best.
- Measure everything: Use free tools like Google Analytics to track clicks and sales.
- Adjust quickly: If something doesn’t work, change it.
Want to go further? Hire a partner agency to speed up the process.
Make marketing work for you
Pay attention to businesses that invest in marketing: It’s the key to turning your company from invisible to essential.
In this article, you’ve learned some of the core functions of marketing and how to apply them. Now, the choice is yours: stay invisible or become a reference in your market.
Marketing is what turns small brands into big names. What once seemed distant is now within reach—with the right strategy.
Even if your budget is tight or your business is still small, you can take the first step today.
And if you want to speed up that process, count on a team of experts.
Need help applying marketing to your business?
We specialize in helping Small and Medium Enterprises position themselves in the market in a strategic, intelligent, and results-focused way.
Our team will analyze your business, identify opportunities, and create a custom strategy that generates visibility, authority, and consistent sales.
Let us show you what’s possible with a solid marketing system working in your favor.
Click to schedule a free consultation and take the first step toward making your brand impossible to ignore.
