5 Real-World Marketing Tips for Small Businesses in an Uncertain Economy

Things are weird out there. Consumers are nervous. Costs are up. And small business owners? We’re doing mental gymnastics to figure out our strategy.

But here’s the good news—uncertainty doesn’t mean “pause.” It means “shift.” People are still spending. The question is: how do you stay top of mind when they’re deciding where to spend?

Here are five tips to help you stay visible, show that you’re trustworthy, and emphasize that buying from you is worth it:

1. Remind People You’re a Small Business

This may sound obvious, but a lot of folks may not know. Or they forget. Or they think you're part of a chain. So tell them. Often.

• Post about your origin story—why you started.

• Introduce your staff with photos and fun facts.

• Share behind-the-scenes moments (bonus points for messy or real ones).

Bottom line: Now, more than ever, people want their money to go to people, not faceless corporations. Make it clear they’re supporting a real human, not a boardroom.

2. Acknowledge the Uncertainty—Then Flip It

Don’t pretend everything’s fine. Your customers are watching the same headlines. A little honesty goes a long way—but pair it with a reason to act.

Try something like this in your marketing:

“We know times are uncertain. That’s exactly why trust matters more than ever.”

Or:

 “When you support a local business, your dollars stay right here in the community.”

Or:

“We get it—everyone’s watching their wallet. That’s why we’re offering [X value], with zero gimmicks and real people behind the work.”

Lean into your stability. Even if things are shaky everywhere else, show that you are dependable.

3. Put a Face to the Name—Over and Over Again

In uncertain times, trust drives buying decisions. And trust starts with connection.

So show your face. Regularly.

• Do a short video explaining a product or service.

• Share a customer story or shoutout.

• Post something casual: “Here’s what we’re working on today.”

• Celebrate a staff birthday or win.

This isn’t about being polished. It’s about being real and relatable.

4. Double Down on Customer Experience

You can’t out-discount Amazon. But you can out-care them.

In a shaky economy, people are cautious—but when they do spend, they want it to feel good. Memorable. Personal.

• Handwritten thank-you notes.

• Follow-up texts or emails.

• A “you’re not just a number” vibe every time someone walks in.

These little touches build loyalty and word-of-mouth faster than any ad spend.

5. Get Loud (Even If You’re Tired)

We know—marketing often feels like shouting into the void. But now is not the time to go quiet.

Visibility = trust. Trust = sales.

You don’t need to be on every platform. Pick one or two and show up consistently:

• Post 3x/week on one or two platforms.

• Send a monthly email with updates, specials, or personal notes.

• Ask happy customers to leave a review (and thank them when they do).

Even if someone isn’t ready to buy today, when they are, you’ll be the one they remember.

Bottom Line

Uncertainty makes people pause. But it also makes them look harder at where their money goes. That’s your moment.

So humanize your brand. Show up with honesty and heart. And remind folks that when they buy from you, they’re not just making a purchase—they’re supporting real people.