Close this search box.

What to do when you don’t have a marketing department

JANUARY 23, 2024

Whether you’re a new or veteran business owner, you might wonder where to start when building a marketing and advertising strategy including what you need and how to get it all done. And the biggest question – how do you market your business when you don’t have a marketing department?


This is where Forum Communications Company comes in. We have experience with thousands of businesses, large and small, from setting advertising strategy through execution, building brands and driving growth. Here are some suggestions we have to get started.


Assess your marketing needs

Start with clear business goals and understand your customer. In addition, know what your marketing & advertising budget is before you start planning. Key questions you’ll need to answer:

  1. What are your business goals?

  2. What are your customer demographics

  3. How much budget should you invest in your marketing?    

Content marketing

Creating and sharing relevant, engaging content with a direct call to action is key for your marketing strategy. According to LinkedIn, benefits include:


  • increased brand visibility
  • better customer engagement
  • building customer loyalty
  • increasing in-store and website traffic


You need content for your business because it generates online and in-store traffic and increases your visibility and ability to attract new customers. Creating content can also help keep your existing customers engaged with your business. There are affordable options and endless possibilities: social media, website, email, posters, direct mail and more.

Leverage social media platforms

Social media platforms are a powerful tool to market your business. Depending on your audience, you’ll want to choose the right platforms to build your customer base. Be consistent in posting and represent your brand. Get out there and sell your business, your services and your product.

Email marketing 

If you haven’t done so already, start creating an email list from your customer base. You can collect email addresses in a variety of ways including sign-up buttons on your social media/website, in-store asks at check-out or giveaway registrations. The best part of your email list is that it includes people who already know you and want to hear from you. 

Next step is to create timely, effective and personalized email campaigns with information your customer can use. If your content is useful, informative and focuses on your business and how it benefits your customers, you’re helping the people looking for the solutions, services and products you offer.

Community engagement  

Being a part of your community puts a human face to your business, attracts local customers and builds brand awareness. In fact, 1 in 5 Americans indicate they want to shop more often from local businesses. Sponsoring community events is a prime opportunity to engage with local customers.


Typically, there are 4 ways to become an event sponsor:

  1. Financial – your investment will get brand exposure in return

  2. In-kind – you provide services, experiences or goods rather than funds

  3. Advertising – displaying ads, banners and more during the event

  4. Influencer – partnering with local social media influencers to connect with their followers

Collaborate with our experts

As local advertising experts, we offer tailored strategies to elevate your brand while saving you time and money. Our team brings a unique perspective and skill set to the table and allows you to realize your brand’s potential, achieve your business goals and drive growth.


With 10.5 million visits from over 5 million people, our advertising solutions capture the audience you need with an effective advertising strategy. Whether you want to reach the masses or a specific customer, we can help you target your exact audience anywhere they are.

Even without a marketing department, these tools can make an impact on your business. Assessing your business needs, developing useful content and using it across social media, email marketing and community engagement opportunities are just the beginning of your marketing strategy. For a comprehensive approach aligned with your business goals, budget and brand, partner with the team at Forum Communications. Let us amplify your success with tailored advertising campaigns that work for you.

Don’t forget to sign up for our newsletter for more insights like these delivered straight to your inbox. And follow us on LinkedIn for more valuable advertising trends and tips.