Running a small or medium-sized business (SMB) comes with unique challenges—limited budgets, small teams, and the constant pressure to stand out in a crowded digital landscape. Online marketing offers a cost-effective way to reach customers, build brand awareness, and drive sales. Still, the approach varies depending on the business size and whether it operates in a business-to-business (B2B) or business-to-consumer (B2C) context.
This article explores the top online marketing activities for SMBs, breaking them down by size—solopreneurs (companies of one), small businesses (typically 2-50 employees), and medium-sized businesses (51-250 employees)—and highlighting differences between B2B and B2C strategies. Recent statistics underscore the most effective use of time for each.
Table of Contents
Top Solopreneur Acquisition ActivitiesTop Small Businesses Acquisition Activities: 2-50 EmployeesTop Medium-Sized Business Acquisition Activities: 51-250 EmployeesRetention Marketing Activities for SMBsKey Takeaways
Top Solopreneur Acquisition Activities
Solopreneurs—whether freelancers, consultants, fractional executives, or one-person e-commerce shops—have limited time and resources. Therefore, online marketing must be lean, focused, and highly efficient.
B2B
LinkedIn Networking: LinkedIn is unmatched for B2B solopreneurs—84% of B2B marketers see it as the most valuable social platform (Optimizely). Posting thought leadership content or engaging in industry groups takes minimal time and builds credibility.
Content Marketing: Writing educational blog posts positions solopreneurs as experts. It’s a low-cost tactic with significant returns—B2B companies that blog consistently see 67% more leads monthly (Marketful search).
B2C
Social Media Marketing: Platforms like Instagram and TikTok are goldmines for B2C solopreneurs. With 64% of Gen Z and 59% of Millennials discovering products on social media (HubSpot), short-form video content (e.g., TikTok reels or Instagram stories) is a top priority. It’s quick to create and offers high engagement—50% of viewers watch short-form videos (less than 90 seconds) to completion (Optimizely).
Email Marketing: Sending personalized emails, like welcome messages or discount offers, keeps customers engaged. Welcome emails boast an 82% open rate (WebFX), making them a time-efficient way to nurture leads and drive sales.
Time Efficiency Stat: Email marketing delivers a 3600% ROI ($36 for every $1 spent), making it a top choice for solopreneurs juggling multiple roles (OptinMonster). Regardless of what marketing strategy you’re deploying, you should always be working to capture an email address to begin nurturing a relationship with that prospect.
Top Small Businesses Acquisition Activities: 2-50 Employees
Small businesses have a bit more bandwidth, often with a tiny marketing team or outsourced agency (1-3 people, per 78% of marketers surveyed by G2). They can diversify their efforts while keeping costs low.
B2B
Email Newsletters: Small B2B firms thrive with email—77% use newsletters for content marketing (WebFX). Automated campaigns see 70.5% higher open rates than one-off emails (Search Logistics), saving time while nurturing leads.
Social Media Ads: LinkedIn ads, used by 73% of B2B content marketers (B2B Marketing World search), target decision-makers effectively. They’re pricier but deliver high-quality leads—40% of B2B marketers rank LinkedIn tops for lead generation (Sprout Social).
B2C
Content Marketing (Blogging/Video): Blogs and videos educate and attract customers. Businesses that blog get 55% more website traffic (WordStream), while 91% of companies use video, with short-form content leading ROI (HubSpot).
Paid Search (PPC): Google Ads drive quick results—PPC generates twice the visitors of SEO (G2). With 45% of small businesses using paid search (WordStream), it’s a proven tactic for driving e-commerce sales or foot traffic.
Time Efficiency Stat: Organic search offers the best ROI for 49% of marketers (G2), making SEO-optimized content a wise long-term investment for small teams. As generative AI content scales, it’s becoming increasingly critical that companies strategically build thorough content libraries that provide an engaging user experience for their visitors.
Top Medium-Sized Business Acquisition Activities: 51-250 Employees
Medium-sized businesses have larger budgets and teams, allowing for more sophisticated, omnichannel marketing strategies. They often spend 9.7% of revenue on marketing (OrangeOwl search) and can test multiple channels.
B2B
Video Marketing: Videos (e.g., product demos) are critical—87% of B2B companies using video see increased sales (SellersCommerce). With 81% investing heavily in video (HubSpot), it’s a high-impact way to showcase solutions.
PPC Campaigns: Mid-sized B2B firms spend $9,000-$10,000 monthly on PPC (G2), targeting specific industries via Google Ads or LinkedIn. PPC’s 2x visitor boost over SEO (G2) justifies the investment for lead generation.
B2C
Influencer Marketing: Partnering with niche influencers (under 100,000 followers) yields a 650% ROI—$6.50 per $1 spent (G2). With 62% of B2C marketers planning to use influencers (Siege Media), it’s a scalable way to reach engaged audiences.
SEO and Content: Comprehensive blog posts (1,500+ words) dominate search rankings, driving 53% of website traffic (WordStream). Medium-sized businesses can afford to staff or outsource to create this content consistently.
Time Efficiency Stat: Content marketing generates three times as many leads as traditional marketing at 62% less cost (Demand Metric), making it a cornerstone for medium-sized firms. Don’t discount podcasting, webinars, and other mediums that require additional production effort but provide an interactive and engaging experience for your prospects.
Here’s a section on retention strategies for small and medium-sized businesses (SMBs), tailored to the context of your original request about online marketing activities. This section includes citations with clickable URLs to reputable sources from 2024 and 2025, aligning with the current date of April 1, 2025. These strategies focus on keeping customers engaged and loyal, complementing the online marketing efforts discussed earlier.
Retention Marketing Activities for SMBs
Customer retention is a critical driver of long-term success for SMBs, and it is often more cost-effective than acquiring new customers. Studies show that increasing retention rates by just 5% can boost profits by 25% to 95% (Bain & Company, cited in Charter Capital, 2025).
For SMBs—whether solopreneurs, small or medium-sized businesses—retention strategies must leverage digital tools and personalized approaches to maximize impact within limited resources. Below are key retention strategies, differentiated by business size and B2B/B2C context, with recent data to support their effectiveness.
Solopreneur Retention Activity
B2B
Client Appreciation: A quick LinkedIn message or a handwritten note to a repeat client can strengthen relationships. B2B solopreneurs benefit from this, as 68% of B2B customers are lost due to perceived indifference (Salesforce, 2025), not price.
B2C
Personalized Follow-Ups: Solopreneurs can use email or social media to send tailored thank-you messages or check-ins post-purchase. Personalized emails have an 87% higher click-through rate than generic ones (Forbes, 2024), making this a low-cost, high-return tactic for e-commerce or service-based B2C solopreneurs.
Small Business Retention Activity: 2-50 Employees
B2B
Regular Client Updates: Small B2B businesses can email quarterly newsletters or project updates. Automated email campaigns have 70.5% higher open rates (Search Logistics, 2025), saving time while keeping clients engaged.
B2C
Loyalty Programs: Offering points-based rewards or exclusive discounts encourages repeat purchases. Businesses with robust loyalty programs see a 65% increase in retention rates (Nector, 2024), which is ideal for small retail or hospitality firms.
Medium-Sized Business Retention Activity: 51-250 Employees
B2B
Account Management: Assigning dedicated account managers to key clients improves retention. Video demos and personalized support via platforms like Zoom increase sales for 87% of B2B firms (SellersCommerce, 2025), leveraging medium-sized businesses’ capacity for specialized roles.
B2C
Omnichannel Engagement: Integrating online and in-store experiences—like allowing loyalty points to be earned and redeemed across channels—boosts retention. Forrester predicts loyalty program usage will rise in 2025 as consumers seek instant rewards (Forbes, 2025), fitting for medium-sized retailers.
Loyalty programs drive a 58% higher revenue from retained customers (Nector, 2024), proving their worth across SMB sizes. For B2C, digital personalization shines; for B2B, relationship-building is key. Integrating these with online marketing amplifies their impact.
Key Takeaways
Solopreneurs: Focus on acquisition with high-ROI tactics like social media (Instagram/TikTok for B2C, LinkedIn for B2B) and email marketing to attract customers fast. For retention, send personalized follow-ups to B2C buyers or appreciation notes to B2B clients to keep them returning with minimal effort.
Small Businesses: Blend acquisition through blogging, video content, and targeted PPC ads to grow your audience, while using loyalty programs for B2C customers and regular email updates for B2B clients to lock in repeat business on a tight budget.
Medium Businesses: Drive acquisition with influencer partnerships and robust SEO/PPC for B2C, or video marketing and paid campaigns for B2B, leveraging scale to dominate your niche. Retain customers with omnichannel engagement for B2C shoppers and dedicated account management for B2B relationships to maximize lifetime value.
Regardless of size, SMBs must prioritize time efficiency. Email marketing’s 3600% ROI (OptinMonster) and organic search’s 49% best-ROI rating (G2) highlight the power of scalable, low-cost strategies. For B2B, LinkedIn and video reign supreme; for B2C, social platforms and influencers drive engagement. Tailor your approach to your resources, and watch your online presence grow.
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Originally Published on Martech Zone: The Top Online Marketing Activities for Solopreneurs, Small, and Medium-Sized Businesses in 2025