How Digital Marketing Works
Learn how digital marketing works and how Portland small business owners can use it to generate leads, increase visibility, and grow sustainably through SEO, content, social, and email strategies.
Discover the best small business marketing strategies tailored for Portland entrepreneurs. Learn what really works — and book a free marketing consultation today.
When you’re running a small business in Portland, your time, budget, and energy are precious. You’ve probably Googled “how to market my business” more than once — and you’ve likely been overwhelmed by jargon, expensive options, and conflicting advice.
So what’s the best marketing for a small business?
The truth: it depends on your business, your audience, and your goals — but there are proven strategies that consistently work for Portland-based businesses like yours.
In this guide, we’ll break down what “best” really means, explore the most effective marketing methods, and help you identify which tactics fit your business — plus, you’ll get access to a free 30-minute consultation to build your own custom strategy.
Before we get tactical, let’s define “best.”
For small business marketing, the best strategy is:
Let’s walk through the most impactful methods.
When Portlanders need a chimney sweep, a tattoo artist, or a copywriter, they turn to Google.
Local SEO is how your business shows up in those searches.
That includes:
🎯 Client Success Story:
A landscaping company in NE Portland went from zero online presence to ranking in the top 3 of Google Maps in under 3 months after optimizing their profile, adding keyword-rich blog content, and asking happy clients for reviews.
✅ Start here if you want consistent leads without spending money on ads.
You’re reading content marketing right now.
By publishing helpful blog posts, videos, and guides, you’re not just showing up — you’re showing up as the expert.
In Portland, content that resonates often includes:
🧠 From the Book “Made to Stick” – Great content is “Simple, Unexpected, Concrete, Credible, Emotional, and Story-driven.” That’s why blogs that share real value — not just promos — perform best.
Social media isn’t about going viral. It’s about showing up consistently and building relationships.
For most small businesses in Portland, the top platforms are:
📍 Local Tip: Share behind-the-scenes photos, customer shoutouts, and neighborhood collaborations. Portlanders love local flavor — literally and figuratively.
📸 Example Post:
"Big shoutout to @BeanCycleCafe for the collab this week! We're teaming up for a Small Biz Saturday giveaway 🎁 #MarketingPortland #PDXLocalLove"
Email marketing still delivers one of the highest ROIs in digital marketing — $36 for every $1 spent.
A simple monthly newsletter can:
📬 Client Snapshot:
A local meal prep business used emails to re-engage past clients and saw a 14% jump in repeat orders — just by sending 2 emails per month.
Tools like Mailchimp, Klaviyo, or Flodesk make it easy, even if you’ve never designed an email in your life.
When you want quick traffic or need to boost seasonal offers, ads work — if you know who you’re targeting and why.
Most effective ad channels:
📈 Pro Tip: Start small. Test 1-2 ad variations with different headlines or visuals. Once you see results, scale up with confidence.
This is where Marketing Portland truly shines. Tap into the culture.
Attend or partner with:
🌲 Portlanders trust businesses they see supporting the community.
🤝 Success Example:
An Alberta-based gift shop collaborated with a candle brand at a weekend market — and both businesses doubled their Instagram followers and booked out preorders for the holidays.
“Small business marketing isn’t about doing everything — it’s about doing the right few things consistently. Portland’s market is unique, and businesses that align with the community culture tend to win.”
– Gabriel Lawler, Creative Strategist, Portland, OR
Business TypeBest TacticsService-BasedLocal SEO, Reviews, Google AdsProduct/RetailInstagram, Email Marketing, EventsCreative/PortfolioContent Marketing, SEO, IG HighlightsLocal Brick & MortarGoogle Profile, Partnerships, In-Store Promos
📊
1. Optimize Google Business Profile
2. Publish One Blog Per Month
3. Post Weekly on Instagram or Facebook
4. Send Monthly Emails with Local Flavor
5. Join One Community Event Per Quarter
Q: I don’t have time to “do marketing.” Where should I start?
A: Start with your Google Business Profile and one piece of blog content or social post per week.
Q: How much should I spend on marketing?
A: 5–10% of your gross revenue is standard — but you can start with even less if you focus on high-impact tactics like SEO and email.
Q: Is SEO or social media better?
A: SEO brings people searching for you. Social media keeps your audience engaged. A healthy mix of both works best long-term.
You’ve got the ideas — now let’s turn them into action. Whether you're just starting or ready to scale, I’ll help you choose the strategies that match your goals, time, and budget.
🎯 Book a Free 30-Minute Marketing Consultation
No strings. Just strategy.
