As another year wraps up, we’re bound to see those “best and worst” marketing campaign lists popping up, probably featuring things like that Geico ice cream, Nerf’s TikTok exec, and, let’s not forget, that Burger King tweet.
These lists are fun and offer some insights, but for small businesses like yours, they’re not all that practical.
That’s why we wanted to create a more useful “best and worst” list specifically for small businesses. You won’t find any crazy ice cream flavors here, but you will discover simple strategies that got awesome results—and how you can use them too.
Top-Performing Small Business PPC Campaigns
We asked 20 marketers from various industries about their campaign wins and losses this year. Their responses, shared below, cover a mix of classic and fresh tactics, along with what they learned. Let’s jump into PPC first.
1. Countdown Ads
Angela Blakenship, the CEO of neighborhood comparison site Best Neighborhood, pointed out that using countdown timers in Google Ads was “an unusual PPC strategy that really worked for us.” These ads had significantly higher click-through rates (CTR) than their other running campaigns, and better conversion rates too.
How to Use This
We’ve got a guide on using countdown customizers in Google Ads here. More broadly, creating a sense of urgency is a proven element in any successful marketing campaign. Explore our 13 urgency-boosting tips to drive sales, including:
- Ultra-specific calls to action
- Payment language that eases worries
- Pre-suasion techniques
2. Target CPA + Location Targeting
Nick Thorsch, founder of Share2Seed.org, a platform promoting sustainable thinking for entrepreneurs, shared how he helped a storage container brand grow their revenue from $2 million to $10 million. The strategy? A campaign promoting higher-profit metal and refrigerated containers through Google Shopping ads. He created tailored product pages and pricing for different local markets and used the target CPA bidding strategy, aiming for as many customers as possible at a target cost of $100 per conversion. Thorsch had his sales team send click IDs back to Google to track offline sales. He then replicated this strategy on Bing.
How to Use This
There are a few takeaways here.
- First, a local focus is crucial for any business, even those with a global reach, so make sure you’re familiar with the ins and outs of location targeting in Google Ads.
- Note that Thorsch tracked offline sales. In our recent Google Ads updates recap, we discuss Google’s new OCI tool (offline conversion import). Give it a look!
- Thorsch also wisely applied this strategy to Bing. We can’t overstate the importance of a multi-channel marketing approach. But be sure to steer clear of these cross-channel marketing pitfalls!
3. Promotion Extensions
Daniel Foley, a marketing pro at vaping site 88Vape, tested promotion extensions in Google Ads to capture attention by showcasing special deals beneath 88Vape’s ads. He wasn’t anticipating much, but within weeks, sales of the promoted products surged by as much as 60%. “The results exceeded even my wildest dreams,” Foley admitted. “It’s still running today because of the incredible performance.”
How to Use This
We’ve discussed before how promotion extensions can lead to super-high CTRs. Find out how to utilize promotion extensions here to boost visibility and make your Shopping ads more enticing. And if it applies, don’t miss these essential tips for leveraging promotion extensions during the holiday season.
Top-Performing Small Business Video Marketing Campaigns
Video marketing comes in many forms. Discover how two businesses effectively used YouTube for promotion and achieved remarkable results.
4. YouTube Live
Jeff Moriarty, creative lead at jewelry retailer Moriarty’s Gem Art, shared that their brand experimented with a live show on YouTube this year, drawing in over 1,500 viewers and generating $10,000 in sales. Now, they host live streams monthly. Their Black Friday stream raked in $30,000 in sales. They’re sticking with this strategy in the coming year. Having a substantial YouTube following, the brand sought a way to connect with customers who were no longer visiting Moriarty’s physical store.
How to Use This
Our guide to going live on YouTube provides insights into running successful live streams. If YouTube is your main platform, think about further developing your channel and creating a compelling trailer to attract more subscribers. If YouTube isn’t your primary focus, consider exploring Facebook Live or Instagram Live.
5. Video Targeting Tools + Influencers
Paula Glynn**,** director of search marketing and digital strategy at digital marketing and web development agency Pixelstorm, revealed that their best-performing PPC campaign was on YouTube, spotlighting celebrity-endorsed products. They utilized a video targeting tool to overlay ads on videos related to Pixelstorm’s celebrity partners. This strategy yielded an impressive ROI of nearly 200%. “While YouTube isn’t known for stellar PPC performance, it becomes highly effective with the right targeting tools,” she added.
How to Use This
- Remember, you don’t need video ads to advertise on YouTube! Learn about running YouTube display ads here, and find out how to optimize YouTube network and placement targeting here.
- Numerous video targeting tools exist beyond those offered within Google Ads.
- Know your audience inside and out! Pixelstorm’s success stemmed from a deep understanding of their target audience and the influencers who resonated with them.
Top-Performing Small Business SMS Marketing Campaigns
We only have one campaign in this category, but it’s a tough one to beat!
6. The Squid Game SMS Campaign
To boost their SMS subscriber base before the holidays, vitamin and supplement retailer My Supplement Store came up with a campaign inspired by the immensely popular show Squid Game, which was streamed for nearly 1.7 billion hours in its first 28 days. They included a special business card resembling those featured in the Netflix series with every order from a customer who wasn’t already an SMS subscriber. This card had a number to text.
“Texting the number led them to a marble game, where they could win a big discount or get eliminated,” explained Marketing Director Brian Anderson.
The result? A 20% surge in SMS subscribers. Anderson shared that customers loved the innovative approach, “emailing us about how much they enjoyed it.”
How to Use This
Stay updated on pop culture and trending topics. You never know when an opportunity for creative capitalization will arise. Draw inspiration from the big players too. Explore the five best marketing campaigns we’ve encountered (including DIY tips) and a similar roundup for ad campaigns.
Top-Performing Small Business Social Media Marketing Campaigns
While influencer marketing, Facebook groups, and Instagram giveaways aren’t exactly groundbreaking, these businesses used them in unique ways to achieve impressive outcomes.
7. Influencer Marketing Tools
Darshan Somashekar, CEO of gaming site I’m a Puzzle, explained how he utilizes online tools to find potential influencers who can create user-generated content (UGC). The brand offers products in exchange for video reviews and testimonials. They also have a collaboration program where influencers allow the brand to advertise on their Facebook and/or Instagram pages. I’m a Puzzle compensates these influencers with $100 per month plus a 5% revenue share for all sales generated through their links. Somashekar reported increased site traffic and social media growth as a result.
How to Use This
If influencer marketing aligns with your business, consider allocating sufficient budget to this channel to see substantial returns. For instance, investing in influencer marketing tools like Darshan did could be beneficial.
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And influencer marketing doesn’t have to be a solely individual endeavor. Influencer collaboration programs can help foster stronger relationships with influencers while scaling your efforts.
8. Facebook Groups
Daniel Veiga, founder of marketing firm Danny Veiga Marketing, manages a Facebook Group that’s grown to nearly 60,000 members. It’s a public group (requiring a join request), and he keeps it active with multiple daily updates, including posts and article links. The group has evolved into a supportive community where members exchange advice with students on navigating the college application and experience.
Veiga highlighted that the Facebook Group has enabled him to cultivate relationships and engage directly with potential customers, addressing their questions and providing support when one-on-one interactions weren’t feasible.
How to Use This
Facebook groups have been around for a while, but they remain a highly effective social media marketing strategy. In fact, LOCALiQ’s roundup of social media marketing trends for 2021 places Facebook groups at #2. Check out the post to learn how to build a community that not only makes a difference but also advances your marketing goals.
9. Instagram Giveaway + Brand Partnerships
Melanie Bedwell, the ecommerce manager for direct-to-consumer soda brand Olipop, shared their success with an Instagram giveaway in collaboration with reusable bag company Stasher. Both brands offered $100 prizes to their followers who tagged friends in the post. Bedwell noted that the contest effectively “raised awareness for both brands and engaged our customer base.” It also facilitated a partnership with a like-minded company that “aligns with our values.”
How to Use This
Running a giveaway on Instagram is easier than you think. Consider contest formats like tag a friend, like to win, post and tag, and repost and tag. Our comprehensive guide on running successful Instagram giveaways can provide further guidance.
Top-Performing Small Business Email Marketing Campaigns
With an ROI of $42 for every $1 spent, email marketing is a powerhouse. Neglecting your email strategy is a disservice to your business. Let’s look at how two small businesses found success with these simple email tactics.
10. Email Personalization
Amy Wampler, marketing manager at HVAC provider Spartan Mechanical, acknowledged the financial limitations the company faced due to a pandemic-induced sales slump. This partly motivated their decision to explore email marketing. “I knew generic, impersonal emails wouldn’t cut it. So, we created an attractive, modern template and tailored each email to specific customer segments,” she explained. “Not only did it look great, but our sales also saw a significant boost after implementing cold emailing.”
How to Use This
Wampler emphasizes the importance of revisiting and adapting older tactics to fit current needs, a principle we wholeheartedly endorse. It’s the same approach we took when devising these innovative PPC strategies. While personalization has become a marketing standard, its execution is constantly evolving. We have some resources to help you personalize your emails:
- 34 Small Business Email Examples & Templates (Copy & Paste!)
- How to Write Emails (Even Automated Ones!) Like a Human
- 13 Email Marketing Tips Your Readers Want You To Be Following…Now!
11. CTA and Video Embeds
Richard Lubicky, founder of search platform RealPeopleSearch, shared his experience working with a children’s clothing brand seeking lead generation. He crafted email copy featuring “Expires Tomorrow” as the call to action, accompanied by a video. Within hours, sales volume increased by 36% compared to the previous month. The brand extended the offer, resulting in a 42% surge in sales volume.
How to Use This
- Firstly, “Expires Tomorrow” as a CTA is genius! For more inspiration, check out these creative call to action phrases to motivate your customers.
- Secondly, leverage the power of video to keep your audience engaged! Use captivating hooks in your Facebook videos, create memorable YouTube video ads, and polish them with video editing software.
- Thirdly, track your results! Email automation software and Google Analytics can help. If you’re running a video campaign, these YouTube Studio reports are invaluable.
Top-Performing Small Business Prospecting Campaigns
This section only features one strategy, but it offers broad applicability.
12. Client Conquesting
Brett Downes, marketing manager at digital PR agency Haro Helpers, noticed a competitor’s habit of daily posting URLs alongside client mentions on their website. He used this information to cross-reference the mentioned companies with the number of mentions to identify potential clients. He then reached out directly to “present them with a better deal.” Downes boasts a 25%+ success rate when connecting with decision-makers. With a $500 investment, the ROI has reached $50,000 so far.
How to Use This
Prospecting strategies vary in effectiveness depending on the business. While Brett had a unique opportunity, you can uncover your own. Numerous competitive analysis tools are available to assist in this process. The key is to actively monitor your competitors’ websites, social media, and ads for valuable insights. You can utilize LOCALiQ’s Free Online Presence Grader to gain insights into your web, social, and ad presence, as well as how you stack up against the competition!
Top-Performing Small Business Offline Marketing Campaigns
Though sometimes considered “traditional” marketing, offline marketing is just as crucial as its digital counterpart.
13. Community Workshops
To boost brand awareness, web development firm Website Rating began offering free home brewing workshops in local communities. This initiative led to a remarkable 3X increase in traffic. “We’re passionate about small businesses, and we go the extra mile on our website to educate people on brewing coffee. Our marketing officer suggested this as a content marketing and engagement strategy,” explained Founder Mathias Ahlgren. The lesson here? “When you genuinely love what you do, building communities around your work yields fruitful results.”
How to Use This
Harness the potential of event marketing! We have a list of creative, brand-building event marketing ideas to inspire you. Regardless of your chosen event, consider using Facebook ads to maximize attendance.
14. Direct Mail
While it may seem “a bit old school,” Kyle McCorkel, owner of Safe Home Offer, a marketing agency specializing in off-market real estate deals, shared that direct mail has delivered the best ROI. He attributes this success to name recognition—when consumers he’s mailed encounter his brand, they “remember it when searching for solutions to their home-selling needs online.”
How to Use This
Whether you’re using a list of addresses gathered through your marketing efforts or a third-party tool, Canva makes creating professional, visually appealing postcards effortless. Choose from countless customizable templates to get started.
Canva postcard templates. Do it.
Top-Performing Small Business Content Marketing Campaigns
While many ad, email, and social media strategies discussed here could fall under content marketing, we’ve dedicated this section to two specific types: webinars and blog posts.
15. Free Webinar Consultations
Recognizing Amazon sellers’ constant thirst for knowledge, Ian Sells, CEO of coupon site RebateKey, decided to offer free talks on marketing, campaigns, and the fundamentals of building an online brand. Beyond providing value, these webinars helped sellers recognize RebateKey’s potential, generating new leads for the company. “It might seem counterintuitive to share your knowledge when you ultimately want them to choose you,” Sells acknowledged. “However, helping and providing value builds trust and transforms passive audiences into loyal customers.”
How to Use This
Those last two statements perfectly encapsulate inbound and content marketing at their best. Whether through blogs, videos, webinars, guides, or other formats, your focus should be on delivering valuable, engaging, and actionable information that your target audience seeks. If they can solve their problems independently using your tips and advice, they might not be the right fit for your business anyway. Conversely, if they can’t, or if they lack the time or resources to do it themselves, you become their go-to choice because you’ve demonstrated expertise and genuine care for their needs.
16. Help a Reporter Out (HARO)
Artur Prokopchyk, business development manager at software development and consulting firm Code Inspiration, highlighted the company’s recent focus on research projects, such as one exploring negative feedback culture. They leveraged HARO (Help A Reporter Out), a journalism resource site, to connect with over 100 experts for interviews. Questions revolved around sharing and handling negative feedback.
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After weeks of analyzing responses, they shared their findings on their corporate blog and in a Forbes article.
Their blog post now holds the #2 spot in Google search results, attracting 200 to 500 monthly readers.
How to Use This
Clearly, HARO played a pivotal role in boosting Code Inspiration’s online presence and generating interest. Discover how to leverage HARO for backlinks and PR here. Numerous other methods exist to enhance Google ranking and drive traffic to your website through blogging. Explore these resources to learn more:
- 10 Free Ways to Get on the First Page of Google
- 25 Ways to Drive Traffic to Your Website
- SEO Basics: The Beginner’s Guide to SEO
Marketing Missteps to Learn From
We’ve all seen epic marketing fails like the Kendall Jenner Pepsi ad or that Burger King UK tweet. However, in the spirit of our small business focus, we’ll highlight some less dramatic blunders you can learn from.
17. A Social Media Ad Mishap
Emily Anderson**,** head of marketing at ROI Hacks, an education company specializing in social media marketing, revealed that their biggest campaign flop of the year was a TikTok ad campaign for an ecommerce client. While the campaign performed “quite well” on Facebook, it “bombed completely” on TikTok. Anderson admitted their mistake was overlooking the fact that the products targeted an older demographic not actively using TikTok. Furthermore, the creative wasn’t tailored for TikTok, so “the campaign was doomed from the start.”
How to Avoid This
Just as stellar Facebook ad creative might not translate well to display ads, or compelling Google Ads copy might not resonate on Bing, you can’t expect a single post, caption, or offer to perform consistently across all social media platforms. Each platform has its own vibe, purpose, and audience mindset. Explore the LOCALiQ Social Media Marketing Lab for a comprehensive breakdown of each platform, including user demographics and content recommendations.
18. An Amazon Ad Oversight
Angela Blakenship, mentioned earlier, recounted her experience with Amazon DSP as a “major fail.” The ad directed users to her company’s website instead of an Amazon product page. While it generated “a decent number of clicks,” conversions were nonexistent. “We believe this happened because viewers expected to land on Amazon, not our website,” she explained.
How to Avoid This
Sometimes, we become so immersed in our campaign creation that we forget to view it from our audience’s perspective. In Angela’s case, running the ad itself was the test, so it wasn’t a complete failure. However, if you’re venturing into a new ad network, take some time to familiarize yourself with the ad experience on that platform to ensure alignment with user expectations. Before launching emails, website pages, and navigation menus, seek feedback from someone outside your business if possible.
19. LinkedIn Ads for B2B (Really?!)
Given that software development company Atiba operates in the B2B space, SEO specialist Jake Peterson assumed a paid social campaign on LinkedIn was a no-brainer. Surprisingly, Atiba failed to generate any leads through the platform. Ironically, they found more success on Facebook, which offers more granular audience targeting capabilities with further refinement options. However, Peterson emphasized that an early Facebook campaign focused on web design (a topic generally easy to grasp, even for those without technical expertise) yielded no substantial leads. A subsequent campaign promoting Atiba’s broader offerings with more general messaging performed better.
How to Avoid This Mistake
The takeaway here isn’t to abandon LinkedIn advertising altogether. Instead, it highlights the importance of testing different offers across various channels when implementing a cross-channel advertising strategy. Perhaps Atiba’s broader ad resonated better on Facebook not solely due to targeting options, but because it aligned better with top-of-funnel marketing.
Different PPC channels often call for different ad copy or even different KPIs
Here are some resources to guide you:
- 3 Ways to Use LinkedIn Website Demographics for Better Results
- 7 Cross-Channel Marketing Mistakes You Can’t Afford to Make
- How to Prevail in the Battle of Facebook Ad Targeting vs iOS
20. Automation Backfiring
Abe Breuer, CEO of portable restroom company VIP To Go, shared how automating tasks like email and social media initially allowed him to dedicate more time and effort to building authentic customer relationships. This, in turn, enabled his business to better address unique customer needs, fostering loyalty. However, Breuer acknowledged that in the long run, VIP To Go made “a few fundamental errors” that “defeated the purpose of automation in the first place.” One such mistake was excessive messaging frequency, leading to unsubscribes.
How to Avoid This Mistake
Breuer learned that nothing can truly replace genuine human interaction. He emphasized that automation should be a time-saving tool, not a shortcut to laziness. “Automated marketing should streamline your team’s routine communication tasks,” he explained. “It’s not meant to be a catch-all solution for customer outreach and engagement.” And there you have it—a practical, small business-oriented recap of the best and worst marketing campaigns of 2021. What were your wins and losses this year? Share your experiences in the comments; we might just include them in our post!