Small and local businesses aren’t just competing with the shop down the street—they’re up against big brands, online marketplaces, and shifting customer habits.
Well, everyone knows for a fact that digital marketing helps small businesses punch above their weight, getting found by the right customers at the right time. Whether it’s showing up on Google when someone searches for “best coffee shop near me,” running targeted social media ads to reach local shoppers, or using email marketing to keep customers coming back, the right digital strategy can drive real results.
But there’s always a catch! Selling internet marketing services to small businesses is not a walk in the park. In fact, it often feels like you’re trying to convince someone to buy insurance after their house has already caught fire. They need it, but they don’t always realize how badly until it’s too late.
Selling digital marketing to small, local businesses (SMBs) is tough but not impossible. It requires patience, education, a deep understanding of their challenges, and, of course, offering tech-enabled, result-driven solutions that actually work. Remember, the more you can empathize with their struggles, demonstrate clear value, and make their lives easier, the more likely they are to trust you with their marketing.
So, how do you convince small and local businesses to invest in digital marketing? Let’s break it down.
What makes selling digital marketing to small, local businesses so tough?
1. They don’t see the value (yet)
Many small business owners still believe that word-of-mouth and a good location are all they need to stay afloat. They’ve relied on referrals and repeat customers for years, so why change now? Explaining that their competitors are winning customers online—not just on Main Street—can feel like convincing a cat to take a bath.
2. They’ve been burned before
For every great marketing agency, there are plenty of scammers, overpromisers, and agencies that locked small businesses into expensive contracts with little to show for it. As a result, many business owners are skeptical of digital marketing—and marketers in general.
3. Budget is a major concern
Unlike big corporations with deep pockets, small businesses have to be very careful about where they spend their money. Marketing often feels like a luxury rather than a necessity, especially when they’re focused on paying rent, staff, and inventory.
4. They want instant results
Small business owners are used to quick wins—sell a product, make money, repeat. Digital marketing, on the other hand, often requires time to see significant results, especially when it comes to SEO or content marketing. If they don’t see an immediate impact, they may assume it’s not working.
5. They’re wearing too many hats
Most small business owners are handling everything themselves—finances, operations, customer service, and sometimes even mopping the floors. They simply don’t have time to understand digital marketing, let alone implement it properly.
Beginner’s guide: how to pitch and sell digital marketing services to local small businesses?
It’s crucial to remember that small businesses are not simply smaller versions of large ones. Often, they lack the assets of larger companies, making strategic planning of your agency’s approach even more important.
Many small businesses struggle with low foot traffic, poor online visibility, and tough competition from larger chains or well-established brands. Your job is to show them how digital marketing can attract more customers, increase brand awareness, and help them compete in today’s digital-first world.1. Build a high-priority prospect list of local small businesses for digital marketing services
To effectively pitch digital marketing, start by identifying the best-fit prospects. Use tools like BuzzBoard to segment businesses based on key indicators of digital marketing gaps, for instance:
When you're building a local business database that actually drives results, think beyond basic filters like location and industry. The real value lies in digging into business attributes that reveal need, intent, or opportunity.
For example, look at businesses with low online trust signals—maybe they have few reviews, bad ratings, or no reputation management in place. These are prime targets for reputation-building services.
Or focus on businesses with outdated or poorly optimized websites. If a site isn't mobile-friendly, loads slowly, or looks like it hasn’t been updated since 2012, that’s a clear opening for a web refresh or UX-focused pitch.
You can also identify businesses that are heavily reliant on paid ads, with little organic presence. These companies might be overspending to compensate for gaps in SEO, content, or email, giving you a perfect angle to offer a more balanced digital strategy.
The more specific and segmented your database, the more targeted and effective your outreach becomes. It’s not about collecting more names. It’s about collecting the right ones.
2. Establish how SMBs can leverage digital marketing for growth
Small and local businesses don’t always realize how powerful digital marketing can be for their success. Many assume it’s something only big brands need, but in reality, digital marketing helps them:
Now, if you thought you could show them these benefits straight up, and win them over, that’s not going to fly! In essence, it’s about helping them realize they need it, and there’s no better alternative. Many SMB owners are skeptical, busy, or simply unaware of how much business they’re leaving on the table by not having a strong online presence. So, how do you establish the need for digital marketing without sounding too salesy Here’s how to do it strategically.
Speak their language, not marketing jargon
Most small business owners don’t care about "SERP rankings," "CTR," or "conversion optimization." They care about more calls, more customers, and more sales. When pitching digital marketing, translate everything into real-world benefits they can relate to. Here’s an example:
🚫 “You need to improve your PPC strategy.”
✅ “Right now, you're paying for ads, but not every dollar is bringing in customers. Let’s make sure your ad spend turns into actual sales.”
By focusing on business impact rather than marketing tactics, you make your pitch much more compelling.
Show, don’t just tell
Business owners are often visual thinkers. Instead of explaining why they need digital marketing, show them real, undeniable evidence:
Presenting concrete, tailored insights makes digital marketing feel urgent and necessary rather than optional.
Address their fears upfront
Many SMBs have reservations about marketing—usually because of bad past experiences, budget concerns, or fear of complexity. Address these before they bring them up.
👎 “ I’ve tried marketing before, and it didn’t work. ”
✔️ “ I get it—many businesses have had bad experiences. That’s why we focus on measurable results. Here’s how we’ll track success so you always know what’s working.”
👎 “ I can’t afford it right now.”
✔️ “ I totally understand. That’s why we start small and scale up once you see results. Even a modest budget can make a big difference.”
👎 “ I don’t have time to manage marketing.”
✔️ “ That’s exactly why we handle everything for you. We’ll bring in the leads while you focus on running your business.”
By proactively tackling objections, you remove barriers to commitment.
Use a "foot-in-the-door" approach
Jumping straight into a big pitch can overwhelm small business owners. Instead, start with a low-risk, high-value offer to get them comfortable with digital marketing.
Offer a free audit: Show them what’s broken before offering a fix.
Run a small test campaign: “Let’s try this for 30 days, and if you see results, we scale up.”
Fix a quick problem for free: A small gesture (like updating their Google Business Profile) builds trust and opens the door for bigger services.
Reframe marketing as an investment, not an expense
Most small businesses think of marketing as a cost rather than a growth driver. Reposition it as an investment by showing how a well-executed strategy pays for itself.
Instead of saying, “You need to spend $1,500/month on ads,” say:
✅ “For every $1,500 spent, we aim to bring in [$X] in sales. Would you invest $1,500 if it meant making $5,000?”
If they see a clear path to ROI, they’re much more likely to commit.
Follow up & nurture the relationship
Even if an SMB doesn’t buy immediately, stay on their radar. Many business owners take time to make decisions, and you want to be the first person they think of when they’re ready.Send useful insights: “I saw this trend in your industry and thought of you. ”
Share case studies: “Here’s how another small business like yours grew with digital marketing. ”
Check in periodically: “How’s business going? Any new challenges I can help with? ”
3. Handle objections from small business owners
When selling digital marketing services to pharmacies, you may encounter objections. Here’s how to handle them:
Objection 1: “I don’t think my business (which could be a nail salon) needs digital marketing.”
Objection 2: “SEO is too expensive for our budget.”
Objection 3: “I already use Google Ads.”
Dos and don’ts for selling digital marketing services to small, local businesses effectively
✅ Dos
❌ Don’ts