The marketing landscape has changed significantly in the past two years, and many SMEs are beginning to take notice. For start-ups and growing businesses focused on R&D, strategy, or business development, marketing can often feel like an afterthought. Yet in today’s digital economy, visibility, engagement, and trust are vital to growth—and those depend on consistent, focused marketing.
At The EpiCentre, support for SMEs goes beyond physical space. Whether tenants are working on biotech, software, or professional services, many face a similar challenge: understanding how to connect with customers and stakeholders in a meaningful, modern way. The companies that succeed are those who treat marketing as a core part of their business growth, not a separate task.
Why Traditional Approaches No Longer Work
Marketing once meant local print ads, some social media activity, and the occasional newsletter. But platforms like Instagram, LinkedIn, TikTok and email tools such as Mailchimp have made digital marketing more accessible than ever.
The challenge now isn’t access—it’s attention. On Instagram, for example, the average organic reach for posts is just 4% of a page’s followers (Socialinsider, 2024). Relying on one or two posts a week, or a single email each month, simply doesn’t generate enough visibility to sustain business growth. Today, SMEs must focus on building real connections through regular, relevant activity.
Practical Foundations for SME Marketing Success
For businesses without a big marketing budget, success often comes down to consistent execution of a few key strategies:
- Social Media with Purpose Social media platforms still offer immense opportunity—but only when used with intention. Posts should clearly state who you help, how you help them, and invite some form of interaction. Simple calls-to-action (CTAs) such as “Follow for more,” “Tag a colleague,” or “Download our checklist” are effective ways to drive engagement.
Tip: Use the profile description on each platform to quickly explain what your business does and how it helps. Don’t assume people will “click through” to find out more.
BONUS TIP: Keep your Google Business Profile up-to-date, using reviews, pictures and testimonials to provide a positive and realistic window into the business.
- Email That Adds Value Email remains one of the most under-utilised tools for growing a business. Subject lines should avoid overly promotional wording, and each email should focus on one main message with a clear next step.
Use the email footer not only for compliance (address, unsubscribe, etc.) but also as a space to encourage deeper interaction—whether that’s reading a guide, booking a call, or downloading a free tool.
A short powerful PS message can direct recipients to helpful content or free resources and often outperform the main body of the email.
- Consistency in Branding A clear, recognisable brand builds trust. Consistent use of fonts, colours, and visual style across social posts, emails, and your website helps create a professional and reliable image.
Two smart ways to define your brand tone:
Personality-based prompts: Use AI tools like ChatGPT to explore voice and tone by describing your brand as a person—are you bold and energetic, or calm and reassuring?
Visual alignment: Choose colours and fonts that reflect your values. For example, clean typography and muted colours may signal a scientific or technical brand, while bolder palettes and rounded fonts suggest a creative, people-focused approach.
- Measurement and Adaptation Data helps you make better decisions—without needing technical expertise. Most platforms include built-in analytics to track what’s working and what’s not.
Top metrics to focus on:
Socials: New followers and post saves (indicate long-term interest)
Email: Click-through rate (CTR) is a better indicator of engagement than open rates alone
Avoid getting caught up in ‘vanity metrics’ like likes or impressions. Focus on actions that show your audience is moving closer to working with you.
How Can Time-Poor Start-Ups Make This Work?
Entrepreneurs often wear many hats, and time is limited. However, as Nigel Botterill from Entrepreneurs Circle suggests, spending just 90 minutes a day working on your business—not in it—can yield exponential results over time. That includes time spent improving your marketing, reviewing results, and planning content.
Even if it starts with just 30 minutes a few times a week, that dedicated time can create a strong, consistent presence that builds trust and credibility with your audience.
A Smarter, Connected Approach to Growth
Just as scientific innovation benefits from connection to academic, technical, and funding networks; business growth depends on connection to your market. That’s what marketing is at its core—building awareness, trust, and interest in what you do.
Innovation spaces like The EpiCentre are designed to support not only research and development but also the commercial success that follows. By helping SMEs adopt marketing strategies that are realistic, measurable, and effective, The EpiCentre is enabling businesses to thrive in today’s digital world.
Action Points:
Visibility requires consistency, not just creativity ➤ Action tip: Commit to posting 2–3 times a week using a repeatable format (e.g. “Monday Myth Busting” or “Founder Friday”) to reduce decision fatigue. Use AI tools like ChatGPT to support your content creation ➤ Action tip: Try this prompt: “Write a LinkedIn post for a small biotech business helping researchers save time. Use a friendly, expert tone and include a call-to-action at the end.” Build a brand mood board in Canva ➤ Action tip: Include your logo, two fonts, 3–4 colour swatches, and example imagery. Use this board before designing every social post. Focus on actions, not vanity metrics ➤ Action tip: Check your Instagram Insights and email platform reports once a week. Note what posts or subject lines drove the most action—and do more of that. 90 minutes working on the business pays off long-term ➤ Action tip: Block out 3×30-minute slots each week just for marketing—use them for planning, posting, reviewing, or testing something new. Email is still your highest-converting channel—use it wisely ➤ Action tip: Write your next email as if you’re sending a personal tip to one ideal client—not a mass audience. Then add your offer or link at the end. Get specific with your messaging ➤ Action tip: Use this formula in your bio or profile: |
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