Marketing is Not Just for the Big Players in the Shed-Building Industry
According to a recent article in Forbes, agility is key to a successful marketing campaign.
Small businesses are in an excellent position to tap into viral trends and cultural moments in real time due to their ability to recognize and adapt to evolving trends quickly. A perfect example occurred in July 2025 when the CEO of a technology company was recorded hugging a woman who was not his wife at a concert. Photos of that embrace circulated on the Internet rapidly, with some quick-thinking corporate marketing departments tapping into the frenzy.
For example, Globe Air promoted an offer of a private jet escape to Hawaii, tagging their own CEO for added humor. Hulu aired a clip from the show Modern Family demonstrating the absurdity of kiss cam misfortunes. Those were marketing efforts created by large entities, but the same type of out-of-the-box thinking is available to small entities, too.
Certainly, shed-building enterprises cannot compete financially with such mega-nationals, but marketing experts agree that successful marketing efforts do not have to cost a lot.
CURRENT MARKETING TRENDS
According to Beth Silver, managing director of Doubet Consulting, a marketing and public relations firm for entrepreneurs and small business based in Alexandria, Virginia, sometimes, small business owners simply do not realize when marketing opportunities present themselves.
“Always remember you are in business. Even a business marketing plan written on a napkin (detailing) how to increase sales, referrals, and brand awareness” is a viable marketing plan, she says.
Marketing can be expensive and take time, but experts say there are effective, low-cost ways to promote a business or service.
According to Jordan Stevens, a digital marketing specialist in Toronto, Canada, “A shed builder should be marketing from the start. That might mean going to events and promoting the business by word of mouth, but you have to start somewhere.”
To strengthen website content, entrepreneurs should remember that today’s customer seeks “personalization,” says Stevens, adding, “this is all about speaking 1:1 to a potential customer. It helps people feel like a friend or respected colleague is talking with them.”
Silver agrees, “Nothing is better than a 15-minute conversation to discuss how you can be of service to a prospective client.”
Today’s consumer values a personal relationship with the brands of products they use in their lives. Therefore, painting a picture in a prospective customer’s mind about not only what a company does, but who the people behind it are is important.
Suzette Conrad, a marketing specialist with Bolt Builders, urges entrepreneurs not to be worried if they aren’t familiar with artificial intelligence (AI) and how it impacts Internet marketing. In fact, that lack of familiarity might be a benefit.
“In a world flooded by AI, consumers seek simplified connections. (Something) more friendly, especially with small businesses, where the atmosphere is usually less formal,” says Conrad.
She offers additional trending marketing tips that can prove beneficial for small businesses. They include:
- Use videos showing the company owner’s face, as well as the people behind the business
- Be smart with content. Use and re-use content. For example, editing videos to use as snippets for a particular focus as well as the longer version.
- Familiarize yourself with basic search engine optimization (SEO) keyword usage. Localize your content with a description of your business, including its address and contact information.
Videos are today’s go-to when it comes to marketing, and the results of the 2025 Sprout Social Index prove it. According to the survey’s findings, 51percent of respondents prefer Facebook and Instagram to remain abreast of cultural moments, with YouTube and TikTok rating high, too.
What do those four platforms share in common? They are social media networks whose content is primarily video rather than written content.
“Videos can show the personalities of sales reps, help develop a rapport and mindset of a customer,” Conrad says.
HOW TO KNOW WHEN TO START MARKETING EFFORTS
Silver is adamant about when a company’s marketing efforts should begin. She says marketing starts “The minute you go out the door. You’re never not marketing. Always think about keeping materials in your car and what your 30-second pitch is.”
She recognizes challenges inherent in trying to sell sheds, animal shelters, and similar structures. A huge hurdle to overcome is persuading would-be customers to purchase an item with which they have not yet had the opportunity to create an emotional bond.
“Selling something someone has not made an emotional attachment with is challenging,” she adds.
To simplify marketing efforts, especially at the outset of a business, Stevens advises entrepreneurs to “focus on local areas. Don’t try to hit every market and every person. Find out what works best for you and then expand.”
He also says small businesses, like shed builders, enjoy certain advantages over larger entities when it comes to marketing. Small enterprises are “more agile,” says Stevens, adding, “they should also take more risks and look for ways to differentiate themselves from larger businesses.”
Conrad takes a slightly different approach.
Marketing is not formal on day one, but even just sharing what you do to take credit for your success is good, she says.
“In a nutshell, always be sharing your message, who you are and what you can do for people,” says Conrad.
WHAT IS A MARKETING PLAN?
A marketing plan “answers the basics of ‘who, what, where’ of your company,” says Silver. Its overall goal is to create a marketing strategy that persuades people to convert from prospects to paying customers. It also contemplates the overall message a company wishes to deliver.
Another consideration of a marketing plan is a select the outlets that might best accomplish its goals. Among the myriad choices are social media posts on various platforms, a user-friendly and informational website featuring content of interest to potential customers, blog posts, and even Google ads.
A marketing plan also contemplates a business’s budget for promotions. This consideration ponders not only the financial commitment of marketing, but also the time needed to implement an effective marketing strategy.
While a marketing plan is imperative for most businesses, it does not have to cost much to create. In fact, “you can write a marketing plan yourself,” says Conrad. Countless resources are available online that offer templates, marketing ideas, and more.
She also suggests tapping into the powers of ChatGPT as a marketing strategist.
Stevens says a marketing plan includes:
- Knowing your customer/audience.
- Knowing how your business is different from others. What is the only thing your business does that nobody else does?
- Understanding the limits of where you will advertise. Billboards are great for building awareness, but not as strong at converting a prospect into a sale.
- Making room for experimentation.
- Promotions. Are your offers strong and sustainable?
MARKETING CAN BE FREE
While the success of a marketing strategy takes an investment of time, money, and energy, it does not have to be expensive.
It can even be free.
It costs nothing to surf to the granddaddy of all AI, ChatGPT. According to Backlingo, ChatGPT boasts over 545 million monthly active worldwide users and 4.7 billion monthly site visits.
Silver advises entrepreneurs to take advantage of no-cost marketing tools online. Posting on social media outlets, especially using video, is an inexpensive marketing strategy.
For companies with small budgets, Silver suggests they focus on only one or two paid marketing tactics. Suggestions include targeted ads and U.S. mail marketing, perhaps on a postcard-size mailing.
She also suggests an old-fashioned approach that might prove effective for some.
“Think how your grandmother would describe what you do,” says Silver.
It’s free and can assist an entrepreneur in learning how to summarize what their company does and why its products are the right solution to a customer’s problems.
The U.S. Small Business Administration can also be an excellent platform for free or inexpensive marketing ideas. SCORE, a nonprofit organization whose moniker stands for Service Corps of Retired Executives, works with the SBA to provide free mentoring and educational opportunities for entrepreneurs at all stages of business.
But, if you have more money for marketing, Google ads are the way to go, she advises.
IS GUERRILLA MARKETING FOR GORILLAS?
According to the late Jay Conrad Levinson, widely recognized as the “father of guerrilla marketing,” imagination is key to a successful guerrilla marketing campaign. It also relies on energy and the investment of time in the promotional effort rather than a large monetary one.
Other elements of guerrilla marketing include:
- Reliance on relationship development.
- Word-of-mouth promotion.
- Creative and even sometimes outlandish tactics.
- Promotional efforts aimed at certain groups, perhaps based on demographics, location, or financial wealth.
Regardless of a company’s bottom line, Silver is adamant about the best type of marketing. The best advertisement is a happy referral from a satisfied customer, she says.
