JMMB Group Chief Marketing Officer Kerry-Ann Stimpson says small businesses can grow without enormous advertising budgets by understanding their customers, delivering value and making purchasing easier.
Speaking as a Subject Matter Expert on Taking Stock with Kalilah Reynolds, Stimpson challenged the assumption that effective marketing must be expensive. Advertising is only one component of marketing, she said; the broader task is to understand customers, communicate value and help them buy. She warned: “You can’t outmarket a bad product or service.”
Stop trying to sell to everybody
Stimpson advised entrepreneurs to identify customers who are most likely to benefit from and pay for their offerings. She used financial education to illustrate the point: small business owners, young workers learning to invest and older workers approaching retirement may all need different products and messages. A broad audience is not necessarily an effective target audience.
Use AI to research your ideal customer
She recommended conversations with potential customers, social media research and tools such as ChatGPT, Claude and Perplexity to explore the needs, questions and interests of specific customer groups. A business targeting young Jamaican graduates, for example, could investigate the financial concerns and online conversations most relevant to them. Research should inform products and marketing messages.
Turn satisfied customers into promoters
Referrals can be an inexpensive way to grow, Stimpson said. A nail technician might ask happy customers to recommend the service and offer a discount of a few hundred dollars or J$500 on their next appointment in return for a successful referral.
Collaborate with complementary businesses
Stimpson encouraged partnerships with businesses serving similar customers without competing directly. A makeup artist might become a wedding planner’s recommended supplier, offer referral discounts and collaborate on Instagram posts showing shared projects. Each partner benefits from the other’s audience and credibility.
Make it easy to buy
Stimpson described Instagram boutiques that promote products but fail to respond when interested customers send direct messages, losing potential sales. She praised businesses with websites that allow people to browse and purchase without waiting for a reply. Digital channels should simplify the customer journey, not merely attract attention.
Be where your customers are
Rather than maintaining accounts on every platform, entrepreneurs should choose channels that match their audiences. TikTok or Instagram may suit some younger consumers, while LinkedIn may be better for business-to-business sales. Social media is not the only digital channel: a useful website or purchasing platform can be more important than another promotional account.
Avoid common digital advertising mistakes
Stimpson warned against advertising too broadly, creating AI-generated promotions that look like everyone else’s, and overcrowding mobile advertisements with text. She also cautioned against directing paid-ad visitors to a general homepage where they must search for the offer. A dedicated landing page that allows visitors to enquire or purchase can be more effective.
Sales aren’t the same as profit
Generating J$25,000 in sales after spending J$5,000 on marketing does not automatically mean a J$20,000 return, she explained. Entrepreneurs must also account for production, staffing, utilities and other costs of delivering the product or service to determine whether a campaign was profitable.
Start small and build
Stimpson’s closing recommendation was to begin with referrals, partnerships and existing networks, then increase spending as sales and profitability improve. Successful marketing is about reaching the right customers, giving them a reason to buy and ensuring the sale contributes to the bottom line.
Watch the interview: Taking Stock Episode 338 — Small Budget, Big Impact.
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