Running a small business is hard enough — but trying to market one with barely any time or budget? That’s the reality for thousands of UK SMEs in 2025.
A new report, The SME Marketing Playbook: Smart Strategies for UK SMEs to Thrive, lays out exactly what’s going wrong for small business owners — and more importantly, what they can actually do about it.
The State of SME Marketing in 2025
This report pulls no punches. It reveals just how tight things are for small and medium-sized businesses trying to promote themselves.
Here are a few standout stats:
- 65% of SME marketing is done by the business owner — not a dedicated marketer
- 58% spend less than £250 a month on marketing — about £3,000 a year
- Time is the #1 barrier to growth for 65% of businesses
- Nearly half (49%) don’t have a proper marketing strategy
- One in five admit they “have no idea what’s working”
- 27% say social media algorithms are killing their momentum
The big picture? Most small businesses are flying blind with barely any time or budget to spare — and they’re feeling the pressure.
Who’s Behind the Report?
The playbook was put together by a team of marketing pros who actually get it. They’re freelancers, consultants, and small business owners themselves — so they know how tough things are on the ground.
The report includes input from:
- Amy Dawson (Gatekeeper Communications)
- Liz Malone-Johnstone (Bureau 43)
- Alex Stone (fractional CMO)
- Annique Tate (Tate Digital Consulting)
- Helen Feeley (Indie Marketing)
- Janine Owen (JO&Co)
- Kate Hammond (Sunbeam Marketing)
- Rachel Williams (Google Ads specialist)
- Rosie Denham (Project Communications)
- Sarah Temprell (Keep It Simple Marketing)
- Tania Prior (Prior Marketing & Co)
There’s also a foreword from Claire Ferreira, founder of Mums in Marketing — a community supporting thousands of women in the industry.
Real Talk From Real Marketers
Co-author Amy Dawson says the report isn’t just another checklist of “things you should be doing.”
“We kept hearing the same problems again and again — not enough time, no budget, no idea what’s working. This guide was written to give businesses simple, no-nonsense advice they can actually use.”
It doesn’t just diagnose the issues. It offers clear, step-by-step help on:
- Setting marketing goals that actually link to business growth
- Choosing the right channels for your budget
- Making the most of freelance support if hiring isn’t an option
- Dealing with algorithm changes without burning out
- Understanding what marketing services should cost (and what to avoid)
“How Much Should I Spend?” and “Is It Working?”
These are the two questions every SME wants answered. This playbook tackles both — with practical advice for businesses at all stages.
Digital strategist Liz Malone-Johnstone says the team wanted to provide a dose of clarity for business owners drowning in guesswork.
“We know what it’s like to juggle everything and still try to make your marketing work. That’s why this report isn’t full of fluff. It’s real guidance, written by people who face the same challenges.”
Download the Report
If you’re a UK business owner trying to make sense of your marketing, this is one guide worth downloading.
Get your free copy of The SME Marketing Playbook: Smart Strategies for UK SMEs to Thrive at smemarketingreport.com.