Marketing advice for small online businesses is often either too vague or painfully complex. Most founders either burn out trying to do everything, or freeze and do nothing.
But what if you only had two hours a week to spend on marketing? What would actually move the needle?
So here’s a plan built for your real week, not a fantasy one.
With actions that actually build momentum.
This routine is grounded in the Three Levers Framework: Time, Knowledge, and Budget. If you’ve got two hours, a basic handle on your tools, and little to no spend, this is for you.
A quick refresher on the three levers
Every micro-business is constrained by at least one of these, when it comes to marketing:
- Time: You’re doing everything. Marketing happens when the fires are out.
- Knowledge: You’re the expert on your product, but not on selling it.
- Budget: Paid ads? Not this month.
To make consistent progress, you need at least two of these in play. This plan assumes you’re working with Time + Knowledge or Time + Budget, and helps you make the most of both.
Your two-hour weekly routine
This five-part system prioritises retention, builds rhythm, and avoids the overwhelm.
Weekly check-in (15 minutes)
Start by reviewing last week’s efforts:
- Track 1–2 key metrics: email opens, repeat purchases, abandoned carts, or social clicks.
- Check traffic sources using Shopify or Google Analytics.
- See which product or page performed best.
Pro tip: Create a simple “traffic light” spreadsheet. Use columns for:
- Green – what’s working
- Amber – what needs attention
- Red – what’s dropped off
This helps you make quick micro-decisions. What’s the one product, post, or story you’ll focus on this week?
Email: retention before acquisition (30 minutes)
Retention is where small businesses win. This block is about staying visible to the people who already know and like you.
Use it to:
- Schedule one email to past customers (MailerLite or Mailchimp both have free plans).
- Segment by last purchase (for example, customers from 60+ days ago).
- Add a real human touch—a customer story, a personal note, or behind-the-scenes photo.
A good tip: rotate email themes each week so it’s easy to plan and doesn’t feel repetitive:
- Product spotlight
- Behind-the-scenes
- Customer love
- Useful tip or how-to
Social media: make it manageable (30 minutes)
No need to reinvent the wheel. Repurpose your email into 1–2 social posts. Then:
- Share a photo or comment from a happy customer.
- Do one small action that invites replies—a poll, a question, or a short video story.
To keep it simple, set a rhythm like:
- Monday: Behind the scenes
- Wednesday: Product benefit or demo
- Friday: Customer shoutout or review
You don’t need to post every day—just consistently, with purpose.
Website updates: keep it fresh (30 minutes)
Your online shop is the only place where you control the full customer experience. Small tweaks here can make a big difference.
Spend this time on:
- Updating your homepage to reflect a seasonal offer, theme, or message.
- Checking that your top three products have benefit-led copy (what problem do they solve, or how do they make someone’s life better?).
- Walking through your own checkout process—are there any friction points?
Want more insight? Install Microsoft Clarity. It’s a free heatmap tool that shows where people click, pause, or drop off.
Discovery: small steps for future growth (15 minutes)
This is about getting your name in front of new people. It’s slower than other actions—but it builds long-term visibility.
Pick one thing:
- Reach out to a micro-influencer (under 10k followers)
- Submit a product to a niche blog, gift guide or directory
- Answer one relevant question in a Facebook group or on Reddit
Short on time this week? Skip this bit—not your email.
Why this works
This plan is honest about what it’s like to run a micro-business. You have limited time, unpredictable energy, and a steep learning curve. But you also care deeply, and that’s a superpower.
By making space for marketing once a week:
- You increase your repeat purchase rate
- You stay visible without burning out
- You reduce the panic of “I haven’t posted in ages!”
You won’t go viral. But you will become consistent, credible, and trusted. And that’s how real brands grow.
What to do next
Start with one two-hour block this week. Even if it’s messy. Even if you don’t tick off every part.
Most importantly: make this routine your own. Use templates. Save your favourite formats. Skip what doesn’t serve you.
And if you need some inspiration or support, here are a few good reads to keep going:
- Why e-commerce feels so hard right now
- Smart marketing budgets for micro-businesses
- Traditional marketing isn’t working for independent shops
Remember: You don’t need to be everywhere. You just need to be present, consistently, in one or two places that matter.
Marketing doesn’t have to be perfect. It needs to be yours.