A few months ago, we asked hundreds of small business owners how they really feel about marketing—the highs, the headaches, and the things they end up Googling at 2 a.m. when they can’t shut their brains off. Our newest State of Small Business Report breaks down what’s actually working (and what’s definitely not) for small business marketing in 2025.

Spoiler alert: most business owners are still winging it.

From missing marketing plans to burnout, the small business stats reveal a pattern that most small business owners know all too well: lots of effort, not enough knowing what to do. 

But it’s not all bad news! The survey also revealed what small businesses are doing to find momentum and what you can do differently before 2026 rolls around. Below, we’re sharing what the numbers tell us about how small businesses are showing up, what they’re struggling with, and the simple shifts that’ll help you market smarter, and with way less stress.

Let’s dive into some of the questions we asked (and what we found).

Are small business owners still winging their marketing?

Short answer—yes. Long answer—way more than you’d think.

According to the State of Small Business Report, 75% of small businesses do not have a marketing plan.

Seventy-five percent.

Which explains… a lot.

Because when you don’t have a plan, you’re not just “being flexible.” You’re being inconsistent. And inconsistent visibility makes it nearly impossible to:

• build brand recognition
• track what’s actually working
• create content you’re confident in
• or generate leads with anything other than luck

Winging your marketing might feel freeing in the moment, but it’s also the #1 reason business owners feel stuck. Without structure, everything depends on how motivated you feel that day—and we all know motivation is not a strategy.

The good news? You don’t need a six-page strategy doc to feel put together. You just need a simple plan you can actually follow.

If you’re in the 75% right now, start small: create a one-page plan with our Marketing Strategy Generator and give yourself a foundation you can build on. It takes minutes, not hours, and gives you clarity you can use immediately.

Want help getting started? Read this guide on how to create a marketing plan—it’ll walk you through the basics without overcomplicating a thing.

What’s the #1 thing small business owners are struggling with?

If you guessed “getting more followers,” think again.

According to this year’s small business stats, the biggest challenge small business owners reported in 2025? Generating quality leads.

According to the data:

• 47.6% said generating quality leads was their biggest challenge
• 40.5% said generating enough leads
• 33.4% struggled converting leads to customers
• 33% struggled with general awareness

In other words: it’s not that people aren’t marketing. It’s that they don’t think their marketing is reaching the right people (or isn’t working once their people see it).

And here’s the kicker: 59% of small business owners said they were definitely burned out this year, with another 22% saying they felt somewhat burned out.

So you’ve got a group of business owners who are exhausted… yet still trying to show up everywhere, all the time. No wonder leads feel unpredictable.

One thing we want to say here though, is that yes you need to be consistent, but consistency doesn’t mean constant output. You don’t need to post every day or live inside your content calendar. What you need is predictable presence. That’s what builds trust.

If you’re feeling the strain of content creation, batching is your new best friend. Our AI Copywriter and Idea Generator will help you map out a week or month of posts in minutes, and the Calendar View gives you a clear, “don’t-overthink-it” structure for where everything goes.

Want a deeper look at showing up without burning out? Read this guide on why consistency in marketing doesn’t mean constant output—it’s basically your permission slip to stop hustling like a hamster on a wheel.

Which marketing channels are actually using in 2025?

Here’s the truth that gets buried under trends, algorithms, and “shoulds”: the right channels aren’t the most popular ones… they’re the ones that actually fit your business.

And the small business stats back that up.

In the State of Small Business Report, the top digital marketing channels currently being used are:

1. Google Business Profile
2. Email
3. SEO / Blogging

Not shocking…but here’s what is interesting: those same three channels are also the ones most business owners plan to invest in for 2026. That means business owners are finally leaning into channels that create longevity, not just spikes.

So what does that mean for you?

• Connection > reach.
• Depth > virality.
• Systems > scrambling.

On the relationship side of the data, business owners operating for 3+ years are 2x as likely to say referrals are a reliable source of growth. Translation? The longer you’re in business, the more your relationships matter.

That means:

• Reconnecting with past clients
• Staying top-of-mind with peers
• Building referral-friendly partnerships

…isn’t “extra.” It’s foundational.

The simplest move you can make this month: add a monthly reconnection task inside Enji.

Just one. That one touchpoint compounds faster than any trending audio ever will.

Then, use your KPI Dashboard to see where your best leads actually come from so you can stop guessing and start doubling down. If referrals and organic search are doing the heavy lifting? Great—feed those, don’t chase 12 other platforms.

Want to dive deeper into the power of connection for sales? Read this guide on how to generate more sales without finding new customers.

How are small business owners feeling heading into 2026?

If 2025 felt like a rollercoaster for your business, same.

According to the latest small business stats, 60.9% of small business owners feel that 2026 will be the same as 2025—or they’re less confident it will be better.

That’s not doom and gloom. It’s realism.

After a year marked by burnout, unpredictable leads, market shifts, and algorithm whiplash, business owners aren’t looking for more. They’re craving steadiness and a marketing rhythm that feels sustainable instead of draining.

Even so, the report shows something encouraging: small business owners are still hopeful about the improvements they can influence.

They’re looking forward to:

• building a stronger marketing plan
• testing new offers
• approaching growth with fresh perspective
• being more intentional with their time and energy

So while 2026 may not feel like a guaranteed “bigger and better” year, there’s a noticeable shift toward smarter, steadier, and more strategic. And that mindset alone puts you in a stronger position heading into the new year.

What does the State of Small Business Report mean for you?

Every small business owner is navigating a different mix of challenges, goals, and realities. The trends from the State of Small Business Report reveal one clear message: winging your marketing with no plan and not tracking results doesn’t set you up for success.

If you’ve been winging your marketing, posting when you remember, or guessing at what actually brings in leads…this is your sign to slow down and get strategic. Because the data shows it’s not the volume of marketing that moves the needle—it’s the structure behind it.

Here’s where to start:

Revisit your strategy before the new year.

You don’t need a 40-page marketing plan. You need clarity. Use our marketing tools for small businesses to define what you’re working toward and the steps that support it.

Batch one week of marketing now—not “someday.”

Momentum is built in small, doable actions. A single week of planned content can reset your entire rhythm.

Add one recurring reconnection task in Enji.

A monthly nudge to follow up with past leads, past clients, or collaborators builds the relationships that actually drive revenue.

The report confirms what so many business owners feel but never say out loud: growth happens when your marketing is simple, steady, and rooted in a plan you can actually follow. And with the right tools, that plan gets a whole lot easier to stick to.

And if you want to see the full picture for yourself—the trends, the challenges, the wins, and where small business owners are heading next—read the full 2025 State of Small Business Report. It’s your sneak peek into what’s really happening behind the scenes, and how your own business stacks up.

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Tayler Cusick Hollman

Enji Founder and Small Business Marketing Expert

Tayler is one of the Founders of Enji (marketing tools for small business owners who need to plan, do, and review it themselves). With over a decade of marketing experience, she has helped thousands of small business owners create simple marketing plans that help them get results. When she isn't thinking about how to solve the "I do my own marketing" problem, you'll find her skiing, mountain biking, or climbing rocks somewhere.

Try Enji's marketing tools for small business owners for free at enji.co

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