Here's the short answer: the 6 tools of marketing are advertising, sales promotion, public relations, personal selling, direct marketing and digital marketing. Together they're called the promotional mix. Every small business uses some combination of them, and the right software just makes each one faster and easier to measure.
Let's be honest. When most owners hear "marketing tools," they picture a pile of apps and logins. Apps help, but they're not the strategy. The strategy is picking which of the six tools fits your customers, then using software to run it without eating your whole week. Here's how each one works for a small business, with simple software to make it easier.
1. Advertising
Advertising is paid space that puts your message in front of people: Google search ads, Facebook and Instagram ads, radio, billboards, even the local school's ballfield banner. You pay for reach, so it works fastest when you know exactly who you're trying to reach and what you want them to do next.
Small business example: a plumber runs Google search ads for "water heater repair near me" only within 15 miles of the shop.
Software that helps: Google Ads Keyword Planner shows which searches people actually type and helps forecast ad traffic before you spend a dime. Use negative keywords so you don't pay for the wrong clicks. Want a pro to run it? See our paid advertising services or Google Ads management in Tomball.
2. Sales Promotion
Sales promotion is a short-term reason to buy now: a coupon, a limited-time discount, a free add-on, a loyalty punch card or a seasonal bundle. It's great for slow months and for getting first-time customers in the door. Use it on purpose, though. Constant discounts teach people to wait for the next sale.
Small business example: a coffee shop offers a free pastry with any drink for the first week of a new menu.
Software that helps: your point-of-sale system's loyalty features and your email platform for sending the offer to past customers.
3. Public Relations
Public relations (PR) is earned attention: local news stories, community sponsorships, awards, podcast interviews and partnerships. You don't pay for the placement, so it builds trust faster than an ad. It also takes longer and you don't control the final story, which is why relationships matter.
Small business example: a landscaper donates a garden makeover to a local nonprofit and pitches the before-and-after to the community paper.
Software that helps: a simple project board like Trello to track pitches, sponsorships and follow-ups so nothing slips.
4. Personal Selling
Personal selling is one-on-one: a phone call, a consultation, a site visit, a handshake at a networking event. For service businesses and bigger-ticket purchases, it's often the tool that closes the deal. Every other tool on this list is really trying to earn this conversation.
Small business example: a remodeler follows up every estimate with a call within 24 hours instead of waiting for the customer to decide.
Software that helps: a CRM that logs every lead, reminds you to follow up and shows where each deal stands.
5. Direct Marketing
Direct marketing goes straight to a specific person: email newsletters, text messages, postcards and mailers. Because it goes to people who already know you, or a list you choose, it's one of the most cost-effective ways to bring customers back. The catch: you need permission, and you need to be worth opening.
Small business example: a dentist emails patients a reminder to book cleanings before insurance benefits reset at the end of the year.
Software that helps: email platforms like Mailchimp make it easy to design, segment and track emails. Read our take on the pros and cons of email newsletters before you start.
6. Digital Marketing
Digital marketing covers everything online that isn't a paid ad: your website, SEO, your Google Business Profile, social media and content. For most local businesses, this is where customers decide whether to call you or the next guy, so it's the tool that makes every other tool work better.
Small business example: a bakery keeps its Google Business Profile updated with photos and hours, posts on Instagram three times a week, and answers every review.
Software that helps:
- Social scheduling: Buffer lets you plan and schedule posts across platforms and see what's working.
- Design: Canva gives you templates for social posts, flyers and graphics without hiring a designer for every post.
- SEO: Google Search Console (free) shows which searches your site appears for. Tools like SEMrush add keyword research and site audits.
- Content planning: a simple content calendar keeps you posting consistently.
Need help with this part? See our SEO services, social media marketing and content marketing.
How to Pick the Right Marketing Tools for Your Business
You don't need all six running at full speed. Start with where your customers already look, then add tools as you can run them well.
- ✅ Start with the foundation: a website that works on a phone and a complete Google Business Profile.
- ✅ Pick two or three tools you can do consistently. Consistent beats clever.
- ✅ Measure one number per tool, like calls from ads or bookings from email.
- ❌ Don't buy software before you have a plan. Apps don't fix a fuzzy message.
- ❌ Don't copy a big brand's mix. Their budget isn't your budget.
Working with a tight budget? Here's how to market your business with a small budget, plus our content marketing tips for small business.
6 Tools of Marketing FAQ
What are the 6 tools of marketing?
The six tools of marketing, often called the promotional mix, are advertising, sales promotion, public relations, personal selling, direct marketing and digital marketing. Most small businesses use a mix of all six, weighted toward the ones their customers actually respond to.
Which marketing tool is best for a small business?
There is no single best tool. For most local small businesses, digital marketing (a solid website, a Google Business Profile and reviews) gives the most reach for the money, with personal selling and referrals close behind.
What is the difference between marketing tools and marketing software?
Marketing tools are the methods you use to reach customers, like advertising or public relations. Marketing software, like an email platform or a social media scheduler, is what helps you run those methods faster and track the results.
What free marketing tools can a small business use?
Google Business Profile, Google Search Console and Google Analytics are free, and many email, design and social scheduling apps offer free plans. Start with free tools and upgrade only when you outgrow them.
How do I choose which marketing tools to use?
Start with your customer: where they look for businesses like yours and what makes them buy. Pick two or three tools you can run consistently, measure the results for a few months, then add or drop tools based on what actually brings in customers.
Final Beefy Tip: Tools don't market your business. People do. Pick the few tools your customers actually respond to, run them every week, and drop the rest. Want a team to run the mix with you? Talk with Beefy Marketing.