Small Business Success and Marketing

Measuring Success

Starting a small business is hard work.  Marketing your small business is even harder.  Once you find the right marketing strategies for your business, how do you measure success?  As a small business owner, it is important to ask yourself, “How can I measure success on a realistic scale?”

While many people associate “success” with “growth”, this isn’t necessarily the best way to measure your business’ success.  Making consistent progress and generating dependable streams of revenue are as important, if not more important, than measuring success by company growth.  When a small business grows too quickly, it runs the risk of failing just as quickly as it began.

As a small business, sustainability is key.  Slow growth for a small business means conservative, steady growth over the long term.  As such, steady growth can help your business expand on its uniqueness, quality customer service and innovation.

Marketing Strategies to Achieve Steady Growth

Remember why you chose to branch out and start your own company.  Was your goal to provide a unique service to a specific niche?  Were you focused on maintaining excellent customer service?  How did you envision a small business environment helping you achieve your goals?  It’s important to keep your goals for your company top of mind as you measure success and implement marketing strategies.

Let’s look at a few tips to further your marketing efforts and achieve sustainable growth:

  1. Tell your unique story. Any time your business promotes your services or products, incorporate your story.  Tell your audience why you have such passion for your business and how it could positively impact them.
  2. Find your niche, know your brand. What makes your company stand out from the rest?  In a world of constant competition, it’s imperative to differentiate your business from others in your industry.
  3. Boost customer loyalty. While you are looking for new business, always keep your current customers in mind.  Responsiveness with your clientele can enhance their confidence in you, leading to more referral business.
  4. Get creative. You and your team should constantly be thinking about new ways to improve your internal processes.  Streamlined processes result in higher capacity, thus creating steady growth over the long term.

These tips, in addition to realistically measuring your company’s success, can improve your overall marketing strategy as well as provide stable growth for your small business.

To learn more about how the Buttonwood Team can assist in your small business planning, schedule a conversation with one of our Lead Advisors today !  Also, explore our other services HERE !

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As we closed out 2025, our Investment Policy Committee (IPC) continued its work to refine strategies that balance risk, liquidity, and long-term growth. In our previous update , we shared how the inflation shock of 2022 reshaped our approach to fixed income and led to a more nimble, systematic positioning of bond assets. That proactive discipline remains a cornerstone of our investment process. As we wrapped up 2025, our Investment Policy Committee (IPC) continues efforts to refine strategies that balance risk, liquidity, and long-term growth. With the Fed reducing overnight lending rates for the third time, recent IPC discussions have turned to another critical focus area: cash management. Why Cash Strategy Matters Now With interest rates still elevated and market uncertainty persisting, many investors hold larger-than-usual cash positions. While cash provides stability, it also introduces opportunity cost if left idle. One of our IPC objectives is to ensure that excess cash works harder for you, without compromising liquidity for emergencies or near-term cash needs. Refining Our Cash Allocation Policy For our clients with larger cash needs (generally more than 5% or $50k of liquid assets in cash or money market funds), we are shifting to a proactive T-Bill management strategy, or other suitable investments based on goals and circumstances. For our clients holding less than $50k in cash or money market, we have retained money market for liquidity, but we have made a switch to the default money market fund we are using. Risk and Tax Aware Money Market Selection While yields are similar across money markets today, the underlying investments in each money market fund vary quite a bit. For example, Schwab Prime Money Market (ticker SWVXX) offers a slightly higher yield but invests in asset-backed commercial paper (ABCP), introducing a modest credit risk. In contrast, Schwab Government Money Market (ticker SNVXX), invests primarily in U.S. Treasuries and government-backed securities, making it virtually risk-free and often state income tax-advantaged. With lower risk and only about 10/100’s of 1% yield difference, our IPC has proactively transitioned clients from SWVXX to SNVXX, to prioritize safety and tax efficiency over a marginal yield difference. Connecting Back to Our Broader Strategy These cash management refinements build on the fixed income strategy we recently outlined. By reducing exposure to inflation-sensitive bonds and implementing a more systematic approach, we are positioning portfolios to be more resilient across potentially weaker or higher-rate environments. Optimizing cash allocations and minimizing credit risk within money markets reinforces the same core principle—protecting downside risk while prudently capturing incremental return opportunities. Looking Ahead As we enter 2026, our investment approach remains focused and disciplined. We continue to prioritize liquidity for cash needs, thoughtful risk management, and systematic investment strategies designed to adapt to evolving market and economic conditions. This proactive framework supports long-term portfolio resilience while remaining aligned with your financial objectives. If you have questions about how these updates may impact your investments, cash management, or overall financial plan, we encourage you to connect with your financial advisor at Buttonwood. Our team is committed to delivering personalized wealth management and asset allocation strategies—regardless of market or economic uncertainty. Thank you for your continued trust and for allowing us to coordinate your asset management as part of our Family CFO services.
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