SMB Marketing Weekly: Sep 1-8, 2025

Here’s your weekly roundup of the marketing news that matters most for small business owners. From platform updates to emerging trends, these are the stories worth paying attention to as we head into fall.

1. Google Business Profile Rolls Out Enhanced Messaging Features

Google has expanded its messaging capabilities within Google Business Profile, making it easier for local businesses to manage customer inquiries directly from search results. The update includes suggested replies and improved notification controls. If you haven’t activated messaging on your profile, now is a strong time to do so — customers increasingly expect real-time responses when searching locally.

2. Meta Announces Simplified Campaign Structure for Small Advertisers

Meta is rolling out a streamlined campaign creation flow within Ads Manager aimed at businesses spending under $5,000 per month. The simplified interface reduces the number of setup steps and uses machine learning to recommend audience targeting and placements. Early reports suggest the new flow reduces campaign setup time by roughly 40%.

If you're running Meta ads on a small budget, test the new simplified flow for your next campaign. Fewer manual settings can sometimes mean better algorithmic performance.

3. Email Authentication Enforcement Continues to Tighten

Google and Yahoo’s sender authentication requirements, which took effect in February 2024, continue to shape email deliverability outcomes. Recent data shows that small businesses using properly configured SPF, DKIM, and DMARC records are seeing 15-20% better inbox placement rates compared to those still running without full authentication. If you haven’t addressed this yet, it should be a priority before your Q4 email campaigns ramp up.

4. TikTok Expands Local Business Ad Formats

TikTok has introduced new ad formats specifically designed for local businesses, including location-based call-to-action buttons and store visit optimization campaigns. The platform is clearly investing in capturing local ad spend that has traditionally gone to Google and Meta. For small businesses with a younger customer base, these new formats are worth exploring.

5. Small Business Optimism Holds Steady Heading into Fall

The latest NFIB Small Business Optimism Index shows confidence holding relatively steady as businesses prepare for the Q4 season. While hiring challenges and input costs remain top concerns, more owners report plans to increase marketing spending in the coming quarter compared to the same period last year.

The Takeaway

The big theme this week is preparation. Whether it’s setting up email authentication before holiday campaigns, testing new ad formats, or activating Google Business Profile features, the work you do now sets the stage for Q4 performance.

Need help tracking which marketing efforts are actually driving results? A CRM built for small businesses like SMBcrm can help you connect the dots between your campaigns and your revenue.