"We don't really do any marketing."

"We don't really do any marketing." They said confidently as they stood behind the counter of their empty coffee shop. If you say that sentence, in any scenario, you really don't understand marketing at all.

Don't think of "marketing" as "ad dollars spent to promote a message", but rather the effort you are putting into being remembered by your customer.

Marketing could be a unique way of saying "you're welcome" (for example "my pleasure", cue the brilliance of Chick-Fil-A). Marketing could be introducing yourself to the local businesses next door. Marketing could be a free coloring page downloadable. Marketing could be a handwritten thank you card included in every order. Marketing could be making a small donation in your customer's name.

McDonald's once gave out balloons to customers. They decided to test out giving the balloon upon a customer's entrance to the fast-food joint. This small action increased their average order spend by 20%. That is marketing.
 

You don't have to spend a million dollars to be marketing your business, you just have to value the time your customer is considering giving to you and put in the effort to make it the best time they've ever spent. 

Next time someone asks you about your marketing, tell them all the ways you're making your customer happy. That is marketing.