It is true that different businesses require different techniques. But I think, there is a talk about small business, and it is opened recently. If you want to gain popularity, I would focus on digital marketing. It works for any type of business. I suppose the budget is quite limited for marketing campaigns, so in this type of marketing, you can even operate by yourself without hiring an agency. You can find a lot of different techniques online. Check also on
findfocus.net. They are talking about digital marketing but and also explain some possible costs. It would be useful for you, especially if you are a beginner.