Most small businesses don’t have a marketing strategy – they have a collection of ad hoc activities that happen when time allows. A strategy doesn’t need to be a 50-page document. It needs to be clear, actionable, and short enough that you’ll actually refer to it. Here’s how to build one in an afternoon.
Step 1: Define Your Goal (30 Minutes)
What does success look like for your business in the next 12 months? Be specific. Not “grow the business” – but “generate 20 qualified leads per month” or “increase monthly revenue from £8,000 to £15,000”. Every marketing activity should be evaluated against this goal. If it contributes, keep it. If it doesn’t, cut it.
Step 2: Define Your Ideal Customer (30 Minutes)
Write a description of your single ideal customer type. Where are they located? What do they do? What problem are they trying to solve? What have they tried before? What would make them trust you? The more specific this description, the more effective your targeting will be.
Step 3: Choose Your Channels (20 Minutes)
Based on where your ideal customer spends time and how they search for your type of service, select two or three marketing channels. For most local service businesses, the combination of a conversion-focused website, Google Ads for immediate traffic, and SEO for long-term organic growth is the most effective starting point.
Step 4: Set Your Budget and Timeline (20 Minutes)
What can you invest per month? Set a realistic figure that you can sustain for at least six months. Marketing takes time to compound. Allocate budget across your chosen channels and commit to a minimum period before evaluating.
Step 5: Measure and Review (Ongoing)
Identify two or three key metrics: cost per lead, conversion rate, revenue from marketing activity. Review these monthly. Double down on what works. Fix or cut what doesn’t.
If you want help building and executing your marketing strategy, that’s exactly what I do. Book a free consultation or learn about my business coaching services.
