December 6, 2023

Marketing Guide for Small Business Owners

Consistency is a key component to successful marketing. By using a systematic approach instead of sporadic efforts, you will save time and better strategize. A steady marketing drip will also keep your brand positioned in front of your audience. This guide lists repeatable steps to take each week in order to maintain a steadfast marketing presence. 

Week 1

Website

  • Update your website to highlight a featured product

Google Business

Social Media

  • Post a featured product
  • Post a video example of work you’ve done

Digital Advertising

  • ONGOING – Run local ad campaigns focused on conversion actions and lead generation

Email

  • Add a featured product to your email signature

Physical/Traditional Marketing

  • If you have a storefront, print a marketing piece to display in customer-facing areas
  • Print a bounce back to attach to receipts and include with every order
  • Send a direct mailer highlighting a featured product
  • Identify 5 leads to target this month
  • Follow up with leads from previous months

Week 2

Google Business

  • Review last month’s performance results
  • DAILY – Respond to customer reviews
  • ONGOING – Ask customers to leave a review after they make a purchase

Social Media

  • Post a customer testimonial or a positive review you received from a customer
  • Post a photo or video example of work you’ve done

Digital Advertising

  • ONGOING – Run local ad campaigns focused on conversion actions and lead generation
  • Review last month’s performance results and adjust your campaigns based on best-performing ads and products you want to promote

Physical/Traditional Marketing

  • ONGOING – Include a bounce back with every order
  • Reach out to the 5 leads you identified in Week 1
  • ONGOING – Follow up with leads from previous months

Week 3

Website

  • Post a new blog to your site

Google Business

  • DAILY – Respond to customer reviews
  • ONGOING – Ask customers to leave a review after they make a purchase

Social Media

  • Post a spotlight to recognize someone you work with. This could be a team member, customer, or someone in your community, like a business owner you want to support
  • Post a photo or video example of work you’ve done

Digital Advertising

  • ONGOING – Run local ad campaigns focused on conversion actions and lead generation

Physical/Traditional Marketing

  • ONGOING – Include a bounce back with every order
  • Mail or drop-off a leave-behind with the 5 leads you identified in Week 1
  • ONGOING – Follow up with leads from previous months

Week 4

Website

  • Update your site to include recent photos/videos

Google Business

  • Post a photo or video example of work you’ve done
  • DAILY – Respond to customer reviews
  • ONGOING – Ask customers to leave a review after they make a purchase

Social Media

  • Post a link to your new blog from Week 3 or post other educational/inspirational content
  • Post a photo or video example of work you’ve done

Digital Advertising

  • ONGOING – Run local ad campaigns focused on conversion actions and lead generation

Physical/Traditional Marketing

  • ONGOING – Include a bounce back with every order
  • Call or email the leads you identified in Week 1
  • ONGOING – Follow up with leads from previous months

A week-by-week approach is a great place to start and form habits. But, no one knows your business better than you. As you implement these practices, you’ll find what works best for your brand and customize the strategy. With a combination of strategy and consistency, you have all you need to create a successful marketing roadmap.

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