How to Market Your Small Business: A No‑Fluff Starter Guide

Who this is for: Owners in their late 20s/early 30s who can already make decent photos/videos and want a clear plan to get customers without wasting months.

What you’ll get: A 90‑day plan, channel playbooks, templates, and metrics. No jargon. No vanity tactics.

1) Set the foundation in one afternoon
– Define one target customer (ICP)
– Problem: What keeps them from getting what they want?
– Trigger: What makes them buy now?
– Objections: Top 3 reasons they hesitate.
– Win: What “better future” do they want in plain words?
– Pick a hard offer
– Starter offer: A low-friction first purchase (or booking) that proves value fast.
– Strong guarantee: Clear, simple, believable (e.g., “If you don’t see X by day 30, we’ll Y.”)
– Scarcity or urgency that’s real (limited slots, limited bundles).
– Message stack (write this once; reuse everywhere)
– One‑line: We help [who] get [result] without [common pain] in [timeframe].
– 3 bullet proof points: Why you? Proof beats adjectives (reviews, before/after, numbers).
– Primary CTA: Book a consult / Get a quote / Buy now.
– Essential assets (minimum viable)
– One landing page (or a single-page site) with: headline, benefit bullets, social proof, offer, FAQs, single CTA.
– Google Business Profile (if local), Apple Business Connect, Yelp if relevant.
– Basic email/SMS capture: one form + one welcome automation.
– One-trackable phone number (or booking link) and a simple CRM/spreadsheet to log every lead.

2) 90‑day plan (do this, in order)
– Days 1–7: Fix the basics
– Publish the landing page and connect your domain.
– Claim and complete Google Business Profile; add photos, services, hours, service area.
– Ask 5 existing customers for reviews today; send them the direct link.
– Set up tracking: Google Analytics, conversions on your primary CTA, call tracking if phone‑led.
– Build a 4‑week content calendar (3 short videos/week, 1 longform/week, 3 Stories/Reels per week).
– Days 8–21: Prove demand with cheap tests
– Run 3 micro‑offers to your warmest audience (DM list, personal network, email list).
– Launch a referral prompt: “Bring a friend, both get X.”
– Paid test: $10–$20/day for 10 days on one platform (see channel playbooks). Goal = cost per lead you can live with.
– Days 22–45: Systemize what works
– Turn best-performing content into ads.
– Create a nurture sequence (5 emails over 14 days) + 2 SMS nudges.
– Partner with 2 local or niche brands for a co-promo or bundle.
– Build one lead magnet (checklist, calculator, mini-guide) tied to your offer.
– Days 46–90: Scale and sharpen
– Double down on the two channels with lowest Cost per Acquisition (CPA).
– Add a second offer: either an upsell (higher ticket) or a subscription/maintenance plan.
– Host one small event or live stream with a direct CTA.
– Improve your LTV: post‑purchase email, review request, referral invite, reorder reminder.

3) Channel playbooks (choose 2 to start; master them before adding more)
– Instagram/TikTok (great for visual, consumer, local)
– Content: Before/after, fast tips, myths vs facts, time-lapses, customer stories.
– Hook your videos in 2 seconds: “If you live in [city] and struggle with [problem], watch this.”
– CTA at the end and in caption: “DM ‘QUOTE’ for pricing” or “Link in bio to book today.”
– Ad starter: 15–30s UGC-style vertical video. Objective: Leads or Website visits. Budget: $10–$20/day for 10 days.
– YouTube (search + trust builder)
– Two formats: 5–8 min “how to choose/buy/avoid mistakes” and Shorts from your longer video.
– End screen CTA to your landing page; pin a comment with the offer link.
– Local SEO (if you serve a geography)
– Keywords: “[service] near me” and “[service] in [city].”
– On your page: city name in H1, service list, map embed, NAP (name/address/phone) consistent everywhere.
– Reviews: ask every satisfied customer within 24 hours; reply to each review with keywords naturally.
– Email/SMS (own the audience)
– Capture: Pop‑up with a bribe worth taking (10% off, free mini‑audit, checklist).
– Welcome flow (5 touches over 14 days):
1. The promise + your best proof
2. Quick win tutorial
3. Case study or testimonial
4. Objection buster + FAQ
5. Direct offer with deadline
– SMS: Use sparingly for reminders, confirmations, last‑day promos.
– Paid search (Google Ads) if intent is high
– Start with exact match on your brand and top service terms.
– Send to a tight landing page. Add call extensions if phone-first.
– Kill keywords with low quality score or high CPA quickly.
– Partnerships
– Non-competing businesses serving the same audience: co-host a workshop, bundle services, swap email features.
– Give partners a unique code/link and a 10–20% referral fee or reciprocal promotion.

4) Content that actually sells (you already know how to shoot/edit)
– Weekly skeleton
– 1 flagship: 5–8 minute video answering one buying question.
– 3 short verticals: hooks pulled from the flagship; add captions and on-screen CTA.
– 1 proof post: before/after, testimonial, numbers.
– Daily Stories: behind-the-scenes, live Q&A, polls.
– High-converting video outline (30–60s)
– Hook: Call out audience + problem.
– Insight: 1 counterintuitive tip or step.
– Proof: Clip of result or testimonial line.
– Offer: “DM ‘START’” or “Book via link.”
– 10 prompts to film this week
– “3 mistakes [your city] homeowners make with [service].”
– “What I’d do with $200 to fix [problem] this weekend.”
– “Before you buy [competitor solution], watch this.”
– “[Result] in 7 days: our step-by-step.”
– “How we price [service] in plain English.”
– “Behind the scenes: from inquiry to result.”
– “Customer story: [Name] saved [time/money] with [service].”
– “Myth vs fact: [industry myth].”
– “Tools we actually use and why.”
– “If we started today with $0, here’s our plan.”

5) Offers that convert strangers
– Entry offers
– Audit/assessment, “first‑timer” bundle, fast-fix service, starter kit.
– Bonuses
– Priority scheduling, extended warranty, extra consult, members-only tutorial.
– Guarantees (make one of these true)
– Speed: “Ready in 72 hours or it’s free add‑on X.”
– Outcome proxy: “If you don’t feel [specific benefit], we’ll keep working free.”
– Simplicity: “Cancel anytime, no questions.”

6) Reviews, referrals, and UGC
– Ask in the moment of peak happiness (right after delivery/results).
– Script
– “Could you help other people like you find us? Here’s the link—2 minutes tops. As a thank-you, enjoy [small perk].”
– Referral program
– Simple: “Give $X, Get $X” or “10% cash” or “free month after 2 referrals.”
– Remind with a card in the package, email P.S., and a pinned highlight on social.
– UGC
– Invite customers to stitch/duet your videos. Re-share with credit. Offer a small incentive.

7) Budget: what to spend and where
– Rule of thumb: 5–10% of monthly revenue on marketing while testing; increase if CPA is profitable.
– Starter split (on $600/month)
– 40% paid social test (one platform)
– 20% Google Ads (2–3 exact-match keywords)
– 20% Creative (props, music licenses, small gear)
– 10% Tools (email, booking, link-in-bio)
– 10% Partnerships/Events
– Time budget
– 6–8 hours/week content + community
– 1–2 hours/week analytics and offer tweaks
– 1 hour/week outreach/partnerships

8) Track only what matters
– Leads (by source), Sales, CPA (ad spend ÷ new customers), Conversion rate (leads→customers), Average order value (AOV), 60‑day LTV.
– Benchmarks to aim for (adjust by industry)
– Lead→sale: 15–30% for local services; 2–5% for low-ticket ecom.
– CPA target: at or below 30% of AOV for one‑time purchases; at or below your 60‑day LTV for subscriptions.
– Simple tracking sheet columns
– Date, Channel, Spend, Impressions, Clicks, Leads, Sales, Revenue, CPA, Notes/insights.

9) Fast experiments (run 1 per week)
– New hook angles: pain-first vs desire-first.
– Offer toggle: price vs value stack vs payment plan.
– Landing page: headline and first screen only.
– Ad audiences: broad vs interest stack vs lookalike (if you have 100+ customers).
– CTA: DM keyword vs link click vs tap-to-call.

10) Avoid these common traps
– Posting without an offer. Every piece needs a next step.
– Chasing new platforms weekly. Master two channels before adding more.
– Copying competitors’ features instead of their outcomes. Sell the benefit.
– Overcomplicating funnels. One landing page + one follow-up flow beats a maze.
– Ignoring speed. Reply to inquiries within 15 minutes during business hours.

Templates you can copy/paste

– ICP snapshot
– Who: [age, city, profession, vibe]
– Problem: [short sentence]
– Trigger: [event/time]
– Objections: [1–3 items]
– Desired win: [short sentence]

– One‑line value prop
– We help [who] get [result] without [pain] in [timeframe], guaranteed.

– First DM to warm leads
– “Hey [Name]! We’re helping [people like you] get [result]. I can send a quick 60‑second video showing exactly how it’d work for you in [city]. Want it?”

– Follow-up to inquiries (same day)
– “Quick video walkthrough attached. If it looks good, here’s the booking link for this week. Two slots left on [days].”

– Review request text/email
– “Thanks again, [Name]! Your feedback helps local folks find us. If you have 60 seconds, would you leave a quick review here: [link]? Appreciate you.”

– Landing page wireframe (top to bottom)
– Headline: specific result + time/effort saved
– Sub-bullets: 3 proof-backed reasons to trust you
– Visual: before/after or quick demo
– Offer box: what they get, price/range, guarantee
– Social proof: 3–5 testimonials with specifics
– FAQ: pricing, timing, common objections
– CTA repeated

Example mini‑plan (local service: mobile detailing in Austin)
– Offer: “First‑timer Interior Reset – 60 minutes, pet hair removal included. Ready in 48 hours or $25 off.”
– Content: 3 Shorts/week of time-lapses, 1 long “How we price detailing (no BS).”
– Channels: Google Business Profile + Instagram Reels.
– Paid test: $15/day Instagram lead form ad; target within 10 miles of 78704.
– Partnerships: Apartment complexes, dog daycares (co‑promo).
– KPI: CPA ≤ $35; 25% lead→booking; ask every booking for a review on the spot.

Light tool stack (use what you like; keep it simple)
– Site/landing: any site builder with forms and simple A/B
– Analytics: Google Analytics; ad platform dashboards
– Email/SMS: an all‑in‑one or separate tools; 1 welcome + 1 promo/month to start
– CRM: spreadsheet or lightweight CRM; log lead source and outcome
– Scheduling: a booking app with reminders
– Creative: your phone + captions app + a simple teleprompter if needed

Weekly operating cadence
– Monday: Review prior week metrics, pick one experiment.
– Tue–Thu: Film/post content, run outreach, ask for reviews.
– Friday: Update tracking sheet, decide keep/kill/scale for ads/offers.
– Daily: Reply to DMs and comments; speed wins deals.

If you only remember five things
1) One clear offer and one clear CTA everywhere.
2) Show proof constantly—reviews, demos, before/after.
3) Reply fast. Speed closes.
4) Track leads and sales by source. Kill what doesn’t work.
5) Stick with two channels until they print customers. Then scale.

Want help tailoring this to your niche and city? Tell me your business type, average order value, and the two channels you like using most, and I’ll map a 30‑day content and ad plan.