The First 10 Marketing Moves Every Small Business Should Make
You’re starting (or tightening up) a small business and you already know your way around a camera, mic, and an editor. Great—that gives you a huge edge. The next step isn’t “post more” or “go viral.” It’s building a simple, repeatable system that turns attention into revenue. Here are the first 10 moves—sequenced, practical, and doable in 30–90 days.
1) Nail the one-line positioning and irresistible first offer
– Write your one-liner: For [exact audience] who [pain/desire], [brand] is a [category] that [core benefit]. Unlike [main alternative], we [unique proof/difference].
– Package a first offer that’s easy to say yes to:
– Product: a starter bundle or “try-me” kit at an anchor price.
– Service: a low-risk audit/mini-project with a clear deliverable and a fixed timeline (e.g., “14-day brand tune-up for $499”).
– Education/experiences: a live workshop with a capped seat count and a money-back guarantee.
– Name it clearly and add a fast payoff promise (what changes for the buyer in the first week or two).
2) Set your measurement basics before you launch anything
– Define success metrics by funnel stage:
– Awareness: reach, profile visits, website sessions.
– Consideration: email signups, DMs, quiz completions, add-to-carts.
– Purchase/booking: orders, booked calls, conversion rate.
– Retention/advocacy: repeat purchase rate, referrals, review count.
– Track with a lightweight stack:
– Website analytics (GA4 or privacy-first alternative), form/checkout tracking, email platform analytics, and one CRM sheet or app to log leads and outcomes.
– Create a Scorecard doc you update weekly:
– Traffic
– Leads/email opt-ins
– Sales/bookings
– Conversion rate
– Average order value (AOV) or average deal size
– New reviews collected
– Content output (# long videos, # shorts, emails sent)
3) Own your name everywhere and make it easy to find you
– Lock your domain and consistent handles on the 2–3 platforms your customers already use (don’t try to be everywhere).
– Complete your Google Business Profile if you serve a local area (photos, hours, primary category, services, and a short description with keywords).
– Set up branded email and a single customer support inbox so replies don’t get lost.
– Create a brand kit (logo variations, two fonts, two to three colors, lower-third and cover templates) in your editor so your content looks cohesive without thinking.
4) Publish a fast, conversion-first homepage and one focused landing page
– Homepage sections:
– Above the fold: your one-liner, 1–2 benefit bullets, primary CTA.
– Social proof: 3 short testimonials or logos.
– How it works: 3 steps with icons.
– Offer tiles: your starter offer and one core package/product.
– Trust: guarantees, certifications, FAQs, and contact.
– Landing page for your first offer:
– Hook headline that mirrors the pain/desire.
– Short video (30–60 seconds) explaining the result, who it’s for, and what to do next.
– Clear pricing and “what you get” bullets.
– One CTA repeated 3–4 times, plus a payment plan if relevant.
– Add an exit-intent or timed email capture with a specific promise (checklist, template, or 10% off) tied to the same problem your offer solves.
5) Build the content engine: one pillar, many clips
You know how to shoot—use that to systemize, not to perfect.
– Weekly cadence (minimum viable):
– 1 pillar video (5–12 minutes) teaching a clear outcome or showcasing a transformation.
– Repurpose into 5–7 vertical clips (20–45 seconds) with a hook, one idea, one CTA.
– 1 carousel or short text post distilling the same lesson.
– 1 email that packages the video’s insight + CTA to your offer.
– Recording SOP:
– Outline 3 points + 1 story/example + 1 CTA.
– Open with a pattern-breaking hook in the first 2–3 seconds.
– Add captions, cuts every 2–3 seconds, and on-screen keywords customers would actually search.
– CTA ladder by content type:
– Awareness: “Save this for later,” “Comment ‘guide’ for the checklist.”
– Consideration: “DM me ‘AUDIT’ for the scope + price,” “Grab the free checklist—link in bio.”
– Conversion: “Book your starter [offer name]—limited to 10 this month.”
– Batch on one day per week; schedule everything in one sitting.
6) Systemize social proof and user content from day one
– After purchase/booking:
– Send an automated request for a 1–2 sentence review and a star rating within 3–5 days of delivery or first result moment.
– Include a single question: “What changed for you after using this?”
– Incentivize UGC ethically:
– Offer a small credit or entry into a monthly draw in exchange for a short customer video (with permission to repost).
– Showcase it:
– Add 3 best quotes to the homepage and landing page.
– Create a “Results” highlight/reel.
– Turn a before/after story into a vertical case study clip with simple metrics: time saved, money made, pain removed.
7) Start email early (your highest-ROI channel)
– Lead magnet ideas that actually move buyers forward:
– Service: a self-audit checklist or calculator that reveals a gap only your offer fills.
– Product: a 3-day “use it best” series with tips and an exclusive bundle.
– Local: a neighborhood guide, “first-timer” guide, or seasonal checklist.
– 3-email welcome series (templates):
– Email 1 (Instant): Your free thing + your origin story in 5 lines + soft CTA to the starter offer.
– Email 2 (Day 2): A lesson that solves a small but frustrating problem + a 30–60 second embedded video + CTA.
– Email 3 (Day 4): Case study or testimonial + address common objection + a time-bound incentive.
– Send 1 value email weekly. Consistency beats volume.
8) Make it easy to buy: remove friction and add trust
– Clear pricing and options (avoid hidden fees).
– Objection blockers:
– Money-back or satisfaction guarantee (define conditions plainly).
– Delivery timelines, what’s included/excluded, and how to get support.
– Simplify checkout/booking:
– Fewer fields, wallet payments, instant booking links with calendar confirmations.
– Post-purchase onboarding:
– “What happens next” email with steps, timelines, and a real human contact if things go sideways.
9) Partner up: collabs, affiliates, and local alliances
– Identify complementary businesses and micro-creators (1k–20k followers) whose audience overlaps yours.
– Collaboration ideas:
– Swap tutorials or “I tried their service” videos.
– Bundle your starter offer with their product for a limited period.
– Host a co-branded live stream or small in-person pop-up.
– Outreach DM/email script:
– “Hey [Name], I help [audience] get [result]. Your [post/product] aligns with that. Idea: a 30-minute co-demo where we each teach one tip and give both audiences a bundle. I can handle editing and distribution. Interested?”
– Track referrals with unique codes/links and reward partners with cash, credit, or cross-promotion.
10) Run tiny paid tests to accelerate what’s working
– Prerequisites: working landing page, at least a handful of testimonials, and organic posts that already get saves/replies.
– Budget: start with $10–$30/day for 10–14 days per test; aim to validate messages, not to “scale.”
– Creative: use your best-performing organic clips; add a direct CTA and offer name.
– Targeting:
– Warm: site visitors, email subscribers, video engagers.
– Interest/lookalike: tightly related to your exact niche; avoid broad until messaging is dialed.
– Evaluate on quality metrics:
– CTR on ads, landing page conversion rate, cost per lead/booking/purchase.
– Read comments and DMs—they tell you what to fix in the hook or the offer.
How to put it together in 90 days
– Days 1–7: Moves 1–4
– Finalize positioning and your first offer.
– Set up analytics/CRM, domain/handles, Google Business Profile.
– Ship the homepage and the first-offer landing page.
– Days 8–30: Moves 5–7
– Launch the weekly content engine.
– Turn first customers into reviews and UGC.
– Launch your lead magnet and welcome series.
– Days 31–60: Moves 8–9
– Tighten checkout/booking and onboarding. Add guarantee and FAQs.
– Book 3–5 collabs. Film and schedule co-created content.
– Days 61–90: Move 10
– Run 2–3 paid tests using your best organic clips.
– Kill what doesn’t move core metrics; double down on the winners.
Content ideas you can film this week
– 3 myths your buyer believes (and what to do instead).
– A live teardown: “Here’s how I’d fix [common problem] in 10 minutes.”
– A 60-second case study: before → action → after, with one metric.
– “What I’d do with $100 and 7 days if I had to [achieve result] from scratch.”
– Behind-the-scenes of your process or unboxing your product with practical tips.
– A mini-challenge: a 3-day series with a small outcome and an invitation to your starter offer.
Copy and CTA formulas that convert
– Hook formula: “If you [struggle], watch this before you [typical action].”
– Benefit headline: “[Result] without [common pain] in [short timeframe].”
– Objection flip: “Don’t buy this if you want [bad fit]. Buy it if you need [ideal outcome].”
– CTA: “Reply ‘AUDIT’/‘GUIDE’ and I’ll send you the checklist” or “Book your [offer name]—10 spots this month.”
What “good” looks like in the first quarter
– Website: 2–3%+ conversion to lead or checkout on your offer page.
– Email: 35–50% open on welcome series; 3–8% click-through on value emails.
– Content: at least one clip per week that drives saves/shares and a measurable spike in profile visits or site sessions.
– Reviews: 10+ honest reviews with at least 3 that mention specific outcomes.
– Paid tests: at least one ad set with a cost per lead or purchase you can afford to scale.
Common pitfalls to avoid
– Posting without a CTA or a next step.
– Spreading across too many platforms before one is working.
– Building complex automations before you have consistent demand.
– Hiding prices or being vague about deliverables.
– Waiting for “perfect branding” instead of shipping your first offer page.
Quick checklist
– One-liner and starter offer written.
– Analytics and weekly scorecard set.
– Domain, handles, Google Business Profile live.
– Homepage and focused offer page live.
– Content engine running (1 pillar + 5–7 clips weekly).
– Review/UGC system on autopilot.
– Email lead magnet and 3-part welcome series live.
– Frictionless checkout/booking + guarantee.
– 3–5 collab partners lined up.
– Two-week paid test plan ready.
Your video and recording skills are your force multiplier. Use them to teach, demonstrate transformations, and build trust quickly. Ship small, iterate weekly, and let data—not vibes—decide what you do more of.
