– The One‑Page Marketing Plan for Busy Small Business Owners

The One‑Page Marketing Plan for Busy Small Business Owners

If you’re running a small business in your late 20s or early 30s, you don’t need a 40‑page strategy doc—you need a clear, fast plan you can actually execute between clients, shoots, and B‑roll. This one‑page plan gives you focus, turns your content into customers, and fits on a single page you can glance at before you hit record.

Why a one‑page plan works
– Clarity beats complexity: One page forces you to choose what matters.
– Speed to execution: You can build it in about an hour and update it in minutes.
– Alignment: If you have a small team or contractors, everyone sees the same priorities.
– Measurable: By defining one 90‑day goal and a few metrics, you know what to keep and what to cut.

The one‑page template (9 blocks)
Keep this to a single page. Use short bullet answers. Print it, or pin it as the first page in your notes app or project tool.

1) North Star Goal (90 days)
– One sentence with a number and a deadline.
– Format: “By [date], achieve [metric] so that [business impact].”
– Example: “By January 31, grow monthly revenue to $18,000 by converting 30 new customers at $600 each.”

2) Ideal Customer Snapshot
– Who are they? Job/life stage, location, budget.
– Pain: What’s costly, annoying, or risky right now?
– Desired outcome: What would “win” look like for them?
– Where they hang out: Platforms, communities, search terms.

3) Positioning and Promise
– One‑liner formula: “I help [who] get [result] without [common objection] using [unique approach].”
– 3 proof points: quick facts, testimonials, or numbers you can show on camera.

4) Offers and Pricing Ladder
– Entry/Starter: Low‑risk way to try you (freebie, checklist, audit, intro session).
– Core/Flagship: The product or service you want most buyers to choose.
– Premium/Expansion: Higher‑ticket upsell, bundle, or retainer.
– Make the next step obvious in every piece of content.

5) Channels (pick three max)
– Owned: Email, website/landing page, SMS, podcast.
– Social: Choose 1–2 primary platforms where your buyer actually scrolls.
– Paid: Optional, small test budget on the platform with the most intent.
– Rule: Fewer channels, higher consistency.

6) Content Pillars and Hooks
– 3 pillars that map to your buyer’s journey:
– Awareness: “Why this matters” stories and category education.
– Consideration: Comparisons, demos, behind‑the‑scenes, FAQs.
– Decision: Case studies, social proof, offers, urgency.
– Hook starters for video:
– “If you struggle with [pain], watch this before you [action].”
– “3 mistakes costing you [specific consequence].”
– “How I [result] in [timeframe] with [constraint].”

7) Lead Capture and Nurture
– Lead magnet: 1 ultra‑specific, fast‑win resource tied to your core offer.
– Opt‑in: Simple landing page + clear CTA.
– Nurture: A 4‑email or 4‑DM sequence:
– Day 0: Delivery + your story in 3 lines.
– Day 2: Value tip + proof.
– Day 4: Objection bust + mini‑case.
– Day 6: Invite to core offer with deadline/bonus.

8) Sales Path and Conversion
– Primary CTA: “Book a 15‑minute fit call,” “Start free trial,” or “Buy now.”
– Social proof assets: 3 short clips of client results, 5 screenshots of reviews.
– Friction remove: Guarantee, clear pricing, and an FAQ that answers “Is this for me?”

9) Retention and Referrals
– 30‑day success milestone: What you help customers achieve fast.
– Review system: Ask right after the milestone; provide a prompt and link/QR.
– Referral give‑get: “Give $X, Get $X,” or exclusive add‑on for referrals.

How to fill it out in 60 minutes
– Minutes 0–10: Set the 90‑day goal and the one metric that proves success.
– Minutes 10–20: Describe your ideal customer with one specific scenario.
– Minutes 20–30: Write your one‑liner promise and 3 proof points.
– Minutes 30–40: Define your 3‑tier offers with prices and next steps.
– Minutes 40–50: Pick your 3 channels and define 3 content pillars with hook ideas.
– Minutes 50–60: Sketch your lead magnet, nurture sequence, and referral give‑get.

Metrics that matter (keep it tiny)
– Weekly input metrics: Content pieces published, outreach DMs/emails sent, calls booked.
– Weekly output metrics: Leads captured, conversion rate to purchase, revenue collected.
– 90‑day checkpoints: Customer acquisition cost (CAC), average order value (AOV), repeat purchase rate.
– Simple math you can track:
– Lead capture rate = opt‑ins / unique landing page visits
– Conversion rate = purchases / leads
– Revenue = customers × average order value

Turn your creator skills into a revenue engine
You already know how to shoot and edit. Use that advantage to make content that maps directly to revenue.

Content system you can run in 3 hours a week
– Record once, publish many:
– 1 long‑form video (8–12 minutes) or podcast each week.
– From that, cut 5 shorts (30–60 seconds), 1 carousel/post, and 1 email.
– Batch process:
– Week A: Script and outline.
– Week B: Record 2–3 long‑forms in one session; capture B‑roll and testimonials.
– Week C: Edit and schedule; pull quotes for email and captions.
– Repurposing map:
– Long‑form → 5 shorts → 1 carousel → 1 email → Blog/SEO post → 1 webinar/workshop quarterly.
– Visuals to keep:
– 10‑second before/after clips.
– Over‑the‑shoulder screenshares of your process.
– Client reaction clips and unboxing shots.
– CTAs to rotate:
– “DM me ‘PLAN’ for the template.”
– “Grab the free [lead magnet]—link in bio.”
– “Book your 15‑minute fit call. Spots this week: [number].”

Simple tech stack (use what you know)
– Landing page + email: Any lightweight tool that gives forms, automation, tags, and a clean landing page.
– Scheduling: A calendar link tool for fit calls and discovery sessions.
– Social scheduler: Queue posts and shorts to your two main platforms.
– Payments/checkout: A hosted checkout with invoices and subscriptions.
– Analytics: Platform analytics + your email tool + a simple spreadsheet scorecard.
– Optional: Captioning/transcription for shorts; link‑in‑bio page with one primary CTA.

Your weekly marketing routine (75 minutes)
– 10 min: Review scorecard. What moved? What didn’t?
– 15 min: Script and title next week’s long‑form; define 3 hooks.
– 30 min: Record 1–2 shorts and 1 quick testimonial or case‑study narration.
– 20 min: Outreach: reply to comments/DMs, send 5 value DMs to warm leads, confirm 2 calls.

Budget rule of thumb
– 70% proven: Creatives and time spent on the channels that already convert.
– 20% tests: One new hook, audience, or ad each week.
– 10% moonshots: Collabs, events, or a bold campaign.
– Paid testing: Start with $10–$20/day for 7–10 days on your best‑guess audience; kill losers fast; scale winners slowly.

Your one‑page plan: fill‑in prompts
Copy these onto a single page and answer with short bullets.

– North Star Goal (90 days):
– Ideal Customer Snapshot:
– Who:
– Pain:
– Desired outcome:
– Where they hang out:
– Positioning and Promise:
– One‑liner:
– 3 proof points:
– Offers and Pricing:
– Entry:
– Core:
– Premium:
– Next step CTA for each:
– Channels (max 3):
– Content Pillars (3) + Hook ideas:
– Lead Capture:
– Lead magnet:
– Opt‑in link/QR:
– Nurture sequence outline:
– Sales Path:
– Primary CTA:
– Social proof assets to film:
– Friction removers:
– Retention and Referrals:
– 30‑day milestone:
– Review ask (when/how):
– Referral give‑get:
– Weekly Scorecard:
– Inputs: Posts, DMs, Calls
– Outputs: Leads, Sales, Revenue

Example one‑page plan (service business: micro‑gym coach)
– North Star Goal: By January 31, sign 30 new 12‑week clients at $599 to reach $18k MRR.
– Ideal Customer: 25–35 busy professionals in town; tried classes but inconsistent; want visible change by spring; on IG and YouTube; search “beginner strength plan.”
– Positioning/Promise: “I help busy professionals get stronger and leaner in 12 weeks without 2‑hour workouts, using 45‑minute coached sessions and habit tracking.”
– Proof: 42 client transformations; average 8 lbs fat lost in 8 weeks; 4.9‑star Google rating.
– Offers:
– Entry: Free “12‑Minute Morning Strength” routine + 15‑minute fit call.
– Core: 12‑week coaching, $599, 3 sessions/week, app tracking.
– Premium: VIP 1:1 + nutrition, $1,199.
– CTA: “DM ‘STRONG’ or book your fit call.”
– Channels: YouTube (long‑form), Instagram Reels (shorts), Email.
– Content Pillars:
– Awareness: “Fitness for busy people,” myth busts, time‑saving routines.
– Consideration: Form demos, program behind‑the‑scenes, schedule hacks.
– Decision: Client stories, weekly Q&A, limited‑time intake dates.
– Hooks: “If you only have 45 minutes…,” “3 mistakes killing your progress…”
– Lead Capture:
– Lead magnet: PDF + video demo for the morning routine.
– Opt‑in: Simple landing page; QR code on posters and in videos.
– Nurture: D0 deliver + story, D2 technique tip, D4 objection bust, D6 invite to call.
– Sales Path:
– Primary CTA: Fit call booking.
– Proof: Before/after montage, 30‑sec testimonial clips, Google reviews.
– Friction remove: 14‑day satisfaction guarantee; pause option for travel.
– Retention/Referrals:
– 30‑day milestone: First 10 workouts complete badge; shout‑out video.
– Review ask: At day 30 via SMS + QR; prompt with 3 questions.
– Referral: “Bring a friend” week; both get a free month if they enroll.
– Weekly Scorecard:
– Inputs: 1 YouTube, 5 Reels, 5 DMs/day, 6 calls booked.
– Outputs: 40 leads, 10 sales, $5,990 revenue.

Creative best practices you can implement today
– Scripting:
– Write your hook, the 3 talking points, and the CTA first; then fill B‑roll.
– Keep shorts under 60 seconds; aim for a 3–5 second visual hook.
– Filming:
– Shoot A‑roll at eye level with clean natural light; add a second angle for jump cuts.
– Capture B‑roll for every talking point: demonstrate, don’t just narrate.
– Editing:
– Tighten silence, add captions, and insert 1–2 pattern interrupts per 15 seconds.
– End with a clear next step on screen: “DM ‘PLAN’,” “Book now,” or a QR.
– Packaging:
– Titles: Promise result + timeframe + constraint.
– Thumbnails: One face, one big word, high contrast, no clutter.
– Social proof:
– Film quick “win updates” with clients: “What changed for you in 2 weeks?”
– Screenshot positive DMs/reviews; blur names if needed; narrate context.

Common pitfalls to avoid
– Too many goals: Pick one 90‑day outcome. Everything else is a tactic.
– Platform sprawl: 2 social platforms max until you prove conversion.
– Weak offers: Entry offers should deliver a real win in under 10 minutes.
– No follow‑up: Most sales come from day 4–10; schedule your nurture.
– Vague CTAs: Every video, email, and page gets exactly one primary CTA.

How to update the plan
– Every week: Check the scorecard; prune what didn’t move the metric.
– Every month: Replace the worst‑performing hook, and test one new offer angle.
– Every quarter: Re‑set the North Star Goal, retire a channel if needed, and double down on what converts.

Quick start checklist for this week
– Draft your 90‑day goal and one‑liner promise.
– Choose 3 content pillars and write 5 hooks.
– Build a simple lead magnet and landing page.
– Record one long‑form and cut 5 shorts from it.
– Set up a 4‑message nurture sequence and one clear CTA.
– Book 5 fit calls or demos from DMs and comments.

You don’t need more time—you need a simpler plan. Put this on one page, commit to three channels, measure weekly, and let your camera skills do the heavy lifting. In 90 days, you’ll have a repeatable system, not just “more content.”