Strategy & Foundation

The Strategy & Foundation chapter of The Small Business Marketing Playbook — 5 practical guides you can read start to finish, or dip into as you need them.

01Your Marketing Is Scattered Because Your Strategy Is ScatteredYou ran ads. You started a newsletter. You redid your website. You tested two social platforms. None of it is working as well as it should. And the reason isn't the tactics.
02How to Define What Makes Your Business Different — Without a Brand AgencyAsk ten small business owners what makes them different from their competitors. Eight will say something about their expertise, their client relationships, or their commitment to results. Those are the same answers their competitors would give.
03The One-Page Marketing Plan Small Businesses Actually UseMost marketing plans get abandoned within three weeks of being written. Not because founders lack discipline. Because the plan was designed to be written, not consulted.
04How to Find Your Target Customer When You Think Everyone Is Your CustomerIf everyone is your customer, nobody is. You already know that. The problem is that knowing it does not make narrowing down any less uncomfortable when you can picture the clients you would lose by getting more specific.
05What a Marketing Budget Should Look Like for a Small BusinessMost founders either spend too little on marketing to get any signal or too much before they have figured out what works. The result in both cases is the same: no useful data and a growing suspicion that marketing is a drain rather than an investment.

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