One of the questions I get asked the most is about what order marketing tactics should happen in. Do you establish your socials before building a website? Should you work on setting up a lead capture or email marketing campaign or spend your money on localized Google search ads so people can find you?

When you are just starting out, the word “marketing” can be the stuff of nightmares. And even for established businesses looking for that next step to take, the next tactic to add, there is always uncertainty about what the right move should be.

This is all exacerbated by the simple fact that we don’t have unlimited funds! We want to make our money work as hard as it possibly can for us, so making sure we are investing in tactics that don’t flop is a very legitimate concern. And there are just so many options! Which often leads to the worst kind of situation…marketing paralysis.

In the 20 years I have been marketing small businesses, I have come to find that there is a simple progression that ensures a super solid marketing foundation. Like climbing the stairs, start at the bottom and work your way up. Don’t move on to the next step until you have dialed in the previous one.

Ready to chart your clear marketing course, one step at a time?

Step 1: Why, You, Who

Before you can advertise your business, you have to know what makes your business unique and who might benefit from that uniqueness. Start by answering these three questions:

Your Why: why are you in business, why are you motivated build this business, what is your ultimate goal with owning this business and offering the products/services you do?

Why You: there is a lot of competition out there…what is it that makes you different from the rest? What do you offer that no one else does? This doesn’t have to be dramatic…the subtle differences are what make the difference.

Who: get C.L.E.A.R. on who your customer is and where to find them.

Make sure that before you move on to any other step, you have really taken the time to understand the motivation behind your business and what makes you, your business, and your brand unique.

Step 2: Visuals, Voice, Vibe

Now that you have brand clarity, it is time to bring it to life! This is probably the most fun step and is a place you want design your visuals, establish your voice, and nail down your overall vibe.

While I think there is a lot of value in working with a professional to help you develop this step, it is definitely something you can do on your own. The key is consistency. Before you really launch your business into the world, make sure you have the following:

Logo: this can be a brandmark with a graphic or a simple wordmark or both.

Color Palette: start with 3 primary colors, two light colors, and 2 dark colors. You can always incorporate shades of your 3 primary colors to add variety down the line.

Fonts: keep it simple. Choose one primary font for your headings and one primary font for your body text. Make decisions about how they will be used (i.e. the font weight, the case, and the size). And use them religiously.

Establish your brand voice: give your brand a few descriptors. Are you more formal or conversational in your messaging? How do you want your brand “personality” to come across?

Mood board: I look at this as the umbrella “vibe” of your brand. Pull together examples of photos you like, websites that fit your brand, quotes and sayings, etc. Having a mood board to reference later in the marketing progression can be a really helpful way to keep your branding consistent.

Step 3: Google Business

You did it. You have the brand basics in place and now it is time to make your introduction into society. I have found that when it comes to making your “debut,” 99% of people want to jump straight to social media. But I recommend waiting until you have a few more key pieces in place, the first being your Google Business profile.

This is perhaps the single best tool to help your local business get found. This is especially important for businesses with a physical location, although I think it is critical for ALL businesses.

Step 4: Build Your Website

I know by now you are antsy to get that Instagram account launched, but WAIT! In my opinion, one of the easiest ways to lose credibility with potential customers is to not have a website. I didn’t say you need a perfect website…you just need A website. This is the place you want people to refer to, a place to guide them to where they can learn more about you and take the next step.

I find this is a step that causes the most anxiety for many small business owners. Building a website can feel really daunting. But here’s the thing. A website is NEVER done. It is never perfect. It is a living, breathing thing that is constantly evolving. So don’t overthink it. A one-page website that reinforces your brand can work wonders.

Websites reinforce credibility. They somehow make your business “real.” Don’t do anything else until this baby is built. Hire a freelancer, work with an agency, do it yourself – just get it done!

Step 5: Start Your Socials

Okay, you finally have permission to start your socials. I find that social media tends to start with enthusiasm and excitement and somewhere along the line wanes into a commitment. So set yourself up to succeed from the onset.

Be picky with what social channels you join. You DO NOT have to be everywhere. It is far better to have a consistent presence on one platform than have sporadic, inconsistent posts on five platforms. Here are a few key things to consider:

Where are your customers? You may love Instagram, but if your customers are on TikTok, go there first.

How often can you sustainable post per week? Don’t overshoot this! Start with one post a week and build from there if it feels sustainable. Again, consistency is the key, but WHAT that consistency is looks different for everyone. There is no right number of time to post each week.

Build a few templates to help you streamline your posting and keep it consistent with your branding. The easiest place to do this is in Canva. The days of super aesthetic grids are gone (thank goodness), but keep your overall vibe and voice in mind when you start posting. We want people to be able to easily recognize you and your business at a quick glance.

Step 6: Email Marketing

There is a good argument to set up an email marketing program even before you start your socials, but I think you won’t lose a ton of ground if you prioritize this after your socials. Social media is great for brand awareness and attracting new potential customers, but email marketing is where you cultivate those potential customers into actual customers. 

Email marketing is all about building relationships. And the kicker…you OWN this asset. Social media followers are great, but you don’t really have any control over followers. You DO have control over subscribers.

Start small. Pick your email platform and set up a lead form to capture contacts. You can email as frequently as you want, I promise you won’t annoy people. I have a friend who said, “people don’t unsubscribe because you email them too much, they unsubscribe because they don’t find value in what you are emailing.” So email value – behind-the-scenes insight, new products, exclusive deals or first-looks, events…this is your platform to have a conversation with an invested group of people!  

Step 7: Advertising

The final step is actually multiple steps, but I like to put this all together in a general bucket of “advertising.” Not all advertising is going to work for your business or your budget, so you have a ton of flexibility here on how to promote your products and services.

On a budget, I would start with Google Search Ads. These are super effective because the people you pay to get in front of are actively searching for what you sell and are already in the mindset to purchase.

I also think Meta advertising is a great option if you are on a budget. Instead of boosting posts, create some stand-alone “posts” that can work as ads and load them in via your Business Manager. One thing to note here – make sure you place your Meta ads via desktop. Ads placed within the Instagram and Facebook apps are subject to a surcharge from Apple and you run the risk of being charged extra fees for placing your ads via mobile.

From here, the sky is the limit – find the channel that best reaches your customers. It could be traditional tv or radio, streaming radio, OTT ads, an event sponsorship program, collateral, trade shows, partnerships, etc. Your situation is unique and your advertising should be as well!