When it comes to online marketing programs, most of the business owners I have met fall into two categories of planning:


  1. Prepare. Prepare. Prepare. Make sure you have all of your planning laid out, all of your messages run past a professional editor, and the content schedule laid out for the next 3, 6, and 12 months.
  2. Ready, fire, aim.


And the most successful ones, especially in the small business environment, fall exclusively in the second group.

That’s because, quite honestly, if you find yourself in the first group, that’s just your fear about getting started manifesting itself in a bunch of really great sounding business-school type excuses. You think you need all those things, but really there’s only a few core ideas you need to have in mind before you can start building a very effective marketing strategy for your growing business.

Here is a very quick, down and dirty synopsis of the toolbox you need to have filled before you start your online marketing program:

  • Have your logo and decent pictures that represent what kind of work you do downloaded and ready to go. These photos don’t need to be “professional”, they just need to give a really good idea of what it is you do and why it is different.
  • Have in front of you a list of the five or six most common questions you get from customers, and then pick your favorite to answer today.
  • Know your why. As I’ve told people for decades, people don’t want to buy a drill, they want to buy a hole. Talk to them about the hole they need, but then really focus on why you understand holes better than anyone else and why it is so important for you that a hole be good. Selling the drill then becomes a natural follow-on to your discussion.

That’s it. That’s all you need. Once you have those things in hand, you can start creating the kind of content that will start attracting the kind of customers that are looking to do business with a person just like you. It doesn’t have to be pretty. It doesn’t have to be professionally lit and color corrected. Just make sure that however you are doing it, whether in writing, on a podcast, or on a video, it is easy for the reader or viewer to understand and enjoy the experience.

If you’re having trouble with the third element, “know your why”, then I can’t speak highly enough of the work of Simon Senik. You can get a really quick idea of what he’s getting at by viewing his Ted Talk here:


If you’d like to learn more about how to get your message out, feel free to drop me a line on Facebook, LinkedIn, or just email me from the contact form on the page where you’re reading this.

Keep Growing Forward,