Just getting started with marketing your small business? Or maybe you’re re-starting your marketing efforts (no judgment here!). Either way, you probably have a lot of questions. Questions like:

How do I identify and reach my ideal customers?
How do I differentiate my business from competitors?
How do I choose the right marketing channels for my business?

If this sounds like you, then keep reading for a crash course in marketing basics!

Top Four Guiding Principles to Keep in Mind

Over my marketing career, I’ve seen businesses large and small make the same marketing mistakes – mistakes like:

Not setting clear goals
Not measuring progress toward goals
Not sticking long enough to a marketing plan (or sticking too long to one approach…)
Not focusing enough on branding and storytelling

The good news is, you don’t have to make the same mistakes! Based on the most common marketing pitfalls I’ve seen, here are 4 guiding principles to keep in mind when marketing your small business:

1. Define Your Goals

Set marketing goals that connect back to your business (think purchases from emails vs email opens).

2. Start Simple & Measure

Focus on a couple of marketing activities to start, measure your results, then expand as you learn and grow.

3. Avoid Shiny Object Syndrome

Resist the temptation to change up your marketing too soon, and to do something just because someone else is doing it.

4. Create a Strong Brand Identity

To build trust, create a polished, seamless online + offline presence for your business. To stand out from competitors, focus on your story and your why – because while others can copy your product, your service, or even your marketing, they can’t copy your story. It’s your competitive advantage, so make sure you’re crystal clear on your brand. Download your free copy of my Brand Clarity workbook:

Don’t Forget the 5 P’s of Marketing

If you’re thinking, Wait a minute – there’s no P’s in the word “marketing,” you’re right…but there are 5 key components to cover in your marketing and all of them begin with the letter P! Let’s break them down:

1. People

The first, and perhaps most important, component of marketing is the People – aka who you’re trying to influence. Get to know your target audience by their demographics, psychographics, pain points, motivation, buying patterns, and more.

2. Product

The second P refers to Product, or the goods/services you’re offering. This area of marketing, also known as product marketing, covers things like product features, benefits and positioning.

3. Price

The third P of marketing, Price, covers what (and how) customers pay for your products. Questions to consider:

What’s my break-even cost? How much does it cost to deliver my product/service?
How often (if at all) should I use discounts?
How sensitive are customers to pricing changes?
What are competitors charging?
What payment methods/terms do I offer?

4. Place

The fourth P of marketing, Place, is all about distributing your product to customers. You’ll want to know where and when customers prefer to purchase – online, in-person, both?

5. Promotion

Lastly, the fifth P of marketing – Promotion – covers everything related to how your product is communicated to your target audience. We’ll break down the different marketing channels in the next section!

Marketing Channels 101

Explore the essential marketing channels that can take your small business to the next level. From social media to email marketing, discover the three main types of marketing channels that will connect you with your audience and drive growth.

Owned Media

These are marketing channels that you own and can use to communicate directly with your audience. They’re good for building trust, nurturing relationships, and expanding your reach. Examples include:

Website
Podcast
Social Media
Blog
Email
Text

Earned Media

These are defined as marketing channels that you don’t own but are powerful for generating trust with your target audience. Be careful, though: negative reviews can severely affect your business! Below are a few examples of earned media:

Word-of-Mouth
Media Mentions
Social Media Shares
Reviews and Testimonials
Awards

Paid Media

Just as the name implies, paid media marketing channels are ones that that you pay for in order to reach your target audience. Good for expanding your reach, if you have the cash.

Word of advice: if you don’t have a clear strategy, compelling messaging, and high-converting landing page in place first, then launching paid ads is the fastest way to burning your hard-earned money.

Psst! If you’re looking to craft a compelling story and message for your brand, then download your free copy of my Brand Clarity Workbook:

Putting It All Together: The GACTS Framework

Whether you're building a new campaign or refining an existing one, the GACTS framework helps you focus your strategy on what matters most. By identifying clear objectives, understanding your audience, choosing the right platforms to share your message, and by keeping your team aligned, you can ensure a smooth path to measurable results. Let’s break down each part of the GACTS framework:

G is for Goals

What business goals are we striving towards and how will we measure results?

A is for Audience

Who are we seeking to influence, and what do we know about their pain points and motivations?

C is for Channels

What marketing channels are we using to reach our target audience?

T is for Timeline

Are there any hard/soft dates to know? what is the workback schedule?

S is for Stakeholders

Who’s doing the work? Who needs to have input? Who needs to review and approve?

Go from Marketing Chaos to Clarity

By focusing on clear goals, creating a strong brand identity, and understanding the 5 P’s of marketing, you’re setting yourself up for success. Remember, marketing is a process of learning, testing, and refining through the chaos. Start small, measure your progress, and stay true to you, and your brand’s goals. With the right framework in place, you’ll be able to grow your business and reach your ideal customers with confidence. Now, it's time to put these principles into action and watch your marketing efforts make a real impact! If you ever need more guidance, don’t hesitate to reach out — I’m always here to provide clarity and support!

Boost Your Brand: Marketing Fundamentals for Small Businesses