Somewhere along the way, “marketing plan” became code for color-coded chaos and a dozen half-finished content calendars... A lot of small business owners approach marketing like a Pinterest board: some pretty colors, a few inspirational quotes, and good intentions. But if your “strategy” is mostly reacting to trends, copying what others are doing, or hoping your next post randomly pops off... let’s pause.
Marketing isn’t about luck or loudness. It’s about intention, clarity, and consistency. What you actually need is momentum to create actual growth.
This blog is here to help you get back to basics. Whether you’re just starting out or ready to streamline what you’ve been winging, here’s how to create a marketing plan that gets you actual clients, not just fake internet points.
Know What You’re Trying to Achieve (Like, Specifically)
Every marketing plan needs to start with a finish line. And no, “I want to grow my business” isn’t it.
Ask yourself:
- What exactly do I want more of? (Leads? Bookings? Product sales? Brand awareness?)
- How will I measure that success? (Conversion rate, email sign-ups, client calls?)
- What’s my timeline for this goal?
“Get more visibility” is vague. “Make more money” is obvious. What’s your real target?
📌 Example: “I want to book 5 branding clients over the next 60 days through my website and Instagram.”
Now we’re getting somewhere. Start with a clear goal. Otherwise, your plan is just busywork with a prettier font.
Get Inside Your Customer’s Head
If your ideal customer is “anyone who needs [your service],” you’ve already lost. The most effective marketing plans speak directly to someone specific. Not what you think they want, but rather what they’re actually worried about at 11 PM when they’re spiraling. You’re not just marketing to “women who need self-care” or “people who want insurance.” You’re talking to the mom who hasn’t had a minute to herself in three weeks or the guy who’s one flat tire away from financial ruin.
Speak to their reality, not your industry buzzwords.
Instead of: “I help women build confidence,” try: 👉 “I help high-achieving women in their 30s who feel stuck in a job they hate but don’t know how to start over.”
The more specific you get, the more magnetic your content becomes.
Create a quick client profile:
- What are they struggling with?
- What have they already tried that didn’t work?
- What are they afraid of?
- What would a win look like for them?
That’s what your marketing needs to speak to.
Stop Trying to Be Everywhere
Trying to be active on Instagram, Facebook, TikTok, Pinterest, LinkedIn, AND YouTube? You’ll burn out faster than a scented candle during Q4.
Pick where your people already are, and where you can commit to showing up consistently.
✅ If you’re service-based, Facebook and Instagram are usually solid bets.
✅ If your business is B2B, LinkedIn should be on your radar.
✅ If you’re great on video, consider YouTube or TikTok.
Don’t just chase the hot platform. Be where your people are, and where you don’t dread showing up. And yes, reuse your content. Anyone who says you can’t doesn’t own a business.
Create a Repeatable Weekly Content Plan
Planning your content doesn’t mean writing 30 captions every Sunday night. The key to a marketing plan you’ll stick with? Simplicity and structure. Try this weekly breakdown:
- Day 1: Authority
Share something that builds trust: client wins, before-and-afters, a blog post, FAQs, “why this matters.” - Day 2: Connection
Open the door to conversation. Ask a question, tell a story, or post something that makes your audience go, “same.” - Day 3: Conversion
Give a clear call to action: book a service, shop a product, sign up for a lead magnet.
If you can’t commit to a week, plan for a month. If you can’t commit to a month, start with three solid pieces and hit “publish.” You don’t have to post daily to be effective. You just have to be intentional.
Measure What Moves the Needle
Let’s stop pretending “going viral” is the goal. If it doesn’t lead to more inquiries, email subscribers, or sales—it’s noise. If your goal is sales and all you’re tracking is likes, you’re measuring the wrong thing.
Track:
- Website clicks from social
- Email open and click-through rates
- Call bookings
- DM inquiries
- Sales from content
Track the stuff that leads to money, not just attention. Set a monthly check-in to review your data and make small shifts. Your marketing plan should evolve with your audience.
The best marketing plans aren’t the most complex—they’re the most followable. The ones you’ll actually use. If you’ve been stuck in a loop of posting just to say you did, step back and reassess.
Create a plan that works for you and speaks directly to the people you want to serve. That’s what brings in the clients. Not the content calendar you abandoned in March.
When you define what you want, speak clearly to the people who need you, show up where they already hang out, and track what actually converts—you don’t just “market.” You grow.
If you’re over guessing and ready for something that works with your business (not against it), I’ve got your back.
👉 Want help building that plan? Let’s talk.
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