Why a plan, and why so short?
Without a plan, chance decides: whatever there’s time for today gets done. The result is lots of one-off actions that don’t fit together, and the feeling that marketing doesn’t bring anything.
A long plan doesn’t help either, because nobody reads it. For a small business, one page is enough – pinned to the wall or saved on your phone. It answers five questions: who do you want to reach? What do you want to say? Where? How often? And how will you know it’s working?
1. Audience: who exactly?
“Everyone” is not an audience. Describe your best customers as concretely as possible: who are they, where do they live, what matters to them, and in what situation do they look for you?
A hairdresser might write: women and men from the town and neighbouring villages who want a regular salon and value good advice. A trades business: homeowners in the region planning a renovation and looking for a reliable firm.
You may name two groups. To begin with, there shouldn’t be more.
2. Message: one sentence that sets you apart
What should these people know about you? Write one sentence that says what you offer and why they should come to you in particular. Concrete beats pretty: “Appointments on Saturdays too” says more than “Your partner for beauty”.
Add two or three pieces of proof you can show again and again: your work, your team, how you work, voices of real customers. This message then appears everywhere – on your website, in your profile, on your flyer.
3. Channels: two or three, not ten
Every channel takes time. Choose the ones where your audience really looks for you:
- Your Google Business Profile. For almost every business with local customers, the most important starting point. How to look after it is covered in Google Business Profile.
- Your website. The place where interest turns into an enquiry. All other channels lead here.
- One social network. Usually Instagram or Facebook, depending on your audience. Better one done well than three done halfway. Tips in Social media for small businesses.
- Print. Flyers, business cards or posters often work better locally than expected.
- Ads. On Google or Meta, if you want to become visible faster – ideally once the basics are in place.
Write in the plan which channels you use and, just as importantly, which ones you deliberately don’t.
4. Rhythm: regular beats a lot
A fixed rhythm beats bursts of activity. Decide what happens when, in an amount you can manage even in busy weeks. An example for a small business:
- Every week: one post on your social network, reply to reviews on your Google profile.
- Every month: a photo update on your Google profile, a quick look at your enquiries.
- Every quarter: one campaign or theme, such as the start of the season, gift vouchers or a new offer.
- Every year: review and adjust the plan.
Plan content in batches. One afternoon with photos and copy for the whole month is more relaxed than asking yourself every day what to post.
5. Measuring: by enquiries, not likes
Likes and followers feel good, but they don’t pay the bills. Measure what counts for your business:
- Calls and messages
- Enquiries through your form
- Appointment bookings
- Directions and calls from your Google profile
Simply ask new customers: “How did you hear about us?” Note the answer. After a few months you’ll see which channels really bring customers. If you like to see your figures in one place, Dashboard for small businesses shows a simple solution.
Set goals that suit your business instead of borrowing other people’s numbers. What matters is the direction: are you getting more of the right enquiries?
Your plan on one page
- For whom? One or two audiences, described concretely.
- What do we say? One sentence plus two or three pieces of proof.
- Where? Two or three channels, plus the deliberate omissions.
- How often? Weekly, monthly and quarterly rhythm.
- How do we measure? Enquiries, bookings, calls.
Write down your answers, pin them up and look at them once a quarter. That’s already more strategy than many businesses have.
If you’d like support
We help you set up the plan and, if you wish, carry it out: from strategy and social media to local SEO. Marketing is priced by scope; we give you the price in the quote after the initial call. If you need the basics first, start with the “Growth” package for €1,890: logo, colour palette, website, a refreshed social media presence and five Instagram templates. All packages at Packages and pricing.