MARKETING FOR SMALL BUSINESSES
Advice you can put to work.
Practical guides for planning your next website, content or campaign decision.
Write an Offer People Can Understand Quickly
Write an offer statement that makes the service, customer fit, scope and next step easy to understand.
Read the guideConnect Your Ad Promise to Your Landing Page
Check that the page after an ad delivers the same service, conditions and next step the customer was promised.
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Set a Bounded Budget for a Local Ad Test
Write an ad-test brief with a maximum spend, separate setup costs, review checkpoints and a named decision maker.
Read the guideEstimate Lead Value With Contribution, Not Just Revenue
Estimate the contribution associated with a lead using sale value, delivery costs and a clearly labeled close-rate assumption.
Read the guideCheck Whether Your Business Is Ready for an Ad Test
Check the offer, destination, response capacity and measurement before committing money to a paid advertising test.
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Build a Useful Enquiry Follow-up Process
Track each enquiry with a responsible person, a useful next action and a clear condition for ending follow-up.
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Give Each Email One Main Job
Connect the reader’s need, your message and the next action before adding offers, images or extra links.
Read the guideCheck an Email Before You Send It
Use a recorded pre-send check for the audience, message, destinations and mobile display of the exact email you plan to send.
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Create a Monthly Email Plan From Your Business Calendar
Turn real business dates and customer questions into an email calendar with clear owners and enough time for review.
Read the guideWrite a Service Update Customers Can Act On
Explain what changed, who it affects and what customers should do, with one reliable destination for the details.
Read the guidePlan a Welcome Email That Sets Useful Expectations
Outline a welcome email that delivers what someone requested, explains what comes next and gives them a useful first step.
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Choose Social Channels Your Team Can Maintain
Shortlist social channels using customer evidence, available content and the time your team can spend responding.
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