Feeling Overwhelmed by Marketing?

You don’t need a massive budget or a team of experts to attract your next customer. All you need is a simple, actionable marketing plan.

By answering five core questions - Who, What, Where, When, and How - you can build a lean, effective roadmap for customer acquisition. Here’s how to apply this framework.

Step 1: Define Your Ideal Customer (Who?)

Before you can sell anything, you must know who you’re selling to.

This goes beyond demographics - it’s about understanding their world, problems, and aspirations.

• Be Specific: Instead of small business owners, think independent coffee shop owners in mid-sized US cities looking to streamline inventory.
• Identify the Pain: What problem does your product solve? Customers don’t buy products - they buy solutions.
• Create a Persona: Give your customer a profile. How old are they? What’s their job title? Which social media platforms do they use? A buyer persona makes your marketing more targeted and personal.

Step 2: Craft Your Marketing Message (What?)

Once you know your audience, you need a message that resonates. Your value proposition is why customers should choose you.

• Focus on Benefits, Not Features: A feature might be durable aluminum casing. The benefit? It won’t break if you drop it, saving you money on repairs.
• Use the So What? Test: Keep asking So what? until you uncover the emotional benefit.
• Keep It Concise: Write your elevator pitch in one compelling sentence. Use it everywhere - your website, social media bios, and email signature.

Example: We help independent coffee shops reduce waste and save money with smarter inventory tools.

Step 3: Pick the Right Marketing Channels (Where?)

Your next step is identifying where your customers spend their time. You don’t need to be everywhere but you need to be in the right place.

• Go Deep, Not Wide: Are they on TikTok, searching Google, or reading industry newsletters? Focus on 1–3 core channels.
• Match Habits to Platforms:
  • B2B professionals → LinkedIn, industry forums
  • Busy parents → Pinterest, Facebook groups
• Prioritize Ownership: Social media is great, but always build channels you own, like an email list or website.

Step 4: Set a Marketing Schedule (When?)

Marketing works best when it’s consistent. Sporadic campaigns rarely bring results.

• Consistency is King: Even a simple plan done weekly beats a brilliant one done occasionally.
• Test Timing: For example, B2B emails often perform best mid-morning, mid-week.
• Plan Ahead: Use a basic content calendar to map out blogs, emails, and social posts in advance.

Step 5: Choose Your Marketing Tactics (How?)

Finally, determine how you’ll connect your message to your audience through practical actions.

• Deliver Value First: Offer a lead magnet like a free checklist, guide, or consultation.
• Drive Traffic:
  • If your Where is Google → Write SEO-optimized blog posts.
  • If your Where is Instagram → Share short, valuable video tutorials.
• Measure & Adjust: Track results using Google Analytics, email open rates, or social insights. Double down on what works and refine as you go.

FAQs About Marketing Plans

Q: What is the simplest marketing plan for small businesses?
A: A simple plan focuses on five steps: defining your audience, clarifying your message, choosing the right channels, staying consistent, and picking tactics that deliver value.

Q: How long does it take for a marketing plan to show results?
A: Most small businesses see early traction in 1–3 months, but consistent effort is key for long-term growth.

Q: Do I need to be on every marketing platform?
A: No. Focus on the 1–3 channels where your audience spends the most time. Quality beats quantity.

Put Pen to Paper

This 5-step marketing framework gives you everything you need to start finding customers and scaling your business.

Keep Crushing!
- Sales Guy