Small Business Marketing Playbook
From foundation setup to crisis management, this playbook covers everything you need to succeed in today's competitive landscape.
Foundation Setup
1
Customer Research
Create ideal customer profiles, build buyer personas, document pain points, map customer journey stages, and list key decision factors.
2
Brand Essentials
Develop core message, brand voice guidelines, visual identity standards, key differentiators, and brand story.
3
Digital Presence Basics
Optimize Google Business Profile, audit/setup website, set up social media accounts and email marketing platform, implement analytics tracking. Your content mix should include blog posts, social media, videos, infographics, case studies, white-papers, and webinars. But based on your business model, most of these won't work.
4
Marketing Strategy Overall
Run a 30 day experiment across all channels and eliminate what doesn't work ruthlessly. If it takes too much effort, it's probably not going to work sustainably. By the end of the days — you'll have results and a focus area to double down.
Practical Customer Research Guide
Interview Your Best Customers
Selection Process
- List top 20 customers by revenue
- Identify 10 most profitable customers
- Select 5 longest-term customers
- Choose 5 most recent successful customers
Interview Questions
- "What problem were you trying to solve when you found us?"
- "What made you choose our solution?"
- "What alternatives did you consider?"
- "What does success look like for you?"
- "What almost stopped you from buying?"
- "Where do you get information about [industry/solution]?"
- "What's the hardest part about [problem you solve]?"
- "How do you measure ROI on this purchase?"
Interview Process
- Schedule 30-minute calls
- Record with permission
- Take detailed notes
- Offer incentive ($50 gift card)
- Follow up with thank you
Sales "Ride Along"
Sales Call Analysis
- Review last 50 sales call notes
- Analyze lost deal feedback
- Document common objections
- List frequent questions
- Note decision criteria mentioned
Sales Team Survey
- What are top 3 customer pain points?
- Which features close deals?
- What industries close fastest?
- What kills deals most often?
- Who influences purchase decisions?
Digital Footprint
Website Analytics
- Most visited pages
- Time on site by visitor type
- Convert vs non-convert paths
- Entry/exit pages
- Search terms used
Social Media Analysis
- Post engagement patterns
- Comment themes
- Direct message questions
- Competitor follower profiles
- Industry hashtag analysis
Core Message Development
Target Customer
Define your ideal customer in detail: who they are, what they do, what their needs are.
Key Problem
Identify the specific problem your product or service solves for them.
Unique Solution
Describe how your solution solves this problem better than any other option.
Positioning Statement Formula
- For [target customer] who [key problem], [your company] provides [key solution] that uniquely [key benefit]. —> Develop a clear tagline that captures this essence
Brand Voice Guidelines
- Define 3-4 brand personality traits (e.g., "confident but not arrogant," "expert but accessible")
- Create "We Are/We Are Not" comparisons:
- Example: "We are confident, not cocky"
- Example: "We are professional, not stuffy"
- Do you want to sound like a scientific expert? Or a casual friend?
- Technical level
- Formality level
- Make jokes vs not?
- Common phrases to use/avoid
Brand Feel - thanks Karl Jung!
The 4 Ego Archetypes in Detail
The Innocent
The Innocent is pure, optimistic, and seeks happiness. They are trusting and often naive, and their greatest fear is being punished for doing something wrong. They tend to be traditional and find comfort in familiar routines.
The Everyman
The Everyman desires to connect with others and longs to belong. They are down-to-earth and practical, and their greatest fear is being left out or standing out. They value authenticity and genuine relationships.
The Hero
The Hero is driven by a need to prove their worth through courageous acts. They are strong, competent, and desire to make a difference in the world. Their greatest fear is being weak or vulnerable.
The Caregiver
The Caregiver is compassionate and wants to protect and care for others. They are selfless and generous, but their greatest fear is selfishness and ingratitude. They often put the needs of others before their own.
The 4 Soul Archetypes in Detail
The Explorer
The Explorer is driven by the desire for freedom and authenticity. They seek out new experiences and knowledge to discover who they are.
The Rebel
The Rebel challenges the status quo and fights for change. They are passionate about disrupting systems that are not working.
The Lover
The Lover craves deep connection and seeks to experience love in all its forms. They value intimacy and relationships with others.
The Creator/Artist
The Creator is driven by a desire to create things of enduring value and to express their vision through their work.
The 4 Self Archetypes in Detail
The Jester
The Jester lives in the moment and brings joy to the world.
The Sage
The Sage seeks knowledge and understanding through intelligence and analysis.
The Magician
The Magician makes dreams come true by understanding the fundamental laws of the universe.
The Ruler
The Ruler desires control to create a successful community.
Archetypes: Shaping Your Brand Identity
Primary Archetype
Choose one archetype that resonates most deeply with your ideal customer and team.
Secondary Archetype
Select another archetype that complements the primary archetype, adding depth and nuance to your brand.
Visual Expression
Use the chosen archetypes to guide your brand's visual identity, from colors and typography to logos and imagery.
Visual Identity Standards
Colors
Primary brand color (with RGB/CMYK/HEX codes), secondary palette (2-3 colors), accent colors.
Typography
Primary headline font, body text font, digital fonts alternatives.
Logo
Clear space requirements, minimum size, approved variations.
Image Style
Photo style guide, icon style, illustration guidelines.
Defining Corporate Values
1
Reflect Brand Identity
Corporate values should align with your brand's archetype and personality.
2
Guide Decision Making
Values provide a framework for making tough decisions and choosing the right path.
3
Attract and Retain Talent
Values attract employees who share similar beliefs and create a positive work environment.
4
Build Trust with Customers
Values demonstrate your company's commitment to ethical practices and customer satisfaction.
Use Building Personal Values That Actually Matter & Building Your Company's Core Values exercises to narrow down focus.
Digital Presence Basic
Website Optimization
Implement clear CTAs, lead capture forms, landing page templates, mobile responsiveness, and page load speed optimization.
Content Strategy
Create blog topics calendar, lead magnets, email nurture sequences, social media content plan, and conduct SEO keyword research.
Paid Advertising Setup
Structure Google Ads account, set up Meta Ads, install retargeting pixels, set up conversion tracking, and plan budget allocation.
Implementation Process
1
Daily Tasks
Social media engagement, lead response management, content publishing, ad performance monitoring, analytics review.
2
Weekly Tasks
Content creation, email campaign setup, ad optimization, performance reporting, team alignment meeting.
3
Monthly Tasks
Campaign performance review, budget reallocation, content calendar update, competitor analysis, strategy adjustment.
Measurement System
Lead Generation Metrics
Website visitors, form submissions, email signups, social media engagement, ad click-through rates.
Conversion Metrics
Lead-to-customer rate, cost per lead, cost per acquisition, sales cycle length, revenue per customer.
ROI Metrics
Marketing spend by channel, revenue by channel, customer acquisition cost, customer lifetime value, return on ad spend.
Budget Allocation
1
2
3
1
Startup Phase (Month 1-3)
Website Development: 30%, Content Creation: 25%, Paid Advertising: 25%
2
Growth Phase (Month 4-6)
Paid Advertising: 40%, Content Creation: 30%, Email Marketing: 15%
3
Tools/Software
10% in both phases
Channel Strategy
SEO
Keyword research, on-page optimization, content creation, local SEO, technical SEO.
Social Media
Platform selection, content calendar, engagement strategy, community building, influencer partnerships.
Email Marketing
List building, segmentation, automation, A/B testing, performance tracking.
Paid Channels
Search ads, social ads with audience targeting, creative testing, and performance optimization.
Marketing Strategy Mix
Your content mix should include blog posts, social media, videos, infographics, case studies, white-papers, and webinars. But based on your business model, most of these won't work. Run a 30 day experiment across all channels and eliminate what doesn't work ruthlessly. If it takes too much effort, it's probably not going to work sustainably. By the end of the days — you'll have results and a focus area to double down.
30-Day Marketing Channel Test
Direct Response Channels
- Direct mail campaigns
- Email marketing
- Phone outreach
- SMS marketing
- Digital ads
Relationship Building
- Industry events
- Community partnerships
- Referral programs
- Professional networks
- Business associations
Brand Building
- Local sponsorships
- Print advertising
- Radio spots
- Billboard advertising
- Trade publications
Educational Marketing
- Workshops/seminars
- Industry presentations
- Customer training
- Expert roundtables
- Educational content
Partnership Marketing
- Co-marketing deals
- Channel partnerships
- Joint ventures
- Strategic alliances
- Affiliate programs
Define The Framework
Budget
Budget Allocation: $____
Success Metrics
List specific KPIs (e.g., website traffic, leads generated, conversions).
Test Duration
Timeframe (e.g., 30 days).
Target Audience
Specific segment (e.g., small businesses, entrepreneurs).
Offer/Message
Clear value proposition (e.g., free consultation, discounted services).
Response Tracking
Measurement method (e.g., website analytics, CRM data).
Sample Channel Tests
Direct Mail Test
Send 500 pieces, A/B test two offers, track response rates, measure cost per response, note quality of leads.
Event Marketing
Host a customer workshop, track attendees, monitor engagement, follow up conversion, calculate event ROI.
Partnership Program
Launch with 3 partners, track referrals, measure close rates, calculate partner costs, assess relationship value.
Daily Monitoring Template
Weekly Roll Up
Analysis & Decision
Success Criteria Matrix
- Response rate meets targets
- Lead quality scores high
- Cost per acquisition acceptable
- Resources available to scale
- Fits brand positioning
Eliminate Channel If:
- Poor response rates
- Low lead quality
- High cost per acquisition
- Resource intensive
- Brand misalignment
Implementation Plan
Successful Channels
Document success factors, create scaling plan, allocate resources, set growth targets, establish monitoring.
Modified Channels
Identify improvements, adjust approach, set new test parameters, monitor closely, re-evaluate.
Eliminated Channels
Document learnings, archive data, reallocate resources, explore alternatives, share insights. Kill ruthlessly.
Long-Term Integration
Clear Metrics
Define quantifiable goals to measure success and track progress.
Consistent Tracking
Monitor key performance indicators regularly to understand performance.
Regular Review
Evaluate results, identify areas for improvement, and adjust strategies.
Resource Alignment
Allocate resources effectively to support ongoing marketing efforts.
Key Performance Indicators (KPIs)
1
Revenue Growth
Track the increase in sales over time.
2
Customer Acquisition Cost (CAC)
Measure the cost of acquiring a new customer.
3
Lifetime Value (LTV)
Estimate the total revenue generated by a customer over their lifetime.
4
Brand Awareness
Assess the recognition and perception of your brand in the market.
5
Market Share
Calculate the percentage of the market that your company controls.