STOP GUESSING, START GROWING.

How to Build a Small Business Marketing Plan.

Ever feel like you’re throwing spaghetti at the wall with your marketing? Posting on social when you remember, boosting a random post “just to get something out there,” or running a last-minute promo when things get quiet?

You’re not alone. Most small businesses don’t have a clear marketing plan, just a mix of ideas and a lot of stress. The problem? Scattergun marketing wastes money and headspace, and you end up unsure of what’s actually working.

Here’s the good news: a marketing plan doesn’t have to be complicated. In fact, the simpler the better. Here’s how I help clients turn scattered ideas into a clear roadmap that delivers results.

1. Get Clear on Your Customer

If you’re trying to talk to everyone, you’ll connect with no one. Start by defining your ideal customer:

• Who are they?

• What problems do they need solved?

• Why would they choose you over anyone else?

• How do you reach them, what channels do they use most often?

💡 Quick Win: Write down the three most common questions your customers ask before buying. Those help structure your core marketing messages.

2. Set Goals and Budgets

“Grow my business” isn’t a plan, it’s an objective. Be specific: do you want 50 new leads, a 10% sales uplift or 100 new subscribers? Then break those big goals into smaller milestones so you can adapt quickly.

💡 Quick Win: Each time you hit a milestone, stop and analyse where those leads, sales or subscribers came from. Then double down on what worked, refine what didn’t, and see if you can hit the next milestone faster and with less spend.

3. Map a Timeline You Can Stick To

A plan you can’t deliver is just a wish list. It’s one thing to set ambitious goals, but if you try to do too much, too fast, you’ll end up spreading yourself thin and losing momentum. That’s when marketing starts to feel overwhelming and often gets pushed to the bottom of the to-do list.

Instead, break your goals into manageable steps each month or quarter. Think of your marketing plan as a series of building blocks: start with the foundations, then add the next layer once the first is working.

Consistency matters more than intensity. It’s far better to do three things well and on time than attempt ten things once and never repeat them. The businesses that win are rarely the ones who try to sprint — they’re the ones who pace themselves, stay visible and build trust over time.

💡 Quick Win: Focus on three core activities you know you can deliver consistently. For example: one blog post, one email, and a steady rhythm of social posts each month. Once those are embedded, you can scale up.

When you know who you’re talking to, what you want to achieve and where your dollars should go, you stop guessing and start growing with measurable results.

📅 Ready to stop winging it? Book a free 30-minute marketing reset with me and let’s turn your ideas into a plan that works.

Megan x