Here’s the thing about marketing. It’s never done.
So yes, the title of this post is deliberately misleading.
Even if you have a rock solid marketing plan (and 99.9% of small businesses don’t), it’s only rock solid for about a minute.
After that, there’ll be some new information, a rising trend, a change in the law, a sudden influx of customers… something that will change your thinking and change your plans.
And that is exactly as it should be.
When I first started marketing, the Internet didn’t exist. It wasn’t even a twinkle in some computer genius’ eye. Nowadays, if you don’t market both online and in the real world, you’re just not in the marketing game – no matter what business you’re in.
Marketing is a slippery slope sometimes. Wait – make that all the time. You think you’ve finally got it right and then someone or something throws a spanner in the works.
Maybe the price of advertising goes up. Maybe it falls. Maybe your product suddenly springs a fault and has to be recalled. Maybe you hit marketing gold with your latest campaign. Maybe you just throw good money after bad, trying to fix what’s not working.
Sometimes you just can’t predict what’s going to happen. Wait – make that all the time, again. And even if you can predict the future, you still need to evaluate how you’re doing. You need to find out what’s working for you and what isn’t.
And once you know how successful (or not) your marketing is, you need to change your marketing course in light of what you discover.
So no – you can’t just get your marketing done once and for all.
So, where do you start?
Do something. Anything. Take one step. A small step. But a considered one.
Forget about marketing plans for now.
Taking action is far more effective than writing a plan you’re just going to throw into a drawer somewhere.
Here are some places to begin. Small action steps. Potentially big results. These action steps aren’t rocket science. You’ve probably seen some or all of them suggested elsewhere. But there is a big difference between knowing and doing. Take action. Do one now.
1. Ask One Happy Customer for a Testimonial
Why it matters: People trust other people. A short, real quote from someone who likes your product or service builds trust.
What to do: Email or message one past customer and ask them what they liked. Post it on your website, social, or email.
2. Add a Clear Call to Action on Your Website
Why it matters: If you don’t tell people what to do next, they often leave.
What to do: Add a big, obvious button or sentence like “Book a Free Call” or “Buy Now” to your homepage or service page.
3. Share One Useful Tip on Social Media
Why it matters: Sharing something genuinely helpful (not salesy) builds credibility and trust.
What to do: Write one short post with a tip that solves a small problem your audience has. Include a simple image if possible.
4. Email 5 Past Clients or Leads
Why it matters: Staying top-of-mind leads to referrals or repeat business.
What to do: Just check in. Ask how they’re doing, mention something useful, or let them know you’re available again.
5. Improve Your Google Business Profile (if local)
Why it matters: A strong local listing helps people find you when they search nearby.
What to do: Add photos, correct hours, and respond to a recent review. Done.
6. Join One Facebook Group or Online Forum Where Your Customers Hang Out
Why it matters: Being helpful in communities where your audience already is can lead to clients.
What to do: Search for a relevant group. Introduce yourself. Answer one person’s question.
7. Update Your Email Signature
Why it matters: You send emails anyway—why not turn them into a subtle marketing tool?
What to do: Add a short sentence with a link, like “Need help with [problem]? Book a free 15-minute call.”
8. Offer a Limited-Time Deal to Past Customers
Why it matters: People are more likely to act when there’s a reason to act now.
What to do: Write a quick email offering a discount or bonus if they take action this week.
9. Fix One Weak Page Title on Your Website
Why it matters: Clear, descriptive page titles help you show up in Google searches.
What to do: Change “Home” to something like “Affordable Website Design for Small Businesses – [Your Name]”.
10. Create a Simple FAQ Answer
Why it matters: Answering common questions saves you time and helps hesitant customers move forward.
What to do: Write a short blog post or page answering one common question you’re always asked.