01Start with a business outcome
Choose one outcome that marketing can realistically influence during the next 90 days. “Be more visible” is too broad; “generate ten qualified enquiries for our maintenance service” is measurable and connected to the business.
- One primary outcome
- A defined audience
- A clear time period
- A simple measure of progress
02Understand the decision your customer is making
List the questions a customer asks before they trust a provider: Is this relevant to me? Can this business solve my problem? What will happen next? What proof can I evaluate? Your pages and campaigns should answer those questions in that order.
03Choose fewer channels
Small teams usually gain more from maintaining two channels well than appearing inconsistently across six. Select channels based on where customers research, compare and contact providers—not on what is currently fashionable.
- One dependable discovery channel
- One relationship channel
- A website page that converts attention into a next step
04Create a 90-day action table
For every activity, record the owner, deadline, intended audience, destination page and success measure. Review the table monthly and remove activity that has no clear purpose.
The plan should make work easier to prioritise. If it creates a long list without trade-offs, it is not yet a strategy.
05Review evidence, not just activity
Publishing more posts is an activity. Relevant enquiries, email replies and completed contact forms are outcomes. Keep both measures, but make decisions from the outcomes.