Have you ever sat down to work on your marketing and felt your mind just go blank? You know you need to be online, you know you need to get the word out, but the world of websites, social media, ads, and emails feels like trying to find your way in the vortex of everything. It’s easy to freeze up and decide to just do nothing. We’ve all been there, feeling the pressure to be everywhere at once while knowing we can’t possibly manage it all.
The truth is, the problem isn’t a lack of tools or options. The real problem is a lack of a clear starting point that pushes you to overwhelm. You don’t need to do everything; you just need to know what to do first. Before you spend a dime or post a single piece of content, I recommend you answer these three simple, but powerful, questions.
1. Who are you talking to?
This is the most important question you can ask yourself. You can’t speak to everyone at once, and if you try, your message will get lost. Your goal is to find your ideal customer.
- go beyond the basics → instead of saying “women ages 30-50,” think about their specific problems and what they care about. What makes them frustrated? What are their goals?
BONUS TIP: AI can help you decide whether your target group is too broad or not. Just share with your chosen AI who you are planning to target and ask it if it is okay as a targeting group on meta ads for example. Then if it is good for instagram posts, etc. After a few questions, you’ll learn what might be better.
- give them a name→ literally. I’ve found it helpful to create a simple profile for this person. “This is Maria. She’s a busy professional who wants to buy more ethically, but doesn’t have time to research. She spends her evenings on Pinterest looking for quick, healthy recipes.” If it feels weird, just image your favorite client.
When you know who Maria is, you can stop guessing and start creating marketing that speaks directly to her.
2. What do you want them to do?
Once you know who you’re talking to, you need to decide on a single, clear goal. If you tell people to do five different things, they’ll get confused and do nothing. Focus on one main action.
- is it to make a purchase? This is for a specific product or service.
- is it to get a lead? This is for a service business that needs a client to contact them for a quote.
- is it to build an email list? This is for businesses that need to nurture a relationship before a sale.
Every marketing effort you make should have one of these goals in mind. For example, if you want leads, your website should make it easy for someone to contact you, with a clear form on every page. If you are just wanting to warm them up for something, create content on social media that makes them want to follow you (and create an Instagram bio that tells them what you do, so that they can decide about following you easily).
3. Where do they spend their time online?
Now that you know who you’re talking to and what you want them to do, you can choose where to focus your efforts. A micro-business doesn’t need to be on every platform. It needs to be on the right one.
- is your ideal customer searching for you? If they are, you should start with Google Ads to get your business in front of them right away.
- are they looking for ideas and inspiration? If so, your marketing might begin with an optimized profile on Pinterest.
- are they business professionals? You might focus on LinkedIn to reach them where they are working.
By answering these three questions, you’ve already created the foundation of a marketing strategy. You’re no longer chasing every new trend. Instead, you have a solid, sustainable plan that is unique to your business.
Answering these questions gives you a map, but the journey still requires precision and effort. The real work is in creating ads that speak to Maria, making sure your landing page is set up for your specific goal, and monitoring everything to make sure it’s working. This is where a strategic partner can help.
I can take the answers to your three questions and build an effective, sustainable marketing system for your business. I’ll make sure your budget is spent where it will be most effective, so you can focus on what you do best.
Still Feeling Stuck? Here’s a Little Secret.
It’s easy to feel like you’re “so over” thinking about these basic questions, or get frustrated that you have to rethink it all again. If you feel that way, don’t worry—it’s completely normal. This “going back to the basics” approach never loses its value.
I’ve been in business for over 15 years, and in marketing for six, and still, as I’m adjusting my focus, I can easily get confused. Just this week, I was taking part in a challenge where we had to rewrite our Instagram bio. I struggled so much; I couldn’t write anything I was happy with. That frustration made me realize I still needed to step back and think about who I truly wanted to work with and how I wanted to refine my services.
This was for a business I started in 2011!
The point is, even for seasoned pros, re-evaluating your business and your thoughts is always beneficial. It doesn’t mean you failed; it means you’re being strategic. Stepping back and looking at your business from a new, outside point of view is what lets you spot new opportunities and find the clarity you need to move forward.
Finding that clarity is the first step. And if you’re ready to get a clear, expert perspective on your business and build a marketing plan that actually works, I’m here to help.