You did it—your business is up and running and generating revenue! That’s a major milestone worth celebrating. So, what comes next? That depends on the nature of your business and how you’re getting the word out.
Some businesses might not need aggressive marketing right away—especially if demand is high and competition is low. But here’s the thing: markets shift, sometimes suddenly and without warning. When that happens, demand can drop, revenue can stall, and the very stability of your business can be put at risk.
That’s why having a strong foundation of marketing – even the basics – is so important. It not only helps you detect early signs of trouble but also equips you with the tools to protect your market share, scale up when needed, and navigate challenges with a proactive strategy instead of scrambling to catch up.
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Knowing your Marketing Area makes any campaigns that are run much more effective. This is where you want to promote your products and services not a restriction. In example, if you select Elkhart County as your market area, then you would be happy to sell to folks outside of Elkhart County – you just are not wanting to pay to advertise there.
Clearly defining your product/service makes Marketing them more effective. How will the customer use the product? How much product are they purchasing? (time, size, quantity) Why should the customer purchase the product – and why should they purchase it from you? Do you stand behind your product? Do you have raving fans that are willing to share their experience?
This is often the toughest for Businesses to identify. Who is your target audience? Many businesses would like to think every person is. Typically that is not the case. This can be defined in terms of demographics (age ranges, geographic segments), shopping behaviors, or personal interests. In B2B this is often defined by what other services they use and/or the type of business this is.
This information is used to determine the best form of actions for Marketing your product or services. When you know what you are selling (clearly), where and to whom – that makes your Marketing measurable. It also makes it much more effective. That means you keep more money in the bottom line – while growing it faster!
There are several things that you can do to ensure that you have the basics covered and help your business scale.
If you already have a website – great! You’re ahead of the 29% of businesses that still don’t. But simply having a website isn’t enough anymore. The real question is: is it working for you?
Is your site converting visitors into leads or customers?
Is it fast, mobile-friendly, and easy to navigate?
Are you showing up in search results when people look for what you offer?
And here’s a critical one: Can you track what’s working?
Your website should be the hub of your marketing efforts. Whether you’re spending on Google Ads, social media, email campaigns, or offline efforts like print or radio, you need visibility into how those dollars are performing.
With the right tools in place, you can track consumer behavior from the first click to final purchase – and pinpoint which channels are driving results. If you can’t do that today, then your website isn’t just underperforming – it’s costing you opportunities.
When someone searches for your business—or a service you offer—what do they find? If your Google Business Profile isn’t optimized, you’re missing one of the most powerful (and free) tools to attract local customers.
Your Google Business Profile (formerly Google My Business) plays a major role in how you appear in local search and on Google Maps. But it’s not just about being listed – it’s about being chosen.
Ask yourself:
Are all your business details accurate (hours, address, phone)?
Have you added photos, services, and products?
Are you getting and responding to reviews?
Are you posting updates and special offers?
Do you have performance insights set up so you can see how many views, clicks, and calls your listing generates?
A fully optimized profile can help your business show up ahead of competitors, earn trust instantly, and drive direct action – often before someone ever clicks to your website.
If your listing is incomplete, inactive, or inaccurate, you’re likely losing out on traffic, calls, and foot traffic that could be coming your way.
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When customers search for businesses like yours, they’re not just using Google. They’re also checking platforms like Yelp, Bing, Facebook, Apple Maps, the Better Business Bureau, and dozens of industry-specific or local directories. If your business isn’t listed—or if the information is inconsistent—you’re leaving money on the table.
Ask yourself:
Can your business be found across major online directories?
Are your name, address, and phone number (NAP) consistent everywhere?
Have you claimed and verified your listings to avoid duplicates or errors?
Do you have photos, business categories, and service details where allowed?
Are you monitoring these listings for reviews, edits, or spam?
Being present in trusted directories does more than increase visibility—it builds trust and improves your local SEO ranking. Google uses this data to validate your business and boost your presence in local search results.
If you’re not actively managing your directory listings, you might be missing leads from customers who are ready to take action—but can’t find the accurate info to do it.
In business, what gets measured gets managed. And in today’s digital landscape, nearly every marketing effort is measurable – if you have the right tools in place.
Ask yourself:
Can you see which ads, social posts, or emails led to a visit or sale?
Do you know where your traffic is coming from – Google, Facebook, email, referrals?
Are you tracking phone calls, form submissions, and chats back to their source?
Can you connect offline actions (like walk-ins or purchases) to online activity?
Do you have a dashboard or reports to review results regularly?
From website clicks to customer purchases, modern tracking tools like Google Analytics 4 (GA4), call tracking, UTM tags, and CRM integrations let you follow the entire customer journey – so you know exactly what’s working and what’s not.
If you’re spending time or money on marketing but can’t clearly trace the ROI, then you’re flying blind. Measurement isn’t optional – it’s your competitive advantage.
Your email address is one of the first impressions people get of your business – and it speaks volumes. If you’re still using a generic address like yourbusiness@gmail.com, it could be costing you credibility and trust without you even realizing it.
Ask yourself:
Are you using an email that matches your domain (e.g., you@yourbusiness.com)?
Does it appear on your website, Google Business Profile, and marketing materials?
Do your team members each have branded emails for consistency?
Are your emails being delivered – or getting flagged as spam due to unprofessional setup?
A professional email not only builds brand trust, it also increases deliverability, looks more legitimate in inboxes, and aligns your brand identity across channels.
Best of all? It’s affordable and easy to set up through platforms like Google Workspace or Microsoft 365. If you want customers to take your business seriously, this is a simple but powerful step you can’t afford to skip.
Become Relevant In Your Domain!