Practical marketing planning tips for owner-managed businesses
Marketing shouldn’t feel like a burden. With the right structure and approach, it can become a consistent and valuable part of your business. Done well, marketing doesn’t just raise awareness, it creates real opportunities. By reaching the right audience with the right message, you can build stronger relationships, attract more of the work you want, and ultimately grow your business.
The right marketing activity, aligned with your goals, helps you stand out and win new work.
Here are some practical tips to help you get started or to reset your marketing approach with clarity and confidence.
Set time aside and protect it
Marketing doesn’t just happen. It requires space to think, plan, create and follow up. We recommend blocking out time each month to focus on marketing, ideally with a quarterly planning session and weekly content or activity time. Treat it like you would a client meeting or a finance review; it’s just as important.
Create a simple, focused plan
You don’t need a 30-page strategy document. Start with a one-page plan that includes:
· Your core audience
· The problems you solve
· Key channels you’ll use (e.g., LinkedIn, email, networking)
· Topics you’ll talk about
· A simple monthly schedule
Keep it practical, achievable and aligned to your business goals.
Batch and schedule your content
Consistency is often where marketing falls down. Social media platforms such as LinkedIn allow you to post ahead of time. Set aside a few hours each month to draft and schedule posts in batches; it’s more efficient and helps you stay visible even when you're busy with client work.
Review what’s working and do more of it
Every quarter, take stock of what’s delivering results. Are you getting website traffic from LinkedIn? Do people mention your blog posts when they speak to you? Has a particular event generated leads? Focus on the activity that’s actually moving the dial and don’t be afraid to stop doing what isn’t.
Keep showing up – even when it’s quiet
Marketing is often deprioritised when work gets busy or enquiries slow down. Ironically, that’s when it’s needed most. Stay visible. Post, share, comment and email to keep reminding your network who you are and how you can help.
Use your network
Marketing isn’t just about content; it’s also about conversations. Attend relevant events, join sector groups, and connect with previous clients and suppliers. Word of mouth is still one of the most powerful marketing tools. Think of networking as part of your marketing mix, not an add-on.
Repurpose and reuse
Got a great case study? Turn it into a blog, a social media post, a slide in a pitch deck and a talking point in a meeting. You don’t need new content every time, just new ways to present it.
Get help when you need it
You don’t have to do everything yourself. Whether it’s outsourcing content writing, bringing in a marketing expert to create your marketing plan, or designing graphics, investing in support can free up your time and help you achieve more, faster.
Marketing shouldn’t feel like a burden. With a little structure and the right approach, it can become a part of your business, helping you attract the right clients, build relationships, and win new work.
If you’d like help building your marketing plan or making sure your activity is aligned with your goals, get in touch with the team at Stephen Alexander.