This post is from the series: 20 No-Cost, Low-Cost Weapons for Marketing Your Business.

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One of the biggest challenges I hear from business owners is that they’re overwhelmed with the number of marketing options available today. It feels to them like there are endless marketing tactics to learn about: content marketing, search engine optimization, online and offline advertising, speaking, trade shows and conferences, email, direct mail, social media, and the list goes on…

Many small businesses don’t have the time, interest, or expertise to make sense of all these options. But whether a business owner chooses to take a DIY approach to their marketing or chooses to hire an expert, it’s important to keep a few key concepts in mind that helps eliminate noise and to choose tactics that fit their business goals.

  1. The purpose of your marketing efforts is to connect you with potential buyers who would be a good fit for your services. 
  2. What Are Your Goals For Your Business? 
  3. How many prospects do you need to reach your goal?
  4. Create a marketing plan and choose tactics that have the highest likelihood of generating
    those prospects. 

In addition, it’s important to look at where your prospects and new business have come from in the past. Successful marketing and new business strategies often start by building on channels and tactics that have worked in the past. And if you’re goal is to, let’s say, increase revenue by 20%, you might not need a whole lot of new marketing tactics. You might just need to marginally increase the activities that have already worked in the past.

You don’t need to be everywhere. You don’t need to do everything. And you certainly don’t need to try to adopt every new technology that comes on the market. Focus on your business goals and the number of prospects you need to get there in order to design a marketing plan that fits your business.


Brian Shea is the founder of Shea Consulting, LLC, a company that helps agencies consistently execute their new business efforts. Brian and his partners put systems and processes in place to help agencies keep their new business efforts organized, focused, and consistent over time. Since the early 2000’s, Brian has helped organizations improve their sales and marketing efforts through CRM, sales process improvement, and marketing automation.