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Digital Marketing Made Easy

WILCO Web Services

Small Business Marketing Plan: Guide + Free PDF Templates

  • Anthony Pataray
  • Oct 15
  • 12 min read

If you’re like most small business owners, your marketing is a mix of good ideas, scattered posts, and hard-won wins—followed by quiet weeks and unpredictable leads. You’re spending time and money, but it’s tough to say what’s working, how much to budget next month, or which channels reliably bring in calls, bookings, or foot traffic.


This guide gives you a practical fix: a simple, data-informed marketing plan you can actually use. You’ll set clear goals, choose the right channels, and know what to measure—without bloating your budget. To make it easy, we’ve included free, fillable PDF templates (plan, personas, funnel map, 90‑day calendar, and budget) so you can move from ideas to action today.


Here’s what you’ll build step by step: your mission and value proposition, a quick SWOT and market research, target personas, a mapped customer journey, positioning and USP, SMART objectives and KPIs, a local-first marketing mix, core messages and offers, a 90‑day action plan and content calendar, a working budget with CAC/LTV/ROI forecasts, and a simple system for tracking, testing, and improving. Let’s start by clarifying your mission and success metrics.


Step 1. Clarify your mission, value proposition, and success metrics


Before tactics, anchor your small business marketing plan to why you exist and how you win. A crisp mission and value proposition guide every message and spend; clear success metrics tell you if it’s working. Keep this section short, memorable, and aligned with what your best customers actually care about.


  • Mission (one sentence): Who you serve, what you deliver, and the outcome. Example: “We help local homeowners get safer, same‑day electrical repairs at fair prices.”

  • Value proposition (benefit + proof): What makes you the best choice. Think speed, expertise, convenience, social proof, guarantees.

  • Success metrics (quarterly): Define 3–5 KPIs and how you’ll measure them:

    • Leads, calls, bookings

    • Conversion rate:Conversion = Customers / Leads

    • Customer acquisition cost (CAC):CAC = Marketing Spend / New Customers

    • Return on investment (ROI):ROI = (Revenue - Cost) / Cost

    • Local visibility: map rankings, organic traffic, reviews


Step 2. Run a situation analysis (SWOT and market research)


Before you pick channels or budgets, ground your small business marketing plan in reality. A quick situation analysis pairs a simple SWOT with light market research to reveal where to double down and what to fix first—so your next 90 days target the highest‑probability wins.


Quick SWOT


List internal (strengths, weaknesses) and external (opportunities, threats). Keep it customer‑outcome focused.


  • Strengths: 5‑star reviews, fast response, niche expertise.

  • Weaknesses: Low map visibility, slow site, weak follow‑up.

  • Opportunities: Underserved ZIPs, seasonal spikes, partner referrals.

  • Threats: New entrants, rising ad costs, regulation changes.


Minimum viable market research


Use quick, verifiable signals to quantify demand and competition.


  • Sales/POS/CRM: Close rates, top sellers, repeat rate.

  • GA4/Search Console: Top pages, queries, conversion paths.

  • Google Business Profile: Calls, direction requests, map views.

  • Review mining/interviews: Common pains, exact customer language.

  • Local SERP scan: Top 3 competitors’ offers, pricing cues, channels.


Step 3. Identify your target market and build buyer personas


Your small business marketing plan gets traction when you know exactly who you’re talking to and what they need. Define your target market first, then turn that insight into 2–3 buyer personas you can write for, sell to, and measure against. Use hard signals from reviews, call logs, GA4, Search Console, and Google Business Profile to ground this in reality.


  • Market definition: Describe audience size, demographics, unique traits, and demand trends.

  • Geography: Priority cities/ZIP codes, radius, service area, and drive time.

  • Demographics/firmographics: Age, income, household; or industry, company size, decision role.

  • Psychographics: Values, motivations, risk tolerance, urgency.

  • Behaviors: Search terms, devices, timing, channels, and buying triggers.

  • Pain points and outcomes: Problems to solve and desired results.


Build 2–3 practical buyer personas


Make them short, decision-focused, and tied to channels and offers. Aim for clarity over fluff.


  • Persona basics: Name, role, location, and context.

  • Job to be done: Outcome they’re hiring you for.

  • Trigger & timing: What starts the search and when they buy.

  • Objections/barriers: Price, trust, timing, risk.

  • Proof needed: Reviews, guarantees, case studies, certifications.

  • Best channels/CTAs: Maps, local search, referrals, email, “Call now,” “Book today.”


Persona = Segment + Job‑to‑be‑done + Trigger + Barriers + Proof


Example: “Homeowner Hannah, North ZIPs, needs same‑week orthodontic consult for teen; compares map reviews and price; books after seeing financing and 4.9★ local reviews.”


Step 4. Map the customer journey and sales funnel


A clear journey map turns guesswork into a step‑by‑step path you can influence and measure. It shows where prospects first find you, how they compare options, when they contact you, and what happens after the sale—so marketing, sales, and operations work in sync to drive ROI and reviews.


Stages and touchpoints


Sketch the stages, then list the top 2–3 touchpoints per stage you’ll prioritize first.


  • Awareness: Local SEO/Maps, referrals, social, ads.

  • Consideration: Website pages, FAQs, pricing cues, reviews.

  • Decision: Click‑to‑call, online booking, financing/guarantees.

  • Service/Delivery: On‑time arrival, updates, friendly staff.

  • Post‑purchase: Review request, check‑ins, referral offer, email nurture.


Funnel metrics to track


Pick simple, stage‑specific KPIs and measure weekly.


  • Awareness: Impressions, CTR = Clicks / Impressions

  • Consideration:Lead rate = Leads / Sessions

  • Decision: Calls/Bookings, Close rate = Customers / Leads

  • Service: NPS/ratings, response time

  • Post‑purchase: Repeat rate, referrals, Review rate = Reviews / Jobs


Quick wins: add clear CTAs on top pages, enable click‑to‑call and online booking, and automate review requests within 24 hours of service.


Step 5. Analyze competitors and define your positioning and USP


Competitor analysis isn’t about copying—it’s how you decide why a customer should pick you first. In this step, you’ll scan the local SERP to see what prospects see, spot gaps you can own, and turn that into a clear positioning statement and unique selling proposition (USP) that anchors your small business marketing plan.


Fast competitive scan


In 30–45 minutes, capture the signals that shape buyer choice.


  • Find top 3–5 rivals: Google Maps + organic for your core keywords and ZIPs.

  • Catalog offers and proof: Promos, guarantees, financing, case studies, certifications.

  • Price cues and friction: Ranges, fees, availability, booking options, response promises.

  • Reputation: Review volume, star rating, recency, common themes.

  • Coverage and channels: Service areas, ad presence, social/email, content depth.

  • Website UX: Speed, mobile, CTAs (call, book, quote), trust badges.


Turn findings into positioning


Distill one sharp promise customers care about—and back it with proof.


  • Positioning statement:For [target], [brand] is the [category] that [primary benefit] because [key proof].

  • USP checklist:

    • Specific: Clear result or time frame (not vague quality claims).

    • Valuable: Solves a top pain (speed, price clarity, trust, convenience).

    • Differentiated: Competitors don’t or can’t match.

    • Provable: Reviews, guarantees, certifications, or data.


Example: “For busy Georgetown homeowners, Acme Electrical is the same‑day repair team that restores power within 24 hours, backed by a no‑surprise pricing guarantee and 500+ 4.9★ local reviews.”


Step 6. Set SMART marketing objectives and KPIs


Turn your strategy into results by setting 3–5 SMART objectives for the next 90 days. Ground each goal in a baseline, a numeric target, and a due date, and tie it to one stage of your funnel. Choose KPIs you can pull weekly from GA4, Search Console, and your Google Business Profile so your small business marketing plan stays measurable and agile.


  • Examples of SMART objectives

    • Increase qualified leads: From 120 to 180 per month by Mar 31.

    • Boost Maps calls: From 60 to 90/month by improving local SEO by Q1 end.

    • Grow email list: From 1,500 to 2,250 subscribers by Mar 31.

    • Lift close rate: From 25% to 35% via faster follow‑up by quarter end.

  • Core KPIs and formulas

    • Traffic/Visibility: Sessions, map views, CTR = Clicks / Impressions

    • Lead quality:Lead rate = Leads / Sessions

    • Sales efficiency:Close rate = Customers / Leads

    • Cost efficiency:CAC = Marketing Spend / New Customers

    • Profitability:ROI = (Revenue - Cost) / Cost

    • Reputation: Avg. rating, Review rate = Reviews / Jobs


Assign an owner, review weekly, and trigger a test if any KPI misses target by 10%+.


Step 7. Decide your marketing mix (product, price, place, promotion, people) with a local-first approach


Your marketing mix turns strategy into choices customers feel. With a local-first approach, prioritize nearby intent, fast access, and trust signals that win both the map pack and the sidewalk. Use the 5 Ps below to pick tactics you can launch this quarter and measure weekly.


  • Product: Bundle offerings around common local jobs; create Good/Better/Best tiers; add clear guarantees and showcase local reviews as proof.

  • Price: Publish transparent ranges, “from” pricing, and financing or promos tied to seasons/events; standardize quotes across your service area.

  • Place: Maximize Google Business Profile, service-area pages, accurate hours, click‑to‑call, and online booking; enable on‑site and online payments; use local directories and partner counters.

  • Promotion: Focus on local SEO/Maps, geo‑targeted ads, community sponsorships, referral programs, and selective print/radio where your audience is active.

  • People: Train teams on fast response SLAs, phone/email scripts, and review requests; align uniforms and on‑site etiquette—operations shape customer experience and word‑of‑mouth.


Step 8. Craft your key messages, offers, and brand assets


This is where your positioning becomes words and visuals that sell. Keep it simple, specific, and consistent across your website, Google Business Profile, ads, emails, and sales scripts. Use your customers’ own review language, spotlight proof early, and make the next step obvious. The goal: a message + offer combo that earns the click, the call, and the review.


  • Core message (1‑liner):For [target] who [problem], we [solution] so they can [outcome].

  • Offers that convert:Free consult/estimate, no‑surprise pricing, financing, seasonal bundle, new‑customer promo (clear terms).

  • Proof and risk‑reversal:4.8–5★ reviews, before/after or case study, guarantee, certifications, response‑time promise.

  • Primary CTAs:Call now, Book online, Get a fast quote; repeat top‑of‑page and above the fold on mobile.

  • Brand kit:Logo/lockups, color palette with AA contrast, type scale, photo style, icons, templates (homepage hero, GBP post, email, flyer) plus a 3‑line voice guide (friendly, expert, local).


Step 9. Build a 90-day action plan and content calendar


A plan you can ship beats a plan you admire. Run your small business marketing plan in a 90‑day sprint with a simple cadence: pick a few high‑impact plays, turn them into dated deliverables, and meet weekly to track progress and results. Keep scope tight so you can execute, learn, and double down.


Plan your 90‑day sprint


Use this structure to stay focused and accountable.


  1. Choose 3 growth plays: e.g., Local SEO/Maps, fast follow‑up, referral program.

  2. Define deliverables: what ships, where it publishes, and the due date.

  3. Assign owner + KPI: who’s responsible and the metric that proves success.

  4. Weekly rhythm: plan (Mon), produce (Tue–Thu), publish (Fri), review (Mon).


Sample content calendar cadence


  • Website/SEO: 1 service page/month + 2 FAQ posts/month

  • Google Business Profile: 1 post/week + 5 new reviews/month

  • Email: 2 newsletters/month with one clear CTA

  • Social: 3 posts/week highlighting offers, proof, FAQs

  • Video/Shorts: 2 customer‑question clips/month

  • Ads: 2 creative tests/month (new headline/offer)

  • Daily SLA: Respond to new leads within 15 minutes


Step 10. Set your budget and create simple forecasts (CAC, LTV, ROI)


Your budget should power the next 90 days of your small business marketing plan—not guesswork. Fund the few plays you committed to, then forecast outcomes with simple unit‑economics. Use CAC, LTV, and ROI as guardrails so you know when to scale, fix, or stop.


  • Set a 90‑day budget: List each play (e.g., Local SEO, Maps, Ads, Email), add expected costs (media + tools + labor), and total it. Fund only what you can execute well.

  • Lock in unit‑economics formulas:

    • CAC = Marketing Spend / New Customers

    • LTV = Avg Revenue per Customer × Gross Margin × Avg Retention (years)

    • ROI = (Revenue - Spend) / Spend

    • Max CAC = LTV × Target Profit Margin

    • Payback (months) = CAC / Avg Monthly Gross Profit per Customer

  • Build a quick funnel forecast:

    • Leads = Traffic × Lead rate

    • Customers = Leads × Close rate

    • Revenue = Customers × Avg Order Value

  • Allocate by evidence: Prioritize channels with proven leads and strong close rates; reserve a small test slice for new ideas.

  • Create rules: Pause any channel with CAC > Max CAC for 2 consecutive weeks; scale spend 10–20% on channels beating target payback.


Step 11. Align marketing with sales and operations


Great campaigns die in the handoff. To make your small business marketing plan pay off, sync promises in your ads and website with how your team answers the phone, schedules work, delivers service, and requests reviews. Operations shape perception—uniforms, response time, returns, and even how you accept payments all influence loyalty and referrals.


  • Set SLAs: Respond to new leads within 15 minutes; send quotes in 24 hours.

  • Tight handoff: Track source/campaign in CRM; attach call notes/recordings.

  • One offer, everywhere: Pricing, guarantees, and financing match ads, site, and scripts.

  • Capacity-aware scheduling: Shared calendar; throttle ads when slots fill.

  • Easy, secure payments: Cards, online checkout, financing; use EMV chip readers.

  • Service-to-review loop: Completion triggers a review request within 24 hours.

  • Weekly ops sync: Review close rate, response time, review rate; fix root causes.


Aligned teams close more, earn better reviews, and drive repeat business.


Step 12. Check legal and compliance requirements (FTC, CAN-SPAM, TCPA, ADA)


Compliance isn’t optional—violations can trigger fines, get accounts shut down, and erode trust. Build these checks into your small business marketing plan from day one. The SBA also reminds businesses to keep advertising legally compliant, so treat this as an essential part of your launch checklist and ongoing reviews.


  • FTC advertising (truth-in-advertising): Be truthful, avoid deceptive or unsubstantiated claims, and disclose material connections in endorsements/reviews. Clearly present pricing, guarantees, and limitations.

  • CAN-SPAM (email): Use accurate “From” and subject lines, include your physical mailing address, provide a visible 1‑click unsubscribe, and honor opt‑outs within 10 business days.

  • TCPA (SMS/calls): Get prior express written consent for marketing texts, keep consent records, send only within permitted hours, respect DNC lists, and include opt‑out instructions like Reply STOP to opt out, HELP for help.

  • ADA (website accessibility): Aim for WCAG 2.1 AA practices—alt text, captions, sufficient color contrast, keyboard navigation, clear form labels, and descriptive link text.


Document policies, train staff, and review campaigns before launch. When in doubt, consult qualified counsel.


Step 13. Select your martech stack and set up tracking and attribution


Pick a lean stack you’ll actually use. The goal is simple: capture every lead, tag every source, and see ROI weekly. Start with free, proven tools, then add only what improves signal quality or speed.


  • Analytics: GA4 + Google Search Console (traffic, queries, conversions).

  • Tagging: Google Tag Manager for centralized event tags.

  • Lead capture/CRM: Web forms → CRM or shared sheet with required fields: name, contact, source, campaign.

  • Call tracking: Dynamic Number Insertion (DNI) + recorded calls; track calls ≥30s as conversions.

  • Maps/Reviews: Google Business Profile for calls, messages, posts, and review monitoring.

  • Email/SMS: ESP + compliant SMS for nurture and reminders.

  • Reporting: Weekly dashboard (Looker Studio or spreadsheet) by channel, CAC, and ROI.


Tracking and attribution setup


  • UTM standard:utm_source, utm_medium, utm_campaign, utm_content. Example: utm_source=google&utm_medium=cpc&utm_campaign=svc_tx_gtown_q1&utm_content=offer_a.

  • Primary conversions: Form submit, booked appointment, qualified call, purchase/deposit, chat start.

  • Map pack: Capture GBP calls/messages; mirror promos in GBP posts.

  • Offline sync: Pass gclid/utm_* into CRM; import won deals back to ad platforms.

  • Attribution rule: Start with GA4 “last non‑direct click”; review monthly against CAC/payback.

  • QA: Test every form/call/booking with UTMs; verify events fire; annotate major changes.


Step 14. Launch, measure, and optimize with experiments and reporting


Ship the first version, track against your baselines, and improve with small, deliberate tests. Treat the first week as calibration, then move to a steady weekly rhythm: build, publish, review, and decide. Keep each experiment tied to one primary metric and protect customer experience with guardrails so you never trade short‑term clicks for long‑term trust.


  • Use a simple test template:If we [change], then [metric] will improve by [X]% by [date] because [reason].

  • Pick one primary metric:CTR, Lead rate, Close rate, CAC, or ROI; set guardrails (rating, response time).

  • Change one thing at a time: Headlines, offers, CTAs, audience, or landing page.

  • Run through a full buying cycle: Don’t stop early; pause if guardrails break.

  • Log and learn: Date, owner, hypothesis, result, next action.

  • Daily checks:Lead volume, response time, urgent ops issues.

  • Weekly review: Channel CAC/ROI, top/worst pages, search terms, review rate.

  • Monthly roll‑up: Funnel conversion, LTV/CAC view, map visibility and calls.

  • Decision rules: Scale winners +10–20% when payback meets target; fix or pause when CAC > Max CAC for 2 weeks; annotate major site/ad changes in your dashboard.


Step 15. Review and update your plan quarterly and annually


Your small business marketing plan should evolve with data, seasonality, and capacity. Lock in a cadence: quarterly reviews to steer the next 90 days, and an annual reset to realign strategy. Use your dashboard to compare results against SMART goals, CAC/LTV/ROI, and map visibility, then decide what to scale, fix, or stop.


  • Quarterly review (QBR): KPI variance vs. targets, channel ROI and CAC payback, pipeline health and close rate, ops SLAs (response/fulfillment), compliance spot‑check, budget reallocation, next 90‑day objectives.

  • Roadmap update: Double‑down winners, sunset laggards, prioritize a lean test backlog with owners and dates.

  • Annual reset: Refresh SWOT, positioning/USP, personas, pricing and offers; set 12‑month objectives/budget; confirm capacity, martech, and risk contingencies.

  • Document and assign: Version the plan, list owners, and set the next review date before you close the meeting.


Step 16. Download and customize your free PDF templates


Turn this small business marketing plan into action with our free, fillable PDF templates. They’re print-ready, mobile-friendly, and designed to mirror each step above. Block one focused work session, plug in your baselines and targets, and you’ll walk away with a clear plan, calendar, and budget you can run starting this week.


  • Marketing Plan One‑Pager: Goals, KPIs, owners

  • SWOT + Market Research: Fast reality check

  • Buyer Persona + Messaging: Pain, proof, offers

  • Journey/Funnel Map: Stages, touchpoints, metrics

  • 90‑Day Plan + Calendar + Budget/Forecast: Tasks, dates, CAC/LTV/ROI


Fill digitally, share with your team, and update weekly.


Your next steps


You’ve got a complete plan and ready-to-use templates. Block two hours, fill in baselines, pick three high‑impact plays, and start your 90‑day sprint. Measure weekly, protect response times and reviews, and use simple rules to scale what works and pause what doesn’t. By quarter’s end, you’ll know exactly where your leads and ROI come from.


Want a partner to set this up faster—and keep it humming? We build conversion‑ready sites, local SEO that wins the map pack, track every call and form, and run offers that actually convert. If you’re ready for measurable growth and a local‑first strategy, talk with the team at Wilco Web Services. We’ll turn your plan into a pipeline—without wasting your budget or your time.

 
 
 
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