Starting or running a small or medium-sized business has its rewards, but it also brings unique challenges: limited time, tight budgets, fierce competition, and the constant pressure to grow.

Marketing isn’t about being everywhere. It’s about being in the right places with the right message for the right people.

Defining your customer avatars and building your messaging pillars isn’t just an exercise; it’s the foundation of your entire marketing strategy. It’s the difference between hoping for results and creating them.

Defining your customer avatars and building your messaging pillars isn’t just an exercise; it’s the foundation of your entire marketing strategy. It’s the difference between hoping for results and creating them.

When I work with business owners, one of the first things I notice is how quickly they want to jump into marketing. Social media posts, websites, ads, everyone wants momentum. But here’s the truth: without a strong foundation, all those activities often feel scattered, inconsistent, and ultimately less effective.

Over the past 20-plus years working with small and medium-sized businesses, I’ve noticed a common pattern. Entrepreneurs dedicate a great deal of time and effort to their business plans, carefully devising financial strategies, operational plans, and growth targets. When it comes to marketing, it’s often considered an afterthought.