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How to Start Small-Business Sales & Marketing (A Practical 90-Day Playbook)

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Most small businesses don’t fail for lack of talent—they stall because they’re invisible, unclear, or slow to follow up. Use this simple plan to launch sales + marketing the right way, get leads fast, and know exactly what’s working.

1) Week 1: Nail the Basics

Define one ideal customer & one core offer

  • Who: industry, location, main pain
  • Promise: what outcome in what timeframe
  • Price: simple, packaged

Your one-line value prop

We help [WHO] get [RESULT] without [PAIN] using [HOW].

Gather proof fast: 3 testimonials, a before/after, or run a pilot to earn your first case study.

2) Weeks 1–2: Set a Solid Foundation

Website (or single landing page)

  • Hero = Problem → Promise → Proof → CTA
  • One primary CTA (Book / Get a Quote / Call)
  • Mobile-first, fast, 3–5 form fields, click-to-call
  • Track conversions (forms, calls, bookings)—not just visits

Google Business Profile (GBP)

  • Complete services, hours, photos, FAQs; post weekly
  • Ask every customer for a review (send link via SMS/email)

Simple CRM & shared inbox

  • Pipe every inquiry into one place (stages: New → Contacted → Qualified → Won/Lost)
  • Reusable email/SMS templates for fast replies

3) Weeks 2–3: Pick Only Two Channels

Choose one capture + one nurture channel.

Capture (high intent, fast leads)

  • Local SEO: GBP + service/location pages
  • Partner referrals: DM/email 20 complementary businesses
  • Light paid: Google Local Services or 2–3 exact-match search terms

Nurture (trust over time)

  • Email list: monthly tips + offers
  • Short-form video (Reels/Shorts/TikTok): answer FAQs
  • Local Facebook/Nextdoor groups: helpful posts, not spam

4) Week 3: Automate the Boring Stuff

  • Auto-reply to forms & missed calls: “Thanks + next steps + booking link”
  • 3-email welcome drip
    1. Welcome + quick win
    2. Proof (case study/review)
    3. Offer + CTA
  • Post-service sequence: thank-you → review request → referral/cross-sell

5) Ongoing: Build a Simple Content Engine (PPT)

Post weekly using the PPT framework:

  • Proof: testimonial, before/after, mini case
  • Process: behind-the-scenes, checklist, “how we do X”
  • Teaching: 60-sec tip answering a real question

Repurpose each idea: social post → email → website FAQ.

6) Week 4: First Ads (Optional)

  • Budget: $10–$20/day for 2 weeks
  • Google Search: 2–3 high-intent terms (“service + city”, “near me”)
  • Social boost: your best proof post to a 10–20 km radius; objective = leads/website
  • Kill what doesn’t convert in 7–10 days

7) Every Week: Measure What Matters

One-page scorecard

  • Leads (by source)
  • Lead → booked rate
  • Show rate
  • Close rate
  • Average order value (AOV)
  • Cost per lead (if running ads)

Fix one bottleneck at a time: message, speed-to-lead, offer, follow-up.

30–60–90 Day Plan (Timeline You Can Steal)

Days 1–30

  • Launch a one-page site with clear CTA + tracking
  • Optimize GBP; collect 10 reviews
  • Build the 3-email nurture
  • Post 6–8 helpful short videos (FAQs)
  • Outreach: 20 partners for referrals

Days 31–60

  • Add 3 service/location SEO pages
  • Start light ads or Local Services
  • Add missed-call text + booking link
  • Publish 1 case study

Days 61–90

  • A/B test hero headline + CTA
  • Add an instant quote or pricing-guide lead magnet
  • Double down on top channel; pause weak ones
  • Systematize: weekly review, monthly report

Copy-Ready Scripts

Website hero

Trusted [SERVICE] in [CITY]. Get [RESULT] in [TIMEFRAME].
Button: Get a Fast Quote / Book a Free Consult

First reply (email/SMS)

“Thanks for reaching out! A few quick questions and we’ll get you a quote today: [link]. Prefer to talk? Call/text us at [number].”

Review request

“Thanks again for choosing us! Mind leaving a quick review? It helps a lot: [short GBP link].”

Partner outreach

“Hey [Name], we help [their clients] with [result]. I’d love to swap referrals—happy to give your clients [perk]. Can I send a 3-line intro you can forward?”

Common Pitfalls (Avoid These)

  • Too many channels, no consistency
  • Pretty site, no clear CTA or tracking
  • Slow response (>15 minutes) → cold leads
  • No proof (reviews/cases)
  • No follow-up—money left on the table

Need a hand turning this into a working system?

Aniron Digital Marketing can implement the site, GBP, CRM, and automations, then run the 90-day sprint with you—so leads don’t leak and growth compounds.