A local marketing plan needs four things: one goal for the next ninety days, a clear picture of the customer you want more of, no more than three channels, and one number you check every week. If it runs past two pages, it will not get used.
Step 1: pick one goal
Not growth. Something countable: twelve more booked jobs a month, or twenty qualified enquiries. A goal you cannot count is a wish.
Step 2: describe the customer you want more of
Look at your best twenty customers from last year. What did they have in common, and where did they find you? Write two sentences. That is your audience work done.
Step 3: choose three channels
For most local businesses the shortlist is your website and service pages, Google Business Profile and reviews, and one of referrals, email or paid search. Three done consistently beat seven done occasionally.
Step 4: decide how you will follow up
This is the step that gets skipped. Attention without follow-up is just expensive noise. Decide who replies to enquiries, how fast, and what happens if the customer goes quiet.
Step 5: pick your weekly number
Usually enquiries, or booked jobs. Put it somewhere visible. Review monthly and stop anything that has not moved it in two months.
Common mistakes
We commonly see plans that list twelve tactics and no owner for any of them. We also see businesses measuring traffic when they should be measuring enquiries. Traffic that never contacts you is a vanity number.
FAQs
What budget should I set?
Start with what one extra customer is worth to you over a year, then work backwards to what you can afford to spend to win one.
How often should I redo the plan?
Quarterly. Ninety days is long enough to see results and short enough to change course.
Run a contracting business? Our contractor marketing guide applies this plan to the trades. To see how your website supports it, take the free Website Growth Score.
