The Next Three Steps Every Small Business Should Take
Let’s be honest, most small business owners don’t need another vague list of 50 things to do.
They need the next three steps. Clear. Actionable. Effective.
Whether you're growing fast or stuck in place, these three steps will give you a sharper focus and a smarter way to spend your time and marketing dollars.
Step 1: Identify Who Your Customer Actually Is
I often surprised how few business owners actually know who their customer is. Sure, they know it’s something like 30 to 45 year old men, with discretionary income. But there’s a lot more to your customer than their age and income.
You can’t market to “everyone.” If your message is for everyone, it’s for no one.
Here’s the fix: Build a clear customer avatar. Actually, build 2–3 if needed.
Think of it like creating character bios for a movie. Who are they? What keeps them up at night? What do they want more than anything?
Your customer avatar should answer:
Age, job, location, family situation
Main pain points or problems
What they’ve tried that didn’t work
What success looks like to them
Let’s say you own a local HVAC company. You might create avatars like:
“Renee the Realtor” who needs quick home fixes before a showing.
“Mike the New Homeowner” who just realized his AC system is 15 years old.
“Lisa the Property Manager” who wants fast, reliable service across multiple properties.
Why does this matter? Because once you know who you’re talking to, everything gets easier: your headlines, your offer, your sales scripts, your ad targeting.
Need help positioning your brand so it speaks to your ideal customer? Don’t miss Why Your Brand Needs a Hero—And It’s Not You.
Step 2: Measure Your Marketing ROI (Before You Spend More)
Most business owners are spending without knowing what’s working. Want a simple way to fix that? Use our Marketing ROI Calculator. It’ll show you how much you're spending vs. what you’re getting back and whether it’s worth it.
What you’ll need:
Your total marketing spend
Your average customer value
Number of leads or sales per month
Plug those numbers in, and the calculator gives you a snapshot of whether your marketing is profitable or a money pit.
Many businesses are shocked to see how much they’re spending per lead. Or how little their leads are converting. Knowing this will help you stop guessing and start investing smarter.
Want to dive deeper into how your marketing dollars are actually being used? Check out Marketing Budget Breakdown: What You're Really Paying For.
Step 3: Choose the Right Type of Marketing Based on Your Stage
After you’ve done Steps 1 and 2, you can finally answer the real question: “What kind of marketing should I be doing?”
Here’s the truth: There is no one-size-fits-all answer. Your marketing strategy should depend on:
Your customer type (Step 1)
Your current performance (Step 2)
Your sales goals and growth stage
Here’s a simple framework:
Early-stage business (just getting started):
Focus: Visibility and lead generation
Tactics: Local SEO, Google Business Profile, basic website, referral programs
Goal: Let people know you exist
Growth-stage business (steady clients but want more):
Focus: Efficiency and conversion
Tactics: Retargeting ads, better offers, landing pages, email sequences
Goal: Increase lead-to-customer ratio
Established business (ready to scale):
Focus: Brand authority and systems
Tactics: Content marketing, SEO, automation, full funnel strategy
Goal: Build trust and scale reach
Still not sure what your next move should be? Read What Type of Marketing Do You Actually Need?.
Recap: The Next Three Steps
Let’s keep it simple:
Get clear on who you’re selling to (customer avatar).
Run your numbers using the Marketing ROI Calculator.
Choose the marketing strategy that makes the most sense based on those results.
Your next move doesn’t need to be big. It needs to be right.
Want to make sure your website is actually helping? You might be making 3 Costly Homepage Mistakes. Or struggling with 5 Marketing Mistakes Killing Your Revenue. Fix those, and your next step gets even clearer.
Still stuck? Shoot us a message. We’ll help you figure out what’s next.