You’ve launched. Service sorted, product polished, paperwork done. Now comes the exciting bit: it’s time to get your first customers through the door.
In the early days, marketing can often feel like noise. There are too many platforms, too many self-proclaimed experts, and too many ways to waste your budget on stuff that doesn’t work. It can be a minefield and frustrating.
However, despite what some might say, you don’t need a huge budget - but you do need a plan! That’s why we’ve created this step-by-step checklist to help you build a solid marketing foundation that delivers results.
Phase 1: Build your foundations (before you spend a penny)
The first mistake that many new business owners make is rushing into ads or social media, and then, when the return is minimal, questioning whether it’s all worth it.
First, get clear on who you’re talking to and what you’re offering. Skipping this step is the classic new founder mistake.
1. Define your ideal customer profile (ICP)
Trying to market to everyone is like casting one massive net into the ocean. Get specific. Who’s your ideal client? What keeps them up at night? How do you solve it? Speak their language.
This can take a little time to put together, but it can be fun and will get you under the skin of your ideal customer. There can be a bit of psychology involved.
2. Formulate your unique value proposition (UVP)
Your UVP is your one-liner: what you do, who it helps, and why you’re better than the rest. Use it everywhere. Again, this is where some business owners miss the mark.
Foundation checklist:
- Write a single-sentence unique value proposition
- Document 2–3 buyer personas and their main struggles
- Perform a simple competitor analysis (identify 3 direct competitors and note their weaknesses)
The competitor analysis is another crucial step; find out what they do well and what they don’t - then create your strategy around this.
Phase 2: Build your digital headquarters
Your website is your shopfront; I’m sure many people have heard that. But it needs to be welcoming, simple, and easy to find. Social media is great, but always bring people back to your own turf.
1. Secure an easy-to-navigate website
You don’t need a fancy website. Just make it fast, mobile-friendly, and easy to use. Clear headline, simple layout, and obvious buttons like Get a Quote or Book a Call.
Don’t get distracted by shiny things; visuals usually speak louder than words, so make sure what you put on your website is relevant to your business and the products or services that you are selling.
2. Implement basic analytics
This step is vital, as if you don’t measure, you can’t improve. Set up Google Analytics 4 (GA4) and Search Console from day one. They’re free and show you what’s working.
From the data, you can establish how many visitors land on your website, how long they spend, and the pages that they engage with – this is another step towards the holy grail of optimisation.
Phase 3: Establish organic visibility
Ads can get you quick wins, but they will cost you money, so if you’re on a tight budget, organic marketing builds real value over time. Start by showing up where your customers already look i.e. social media news feeds.
1. Claim your Google business profile
If you’re local, claim your Google Business Profile. It’s free and gets you on Maps and local search. Keep it up to date and ask happy clients for reviews.
Again, positive reviews are a staple of building trust; even bad reviews have their place, especially if you are quick to respond and/or provide a solution to the problem or query.
2. Map out a content and SEO strategy
SEO is about answering your customers’ questions before they know you. Start a blog. Write guides, answer FAQs, share tips. It shows you know your stuff and helps you get found.
The more relevant content you add, the better, and over time Google will help ensure your website is found by the right people.
Website checklist:
- Launch a responsive website with a clear "above-the-fold" CTA
- Install Google Analytics 4 (GA4) and set up basic goal tracking
- Claim and completely fill out your Google Business Profile.
- Create a simple lead magnet and set up a welcome email sequence.
Phase 4: Build direct customer relationships
Social media can fade away overnight. Email is still the most reliable way to reach your audience because you own the list. But be careful not to spam your customers too much; do so, and you risk them unsubscribing from your mailing list.
1. Set Up an email service provider (ESP)
Pick an easy email platform like MailerLite or Mailchimp. Offer a freebie such as a guide, template, checklist, or discount to get people to sign up.
2. Automate a welcome sequence
Don’t leave new signups hanging. Set up a simple three-part welcome email sequence like the example below:
- Email 1: Deliver the free resource immediately and introduce your brand story
- Email 2: Share a valuable tip or insight related to your industry to build trust
- Email 3: Present a soft pitch or invitation to book a call or browse your shop
Phase 5: Execute social media with intent
Trying to post everywhere, such as Facebook, TikTok, Instagram, LinkedIn and YouTube, for example, just leads to weariness and weak results. Focus on the channels that best fit your audience.
Choose one or two places where your audience spends their time. If you want to connect with institutional buyers, SEND coordinators, or multi-academy trust leaders who are searching for assistive tech like scanning pens, LinkedIn is a great place to start.
If you want to reach parents, share how reading pens help students become more independent, or post quick video tips, Instagram or Facebook are your best bet. Remember to post often, reply to comments, and make social media a friendly conversation.
The golden rule: Consistency instead of perfection
Marketing isn’t a one-off. It’s a habit. One good blog post a month and a regular newsletter beats a two-week blitz every time. Do the basics, track what works, and scale up as you grow.
Start scaling with squid.
Maintaining that relentless, week-in, week-out consistency is tough when you’re busy running a business. That’s where squid. comes in.
We don’t do flashy, short-lived gimmicks. We partner with you to build sustainable, high-impact marketing engines that keep your brand moving forward, even when your focus is needed elsewhere.
We handle the heavy lifting, the scheduling, and the strategy, ensuring your voice never goes quiet.
Ready to trade the marketing roller coaster for steady, scalable growth? Get in touch with one of the team today!
