How to 'begin Marketing'

You know you need to market your business. You've consumed the content, maybe invested in courses. But you're still here—staring at a blank screen, unsure where to begin.

You're not alone. Most small business owners I work with aren't stuck because they lack information. They're stuck because they're drowning in it. Every expert contradicts the last. Every platform makes promises. And you're frozen, worried your first move will waste time and money you don't have.

Here's the truth nobody shares: the hardest part of marketing isn't doing the work. It's knowing which work to do first.

Let's fix that today.

Why Most Marketing Advice Misses the Mark

Most marketing guidance assumes you already have your foundation built. It assumes you know your audience, have refined your message, and just need optimization tips.

But what if you're not there yet? What if you're still deciding between social media, email, content creation, or paid advertising?

That's exactly what this guide addresses. Not another tactics checklist, but a practical starting point that works whether you're a consultant, retailer, service provider, or creator—regardless of your budget or marketing background.

The Foundation Everyone Skips

Before you create content or launch campaigns, answer this:

Who are you trying to reach, and what urgent problem do they need solved?

Not someday. Not theoretically. Right now, today.

This isn't about building elaborate customer avatars or hiring research firms. It's about getting clear. Write down:

• Who your ideal customer is (specific role, situation, or life stage)
• What problem costs them sleep, money, or peace of mind
• What solutions they've tried that fell short

If you can't answer each in one clear sentence, pause here. That's not failure—it's wisdom. Spend time in the right places: have conversations with past customers, read competitor reviews on Google and Yelp, join Facebook groups or subreddits where your audience gathers.

For example, if you run a bookkeeping service for creative freelancers, you might discover through Reddit threads that your audience isn't just confused about taxes—they're terrified of IRS penalties because they've heard horror stories from other freelancers. That fear is more powerful than general "tax confusion."

Or if you sell sustainable home goods, customer reviews might reveal that buyers aren't just interested in eco-friendly products—they're frustrated by greenwashing and want proof of genuine environmental impact.

This foundation shapes everything: your messaging, your content topics, where you show up, and how you sell.

Your First Real Marketing Move: Choose One Channel

Once you understand your audience and their core problem, fight the urge to launch everywhere simultaneously.

Pick one channel. Commit to it.

Here's your decision framework:

If your customers are business professionals making deliberate, researched purchases: Start with LinkedIn or email marketing. Example: A leadership coach targeting mid-level managers should focus on LinkedIn, where those professionals actively seek career development content.

If your customers are consumers seeking inspiration, lifestyle content, or visual products: Start with Instagram or TikTok. Example: A small-batch candle maker will find their audience on Instagram, where people browse home decor and self-care content daily.

If your customers are actively searching for solutions to immediate problems: Start with Google-focused content (blog posts optimized for search). Example: A local HVAC company should create blog content answering "why is my AC leaking" or "how much does furnace repair cost"—questions people Google when they have an urgent need.

If your customers are part of engaged niche communities: Start where those communities already exist (Facebook groups, Reddit, Discord servers, industry forums). Example: A meal prep service for bodybuilders should participate in fitness subreddits and Facebook groups where that audience already discusses nutrition.

Notice what's missing: trying to maintain presence on all platforms at once. That's the fastest path to burnout and the most common reason business owners convince themselves marketing doesn't work.

Trust builds through repetition and consistency. That only happens when you focus your limited time and energy.

What to Create (Without Overthinking It)

You've chosen your channel. Now you need content. Here's what matters: your first 20 pieces don't need to be brilliant. They need to be published.

Use this framework:

Answer the real questions your customers are already asking.

No viral formulas. No growth hacking. Just valuable answers to genuine questions.

If you offer bookkeeping for freelancers, create content like:

• "Can I deduct my home office if I rent an apartment?"
• "What's the difference between a 1099 and a W-2, and why does it matter?"
• "How do I save for taxes when my income changes every month?"

If you sell handmade jewelry, post content like:

• "How to wear bold earrings to a job interview without looking unprofessional"
• "Which metals won't irritate sensitive skin (and how to tell if yours is real)"
• "Three ways to layer necklaces without them tangling by noon"

Your expertise has value. Your customers have questions. Your job is connecting those two things.

Publish one piece weekly. Post it. Move forward. Don't obsess over perfection. You'll improve through repetition, but only if you begin.

The Mistake That Stops Progress

Here's where most people quit: they post for two or three weeks, see minimal immediate response, and abandon the effort.

Marketing isn't a switch you flip. It's an investment that compounds over time.

Your first post might reach eight people. Your tenth might reach eighty. Your twentieth might reach eight hundred. But only if you persist.

Make a realistic commitment: "I will publish once weekly for 12 weeks." That's twelve pieces of content. Twelve opportunities to learn what connects. Twelve chances to demonstrate you're reliable and helpful.

Consistent presence beats polished perfection every time.

How to Measure What Matters

You don't need expensive analytics tools to gauge early success. Look for these indicators:

• Are people engaging? (Leaving comments, sharing your content, sending replies)
• Are people asking follow-up questions or requesting more detail?
• Are people reaching out to learn about your services or products?

If yes, you're moving in the right direction. Double down on what's working.

If no, adjust your approach. Try a different angle on the same topic. Answer a different question. Test a new content format (if you've been writing, try video; if you've been doing video, try written posts).

But keep showing up. Consistency builds trust, and trust creates customers.

Your 30-Day Marketing Action Plan

Let's make this concrete. Here's your roadmap for the next month:

Week 1: Define your specific audience and the problem that keeps them up at night. Write it in clear sentences. Test your clarity by explaining it to someone outside your business—if they understand immediately, you're ready.

Week 2: Choose your one channel based on where your audience actually spends time and how they prefer to consume information. Set up your profile or presence properly. Study what successful accounts in your space are doing (not to copy, but to understand the platform).

Week 3: Create and publish your first piece of content answering a real customer question. Don't wait for it to be perfect. Publish it. Share it in one relevant place (your email list if you have one, a community group, or just your personal network).

Week 4: Publish your second piece. Review the response to your first piece. What got engagement? What questions came up? Use that feedback to inform your next content.

Four weeks. Four clear actions. No overwhelm. No paralysis.

Small Budgets Can Win

The businesses succeeding at marketing today aren't the ones spending the most. They're the ones with the clearest focus.

They know exactly who they serve. They know precisely what problem they solve. And they show up consistently with helpful, relevant content that addresses real needs.

You can do this. You don't need a marketing degree, an agency, or a full-time team. You need clarity on where to start and the commitment to take action.

This is your starting point.

Take Your First Step Today

Here's what to do right now, before you close this page:

Open a document or grab a notebook. Write down your answers to these three questions:

1. Who is my ideal customer? (Be specific: their role, situation, or stage of life)
2. What problem costs them sleep, money, or peace of mind right now?
3. What have they already tried that didn't work?

Once you have those answers, choose your one channel using the framework above.

Then commit to this: publish one piece of helpful content this week. Just one. Answer one question your customer is asking.

You don't need to have it all figured out. You need to start. Your audience is out there, searching for someone who understands their problem and can help them solve it.

That someone is you. Now go show them.

Jasmine @FridayAI