How to Create a Simple Marketing Plan for Your Small Business

Let’s talk about something most small business owners secretly (or not-so-secretly) dread: marketing.

The word alone can bring up all kinds of feelings – pressure, overwhelm, confusion, maybe even a bit of guilt. You know you should be doing more, but every time you sit down to “get organised,” your brain goes foggy, your to-do list triples and somehow you end up scrolling Instagram looking for inspiration… or just giving up altogether.

Does this sound familiar?

Here’s the good news:
You don’t need to have it all figured out.
You don’t need a complex strategy.
And you definitely don’t need to spend all day online to see results.

You just need a simple, gentle plan that works for you. One that supports your energy, your goals and your business – without burning you out.

Let’s build that plan together now. Step by step.

Step 1: Get clear on what you actually want from your marketing

Before you start posting, planning, or Googling “how to grow on Instagram,” pause for a second.

Ask yourself:
What’s the purpose of my marketing right now?

Because marketing without a clear intention is like baking a cake without knowing what kind you’re making. You’ll end up chucking in ingredients and hoping for the best.

Here are a few goals you might have:

• Getting more 1:1 client bookings
• Growing your email list
• Selling digital products or workshops
• Building your visibility locally
• Filling your retreat or course
• Establishing your credibility as a coach or practitioner

You don’t need to pick them all. Start with one or two core goals and let everything flow from there.

Step 2: Know who you’re talking to (and what they need from you)

This bit is honestly everything and it’s where most small businesses get stuck.

Your marketing will always feel harder than it needs to if you’re trying to speak to everyone.

So instead, focus on your one perfect, ideal client. The person you’d love to work with again and again. What do they:

• Struggle with?
• Dream about?
• Worry they’re “getting wrong”?
• Wish they could find help with?

The more specific you are, the more magnetic your marketing becomes. You’re not just shouting into the void, you’re speaking directly to someone who’s already looking for what you offer.

Step 3: Pick your marketing channels (and don’t overdo it)

This is where the overwhelm can kick in — should you be on TikTok? Pinterest? Threads? LinkedIn? Instagram AND Facebook?

Truthfully? No. Not unless you’ve got a team or loads of spare time.

Your plan will be stronger (and so much more manageable) if you focus on 1–2 key channels to begin with.

Usually, this looks like:

• One nurture channel (like email or blog content)
• One visibility channel (like Instagram, Facebook, or LinkedIn)

Blogging and SEO help bring people in over time.
Social helps you get seen now.
Email helps you convert those people into clients or customers.

They all work beautifully together, but you can build on them gradually.

Step 4: Work out how often you can realistically show up

This part isn’t about being everywhere, all the time. It’s about finding a rhythm you can actually stick to.

Start by asking:

• How many hours a week can I give to marketing?
• Can I batch create? Repurpose content?
• What feels doable rather than ideal?

Here’s an example of a gentle but effective weekly content plan:

• 1 blog post or email
• 2–3 social media posts, ideally inspired by your blog/email
• 15 minutes of engagement on your main platform
• 1 hour a week set aside to plan and schedule content

This adds up to around 3–4 hours a week, which is plenty — especially when your content is strategic and intentional.

Step 5: Plan your core content themes and messaging

It’s so much easier to create content when you’ve already decided what you want to be known for.

Think about the 3–5 themes that relate to your business and your clients’ needs. These might be:

• Tips and advice around your service area
• Common client questions or myths you want to bust
• Personal stories or behind-the-scenes insights
• Educational content to build trust
• Testimonials and client case studies
• Soft sales content with a warm call to action

This content can be reused, recycled, and repurposed across blogs, reels, carousels, emails and more.

Bonus: Choose a few strong phrases that reflect your brand tone and values, then sprinkle them through your content regularly so it feels familiar and consistent.

Step 6: Make it trackable (in a simple way)

You don’t need a spreadsheet the size of a novel.
But it is helpful to track what’s working so you can work out what to repeat and what to drop.

Here’s what you could keep an eye on each month:

• How many enquiries did I get? Where did they come from?
• Which posts/emails had the most engagement?
• What blog topics brought in traffic?
• What felt easy and energising vs heavy and time-consuming?

This helps you refine as you go without starting from scratch every time.

Step 7: Check in with yourself regularly

Your marketing plan isn’t a contract. It’s a tool. It should evolve with you, your seasons and your business.

So every month or so, ask:

• What’s feeling good?
• What’s feeling forced?
• What small tweak would make this easier?

If you need to scale back for a while – do it!
If you feel fired up and want to batch six blog posts in one sitting – go for it!

You get to lead with intention, not obligation.

And lastly… build the connection

Marketing is ultimately about connection. And connection doesn’t come from having the perfect grid or a flawless funnel. It comes from showing up as yourself, offering real value and building trust over time.

If you’re feeling stuck in your marketing and want Red Robin to guide you, please contact us here.

Sam x