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The Modern Marketing Playbook
Today's most successful businesses don't rely on just one marketing channel. They use a mix of digital tactics to reach customers where they are. Here are practical channels to consider:
Core Marketing Strategies
Local SEO
Dominate local search results when customers look for businesses like yours in your area.
- ✓ Optimize your Google Business Profile
- ✓ Build local citations
- ✓ Collect customer reviews
Email Marketing
Stay in touch through email with customers who have agreed to hear from you. Measure enquiries and sales rather than assuming one channel works best.
- ✓ Build an email list
- ✓ Send regular updates and offers
- ✓ Segment for personalization
Referral Program
Turn happy customers into your best marketers. Word-of-mouth is your most powerful tool.
- ✓ Incentivize referrals
- ✓ Make sharing easy
- ✓ Track and reward advocates
SMS Marketing
Permission-based texts can be useful for relevant, time-sensitive updates. Keep messages useful and provide a clear way to opt out.
- ✓ Build SMS subscriber list
- ✓ Send timely promotions
- ✓ Keep messages short and valuable
The Customer Journey Approach
Awareness
Get in front of customers searching for what you offer. Use SEO, ads, and social media.
Consideration
Show why you're better. Reviews, photos, and testimonials build trust and credibility.
Conversion
Make buying easy. Clear CTAs, simple checkout, and multiple payment options.
Retention
Reward loyalty. Loyalty programs, personalized offers, and excellent service turn one-time buyers into regulars.
Budget Allocation (What Works Best)
30% - Local SEO & Google
25% - Email & SMS Marketing
20% - Social Media
15% - Paid Advertising
10% - Content & Reviews
Quick Wins This Month
Start an Email List
Collect customer emails and send a weekly tip or offer. Low effort, high ROI.
Generate Reviews
Ask your happiest customers for reviews. Run a small contest if needed.
Create an SMS Campaign
Send relevant updates to customers who have agreed to receive texts. Track responses and respect opt-outs.
Put This Into Action
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