Think of Your Marketing Strategy Like An Umbrella
Great marketing starts wide and narrows into moves you can actually make. Think of it like an umbrella on a rainy day: first you open it (big picture), then you start walking into the details (next steps). Here’s a way to build a plan that holds together with vision at the top, details at your feet.
Purpose and Promise
Begin with two sentences:
- Why your business exists for your customer.
- The promise you’re making when they choose you.
Keep it human. “We help busy homeowners feel proud of their space without losing their weekends.” If a tactic doesn’t serve that promise, it doesn’t belong in the plan.
Market, Message, Offer
Now identify the people and the problems you solve. Name one or two audience groups your serve, and write one clear message to each. Then, match an offer to the moment they’re in.
Example: “For Atlanta parents who want faster service, our ‘Done-For-You Setup’ gets your XYZ live in less than a day!” Specific audience, specific outcome, specific next step.
Customer Journeys You Can See
Picture how someone moves from stranger to customer to fan. You don’t need a complicated flowchart to figure out how they got there. You just need three doors:
- Awareness: How they first hear about you (search, a friend, a short video, a post).
- Consideration: Where they learn enough to feel confident (a simple landing page, a quick demo, two short emails).
- Decision: The moment to say yes (a clear offer, a calendar link, a friendly guarantee).
If each door opens easily, you’re on the right track.
Fewer, Better, Consistent Channels
Choose the places you show up online. Your website is home base. Email is your most reliable line. Add one social platform where your customers hang out. That’s it!
On the website, aim for fast pages, clear sections, and a single next step on every page. In email, write like a person who cares (human). On social, teach something small and useful, often.
The Content Pillars, Not Posts
Pick three topics you want to be known for, such as the problems you solve and the perspective you bring. Build around those pillars. One helpful article can become a short video, a carousel, and a two-paragraph email. Repetition builds recognition when it’s useful.
The Ground Level of Pages and Paths
Make the path to you very obvious:
- A helpful article leads to a relevant offer.
- A service page leads to a calendar.
- A thank-you page offers a next step (a checklist, a quick guide, a referral nudge).
Short case notes and social proof, a photo, or a result in one sentence are all great here.
The Numbers, Watched Weekly
Pick a few metrics you like to review: inquiries, booked calls, conversion rate, and revenue. Glance at them the same day each week. If something moves, ask why. If nothing moves, ask why!
Roles and Budget
Name the owners. Who writes? Who publishes? Who checks the numbers? Light tools are fine with a CRM you’ll use, basic analytics, an email platform that makes sending easy. Budget for the channels you chose and a little room to test, plus the people that run them.
The Rhythm of Your Plan
Marketing works like a steady drum, not a single cymbal crash. One article every two weeks. One email every week. One platform where you show up three times. Keep the tempo and when you miss a beat, come back on the next one.
What to Do Now
- Write one paragraph that states your promise. Put it at the top of your homepage.
- Choose your three pillars. Draft headlines for each.
- Publish one helpful piece and link it to one clear next step.
That’s the plan: umbrella to sidewalk. Keep it simple, keep it kind, keep it moving forward.
If you’d like a hand turning this into a full calendar with web pages, emails, and offers that fit your business, just fill out the form below. Our team will map your journey, tie it to what customers need, and tie your online experience in with your promise.
Jason Bass is a marketing strategist, community builder, and founder who turns bold ideas into real momentum. At the helm of Jason Hunter Design, Pixel Partner Digital, and The Citizen, he brings clarity to chaos, structure to startups, and firepower to brands ready to scale. Known for his visionary thinking and down-to-earth leadership, Jason helps businesses grow — not just in revenue, but in purpose and impact.