01/09/2026
There's SO much you could be doing with your marketing right now. LinkedIn, YouTube, email, events, SEO, ads...
And that's half the problem. I'd ignore the noise and do these six things, in this order:
STEP 1: Get really specific about who I want to buy from me
Not "SMEs" or "business owners". Who do I actually want as customers? What are they trying to achieve, and what's happening in their world that means they need what I sell? If I don't know that, everything else is guesswork.
STEP 2: Decide exactly what I want to sell them
I see businesses trying to market five different services to five different audiences at once. I'd choose what I want to sell MORE of, and make sure the right person can quickly understand what it is, why they need it, and why they should buy it from me. And if I want to sell it NOW, it needs to be linked to something they're feeling an immediate need for.
STEP 3: Work out how I'm going to get in front of enough of the RIGHT people NOW
I'd think about my marketing and sales channels: LinkedIn, networking, partnerships, speaking, email, events and everything else. I'd choose the places my buyers are actually showing up right now, plus proactive outreach. I don't want my whole strategy relying on the right people hopefully stumbling across me.
STEP 4: Don't lose the people who aren't ready to buy YET
Most people who discover you today aren't going to buy today. So I'd give them a reason to stay connected. Something useful. An event, guide, checklist, webinar, tool... whatever makes sense for them. I don't want to keep starting from zero every Monday. I'll nurture those who already know about me, so they become my low hanging fruit of the future.
STEP 5: Build a proper process for turning interest into a sales opportunity
Someone attends. Downloads. Replies. Engages. Enquires. Says, "That sounds interesting." Great. What happens next? I'd know how I'm following up, in EVERY scenario. What is the next logical step? How am I moving that person towards a sales conversation? "Hopefully they'll come back when they're ready" isn't a strategy.
STEP 6: Decide what needs to happen EVERY week
I'd have a weekly rhythm that gets me in front of new people, keeps me visible to my existing world, and moves opportunities forward. Even in a busy week, something happens. I wouldn't wait until the pipeline was looking empty before deciding it was time to do some marketing.
Marketing has a lead time.
Of course I'd use AI. I'd automate. I'd test new things and measure what's working. But I'd get these six things working FIRST.
Getting someone from never having heard of you to actually buying comes down to the right actions in the right order. I'll walk through exactly what that looks like in a free Power Hour, Invisible to In Demand, next Tuesday, 8th September at 12pm. Click the link to find out more.
https://keap.page/qu283/invisible-to-in-demand.html