Marketing in the time of Covid-19: our small business thoughts

We didn’t want to write this guidepost. First, there’s the obvious reason: the fact that we even need to write it means that a lot of people are suffering, and worse. Our hearts are breaking.

We also didn’t want to write it because of the sheer blizzard of communications from every last company that we ever gave our email to about how they are responding to the pandemic. One of our core tenets is that doing what everyone else is doing is a really good way to not stand out from the crowd. In other words, a marketing no-no. Bad idea.

But we’re doing it because many of our clients are struggling with decisions right now: should we communicate with our customers? What should we say? Should we promote something? Should we stop all marketing altogether?

So here are our thoughts. With, of course, the caveat that these thoughts are for the world situation as we know it on March 20, 2020. This all could change as the situation shifts. These are also just our thoughts, based on past experience. We highly encourage you to go with your gut, since nobody really has the roadmap for this.

On no account do anything that seems like you’re profiting from a global pandemic (i.e. celebrating the fact that human misery is helping your company). Do not offer a Covid-19 sale, unless your target audience is made up of anarchist #$%ers. Even then, please don’t. And don’t jump all over-communicating why you’re better than your competition at weathering global suffering.
If your customers may have a legitimate question about how/whether your business is still functioning, a customer-facing email and social media posts are a good idea. If you’re unlikely to be much affected by the situation (say, us here at Urban Sherpa, since we work virtually the majority of the time), then you probably don’t need to clutter up people’s inboxes with more announcements at this time.
If there’s something related to your business that you can safely do to help your customers, employees, and/or your community, consider doing it, especially if it comes from a place of honestly wanting to help. And it’s absolutely fine to share that with the world.
Whether you continue to advertise or not will depend entirely on your business and your industry. If you sell a product online, for instance, now is actually an excellent time to bump up your ad spend. Lots of people are stuck at home, a little stressed, with nothing to do; they are gonna shop (again, do not offer a pandemic sale, just use your normal value propositions). If you’re closed because of restrictions on your industry, you probably don’t want to spend ad dollars, but now is a really great time to up your social media game and maintain contact with your customers. I’ve seen several yoga studios do a really great job of this.
That said, we don’t think you should make any huge marketing investments right now (yeah, we’re a marketing company saying that). Play it conservatively until you know where the crisis and the economy are heading. But also resist the urge to freeze up in fear. There is nothing as detrimental to getting customers in the door as cutting off all marketing efforts. Be smart. We’re probably in for a really tough time for a lot of small businesses, and it may be a longer time than we’d like. Think for the long term.

Last, do what feels right to your brand (your promise to your customers) and your business. You are not required to put out a statement about Covid-19 at all, you know. Unless your normal marketing tone could come across as insensitive, you can honestly just keep on with your normal marketing activities. Again, trust your gut.

As things continue to change and shift, we’re happy to answer any questions you may have, give you our two cents on what you should do, or just act as your sounding board, whether you’re a client or not. Just reach out and we can set up a time to chat.

As always, happy small business marketing.

Stay safe and healthy, friends,

Katie & Theron

At Urban Sherpa Marketing Co. we offer marketing advisory, strategic planning, and services for small businesses and startups, including content marketing. Our goal is to make high-quality marketing possible for every business, no matter the size. Think of us as your outsourced marketing department, strategic marketing adviser, or even your phone-a-friend marketing lifeline.

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The top marketing strategies for small business, examined.

You’ve decided to take the plunge and up-level the marketing of your business. Congratulations, that’s awesome! Deciding to take control of your destiny by efficiently driving new customers to your company is a huge, (if sometimes daunting), decision.

Of course, the first question most business owners ask is “OK, so what do I need to do?” And this is a great question; there are a lot of different marketing vehicles (also known as marketing channels) out there, and they all serve a useful purpose. But some are better than others for small to medium businesses without huge marketing budgets.

It must be said, first, that the most important factor for choosing any marketing vehicle is how well it supports your marketing strategy, fits your budget, and targets your customers. But, with that in mind, let’s take a look at the pros and cons of some of the common media types you’re likely starting to consider:

The top marketing channels for small business

Paid Search Marketing (Google ads and Bing ads, aka PPC or Pay-Per-Click). This is best for: Driving highly targeted, ready-to-buy, traffic to your website.
- Pros: Very cost-effective, and can be run on any budget. Because you can target the specific terms customers are searching for, the customers who end up on your site or in your store are highly likely to be interested in what you’re offering.
- Cons: Can be complicated and confusing to set up and run correctly. You may need to hire an (ahem) marketing company to help with that part. Yes, we can help with your search marketing!
Paid Social Media Marketing (ads on Facebook, LinkedIn, Instagram, Twitter, etc.) Best for: Building brand awareness and driving targeted traffic to your website
- Pros: Very cost-effective, and can be run on any budget. Because you can target customers based on specific attributes (things they’re interested in, job titles, industries, etc.) you can be sure you’re reaching an audience that’s likely to be interested in your business. You can also create retargeting ads (ads shown to people who have just visited your website or put something in their cart), and these can be very good for driving revenue.
- Cons: It’s pretty easy to set up and get running, but many small business owners have trouble accurately targeting their ads (there’s just too much choice!). You can also get a lot of “just-looking” type traffic — people who click on your ad because you have a pretty picture, but don’t really want to buy. Good targeting helps with this, but not all businesses will see a good return on their ad spend from social ads – at least not right away.
Social media community engagement (posting on Facebook, Instagram, etc). Best for: creating buzz and brand recognition for your company
- Pros: This is one of the best ways to engage potential and current customers in a personal way. It’s also excellent for giving people an idea of the “who” and “what” your company is all about.
- Cons: To do well, you need to post a lot of relevant content, and this can take a lot of time. It’s also not as good for driving direct inbound leads. Think instead that social media community management is a long-term, brand-focused play, not a conversion channel.
Your Website. Best for: Let’s face it, if you don’t have a website these days, people tend to wonder if you’re a “real business”. It’s really not even an option anymore.
- Pros: Can showcase all sorts of great information about your business, products, and services — in exactly the way you want to showcase them. It gives customers a place to contact you directly and allows you to post highly relevant content (blogs, photos, videos, etc.).
- Cons: It takes time to set up a good site, and it’s important to make sure it’s optimized so customers use it in the right way, and so that Google ranks you highly in its organic search results pages (SERPs). It also won’t drive traffic to itself, so you’ll have to use some of the other methods in this post to help get people to visit you online.
Email Marketing. Best for: Reaching out to customers who have already signed up, made past purchases, or otherwise expressed interest in your company, in order to drive repeat business and/or referrals.
- Pros: These are people who are interested in you, so they’re likely to listen to what you have to say! Email marketing is one of the most cost-effective (and flat-out effective, if you have an engaged, large email list) way to drive revenue.
- Cons: It can be difficult to craft a compelling message that makes customers open your email and respond. There’s a definite art to it. People receive a lot of emails every day, and unless you’re highly relevant and engaging they’re likely to ignore you… and, worse, unsubscribe from your list. Also, like all marketing, email marketing is a game of numbers; you need a big list to get good results, and you need to build your list organically over time (sometimes a lot of time). Purchasing a picked-over email list from a list source company isn’t worth the effort or the cost.
Google Display Advertising (and other display networks). Display network ads are picture (and short video) ads that are placed on a variety of websites across a VAST network of partner sites. Think web ads, but on more than one site. Best for: driving traffic to your site inexpensively.
- Pros: Display ads can be targeted to geographic, demographic, and, to a certain extent, interest targeting. This means that you’re much more likely to get people who are actually interested in your product than you would from, say, a newspaper ad. You can also run display retargeting ads (see above).
- Cons: Google Display Ads are a little harder to set up than paid social advertising, as they are on the Google Ads platform. You also are more likely to drive a lot of traffic to your site, but it’s not all very engaged traffic. Be prepared for a smaller conversion rate on your site than from other vehicles.
Print advertising. You know, the good, old-fashioned, ad-in-the-paper or magazine. Best for: creating brand presence in a particular community
- Pros: In the case of smaller local papers (the only ones we recommend at all), a newspaper ad can show community support, especially if you run an ad consistently over a long period of time.
- Cons: Newspaper/magazine advertising is some of the least targeted marketing you can do these days. Plus, fewer and fewer people even read print papers anymore.
Billboards/outdoor marketing. Best for: Capturing the attention of people in a specific geographic area.
- Pros: Most outdoor advertising is situated in high-traffic areas, so a lot of people will see your message every day, and chances are, they’ll see it many times over the time your billboards are up.
- Cons: Good outdoor locations tend to be on the pricy side, so outdoor marketing can quickly get expensive and is therefore sometimes out of reach for the small business owner. It’s definitely not the first choice for someone on a tight budget. It also takes some skill to put together the creative message so it’s quickly absorbed by people flying by in their cars on the way to work.
Direct Mail/Postcards. Best for: Targeting customers in a specific area with a specific offer.
- Pros: Reaching people in the area around your store (if you’re a shop owner) or who are potentially looking to sell their homes (realtors) or upgrade them (contractors) can be highly effective. And lately, because companies have been sending less and less mail, it’s becoming more effective again.
- Cons: Response rates for good direct mail pieces are typically in the 1-2% range, so if you mail out 1000 pieces, you can reasonably expect 10 to 20 of them to respond. And direct mail pieces typically have no long-term effect, so once they’ve been received, you’ll get all the responses you’re going to get within a week to 10 days… unless you figure out some clever way to get people to keep them around. It also takes some skill to target the “right” customers or households to make sure you get those most likely to respond. All of these factors mean that costs can add up quickly.
Television. Best for: Branding messages, showcasing products or services.
- Pros: TV ads are a great way to showcase your business and get your brand message out to the world. If you’re selling products, you can really highlight one or two and potentially even get a sale message out.
- Cons: It’s really expensive to do correctly. Between media costs and production (the cost of putting together the actual commercial), TV can get costly quickly and so is usually out of reach for the average small or start-up business. It’s definitely a poor choice unless your budget is large. There are packages that some stations offer that sound enticing on the surface, but we always advise that you take a good hard look at these before diving in. They often aren’t nearly as good as they look, as they only show the ad on certain channels, and at times that won’t do you any good.
Radio. Best for: Promotions, driving short-term sales and events
- Pros: A good way to get your message out to a wide audience quickly and drive a sense of urgency around short-term sales or promotions, at a fraction of what television will cost.
- Cons: Still fairly expensive for the small business owner. Like TV, stations will often have special packages available that sound attractive, but again, look carefully before deciding to sign up. What are you really getting? It’s also harder than you may think to get your messaging across in a radio ad.
IP Targeting/Geo-Targeting. Best for: Targeting all the people in a single area, such as every member of a household, or every person in a business
- Pros: A good way to make sure your message reaches the decision-maker in a family, group, or business (or that a child keeps bugging their parents to buy that cereal).
- Cons: IP Targeting isn’t something you can just do yourself. You’ll need the help of an agency or a platform that specializes in this sort of targeting, and that can get pretty pricey. It also is just another type of display ad (like Google display ads), and, like the others, tends to have a very low conversion rate.
SEO. Best for: long-term brand awareness and traffic generation
- Pros: placing well in the organic listings (the goal of SEO) is a really good way to get people to visit your website, trust what you say, and ultimately buy from you. Traffic from organic search results generally performs much better than that from search ads, for instance.
- Cons: SEO isn’t something you turn on and bang! people start showing up. It’s a long-term, long-term play that may never play out for you. That doesn’t mean you shouldn’t do it, but don’t rely on SEO as your only channel to drive customers.

These are just a few of the big media strategies we’re asked about on a regular basis. There are, of course, many others out there, and as marketing continues to change rapidly, many others will crop up in the future. If you have a question about any specific vehicle that we haven’t mentioned, drop it in the comments below and we’ll give you our thoughts.

As always, if we can be of any assistance in sorting out the differences and helping you to pick what’s right for your business, let us know! We’d love to hear from you.

Happy small business marketing,

Theron & Katie

At Urban Sherpa Marketing Co. we offer fractional marketing director services, strategic planning, and marketing execution for small businesses and startups. Our goal is to make high-quality marketing possible for every business, no matter the size. Think of us as your outsourced marketing department, strategic marketing adviser, or even your phone-a-friend marketing lifeline.

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Marketing targeting: how to pick an audience that won’t waste your money

There’s an old saying that goes something like this: “If you don’t know where you’re going, you’ll probably end up somewhere else.” Meaning that, while it can be fun to get in the car and go on an adventure, directionless wandering doesn’t work well if you’re trying to meet a group of friends at a new restaurant for dinner reservations which are set for a specific date and time.

Instead, it’s a better idea to plug the address into Google Maps or Waze and evaluate a number of possible routes, taking into account traffic information, construction, toll roads, accidents, and a variety of other factors to make the most efficient choice to get you to dinner, on time, and with the least amount of hassle.

Most importantly, you’d do all those things BEFORE getting underway.

Since this is a marketing blog, it won’t surprise you when I say that requires the same type of route planning… and in this case, we mean audience development.

Sure, sometimes it’s tempting to launch a campaign across a wide variety of media channels and with no specific targeting, and just see what happens. But, unless you’re really sure that you’ve got an irresistible offer, such free-spirit marketing is a pretty dumb idea, especially for smaller marketing budgets.

What to do instead: marketing audience development for small businesses

The smarter choice is to stop and think about your customers. And no, that can’t be everyone; as I heard it put the other day, “if you don’t define who you’re talking to, you aren’t talking to anybody”. If you can’t target your ads and customize your messaging to appeal directly to your ideal customer, you won’t appeal enough to anyone to make a difference.

So let’s look at it this way: while we know you’ll accept a sale from nearly anyone, who is actually most likely to buy your product or service? What do they “look” like? Are they young/old/middle-aged, male/female, rich/poor, college-educated, or dropouts? And what sort of media do they consume?

All these sorts of questions will help you make good decisions about your target marketing audience, and the time you spend up-front answering them will reap rewards in terms of increased revenue and profitability.

Our favorite way to do this is to think about your best customers: what are your easiest sales like? Who buys with the least fuss? Who makes you the most profit? And what do all those people have in common? Those commonalities make up your target customer.

Let’s break down a few of the common things you’ll want to think about when building a target audience for your marketing.

Gender: Generally speaking, are your customers men, women, (or does it matter?) If you’re selling women’s shoes, the majority of your customers are likely to be women or to identify as women, and so targeting men will likely be ineffective. (Note: there are usually exceptions to every rule; you MAY actually want to target men in specific situations, such as a campaign aimed at male customers during the holiday season, extolling the virtues of your shoes as holiday gifts)
Age: What are the general age ranges of your customers? In some cases, this may be less important (everyone needs food, regardless of age, for instance), but in some cases, it’s absolutely critical to target age-appropriately. For example, if you’re selling million-dollar vacation homes, you probably don’t want to target anyone under the age of 18 (unless they also pop stars).
Geographic area: If you only offer services in a certain set of zip codes, or if you have a physical storefront, you’ll want to make sure you don’t waste money targeting customers outside your physical trade area. Running Google Ads campaigns in France isn’t going to help drive customer traffic into your store located in Renton, Washington. (Of course, if you’re selling online, that’s a different story. But in that example, are you willing and able to ship from Renton to Paris? And if so, have you accounted for the incremental cost. currency exchange, and time involved?)
Interests: This is particularly important for paid social media targeting. What interests do your customers have in common? Obviously, they should have some interest in your product, but is there something else they may all think about that could help you target them? If you’re a kids’ dentist, your target audience probably all has parenting and child-rearing interests in common, as well.
Keywords: This is primarily a paid search marketing concern, but it bears some thought. Are you targeting the right keywords that your ideal customers would use (and excluding the wrong ones) effectively? If you’re running an adoption agency for dogs, you’ll likely want to put some negative keywords in place to exclude people looking for cats, or turtles, or zebras… (true story – we’ve seen some truly odd things pop up in search results reports for our clients). Even if you’re not doing search marketing, paying attention to your keywords is an important part of keeping up on your SEO (for more on Search Marketing and SEO, read this blog).
Media: Is your message going out on a channel that your target customers are likely to consume? Pinterest, for example, is an amazing way to reach suburban moms. But it’s probably not the first place someone looking to buy a used Maserati is going to turn. That said, there are likely some great Facebook Maserati groups where Maserati aficionados hang out—and that might be a great place to post your ad for your used Ghibli S Q4.

Remember, of course, that you may have different target customers for different ad campaigns. Say you’re a potter, and you want to promote a pottery class that you are teaching. That’s a different audience than you would normally use to sell your finished pieces, right? One would be people who may be interested in learning about how to make their own pottery; based on your experience that may be women between 30 and 45, who are interested in crafts, and like to get out of the house one night a week for a class with their friends (note: Pinterest could be a really good place to promote this!). But if you’re trying to sell your pottery directly, your audience may be, based on your sales history, both men and women, aged 45 to 65, who are interested in home decor, locally-made products, the arts, and farmer’s markets, and have a higher-than-average household income. Other channels may be a better way to reach them.

The elements above are only the tip of the iceberg when it comes to selecting your target audience, but they form the beginnings of a good foundation. The more time (within reason, of course) you spend getting your target right upfront, the more success your campaigns will have—and the less money you’ll waste.

That said, we’d also counsel you to avoid analysis paralysis; when you reach a point where you feel like you’ve got the target about 80% “right”, launch your campaign! You can always monitor results and adjust going forward. Most small businesses can’t afford a formal market research study, so testing as you go is a great way to hone and perfect your ideal marketing audience.

And that sounds like a great topic for a future Guidepost, so we’ll stop here….

Happy small business marketing,

Theron and Katie

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Marketing doesn’t work! Or so we’ve heard.

One of the more common things we hear when talking to business owners is, “I’ve tried marketing before and it just doesn’t work.” Other variations are, “I’ve done Facebook marketing before and it didn’t work”, “I’ve tried search marketing and it didn’t work”, “I’ve tried email marketing and it didn’t work”… you get the idea.

And indeed, marketing ISN’T a magic cure-all that will instantly turn your business around, and so some of these comments definitely have a kernel of truth in them. Everything about running your own business takes work, and marketing is no exception.

How to tell if marketing really isn’t working for your business, and why.

But let’s break this down a little bit and tackle some of the most common reasons “marketing doesn’t work”.

How do you know it’s NOT working? You’d be surprised how many times people tell us that marketing isn’t doing anything for them, but can’t give us specific, quantifiable data to back up their claims. They just have a vague sense of unease that they’re spending money and not getting a return on their investment. An old boss used to really irritate me with the saying “You can’t manage what you can’t measure”… but it’s very true. Ask yourself: “do I have specific tools and reporting I’m using on a regular basis to keep track of my results?”
On that note, do you have specific goals you’re looking to achieve through marketing? You’d also be surprised how many times people launch marketing initiatives with no clue as to what they expect. They’re just hoping that their business “gets better”, whatever that means. Another boss saying applies here: “if you don’t know where you’re going, you probably won’t get there.”
Are you using the right tool for the job? All marketing vehicles are not created equal. If you’re expecting to drive a bunch of online sales through a newspaper ad, you’re probably not going to succeed. If you’re running a Google Ads campaign to build your brand, for instance, you MAY succeed, but it’ll take a long time to get where you’re trying to go. Make sure you’re using the right tactics to achieve your goals. And make sure your personal bias doesn’t get in the way of making good decisions with your tactics: if you love Facebook, that’s great… but it may not be the best vehicle to achieve every goal. If I were to wedge another boss saying in here, it would be “If you have a hammer, everything looks like a nail.” Everything is not, in fact, a nail. There are rivets, screws, bolts, and a whole host of other fastening options out there. And they all do something different. The same concept applies to your marketing tools. Also, remember that the problem may not lie in the tool, but in what the tool links to. No digital marketing campaign that links directly to your website is going to work if your website isn’t effective enough to capture and convert that traffic. We often see people saying some digital campaign “didn’t work” when no effort was made to create an effective landing page, or even update their website to reflect the messaging in the ad.
This brings us to the kicker: was your marketing done well? I hate to bring this up, but marketing is both an art and science, and it takes knowledge and experience to do well. We believe passionately that (almost) everyone can put together great marketing programs, but that doesn’t mean they can do it on the first try and without guidance. A poorly thought out, poorly executed, and poorly messaged ad usually won’t work. Especially if it sends people to a poorly thought-out, poorly executed, and poorly messaged website.

What to do of it: how to fix your marketing

OK, so now that we’ve identified a few of the issues we all face with marketing effectiveness, let’s take a look at some solutions/tips:

Marketing measurement: There are a ton of great, free tools out there. Google Analytics is absolutely free and will tell you more than you can possibly imagine about how your website is performing, what your best customers look like, and a whole bunch of other cool stuff. Google Ads is chock full of data regarding your paid search campaigns. Facebook has an amazing dashboard that’s easy to use and extremely helpful when looking at your social media campaigns. I could go on and on, but the fact is that you really don’t need to spend a dime to get 85% of the data you could ever possibly need to run your business. Not running digital advertising? Stick a coupon in your newspaper ad and track them manually as they come in to your store. Old-school works here too!
Marketing Goals: This doesn’t have to be tough to figure out. What do you need to make your business successful? More visits to your website? OK, now that you’ve got Google Analytics installed, since it’s FREE and it makes no sense not to have it, take a look at what your average traffic has been over the past few months. Set yourself a goal based on that. It doesn’t have to be super-scientific, just pick a number and then track it over time to see how you’re doing. You’ll get better over time at setting goals and figuring out what makes sense and is achievable for your business. Don’t sweat it too much upfront, just get started.
Marketing Tools: This is one where you may want to get some outside help to figure out exactly how to achieve your shiny new goals. A few basic guidelines are as follows: Google Ads is a good way to drive traffic to your website from specific keywords/searches that are important to your business. Facebook pages (and other social media) are a good way to build awareness and engage with your customers with content, and Facebook ads are a good way to drive traffic to your website. Blogs are a good way to build awareness, position yourself as a subject matter expert, and help improve your website’s organic search rankings (SEO). This is by no means an exhaustive list of possible marketing tools and their best uses, but you get the idea.
Marketing Execution: This is another place where outside help can be really important. Find someone with a lot of marketing experience to run your work by. Don’t rely on friends and family unless you have a marketing director among that group. Friends ‘n family is often just a focus group of a few, and they rarely bring you much insight. If an adviser isn’t available to you, do your research online: read articles on how to build a great ad, now to message things correctly, on how to build good landing pages, etc. Then TEST. If you are strict about testing things, you’ll start to build your own experience on what does, and does not work.

Seriously, sometimes the best way to figure out if your marketing is actually doing anything for you is to have an impartial third party take a look at what you’ve done. We’re always happy to do a quick audit for you- just let us know if we can help!

Happy small business marketing,

Theron & Katie

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What new year’s resolutions and marketing shouldn’t have in common.

The weekend after Thanksgiving I went for my normal morning run in the woods near my house. From my perspective, just another run on just another morning. But, unlike most mornings, the woods were full of runners that didn’t run there much. Or, like, ever.

First, good for them. Running is an awesome sport! Second, we all know why they were there: it was the annual post-Thanksgiving feast guilt run. This is not unlike the post-new-year’s-resolution hit-the-gym-fest in January. You know; people make a resolution to take better care of themselves so the gyms are all super full… for about a month.

As I was running that day, it hit me how similar this behavior is to how a lot of small businesses think about their marketing; instead of buckling down to year-round steady marketing discipline, they do a few spectacular bursts of marketing and hope it works for them. And when it doesn’t, they assume that marketing doesn’t work for their business. Which, forgive my French, is bull-poop.

The reality is that, just as running a half-marathon in the early part of the year won’t actually get you in shape, running one big splash of an ad once won’t do all that much for your business. Marketing, like exercising your muscles, needs consistency.

Most of us realize that getting in really good shape takes work. Whether your goal is simply being in better shape or losing weight, you need to set a rhythm of working out and stick with it to see results. You know that if you skip too many workouts you simply won’t see the results you want. Right?

Marketing—especially when budgets are small, as they are for many small to medium businesses—is no different.

Marketing results come when you set a cadence and keep putting your product or service out in front of your target market. Consistently, week after week, putting in the work. This means you shouldn’t try something once and immediately change it up (unless the results are spectacularly and very clearly bad) or put all your money into one marketing effort. Consistency is key.

Why? For a few reasons:

People rarely respond to an add the first time they see it. They need to see it again and again before it filters through the noise into their consciousness.
If you one-and-done your marketing effort, you’re giving yourself no chance to test different offers and messaging. Are you that confident that you can nail it the first (and only) time?
Unless your one big splash hits all your possible customers (unlikely), you’ll need to run different campaigns on different channels to reach a broader audience. No one channel has everybody.

But here’s the good news. Studies have shown that you don’t need to do hard exercise to get in shape. Actually, just walking every day has powerful health benefits, including lowering blood pressure, weight loss, and, oh yeah, reducing your risk of death.

The same holds true with marketing. You don’t have to go big or go home. Just doing a little bit consistently over time, whether it’s a small promoted blog post every week, or devoting a bit of budget to Facebook ads, will give you big marketing benefits. It just takes a little hard work… and discipline.

Now I’m going to stop writing and do some crunches or something…

Just let us know if you need someone to motivate you come, say, February.

Happy holidays from your personal marketing trainers,

Katie & Theron

At Urban Sherpa Marketing Co. we offer marketing advisory, strategic planning, and services for small to mid-sized businesses and startups. Our goal is to make high-quality marketing possible for every business, no matter the size. Think of us as your outsourced marketing department, strategic marketing adviser, or even your phone-a-friend marketing lifeline.

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