Integrate Cause & Effect Marketing
Marketing is not just the responsibility of those with this word in their title. Each person in a small business has valuable insights and ideas based on customer interactions about how to improve the ways people in the company use messaging and mediums to reach target buyers and then nurture that relationship.
It is crucial to stay focused with this approach, so that you are putting energy and attention on moving prospects into and through the sales pipeline (e.g. talking with someone who was inquired about your work, following up with a request or promise to a customer, deepening your nurture sequence, and so on) and staying out of the “wasting time because we are either scared or unsure of what to do” pipeline (e.g., changing your business name, trying different logo colors based on what you like rather than A/B testing, asking people who are easy to reach, like your Facebook friends, rather than talking with actual buyers or genuine prospects, and so on).