Marketing Strategy - January Roundup

Patrick McFadden

Our theme for the month of January at Indispensable Marketing was “Small Business Marketing Strategy.”


Goodness knows there’s a lot of ground to cover when it comes to "what is a good marketing strategy?" or how to create a marketing strategy for a small business. And when you’re a small business owner, your primary marketing role is to create and advance the marketing strategy for your company! That means you need to have a clear understanding of what marketing strategy is based on the fact that a diagnosis must happen before you even think about the prescriptions. It’s a lot to handle, but we’ve got you covered.


These posts aim to help you, your team, and your marketing service providers better understand everything that goes into creating a comprehensive marketing strategy—one that makes your marketing effective.


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Diagnosis Before Prescription Post


Diagnosis Before Prescription — Marketing

One of my core points of view for business owners and CEOs of small businesses is “Diagnosis Before Prescription.” In other words, you must take the time to develop a solid strategy for your marketing before you ever consider the what and how of the tactical side — website, email, events, social media, marketing materials, advertising, etc.


Prescription Without Diagnosis is Malpractice

Prescription without diagnosis is malpractice - it's a phrase I've uttered many times to business owners who want to understand effective marketing.


Marketing Success: Diagnosis Before Prescription

Too many CEOs and owners of small businesses say “I need to be on LinkedIn” or “I should start producing videos” or “I should be creating articles” but they don’t see any results because they haven’t thought about WHY. Why are these prescriptions the ones you must take?


The Mistake I Most Commonly See Small Businesses Make When It Comes to Marketing

Starting with a prescription before a diagnosis. Thinking you just need a website, content creation, Facebook ads, or first page ranking on Google to make your marketing effective. These are elements of marketing but don’t really help you address who to market to, what should you be communicating, and where should you be placing your message — the effective part.


#1 Thing That Needs to Be in Place to Make Marketing Work

Recently I was asked, "what do owners and CEOs of small companies need to have in place in order to make their marketing work?" For some of you, this answer may not be surprising but for others, this will be an indispensable insight. The absolute #1 thing that needs to be in place to make marketing work is "diagnosis before prescription."


Eliminate Competitor Comparisons With Diagnosis Before Prescription

The marketing process we use takes the approach of diagnosis before prescription. What that means for our clients is we help them identify their ideal client within their target market and then create messaging to solve a specific problem in a very specific way.


8 Questions a Diagnosis Before Prescription Must Answer

The most common mistake we see business owners make is they hire a digital agency or marketing firm and then direct them on how to market their business. The business owner starts by saying, "they need a website that does this or a Facebook ad campaign that does that", maybe they do but maybe they don’t.


What Does a Marketing Foundation Based on Diagnosis Before Prescription Look Like?

If you follow me or have worked with the Indispensable Marketing team, we will often talk about having a marketing foundation based on diagnosis before prescription. So the question has come up: how do you map your marketing foundation? What does that look like?


Successfully Buying Marketing Services

I 110% believe that without developing a solid marketing strategy for your business, you can't buy marketing services such as seo, web design, social media, ppc, email marketing, tv advertising, radio advertising, billboards, or sponsorships in the right way.⠀


Marketing Strategy Post


9/10 Times Marketing Strategy Means Narrowing Who You’ve Been Trying to Market and Sell To

If you Google “marketing strategy” you’ll be welcomed by any number of articles that reveal a list of marketing tactics — websites, content, promotions, social media, etc. But that’s not how I see effective marketing developed and installed in the real world of a small business. Diagnosis (strategy) before prescription (tactics) is how you do effective marketing.


Marketing Strategy is The Part You Have to Figure Out First

Marketing strategy is one of my favorite topics, and it’s been something I've heavily focused on over the years because so many CEOs and Business Owners want to talk about tactics, you know -- email, websites, Linkedin, networking events, videos, SEO, and promotions.


4 Tactics You Must Use to Develop Your Marketing Strategy

There are (probably) 27,000 templates for marketing plans. One is sure to be perfect for your small business, and you'll probably find the right one about 6 months past when you needed it. But it's really not a template you need. It's a process approach to understanding where you've been, where you are, where you're going (or should be), and what resources are required to get there. Easy. Really.


Why Thinking Strategy Before Tactics is the Key to Your Marketing

A lot of business owners who think marketing, start with tactics: email campaigns, website design, LinkedIn and promotions. Truth be told, most well-known marketers do the same thing. But today, I want to affirm that marketing doesn’t start with tactics, it begins with strategy.


Strategy is a Small Business Owners Primary Role in Your Marketing

Recently I was speaking with a group of owners and CEOs of small businesses that wanted to know about what their primary role in marketing should be. As an owner or CEO of a small business, your primary marketing role is to create and advance the marketing strategy.


What Does Your Marketing Strategy Say About Your Business?

Is your marketing strategy preventing you from attracting more clients? Learn how to complete your marketing strategy in a way that facilitates sales. You use marketing strategy about your ideal clients so that you can build stronger relationships. In the same way, potential clients engage your marketing strategy to collect information and gauge interactions to see if you qualify as a potential provider.


5 Steps to Get Clear on Marketing Strategy For Small Business

Most small businesses hear marketing strategy and immediately think website, email newsletter, copy, LinkedIn and promotions — you know, tactics. Heck, most well-known marketers do the same thing. Today, I’m here to affirm that none of your tactics matter until you are crystal clear on a marketing strategy development process.


5 Steps to Fix Your Failing Marketing Strategy

Fix The Well, Not The Sink: Most business owners want to fix the tactical issue when it’s a strategy issue that is causing the problems. Please read this article carefully. There’s a lot of change happening in the small business marketing world, and it’s not going to slow down. Ever.


How Marketing Strategy Can Solve Your Sales Challenges

The way small business owners think about marketing strategy is broken. Email marketing, sale presentations, websites, advertising, search engine optimization, social media, you know tactics seem to dominate their marketing strategy thoughts. Truth is, for any set of tactics to work they must appeal to someone, which inevitably comes back to strategy.


10 Questions to Ask Before You Create a Marketing Strategy

So you’re ready to take a more process approach in your marketing efforts, but you’re not sure where to start… You’ve come to the right place. Marketing strategy must come before tactics and these 10 questions will help guide you through the process. From overall characteristics about ideal clients to logistics about measurement and offers, these questions walk you through the steps you should take prior to hitting “go.”


Business Marketing Strategy Examples

Home Service Contractor Example on How to make price a non-sticking point


Kitchen Remodeler Example on figuring out who our ideal customer is


Local Commercial Cleaning Example on understanding what you do that is both wanted and valued


Contact Your Marketing Consultant at Indispensable Marketing

If you’re a small service based business that needs help with developing a clear marketing strategy for your business or your business’s online presence on Google and other search engines, at Indispensable Marketing we can help. We offer marketing strategy consulting, marketing audits, monthly marketing packages, consultations, exploratory calls or monthly local SEO services. Contact us for more information.

Big News: Google LSA Ads Update Opens New Opportunities for Remodeling Contractor Marketing

By Patrick McFadden • January 13, 2025
Discover how Google’s LSA update impacts kitchen & bathroom remodeling marketing. Learn SEO tips to attract leads and boost visibility in Richmond VA & beyond.

The Future of Marketing and Selling May Not Be To Humans But AI Agents

By Patrick McFadden • January 9, 2025
For years, the focus of marketing and sales has been to appeal directly to human customers—to connect emotionally, build trust, and ultimately close the deal. But the rules are changing, and small businesses need to be aware of a massive shift on the horizon: the rise of AI agents as decision-makers. At first, this may sound like science fiction. After all, aren’t people the ones making purchases? But the reality is that artificial intelligence (AI) is quickly becoming the gatekeeper for consumer and business decisions. Understanding this shift is critical for small businesses, as it offers both challenges and opportunities. Let’s dive into what’s happening, why it’s happening, and how your small business can prepare. What Are AI Agents? AI agents are advanced technologies designed to handle complex tasks for consumers. They don’t just provide recommendations—they make decisions. Think of an AI agent as a virtual assistant that interprets your needs, evaluates options, and executes the best solution on your behalf. Here’s a simple example: You might tell your AI assistant, “Find me a hotel near Central Park for two nights within a $1,000 budget.” In response, your AI: Searches available hotels. Compares prices, reviews, and amenities. Books the best option without you needing to lift a finger. For the consumer, it’s all about convenience. For businesses, however, it changes the game: your target audience is no longer just the human buyer—it’s the AI agent. Why Is This Happening? Convenience for Consumers Consumers want faster, easier, and more reliable decision-making. With so much information available, the process of comparing options can be overwhelming. AI agents streamline this process by narrowing down choices and delivering results that align with the consumer's preferences. AI’s Superior Decision-Making AI can process far more data than a human ever could. It evaluates everything from price and reviews to proximity and availability, all in seconds. This allows it to make decisions that are more informed and objective. Consumer Trust in AI As AI becomes more sophisticated, people are increasingly comfortable delegating decisions to their virtual assistants. Trust is shifting from brands directly to the AI agents that curate and recommend those brands. Simple Examples of AI in Action Small businesses are already seeing AI at work in various industries. Here are a few scenarios to illustrate what’s happening: Travel and Hospitality A traveler asks their AI assistant to book a flight and hotel for a weekend getaway. The AI evaluates options, finds the best deals, and books everything. The business that optimizes its data for AI discovery wins the booking. Retail A customer needs a pair of running shoes. Their AI searches for shoes with great reviews, the right size, and quick delivery. It bypasses generic search results and goes straight to businesses with clear, accessible product data. Healthcare A health app uses AI to evaluate symptoms and recommend over-the-counter solutions. Pharmacies with optimized digital listings and relevant information are prioritized by the AI. Home Services A homeowner asks their AI, “Find me a plumber near me with 5-star reviews who can come today.” The AI scans local listings and books the business with the most reliable and visible online presence. What This Means for Small Businesses The shift to AI-driven decision-making has huge implications for small businesses. Here’s what you need to know: 1. Your Audience is Changing You’re no longer marketing solely to human buyers—you’re marketing to the AI agents making decisions on their behalf. These agents prioritize structured data, transparent pricing, and measurable value over emotional branding. 2. Local SEO Becomes More Critical AI agents rely heavily on local search data. If your business isn’t optimized for local SEO —clear location details, accurate business hours, and positive reviews—you’ll be invisible to AI. Need help with your local SEO? Get in Touch. 3. Quality Data Wins AI thrives on structured, high-quality data. If your service descriptions, product descriptions, pricing, and availability aren’t clear and accessible, AI will skip over your business in favor of competitors who have optimized their data. Check out this article so AI doesn't skip over your business. "5 Must Have Elements of Service Area Pages" 4. Proximity Matters For many services, AI prioritizes businesses that are physically closer to the consumer. This is especially true for industries like home services, healthcare, and retail. Small businesses can capitalize on this by focusing on hyper-local SEO strategies. 4a. For Service Area Businesses, Precision is Key For service area businesses (SABs)—those that don't operate from a fixed location but serve customers within specific geographic regions—AI's prioritization mechanisms work differently compared to location-based businesses like retail stores or offices. Instead of prioritizing physical proximity alone, AI evaluates the clarity and accuracy of your defined service area. This is especially critical for industries like commercial cleaning, plumbing, pest control, HVAC, or mobile health services. Learn more about - 5 Steps: Local SEO for Service Area Businesses AI agents rely on several key factors, including: Accurate and detailed information about your service area. Keywords that highlight your services and locations. Social proof, such as reviews, ratings, and testimonials. Content that directly connects to your service area, like localized blog posts or FAQs. The accuracy and consistency of your listings on platforms like Google Business Profile. Quick response times to inquiries. A well-optimized website with clear navigation and mobile responsiveness. Integration of AI-friendly tools like chatbots to provide instant information to users and demonstrate efficiency. An active presence on local social media channels to further enhance visibility and engagement within your service area. By optimizing these elements, service area businesses can enhance their visibility and ensure AI agents prioritize them for local searches. 5. The Playing Field is Leveling While it may seem daunting, this shift levels the playing field for small businesses. Unlike traditional advertising, where big budgets dominated, AI prioritizes data quality and relevance—areas where small businesses can shine. How to Prepare Your Service Based Business for an AI-Driven World Here’s how you can start positioning your business to succeed in an AI-driven world: 1. Optimize for Local Search This step is even more critical for service-based businesses, especially those operating in specific geographic areas (like commercial cleaning, plumbers, HVAC companies, and remodel services). Focus on hyper-local SEO by including business districts, neighborhoods, zip codes, and cities you serve in your website content and Google Business Profile. Add a "service areas" page to your website to clarify where you operate. Encourage reviews that mention specific services and locations to boost credibility in local searches. Use geo-targeted keywords like “emergency cleaning services in Dallas” or “24-hour plumbing in Brooklyn.” 2. Provide High-Quality Data For service-based businesses, this means being very clear about what you offer and where : Use structured data to outline services , pricing estimates, and FAQs. Include service-specific keywords in descriptions, such as "drain cleaning" or "roof repair." Add before-and-after photos , case studies, or examples of completed projects to help AI and potential customers understand your expertise. Create mobile-friendly booking forms for easy service requests. 3. Focus on Trust and Transparency Service-based businesses rely heavily on customer trust because most services are provided on-site or involve direct customer interaction. Highlight safety measures , certifications, and background-checked employees to build confidence. Share detailed testimonials or video case studies that walk through successful projects. Be transparent about response times , pricing structures, and warranties for services. Add "Meet the Team" pages to introduce key staff or technicians, humanizing your business and building rapport. 4. Target AI-Specific Needs AI-driven search is increasingly intent-based , meaning it focuses on what customers are looking to achieve (e.g., “find a reliable roofer near me”). Service-based businesses can target this effectively by: Optimizing for voice search (e.g., "Who fixes water heaters in Austin?"). Using conversational language and FAQs that match natural language queries. Structuring content to answer specific questions like "How much does roof repair cost?" or "How long does an AC repair take?" 5. Embrace AI Tools Service-based businesses can benefit greatly from AI to improve operational efficiency: Use AI-powered scheduling tools to let customers book appointments automatically. Implement chatbots to handle inquiries about availability, pricing, and service areas. Leverage AI analytics to predict seasonal demand spike s (e.g., higher calls for HVAC repairs in summer). Adopt AI-enabled CRMs to track customer preferences and improve follow-up communication. The Opportunity Ahead While the rise of AI agents might seem like a challenge, it’s also a massive opportunity for small businesses. By optimizing your digital presence, focusing on transparency, and understanding how AI evaluates options, you can position your business to thrive in this new era. Remember: AI agents aren’t just replacing human decision-making—they’re enhancing it. By meeting AI on its terms, you’re not just staying relevant—you’re setting yourself up to win in the future of business. So, take a look at your business today. Is your data accessible? Is your local SEO in place? Are you ready to meet the needs of AI agents? The future is coming fast, and the time to prepare is now. Need Help? My marketing firm, Indispensable Marketing, provides a step-by-step strategy and implementation process tailored for service-based businesses with revenues between $750,000 and $7 million. We help optimize local SEO, craft trust-building content, and create scalable marketing processes that deliver measurable results . From foundational setup to growth-focused tactics and amplification strategies, our approach ensures clarity, confidence, and long-term success in your marketing efforts. Get in Touch

The Missing Ingredient for Small Business Marketing in 2025: Leadership, Not Tactics

By Patrick McFadden • January 9, 2025
As we approach 2025, the changes in the business landscape are going to be significant, and many companies are already feeling the pinch. If you’re one of those business owners who’s noticing a decline in leads or a drop in website traffic, you’re not alone. Something is happening in the market, and businesses are beginning to see the winners and losers emerge.  But here's the critical thing : the reason many businesses fall behind is not because they lack tactics—it’s because they lack marketing leadership. Why Marketing Leadership Matters I’ve worked with many small businesses over the years, and one thing is crystal clear: most marketing failures stem from a lack of leadership. It’s easy to get caught up in the latest marketing tactics or rush into hiring a marketing agency, but without a clear leadership strategy guiding your efforts, you’re just throwing darts at the wall. Your marketing activities might be disconnected, ineffective, and lack the cohesion that makes them truly impactful. Marketing leadership is the key to taking a business from spinning its wheels to driving real, measurable growth. Whether you have internal marketing hires, work with an agency, or manage things yourself, someone needs to own the strategy and ensure marketing activities aligns with the company’s overall growth goals. This is what I call the missing ingredient in many businesses—marketing leadership. The Three Pillars of Marketing Leadership Strategy Thinking First: It’s not just about tactics; it’s about understanding where you’re going and how you’re going to get there. This means developing a clear marketing strategy that aligns with your brand’s core identity, including who you are promising to help (ideal customers) , what problems you are promising solve for them, and how your images, metaphors, colors, words, look and feel, dress, attitude, networks, consistency represents its promises. Once the strategy is defined, you’ll know exactly where to invest your resources and which marketing channels will move the needle. Fixing the Foundations: Before you get fancy with campaigns, you need to fix the fundamentals. This means ensuring your website is a trust-building workhorse , your messaging is aligned with your ideal customer’s needs , and your content is educational and building credibility . When you have a strong foundation, every marketing effort you put forth will be more effective. Building a Repeatable Process: A solid marketing process isn’t just about running ads or posting on social media; it’s about creating a machine that works long term. This process needs to generate consistent leads, build your brand, and retain customers. A marketing leader will help you build this process, ensuring it’s repeatable, scalable, and aligned with your business’s growth objectives. Marketing Leadership as a Service: The Future of Small Business Marketing What I’m seeing—and what I believe is the future—is that agencies need to step up and offer something beyond just execution. Instead of acting as subcontractors who only perform tasks, they need to take on the role of general contractors overseeing and managing the entire marketing process. Marketing leadership as a service is about providing that strategic oversight and ensuring everything aligns with the business’s long-term goals. Think of it this way: AI may be taking over certain tactical tasks, but it’s not going to provide leadership. That human touch—the ability to analyze, strategize, and lead—is what will differentiate the winners from the losers in the coming years. Businesses will need marketing support who can step in, assess the situation, create a roadmap, and then help execute that vision. The First Step: Are You Ready? In 2025, marketing leadership will be the key to success for small businesses. It’s not about doing more; it’s about doing the right things in the right order. If you haven’t embraced marketing leadership yet, now’s the time to make that shift and set your business up for long-term success. Final Thoughts It’s easy to get distracted by the shiny new marketing tactic of the week, but without a clear strategy and leadership in place, it’s hard to see real, lasting results. This year, make it a priority to focus on marketing leadership as the core of your growth strategy. The businesses that do this will be the ones that rise above the competition in 2025 and beyond.
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