Marketing.
Everything is in place. Offer, website, fulfillment, legal, CRM, operations. Now we turn on the traffic. Pick one channel that fits your offer and budget, get it working, then layer in the others.
Pick one channel. Get it working first.
Spreading $20/day across four channels is how new businesses burn cash and learn nothing. One channel, enough budget to see signal, daily attention. Then add the next.
Pick the channel that fits.
Each channel works best when it matches how your buyer actually finds solutions.
Google Ads
Best when people are actively searching for your service. Local businesses, service-area businesses, professional services. They already know they have a problem.
Meta Ads
Best when people don't know they need you yet. You put the offer in front of them and create interest. Works for offers, info products, coaching, and lifestyle services.
Cold Outreach
Best for B2B, high-ticket services, or when you know exactly who your buyer is. Direct calls and messages. One closed deal often pays back weeks of effort.
Organic Content
Works everywhere as a supplement. Slow to build, compounds over time, costs only your time. Pair it with one paid channel for fastest learning.
Facebook & Instagram ads.
Business Manager, Ad Account, and Pixel should already be set up from Lesson 2. Install the Pixel on your funnel and set up a custom conversion event — form submission, purchase, booking, whatever your CTA is.
- ›One campaign, 2-3 ad sets testing different audiences, 2-3 ads per ad set.
- ›Budget: $10-20/day. Enough to get data, not enough to hemorrhage.
- ›Targeting from your Lesson 1 niche — interests, demographics, behaviors.
- ›Lead with problem or result, not your company name.
- ›Real people in images and video over stock photos.
- ›Run 3-5 days before changes — let the algorithm learn.
Search ads for high-intent buyers.
Create the ad account, set up conversion tracking, and link to your Google Business Profile if you serve a local market. Start with Search campaigns — ads that show when people search specific keywords.
- ›Use Google Keyword Planner (free in Google Ads) to find relevant terms.
- ›Start high-intent: "[service] near me", "[service] for [niche]", "best [service] in [city]".
- ›Add negative keywords: "free", "DIY", "jobs" to avoid junk clicks.
- ›Budget: $10-20/day to start.
- ›Landing page must match the ad. Generic homepage = wasted clicks.
Cold calls & direct messages.
Sometimes the most direct path to a customer is the phone. Most viable for B2B, high-ticket services, and local businesses you can reach directly.
- ›Research the person or business before reaching out.
- ›Lead with a relevant observation or value, not a pitch.
- ›Keep it short. Respect their time.
- ›Make a clear ask — 15-min call, proposal, or visit.
- ›Follow up 2-3 times. Most sales happen on follow-up.
- ›Set a daily target (5-10) and track every touch in your CRM.
Content is the long game.
Costs nothing but time. Compounds over months and years. Pick 1-2 platforms where your audience already is — do not spread across five. Consistency beats volume.
- TOPBroad helpful content — tips, insights, industry news. Attracts attention.
- MIDCase studies, process breakdowns, your perspective. Builds trust.
- BOTOffers, testimonials, direct CTAs. Drives action.
Mix all three. Top-of-funnel only forever and people forget you sell something.
Track or you are guessing.
Regardless of channel, these five numbers tell you whether marketing is working or burning cash.
- ›Leads and their source — tracked in your CRM (Lesson 5).
- ›Cost per lead — ad spend ÷ number of leads.
- ›Conversion rate — customers ÷ leads.
- ›Cost per customer — total marketing spend ÷ customers acquired.
- ›Return — revenue from customers ÷ marketing spend.
Know when to scale or fix.
Scale when cost per customer is profitable and fulfillment can handle the volume.
Fix when leads come in but do not convert (funnel and sales process need work), or when customers convert but fulfillment breaks (back to Lessons 3 and 6).
Never scale a broken funnel. You will just lose money faster.
Before this lesson is done.
- □Marketing channel selected based on your offer.
- □First campaign or content funnel live.
- □Tracking installed — you can see where leads come from.
- □Cost per lead and cost per customer being tracked.
- □Initial results documented — what's working, what's not, what to test next.
You're live. Now go close.
Seven lessons in. You have a niche, an offer, a brand, a funnel, fulfillment, legal, a CRM, an operations machine, and a marketing channel running. The rest is iteration. When you're ready to scale, upsell, or systematize — we'll go deeper.