If you’ve ever thought, “I know I need to market my business… I just don’t know where to start,” you’re not alone. For many entrepreneurs, especially those starting or scaling a business in their 40s or beyond, marketing can feel like a noisy, crowded, ever-changing circus.
One minute, it’s all about dancing on TikTok and pointing at floating words. Next, you’re being told to launch a funnel, run ads, learn SEO, and maybe start a podcast while you’re at it. Oh, and don’t forget: post three times a day, go live weekly, and send emails – but not too many, or you’ll scare them off.
Let’s be honest: you didn’t grow up with smartphones glued to your hand. You didn’t major in marketing. You’re juggling family, maybe aging parents, possibly a dodgy knee, and now algorithms?
It’s no wonder it feels overwhelming. You’re not lazy, behind, or doing it wrong. You’re just navigating a marketing world not built with you in mind.
But what if it didn’t have to be this hard?
This guide is here to break down marketing into bite-sized, doable steps. No jargon. No “shoulds.” Just clear, smart strategies that fit into your real life, whether between client calls or while reheating your coffee for the third time.
And because I’m all about working smarter, not harder, I’ve added easy AI prompts throughout this guide to help you save time, create faster, and feel more confident in your messaging—even if tech isn’t your thing.
Step 1: Start with Clarity – Who Are You Really Talking To?
Before you post, pitch, or publish anything, take a moment to get laser-focused on your ideal client. The clearer you are, the easier every marketing decision becomes.
Quick Win
Write a paragraph describing your dream client. Who they are, what keeps them up at night, and what they wish someone would help them solve.
Prompt
"If I could wave a magic wand and help one type of person with one big problem, who would that be?"
Use AI to Help
Try this prompt in ChatGPT or your preferred AI tool:
- "Act as a brand strategist. Ask me 5 questions to help me define my ideal customer, their main pain points, and the solution I provide."
- "Based on these traits [insert your client's traits], help me write a customer persona paragraph I can use in my marketing."
Step 2: Choose One Channel First
You don’t need to be everywhere. Start where your audience already spends time and where you feel most comfortable showing up.
Options
- Email (great for relationship-building)
- Instagram (visual storytelling)
- LinkedIn (B2B & thought leadership)
- Your website/blog (long-term SEO growth)
Quick Tip
Pick ONE that feels right for you and commit to showing up there consistently for the next 30 days.
Step 3: Keep Your Message Consistent, Not Perfect
Marketing isn’t about being perfect. It’s about being clear and consistent. When I was studying marketing, a stat said a consumer needed to see your ads at least 7 times before purchasing. That has not changed. What has changed is the way that you can reach a customer. Your audience must hear the same core message multiple times before it clicks.
Mini Exercise
Define your three key messages:
- What problem you solve
- Who you solve it for
- Why you’re different (your story, approach, vibe)
Use AI to Help
Try these prompts:
- "Based on my business helping [describe audience] with [problem], generate 3 clear brand messages I can repeat across my marketing."
- "Turn this brand story into 3 headline-ready phrases I can reuse across social, email, and my website."
- "Help me describe why my approach is different in a confident but non-salesy tone."
Step 4: Block Time for Marketing – No More Than 2 Hours a Week
Let’s clarify: marketing is not just “doing content” or endlessly posting on social media. It’s about intentionally creating visibility, building trust, and guiding potential clients toward taking action. And you don’t need 10 hours a week, or a degree in digital strategy, to do that effectively.
Instead, start by blocking out 1–2 hours a week to focus on a handful of high-impact marketing activities. These could be content, yes—but they might also be networking, outreach, refining your offers, or optimising your website.
Think of your weekly marketing time as focused action in three key areas:
- Visibility – How are new people finding you?
- Connection – How are you building trust with your audience?
- Conversion – How are you inviting them to take the next step?
What could you do in 2 hours? Mix and match:
- Update or optimise a page on your website (SEO = long-term visibility)
- Send a check-in or value email to your list
- Write or record a piece of content that answers a real client question
- Follow up with previous leads or re-engage past clients
- Pitch yourself to be on a podcast or guest blog
- Build or tweak a simple automation (like a lead magnet nurture sequence)
- Connect personally with 3-5 people on LinkedIn or in your network
- Run a Google Search to see what your competitors are saying—and find a new angle
This is strategic marketing, not busywork. You’re showing up with purpose, not just posting because an algorithm told you to.
AI Prompts to Support You
- "Give me 3 email subject lines that speak to [insert audience pain point]."
- "Help me write a follow-up message to a lead who ghosted after a discovery call."
- "What could I write in a blog post that would help someone decide whether or not to work with me?"
- "List outreach ideas that don’t involve social media to help me connect with my audience."
Time-Blocking Tips
- Choose a consistent slot each week. Protect that time like a client meeting.
- Start with a single focus. One solid action is better than five half-done ideas.
- Review monthly. What’s working? What’s draining you? Adjust accordingly.
Marketing is not about being everywhere—it’s about being intentional, relevant, and visible in the right places. Two well-spent hours a week is often all you need to build momentum that lasts.
Step 5: Review Monthly, Not Daily
What to Track
- Engagement (likes, comments, shares)
- Website traffic
- Email opens/clicks
- Inquiries or sales generated
Reflection Prompt
"What felt easy this month? What felt forced? What might I tweak next"
Final Thoughts: Permission to Do Less (But Better)
Marketing doesn’t have to feel like a treadmill you can’t get off. When you’re clear, consistent, and committed to just one or two simple actions each week, you’ll start to see traction without burning out.
Trust yourself. You know your audience better than you think. Speak to them from the heart, offer real value, and show up with intention.
You’ve got this.
Next Step
Choose one of the five steps and take action today. Even a 10-minute win moves you forward.
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