When should I start marketing my business?
If you’ve ever wondered “When should I start marketing my business?”—you’re not alone. Many entrepreneurs rush into ads, social media, and funnels before they’re ready, wasting time and money. The truth? Marketing only works when the timing is right.
Here’s how to know when to start—and what to do first.
When Not to Start Marketing
Before you invest in marketing, check these two critical points:
- You’re at full capacity
If you’re turning away clients because you’re fully booked, marketing won’t help. Your bottleneck is capacity, not demand. Fix that first. - Your basics aren’t ready
If someone ordered today, could you deliver? If your product, pricing, or systems aren’t solid, marketing will only create frustration—for you and your customers.
When You Should Start Marketing
Marketing makes sense when:
- You’ve served happy clients from your network.
- You have free capacity beyond referrals.
- Your product, price, and processes are ready.
If that’s you, let’s talk about how people actually buy—and why that matters for your strategy.
The Customer Journey: Four Stages
Nobody buys out of the blue. People move through stages before making a decision – I will use Google’s terminology, which I find the most self-explanatory:
- See (Awareness phase)
They don’t know they need you yet. Marketing here sparks curiosity and highlights a problem. - Think (Relevance phase)
They realize the problem exists and start considering solutions. - Do (Conversion phase)
They’re actively searching for answers—comparing options, reading reviews, and ready to buy. - Care (Delight phase)
Post-purchase experience matters. Happy customers come back and recommend you.
Big brands obsess over funnels and conversion rates. For small businesses? That’s overkill. Here’s what works better.
Flip the Funnel: Start at the Bottom
Your easiest wins come from people who already trust you—your current clients and their network. Focus here to get more referrals first:
- Ask for feedback and learn what’s working.
- Make referrals easy—give clients a simple way to share your service.
- Incentivize recommendations—think referral bonuses or perks.
Example: My local gym gives members a free month for every friend they bring in. The friend gets a free trial, too. It works because nothing beats happy customers sharing their experience.
Next Step: Conversion Phase
Once you’ve maximized referrals, move to people actively searching for solutions like yours. Practical tips:
- Show up where they search—comparison sites, aggregator platforms.
- Optimize for buying intent keywords—phrases like “buy,” “price comparison,” or “reviews” signal readiness.
- Consider search engine marketing—target specific, long-tail keywords that indicate strong intent.
What About Awareness and Relevance?
These stages matter—but for most early-stage entrepreneurs, they’re not the priority. Start with referrals and conversion. Build momentum before investing in broad awareness campaigns.
Final Thoughts
So, when should you start marketing your business?
When you have capacity, your basics are solid, and you’ve tapped into the power of referrals. Then, step into conversion-focused marketing. It’s the fastest, most cost-effective way to grow.
Want more tips on building offers that sell?
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