Part 18: Marketing and Automation
This part of the guide has 9 pages so far. Each page answers one question, shows what to do, and ends with an audit check you can use on your own business.
18.1 Choose Marketing Channels
Section titled “18.1 Choose Marketing Channels”- 18.1 Choosing Marketing Channels: How to choose marketing channels for a local business: search, listings, referrals, email, text, social media, events, and when paid ads make sense.
18.2 Build Marketing Campaigns
Section titled “18.2 Build Marketing Campaigns”- 18.2 Marketing Campaigns: Plan a small business marketing campaign with a clear goal, audience, offer, honest proof, channel, budget, dates, tracking, and a rule for when to stop.
18.3 Build Email Campaigns
Section titled “18.3 Build Email Campaigns”- 18.3 Email Marketing Rules: The CAN-SPAM basics for small business email: permission, honest sender and subject lines, a postal address, a working unsubscribe, and fast opt-outs.
18.4 Build Text-Messaging Campaigns
Section titled “18.4 Build Text-Messaging Campaigns”- 18.4 Text Message Marketing Rules: Before you text customers, learn consent rules, required disclosures, STOP requests, quiet hours, recordkeeping, and what to check in your texting provider.
18.5 Build Follow-Up Sequences
Section titled “18.5 Build Follow-Up Sequences”- 18.5 Follow-Up Sequences: Build automated follow-up messages that start at the right moment, reach the right people, stop when they should, hand replies to a person, and log results.
18.7 Build Referral Campaigns
Section titled “18.7 Build Referral Campaigns”- 18.7 Referral Programs: Set up a referral program: define a referral, write clear reward terms, track each referral, record payments or credits, and protect personal information.
18.9 Build Internal Notifications
Section titled “18.9 Build Internal Notifications”- 18.9 Internal Notifications: Set up team alerts for new leads, bookings, accepted estimates, payments, complaints, overdue tasks, approvals, and system failures, each sent to one owner.
18.10 Test Automation
Section titled “18.10 Test Automation”- 18.10 Testing Automation: Test every automation before it goes live: triggers, data, timing, duplicates, stop rules, permissions, failures, costs, approvals, and a log of changes.
18.11 Monitor Automation Performance
Section titled “18.11 Monitor Automation Performance”- 18.11 Monitoring Automation: Monitor automations after launch: delivery, replies and complaints, sales and revenue, opt-outs, errors and duplicates, and a set date for regular audits.