Cheat sheet · Beginner · 5 min
Small business marketing cheat sheet
Message, channels, campaigns and measurement in one place. 4 sections, 14 entries.
- Message
- Channels
- Campaigns and email
Entries 14
Lab · Beginner · 40 min
Lab: Attribution audit
Check whether your analytics can actually attribute a conversion to a channel.
- The team believes social drives most trials. Nobody has checked the tagging.
Tasks 3
Project · Intermediate · 12h
Project: A quarter of measurable marketing
Position a product, commit to two channels, run one campaign and an email programme for a quarter, and produce three monthly reviews.
- For a real product: write the positioning statement from customer language with proof, choose two channels on evidence with a metric each, launch the email programme with a promise and welcome sequence, run one campaign from a one-page brief with tagged links, and produce three monthly reviews with fair comparisons and caveats.
- Milestone 1: Message and channels
- Milestone 2: Programme
Learning path · Beginner · 6h
Marketing that can be measured
Positioning, channels, campaigns and measurement for a small business, built on one message and honest numbers.
- Run a measurable marketing programme for a small business: a positioning statement, two working channels, a campaign process and a monthly review.
- Skills: Positioning from the customer's alternative, Choosing channels by evidence, Running a campaign from a brief, Email that gets opened, Measurement with caveats
Time 6h

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Small business marketing cheat sheet

Lab: Attribution audit

Project: A quarter of measurable marketing

Marketing that can be measured