Isn't That Rich Podcast

Marketing can feel like a beast. With endless tools, platforms, and advice flying around, it’s easy to feel like you're always one step behind. But here’s the truth: You don’t have to master it all at once. The most successful businesses aren’t doing everything—they’re just doing the right things really well.

So whether you’re a brand-new business owner or someone who's been around the block but hasn’t taken the time to nail your marketing strategy, these five foundational steps will give you a solid place to start and grow.

1. Your Brand (aka your business's handshake)

Let’s talk about branding—but not in the “we need a $20,000 rebrand” kind of way. We're talking about something way more foundational. Your brand is basically your business’s personality. It’s the vibe. It’s the feeling someone gets when they see your name, walk into your shop, visit your website, or scroll past your social media post.

It’s your first impression—and your ongoing relationship.

And here’s the kicker: you already have a brand. Whether you’ve thought about it or not, people are forming opinions about your business based on the way it looks, sounds, and acts. The key is to make sure that impression is consistent, memorable, and true to who you are.

So what actually is your brand?

It’s things like:

• Your colors, fonts, and logo
• Your photography and video style
• Your tone of voice—are you friendly? Bold? Quirky? Serious?
• The values you live by and the mission you stand on
• What your team wears, how they speak to customers, even how your packaging looks

It’s everything someone sees, hears, or experiences that tells them who you are and what you’re about.

Why Branding Matters More Than You Think

Have you ever visited a company’s Facebook page and thought, “Wait... is this even the same business?” because everything looked totally different from their website or storefront? Maybe the colors were off, or they were using 17 different fonts, or the tone felt totally mismatched. That’s what happens when branding gets neglected—it creates confusion, and confused people don’t buy.

Consistency is the secret sauce that makes brands stick. Think about big-name brands—Target, Chick-fil-A, Starbucks, Lululemon. You could remove their names from their ads, and you'd still know who it is. That’s the power of a strong, consistent brand. And it works the same for small businesses too.

Your Brand Is Your Filter

Once you define your brand, it becomes the filter for everything you do. Should we post this graphic? Run this ad? Use this slogan? If it doesn’t pass through the brand filter—if it doesn’t sound like you, look like you, or feel like you—it’s a no.

And the best part? Once your brand is clearly defined, it makes everything easier.

Designing flyers? You already know your fonts and colors.
Writing social captions? You know your voice.
Making a video? You know the tone and style you’re aiming for.

Your brand becomes your guide. And that saves you so much time and energy in the long run.

How to Build a Solid Brand Without Losing Your Mind

Here’s how to start, even if you’re not a branding expert:

1. Visual Identity
   Choose 2–3 brand colors and 1–2 fonts. Stick with them. Upload your logo to Canva and set up a free or Pro brand kit. Decide if your photography style is bright and airy, moody and dramatic, or somewhere in between.
2. Tone of Voice
   Are you professional? Fun and friendly? Educational and empowering? Pick a lane and own it. This is how people feel your brand, and how your message gets remembered.
3. Mission and Values
   What do you stand for? What do you not stand for? People care more than ever about aligning their money with businesses that share their values. Don’t be afraid to make yours clear. It gives people a reason to believe in you—and a reason to stick around.
4. Positioning Statement
   Write one or two clear sentences that explain what you do, who you do it for, and how you’re different. Example: We help busy families save time with meal kits that actually taste good. This isn’t your tagline—it’s your internal compass.

And listen—your brand doesn’t have to be perfect. It just needs to be you. You can tweak it as you grow, but start somewhere. Plant your flag. Own your style. And let everything else flow from there.

Because when your brand is strong, it becomes the foundation of everything else—your marketing, your social posts, your customer experience, and ultimately, your reputation.

And in business, your reputation is everything.

2. Your Website (your digital front porch)

Let’s say someone hears about your business—maybe through a friend, maybe from social media, maybe they spotted your name on the back of a baseball jersey. What’s the very next thing they’re likely to do?

They Google you.

Your website is often the first real interaction someone has with your business. And like it or not, people judge based on what they see there. If your website is cluttered, outdated, hard to navigate, or—gasp—nonexistent, people won’t stick around to give you a second chance.

They’ll assume your business isn’t legit. Or worse… they’ll assume you’re out of business altogether.

Now flip the script. Picture a clean, easy-to-use website that immediately tells visitors who you are, what you do, and how to reach you. Boom. That person now trusts you a little more. They’re more likely to reach out, make a purchase, or recommend you to someone else.

Your website doesn’t need to be fancy. It just needs to be clear and useful.

What Every Business Website Should Include

Let’s walk through the essentials. These aren’t nice-to-haves. These are must-haves:

• Homepage:
  Your welcome mat. In one short sentence, tell people what you do and who you serve. Don’t make them scroll for three minutes just to figure out if you’re the right fit.
• About Us Page:
  This is your chance to be human. Share your story. Show your face (or your team’s). People want to buy from people, not faceless companies. Especially in smaller communities, connection goes a long way.
• Services or Products Page:
  Spell it out clearly. What do you offer? What does it cost (if applicable)? What problem are you solving? Use plain language—no one needs buzzwords or confusing industry speak.
• Contact Info:
  This might sound obvious, but you’d be shocked how many websites make this hard to find. Include your phone number, email address, physical location (if relevant), and a contact form. Bonus points for adding clickable buttons that let someone call or email you instantly from their phone.
• Location + Hours:
  This is one of the most-visited parts of any website. Make it easy to find and accurate—especially on holidays or if you have different hours for drive-thru or weekends.
• Testimonials or Reviews:
  Social proof matters. If someone else had a great experience with you, showcase it. A short quote or two can make a big difference in earning trust.
• Booking or Online Payment Options (if it makes sense):
  If your business relies on appointments or payments, make it easy for people to act. Businesses that allow online bookings or payments see a 20–30% bump in conversions.
• Blog or News Section:
  No, you don’t have to write weekly essays. But a blog is a great place to share what’s happening—new offerings, tips, community involvement, events. Plus, it helps with your Google ranking.

Real Talk: If They Can’t Find You, They Won’t Use You

Let’s use a real-life example. We recently remodeled a deck. You’d think it would be easy to find someone local to do the work, right? But nope. We searched online and couldn’t find any decent websites for local contractors. The ones we did find were so outdated—or missing entirely—that we didn’t trust them.

So we did what most people do when the internet fails us: we asked around. Eventually, we got a recommendation from a friend. But let’s be honest—that company probably lost a dozen potential clients because they weren’t showing up online.

Now flip it again. Imagine if they had a clean website with photos of recent projects, a short bio about the owner, and a simple “Call Now” button. They’d have been hired in a heartbeat.

But I’m Not Techy… Can I Still Build a Website?

YES. A million times yes.

You don’t need a web developer. You don’t need to know how to code. You just need a simple platform and a clear idea of what you want to say.

Here are a few beginner-friendly tools to get you going:

• Squarespace – Super visual and sleek. Perfect for service-based businesses or creatives.
• Showit – Drag and drop design. Great for full customization without needing to touch code.
• Wix – Easy for beginners with lots of templates.
• Shopify – Ideal if you’re selling physical products online.

All of them have templates, guides, and tutorials. You just plug in your photos, words, and links. Done.

A Few More Website Do’s and Don’ts:

DO:

• Keep your design clean and uncluttered.
• Use real photos of your team, space, or product.
• Make sure your site is mobile-friendly (test it on your phone!).
• Add buttons that are easy to click and take people to the next step.
• Connect it to your social media, blog, or email list.

DON’T:

• Use a stock image of a guy in a suit pointing at a pie chart.
• Bury your contact info three pages deep.
• Use a 10-minute video on your homepage that auto-plays with loud music (just… no).
• Forget to update your hours or services.

Your Website Works While You Sleep

Here’s a final thought: Your website is the only employee you have who works 24/7, doesn’t take vacations, and never asks for a raise. It’s out there representing your business at 3 AM when someone can’t sleep and decides they need to find a new dentist, photographer, bakery, or accountant.

Make it count.

Even if you start small, start somewhere. You can always improve it over time but having a clean, helpful website in place makes your business instantly more credible, more trustworthy, and more visible.

And in today’s world, visibility is everything.

3. CRM: Keep the Customers You Already Worked So Hard to Get

Let’s be honest. Getting someone to notice your business is hard enough. They see your sign, click on your website, maybe walk through your doors or follow you on Instagram. That’s a win, right?

But here’s where most businesses miss the mark—they stop right there.

What happens after someone makes a purchase, fills out a form, books an appointment, or shows up for the first time? If your answer is “Nothing… they just leave,” then we’ve got a problem.

That’s where a CRM, or Customer Relationship Management system, comes in.

It’s not just for big corporations or people in suits. It’s for you—whether you’re running a boutique, a coffee shop, a landscaping business, or a bank. If you have customers, you need a CRM strategy. Period.

So What Is a CRM, Really?

At its core, a CRM helps you stay in touch with your customers in an organized, intentional way. It’s the system behind the magic that turns a one-time buyer into a loyal regular.

It might be as simple as a spreadsheet with customer names and emails. Or it could be a full-blown software tool like HubSpot, Mailchimp, Keap, or ActiveCampaign. The point is this: you need a way to remember who your people are and keep in touch with them consistently.

Because if you’re not staying in front of them… someone else will.

Why CRM Matters (Like, A LOT)

Ever had a customer who clearly loved your business, raved about it… and then just vanished? You didn’t do anything wrong. Life just got busy. They forgot. And you didn’t remind them.

CRM fills that gap. It keeps you top of mind.

Imagine this:

• Someone visits your website and signs up for your newsletter.
• A week later, they get a friendly “Welcome!” email.
• The next week, they get a how-to tip or a link to your best-selling product.
• A few days later, they get a reminder about an upcoming sale.
• The next month, they’re reading your blog or showing up for your event.
• Fast-forward a few months: they’re your biggest fan.

That’s CRM in action.

What a Simple CRM Strategy Can Look Like

Here’s the good news: it doesn’t have to be complicated or time-consuming. In fact, once it’s set up, a lot of it can run on autopilot.

Here are a few practical ways to use CRM as a small business:

1. Welcome Email Series - Someone joins your email list or becomes a new customer? Send a short, friendly email welcoming them. Then follow up with a few more emails over the next couple of weeks—maybe a “meet the team,” a few FAQs, or a product spotlight. It's like onboarding for your business.
2. Birthday or Anniversary Emails - Automated “Happy Birthday!” or “It’s been one year since your first purchase!” emails are easy wins. Include a discount or just a kind note to show them you’re paying attention.
3. Segmented Emails - Not all your customers are the same, so don’t treat them that way. A CRM system lets you divide people into buckets—new customers, frequent buyers, people who haven’t come back in 6 months, etc.—and send tailored messages to each group.
4. Reminders & Follow-Ups - Do you offer services that need to be rebooked regularly? Appointments that need reminders? Orders that need confirmation? Use your CRM to follow up so nothing falls through the cracks.
5. Cross-Selling & Upselling - If someone booked a haircut, maybe they’d love a discount on styling products. If someone bought a checking account, maybe they need help setting up online banking. Offer more value, and you’ll increase your average sale without being pushy.
6. Event or Product Announcements - Want to let your best customers know about an upcoming event or new product before everyone else? Use your CRM to send an early-access message. Make them feel like VIPs—because they are.

But I Hate Spammy Emails...

Same. No one wants another “SALE! SALE! SALE!” email in their inbox. A great CRM strategy isn’t about bombarding people, it’s about serving them. It’s thoughtful. Timely. Helpful. Personal.

It’s the dentist who sends you a reminder a week before your appointment and the night before—because they know you’re busy and appreciate the nudge. It’s the boutique that emails you with a heads-up when your favorite brand is back in stock.

It’s the local coffee shop that texts you with a rainy-day special just when you needed a little pick-me-up.

CRM is not just about getting people to buy more stuff. It’s about building trust, loyalty, and connection.

A CRM System Is a Business Superpower

Think of it like this:

• Your brand gets their attention.
• Your website gives them the info they need.
• Your CRM is what keeps them around.

It’s how you stay top-of-mind without standing in front of them all the time. It’s how you make people feel seen, valued, and cared for at scale.

And once it’s up and running? It keeps working while you sleep.

4. Your Community Presence

Let’s get real for a second: the businesses that people talk about, recommend, and remember? They aren’t always the biggest or flashiest. They’re the ones that show up. They’re the ones giving out water bottles at a summer baseball game, donating to the local animal shelter, or handing out candy at trunk-or-treat. And whether you’re in a big city or a one-stoplight town, that kind of visibility matters.

Community presence isn’t about having your logo on every t-shirt or banner in town (although that’s not a bad start). It’s about being known for caring. And no marketing strategy in the world can replicate the kind of goodwill you build when people see you consistently giving back—not because you have to, but because you want to.

Here’s what that can look like:

• Sponsoring a little league team and showing up for the games
• Donating a portion of your proceeds to a local cause once a quarter
• Volunteering your time or encouraging your team to do the same
• Hosting a free financial literacy class, a coat drive, or a holiday event
• Partnering with local businesses to make something awesome happen

Even better? These moments give you genuine, heartwarming content to share on social media or your website. You’re not just telling people what your brand is about—you’re showing them. And those stories are so much more powerful than any ad you could ever run.

But here’s the thing: it’s not about doing it for the likes or the applause. It’s about being a good neighbor. It’s about building something that actually matters in the place you call home.

We always say your business should be an engine in your community. Because whether you realize it or not, the community looks to business owners to help power things forward—to fund scholarships, to rally after a tornado, to support the next big dream. If you're going to be part of that, be all in. Show up with intention, and let your generosity be a reflection of what your business stands for.

Not only will people notice—it’ll make you proud of what you're building too.

5. Your Social Media Presence

Social media can feel like a love-hate relationship. On one hand, it's where everyone is. On the other hand, it can feel like shouting into the void—and then wondering if anyone even heard you.

We get it. It can be intimidating, frustrating, and even exhausting. Algorithms change, trends come and go, and it feels like you need to be a professional videographer, comedian, and influencer all at once.

But here’s the truth: social media doesn’t have to be perfect. It just has to be you—real, consistent, and relatable.

First, Let’s Clear This Up: Social Media Is Not a Bulletin Board

If the only time you post is when you have a new sale, event, or job opening, you’re using social media like a cork board at the local grocery store. And that’s not how people engage anymore.

People aren’t on social media to be marketed to 24/7. They’re there to be:

• Entertained
• Inspired
• Educated
• Connected

So if you want to show up and get noticed, you’ve got to give them a reason to stop scrolling. Something that makes them smile, think, or feel like they know you better. And guess what? That’s actually easier to do when you’re not trying to be “perfect.”

You Don’t Need a Full Production Team—You Just Need a Phone and a Plan

Let’s debunk the biggest myth first: you do not need a fancy camera, perfect lighting, or hours of editing to create great content.

Your iPhone is enough.
Your everyday life is enough.
Your authentic self is more than enough.

In fact, in today’s world, overproduced content can actually hurt you. People want to see behind the curtain. They want to see the person behind the business. They want real.

What Should You Post?

This is probably the most common question we hear. So to make it easier, we break it into five simple categories. These five buckets help ensure you’re keeping things fresh, interesting, and balanced:

1. Educational

Teach people something. Give tips. Answer FAQs. Show how your product works. Share your process. If you’re a baker, film a quick “how we frost our cupcakes.” If you’re a contractor, show how you power wash a deck. Short, helpful content builds trust—and positions you as the expert.

2. Entertaining

This is where you show your personality. Post bloopers, silly team moments, trending audios, memes, or fun behind-the-scenes clips. We once posted a 10-second video using a Schitt’s Creek audio, and it got more engagement than anything else we posted that month. Why? Because people love relatable, funny content—even from businesses.

3. Emotional

Tell stories. Highlight your employees, share customer success moments, show your community involvement. Did you donate to a local cause? Did a customer tell you how your service changed their life? Share it. These moments build connection faster than any ad ever will.

4. Engaging

Ask questions. Run polls. Start challenges. Host giveaways. The goal here is to get your audience to interact. The more they comment, the more your content gets seen. (Pro tip: even a silly “This or That” question can boost engagement like crazy.)

5. Promotional

Yes, of course, you should promote your stuff. But let’s follow the 80/20 rule—80% value and fun, 20% promotion. When people trust you, laugh with you, and learn from you, they’re way more likely to support your next offer.

Posting Doesn’t Have to Be Daily—But It Does Have to Be Consistent

You don’t have to post every day to grow a presence online. But if you only post once every few weeks when you remember or when you have something to “announce,” your audience won’t know what to expect—or even remember who you are.

We recommend starting with a simple goal: 2–3 posts per week. Show up, be helpful, be consistent, and pay attention to what your audience responds to. And if something flops? No big deal. Keep going.

Consistency always wins over perfection.

What Platforms Should You Be On?

You don’t need to be everywhere. Just start where your audience already is. If you’re trying to reach:

• Local families or small-town customers – Facebook is still gold.
• Young adults and busy moms – Instagram and TikTok are solid bets.
• Professionals or B2B clients – LinkedIn might be your sweet spot.
• Visual learners or product-based fans – YouTube or Pinterest can be powerful.

Start with one or two platforms and grow from there. Don’t spread yourself too thin trying to be everywhere all at once.

Worried You Don’t Have Time? Here’s a Tip.

Give someone else the phone.

Seriously—your front desk team, your barista, your assistant manager, your teenager—they may already be better at creating content than you are. Let them snap a few pictures, film a fun moment, or document a behind-the-scenes process.

We’ve seen it over and over again: a casual 8-second video taken by someone on staff can outperform a graphic someone spent an hour creating. That’s not failure. That’s real life. Use it.

A Quick Word on the Algorithm

Yes, the algorithm is always changing. Yes, it can be frustrating. But here’s the truth: the algorithm rewards connection. The more people like, comment, share, or watch your content, the more it gets seen. So focus on content that starts conversations—not just announcements.

If you really want to help your posts do better:

• Ask your employees to like and comment
• Share posts from your business to your personal page
• Encourage followers to tag a friend or answer a question
• Use short videos—especially Reels or TikToks—to boost reach

Think of Social Media as a Conversation, Not a Commercial

When in doubt, imagine you’re talking to a real person sitting across from you. Would you start that conversation with “We’re having a 10% off sale on all hairbrushes today!”? Probably not.

You’d say something like:
“Did you know most people are using the wrong kind of brush for their hair type? Let me show you the difference—it might blow your mind.”

That’s the energy we’re going for.

Your social media feed is not a catalog. It’s your virtual personality. Use it to connect.

The Bottom Line

Social media is no longer optional. But it doesn’t have to be overwhelming. You don’t need to be a TikTok star or go viral. You just need to show up with a little strategy, a little heart, and a little willingness to try new things.

Let people see the real you.
Let them get to know your team.
Let them fall in love with your mission, your values, and your personality.

And then? Invite them to take the next step, whether that’s visiting your website, placing an order, or just giving you a follow.

You’re not selling. You’re building a brand people want to be part of.

Start Where You Are, Grow from There

If you’re feeling overwhelmed, take a breath. You don’t need to do it all today. Just start with the five things above and build as you go.

Marketing doesn’t have to be polished, perfect, or expensive. It just needs to be consistent, authentic, and grounded in who you are.

Your brand. Your website. Your follow-up. Your community. Your social media. That’s the core. Nail those and you’re off to a really good start.