Overwhelmed by Marketing? You’re Not Alone

Most small business owners don’t lack motivation. They lack time, clarity, and a system they trust.



Jef van de Graaf, a copywriter and SEO strategist behind Copy Ads Content, put it well:

In a recent conversation with Jake Mooney from Green Light Studio, they unpacked what marketing looks like for service-based companies that don’t have in-house teams or giant budgets.

Their answer? Simple systems that connect what already works.

If you’re a busy owner, contractor, or trade professional tired of spinning your wheels, this article walks you through a lightweight but powerful approach to long-term marketing.

The Real Problem: Too Many Tactics, Not Enough Strategy

Marketing advice is everywhere. One minute it’s TikTok. Next, it’s funnels. Then AI-generated everything.

What gets lost? Strategy.



Jake described the issue like this:

This is the shiny object problem. The way out? Build a basic workflow you can stick with—built on SEO, video, and personal branding.


Step 1: Focus on What’s Already Bringing Customers

Before launching anything new, figure out what’s working now. Where do your best leads come from?
Some good prompts:

• “How did your last 5 customers find you?”
  
• “Which marketing effort has ever brought in a warm lead?”
  
• “Where do you wish more people found you?”
  

Start by identifying what’s proven to work—and plan to do more of it, more consistently.


Step 2: Build a Basic Content Workflow

You don’t need to be everywhere. You just need a repeatable system.

Here’s a basic example that’s worked for GLS clients:

Monthly Content Plan

• 1 blog post or case study (SEO optimized)
  
• 1 short video filmed on-site or at your desk
  
• 2–3 LinkedIn posts or email snippets pulled from that content
  
• 1 service page or location page update (if needed)
  
  

That’s it. Each item feeds the others.

Start with one part if needed. Just keep going.



Step 3: Use Your Phone, Not a Production Crew

Most owners think content = polished video, blog perfection, or flashy graphics. Not true.
What works best?

• A 60-second clip explaining a recent project
  
• A rough story of how you helped a customer
  
• A voice note or transcript turned into a blog post
  

Authenticity beats polish—especially in B2B and trades.


Step 4: Add Your Voice—Even if You Hate Being On Camera

This doesn’t mean you have to vlog every day. But your customers want to know who they’re dealing with.
That’s where personal branding comes in. And it can be subtle.



Jef frames it like this:

Start small:

1. Add your name and photo to the “About” page
   
2. Write one short post per month on LinkedIn about a project, insight, or win
   
3. Share what you're learning—not just what you’re selling
   
   

You’re not trying to go viral. You’re trying to be real.



Step 5: Don’t Outsource Everything—But Don’t Do It All Yourself

This is where most owners struggle. You can’t do it all—but you also can’t disappear from your marketing.

The solution? A hybrid approach.

Look for a partner or freelancer who respects your time but still needs your input. That balance creates trust-building content that’s still you.

The Simplicity Formula

You can boil this entire article down into one repeatable rhythm:

1. Talk about your work
   What you’re seeing, solving, learning.

1. Turn it into content
   Blog post, video, page update, social post.
   
   
2. Share it in one or two channels
   Your website, LinkedIn, email—just pick where your people are.
   
   
3. Repeat it next month
   
   

That’s it.