The ‘Things to Do Before You Start Marketing’ Checklist

Promoting your business can be exciting — but without the right groundwork, it can also be overwhelming.

At Zoe Marketing & Communications, we work with 300 clients, and about 25% need more prep before launching a marketing plan. Skipping this step can lead to wasted time and money.

This checklist will help you refine your strategy, avoid common holdups and feel confident before making a bigger marketing investment.

7-step checklist before you start your marketing

1. Claim your Google Business Profile

Your Google Business Profile (GBP) is your digital storefront. It’s often the first thing people see when they Google you, so outdated details or an unverified status can hurt your credibility.

• Claim and verify your GBP through Google’s quick video process.
• Update essential details like your name, address, phone number and hours.
• Enhance your profile with photos, a business description and regular updates.

2. Establish your online presence

Your website and social media should be accurate, active and aligned with your brand.

• Build a professional website using a CMS like WordPress, Squarespace or Wix (learn the features of a good website, too).
• Maintain social media accounts (Facebook and Instagram for general outreach, for instance; LinkedIn for B2B).
• Post at least once or twice a week to stay visible and engage your audience.

3. Verify your directory listings

Consistent business information across the web improves search engine optimization (SEO) and helps customers find you.

• Check your NAP (name, address, phone) details on major directories like Yelp, Better Business Bureau and Foursquare.
• Fix any inconsistencies that could confuse customers or impact search rankings.
• Consider using tools like Moz Local, BrightLocal or Yext to manage multiple listings.

4. Develop a strong brand identity

Your brand is more than a logo; it’s how customers recognize and trust you. Consistency is key.

• Ensure your logo and visuals are clean, professional and memorable.
• Choose a simple, cohesive color scheme and font that reflects your business.
• Define a tone and style — professional, playful, casual, empathetic — and apply it across all marketing.

5. Define your target audience

Knowing exactly who you’re trying to reach makes marketing more effective.

• Research your ideal customers’ demographics, interests and pain points.
• Create buyer personas — fictional profiles that represent different audience segments. (Try HubSpot’s free Make My Persona tool to get the hang of it.)
• Study your competitors’ products, prices and feedback to identify what sets you apart.

6. Craft compelling content

Your content — blogs, videos, ads — should grab attention and add value.

• Relevance: Address people’s real needs, interests and challenges.
• Clarity: Keep your message simple and easy to understand.
• Engagement: Use storytelling and helpful information to capture interest.
• Calls to action: Always include a clear next step: subscribe, share, purchase, etc.

Creating a simple content calendar can help you plan and maintain consistency in your blog and social media posts, too.

7. Set measurable goals

Clear goals help you track success and adjust your strategy.

• Use the SMART method: set goals that are specific, measurable, attainable, relevant and time-bound (e.g., “increase newsletter signups by 30% in the next quarter”).
• Track key performance indicators (KPIs) like website traffic, conversion rates and social media engagement.

Next steps for a strong marketing foundation

Whether you’re launching a startup or scaling an existing business, a solid foundation for your marketing is essential.

This checklist covered seven key areas to help you start strong. If you’re looking for expert guidance, Zoe Marketing & Communications has experience helping businesses like yours since 2020.

For more insights, explore:

• How to market your business with no money
• Creating a good relationship with your marketing agency
• How digital marketing helps you reach your business goals