Let’s cut through the noise: marketing always falls by the wayside. I hear it from clients, peers, and honestly, I struggle with it myself. We’re all so focused on doing bigger and better that we’ve lost sight of what actually matters—the baseline necessities that keep your business visible and profitable. Here’s the truth: you don’t need a complex 47-step marketing plan. You need to commit to the essentials and actually execute them. Let’s figure out what that looks like for you.
Start With What You Want (Not What Everyone Else Is Doing)
Every marketing decision you make needs to filter through one lens: What do I want? How much do I want to make? How much do I want to work? What do I want to offer? Where are my ideal clients hanging out?
This isn’t optional strategy work—it’s the foundation of everything. You can’t build a marketing plan until you know where your clients are and what you’re selling. Someone running a fractional service business will have a completely different plan than someone with a membership. I work with both, and I promise you, there’s no cookie-cutter strategy that works for everyone unless you’re selling the exact same thing to the exact same people.
Your Social Media Storefront Matters (Even If You Never Get Clients There)
Here’s something that might surprise you: about 50% of my clients don’t expect to land clients through their Instagram posts. But they still show up consistently. Why? Because your social media is your storefront.
When someone meets you through networking, a referral, or a cold email, they’re going to look you up. And what they find will either build on that initial trust or completely kill it. You need a presence that screams authority and social proof—not a dead account that makes people wonder if you’re still in business.
For most online business owners, that means being on LinkedIn or Instagram. Maybe TikTok. Pick one main platform where your ideal clients actually look for people like you, and maintain it. And yes, everyone should have a Facebook page for the social proof (I’ve got 50+ five-star reviews over there), but it’s not where people discover you anymore.
Figure Out Your Baseline (This Is Non-Negotiable)
Your baseline marketing plan isn’t designed to give you exponential growth. It’s not going to blow you up overnight. What it will do is keep you visible to the right people, maintain relationships with warm leads, and ensure you don’t look like you’ve abandoned ship.
This is your steady cruise control—not accelerating, not decelerating, just moving forward consistently.
For some of you, that baseline looks like three or four Instagram posts per week, five posts on Threads, one email to your list, and 10 podcast pitches per month. For others who are chasing corporate clients, it’s 100 warm emails per month minimum (because conversion rates are brutal), 25 cold calls, and three networking meetings. It completely depends on your business model and goals.
The Reality Check You Need
Want to know if you need to prioritize your baseline marketing strategy right now? Ask yourself this: If I lost two of my highest-paying clients in the next 60 days, would I be in deep trouble?
If the answer is yes, you need a warm leads pipeline that gives you the best shot at replacing those clients within 30 days. You need consistent marketing happening in the background so you’re not starting from zero when things go sideways.
I’ve been in business long enough to see too many people go under because they weren’t consistent. They relied on luck, scrambled when things dried up, and ended up taking on clients who weren’t aligned or picking up part-time jobs. Don’t let that be you.
Stop Treating Marketing Like It Can Wait
We have to stop looking at our money-making activities like they’re optional. Marketing can’t wait. It can’t be pushed to next week when things calm down. It has to happen every single week, no matter what.
Some of you have gotten lucky so far, and relying on luck is the worst strategy you could possibly have. You need to carve out time for your baseline marketing and protect it like it’s oxygen. Because it is.
Before you head into 2026, figure out what your minimalistic marketing plan looks like. What are the non-negotiables that keep you visible, relevant, and in front of the right people? Once you know what they are, schedule them. Protect that time. And execute consistently.
This is your safety net. This is what keeps you from panicking when a client leaves or revenue dips. This is how you build a business that doesn’t run on luck.
Ready to map out your marketing strategy and finally get clear on what you need to be doing? Join me for my free Vision Casting Planning Masterclass on January 6th. We’re not just setting goals—we’re talking about actual implementation. Because anyone can dream big. It takes strategy to make it happen. Sign up now and get the replay even if you can’t make it live.
DM me on Instagram @peggyrejames if you’re feeling stuck on what your baseline should look like. I’m happy to help you figure it out.
