Small Business Bootcamp · Week 3 · Free
Marketing Fundamentals For Small Business
Week 3 · Positioning, visibility, and the customer journey
Saturday, July 11, 2026
10:00 AM to 12:00 PM MST
The Workshop · 200 E Van Buren St, Floor 4, Phoenix
Marketing answers "why should anyone care?" before advertising spends a dollar trying to get attention. Week 3 covers the foundation: positioning, messaging, visibility, and measurement, the work that has to exist before paid ads can ever pay off.
What We'll Cover
Session Outline
Marketing vs. Advertising
- What marketing actually is (positioning, message, visibility)
- What advertising actually is (paid distribution of that message)
- Why advertising without a marketing foundation wastes budget
- When a business is ready to spend on ads
Positioning & Messaging
- Defining who you serve and who you don't
- Articulating the problem you solve
- One-sentence value proposition
- Proof points and credibility signals
Search Visibility & Local Discovery
- Google Business Profile optimization
- Local SEO basics for service-area businesses
- Review generation and reputation management
- Directory listings and citations
Content That Reduces Friction
- Service pages that answer real customer questions
- Before-and-after project breakdowns
- Simple guides related to your services
- FAQ and pricing transparency
Direct Outreach & Relationship Building
- Referral systems
- Strategic partnerships with adjacent businesses
- Networking that actually produces leads
- Past-customer reactivation
The Customer Journey
- Awareness → interest → consideration → decision
- What needs to be true at each stage
- Consistent messaging across touch-points
Tracking & Measurement
- Website traffic and user behavior
- Lead sources
- Conversion rates
- Cost per lead and cost per customer
What You Walk Away With
By The End Of The Session
A marketing foundation strong enough that advertising, when you eventually run it, actually returns money instead of burning it.
Reserve Your Seat
Free. RSVP Required
Seats in The Workshop are limited. Drop your details and we'll hold one for you. Bring a notebook. Coffee and water are on the house.
- Saturday, July 11, 2026
- 10:00 AM to 12:00 PM MST
- The Workshop · 200 E Van Buren St, Floor 4, Phoenix
See All Four Sessions.
The Small Business Bootcamp runs four Saturdays in a row. Skip around or come to all of them.