The Journey to Creating the Marketing Triage Toolkit
Earlier this year, I embarked on a new chapter for Drawing Board Marketing by joining the San Diego Regional East County Chamber of Commerce. Historically, most of our clients had come from past relationships through a national media company, and as a result, they were scattered across the country. But I wanted to connect with my local community and found myself excited by the idea of helping small and mid-sized businesses in my own backyard.
In January, I joined the Chamber and started attending Refer East County (REC) business networking events most Tuesday mornings. The REC meetings nudged me out of my introverted comfort zone, requiring me to speak in front of a group of business professionals every week. Thankfully, it’s a welcoming and friendly group, and soon I found myself enjoying the experience. Through REC and other Chamber events, I started building meaningful connections with local business owners, many of whom faced common challenges when it came to marketing.
An Informal Marketing Audit Becomes a Process
Every time I connected with a new Chamber member interested in marketing services, I’d run my own informal version of a marketing audit. This meant reviewing their website, online presence, business card, online reviews, and notes from our conversation, plus doing a bit of trade area and competitor research. My goal was always to understand what they had in place, identify any gaps in their marketing, and suggest strategies that would make the most impact for the least budget.
As I refined and repeated my marketing audit process, I began creating templates and taking notes on the steps and tools I used. I realized this approach not only helped my clients but also made my own work more efficient and comprehensive. Soon, I was talking about my “marketing triage” approach at REC meetings, explaining that my goal was to diagnose what was missing or needed fine-tuning to drive impactful results.
With so much noise in the marketing world, it’s easy for small businesses to feel overwhelmed. I saw how easy it was for them to pour their entire budget into paid ads, when maybe a simple referral program or email marketing with a well-optimized website could be more effective. This led me to start developing what would eventually become the Marketing Triage Toolkit.
Inspiration from a Fellow Chamber Member
Last month, a fellow REC member and professional speaker, Dave Ray, gave a talk about how to engage your audience. He emphasized the importance of providing real value and warned against “death by PowerPoint.” While I appreciated the sentiment, I was bummed and conflicted now as I’d already decided that I’d just review my usual “Intro to DBM” deck when it was my turn to present next at the REC meeting. 🙂
Through this internal conflict of bringing value with my presentation time vs just reviewing my usual sales deck, arose the idea for a “marketing triage checklist” that I could share with the group. The thought was simple yet powerful: a toolkit that would help business owners and marketers run through a quick but thorough marketing check-up. Creating it turned out to be a win-win—it streamlined my own process while giving local businesses a free resource that anyone could use to improve their marketing.
Introducing the Marketing Triage Toolkit
The Marketing Triage Toolkit is the result of months of refining, testing, and organizing my go-to tools and processes. It’s packed with actionable steps and tools (most of which have free or low-cost plans available) that I personally use. Whether you’re a business owner or marketer looking to audit your marketing, find gaps, or simply discover new tools, this toolkit has something for you.
I’m excited to share this resource with my fellow business owners, REC group members, and anyone looking to give their marketing a quick check-up. I hope it brings clarity and value to those who use it, just as it has for me.
What’s Inside the Marketing Triage Toolkit?
To help you focus on what matters most in your marketing journey, the Marketing Triage Toolkit is divided into 12 essential sections. Each section provides practical guidance, checklists, and tools to help you make impactful decisions and prioritize your efforts effectively. Here’s a sneak peek at the areas we cover:
Business Overview, Strategy & Competitor SWOT
Analyze your business landscape and competition to create a clear strategy.
Website & Professional Branding Audit
Ensure your website and brand leave a professional impression.
SEO Positioning
Strengthen your online presence and attract the right audience through SEO.
Local SEO & Directories
Make your business discoverable locally with optimized directory listings.
House Data & Direct Marketing
Leverage your existing data for impactful, targeted marketing.
Referral Program & Word-of-Mouth Marketing
Encourage referrals and grow through word-of-mouth.
Content Marketing & Lead Hooks
Build content that engages and attracts your ideal customers.
Target Audience, Acquisition Strategy & Industry Opportunities
Understand and reach your ideal audience efficiently.
Social Media Presence
Connect and engage with your audience across social platforms.
Analytics & Tracking Setup
Measure what matters and track your growth journey.
Paid Advertising (Advanced)
Learn advanced strategies for paid advertising when you’re ready to scale.
Notes
A dedicated space for your thoughts, goals, and progress.
Whether you’re just starting or looking to refresh your strategy, these sections will guide you step-by-step, empowering you to take charge of your marketing with confidence.
Ready to Get Started?
Each section of the Marketing Triage Toolkit is designed to give you clarity and direction in your marketing efforts. Whether you’re running a quick check-up or planning a deeper dive, this toolkit will be your guide to making impactful improvements—no matter your starting point.
