The M.O.V.E. Method. A smarter approach to building marketing budgets for small businesses and nonprofits.

For small business owners and nonprofit leaders, marketing isn't just another business function. It's a critical tool to break through barriers and establish your presence in the market. While managing social media, ads, email, SEO, and branding might seem overwhelming. This guide will help you navigate these channels with confidence and purpose.

Many business owners and nonprofit leaders have heard the standard marketing advice, "post on social media" or "run some Facebook ads." One-size-fits-all solutions don't account for the unique challenges and opportunities you face, including:

• Building trust with diverse communities

• Leveraging cultural authenticity as a strength

• Maximizing limited resources 

• Breaking into established markets

The decision to invest in marketing is challenging when cash flow is low. As diverse founders, you often face these tough choices:

• Do you pay for operational expenses?

• Or do you invest in generating new business?

• How do you balance immediate needs with long-term growth?

Here's the reality: indecision is born out of lack of clarity. Without a marketing strategy, it's impossible to:

• Track where your money is going

• Measure meaningful outcomes

• Know if you're moving in the right direction

• Understand your return on investment

For small businesses and nonprofits, marketing isn't another expense. It's a critical tool for:

• Increasing sales and revenue

• Attracting more customers from diverse communities

• Building and growing your team

• Creating visibility in markets where you've been historically underrepresented

In today's digital age, attention has become the most valuable currency. To capture attention and build connections, marketing is a nonnegotiable.

As the founder of CJL Consulting Group, I faced the same challenges you experience. Every dollar mattered, which meant every investment decision needed to count. I developed the M.O.V.E. Method. A 4-step framework that helps founders make strategic marketing decisions.

The key to making the M.O.V.E. Method work? Two non-negotiables:

1. Setting aside a dedicated marketing budget, even if it's small.

2. Creating a focused quarterly strategy that guides where every marketing dollar goes.

This approach transformed how I invested in marketing my small business.

I've stood where you are. Caught between knowing marketing matters and watching every dollar. As both a marketer and business owner, I understand this tension. But here's what changed everything for me: a fundamental shift in mindset.

Here's the truth: When you're building a business marketing isn't a cost. It's your tool for claiming your space in the market. Every dollar put into strategic marketing is an investment in your business's future.

Think about it this way: Revenue doesn't generate itself. Growth doesn't happen by accident. Successful businesses do not wait until they're "ready" to invest in marketing. They made marketing part of their growth strategy from day one.

This mindset shift makes you ready to claim your rightful place in the market.

You can't afford to play guessing games with your marketing dollars. That's why strategy isn't a buzzword—it's your roadmap to success. Every marketing move must start with crystal-clear objectives that answer one question: "What are you trying to achieve?"

Think of it this way:

• Want to build brand awareness in your community? That's an objective.

• Need to increase sales by 25% this quarter? That's an objective.

• Aiming to establish yourself as an industry expert? That's an objective.

Without these defined objectives, you're throwing money into the wind. You won't know:

• Which metrics matter for your business

• How to measure real progress

• What success actually looks like

• Where to adjust when things aren't working

But when your strategy is clear? That's when the magic happens. You'll know exactly where to invest, what to measure, and how to scale what's working. This clarity transforms marketing from a source of stress into a powerful tool for growth.

Every dollar you spend should drive your business forward. There are countless marketing tools and experts available. Even AI tools like Claude or ChatGPT can help shape your strategy. You need to be especially strategic about where you invest your resources.

Before spending a dime, ask yourself:

• Will this save you time?

• Will this generate revenue?

I've spent 10 years in marketing and here's what I've learned. The right investments change as your business grows. But one thing remains constant—the power of a strong brand strategy.

Your brand strategy isn't just about logos and colors. It's about:

• Authentically showcasing your unique perspective

• Standing out in markets that weren't built with you in mind

• Building trust with your community

• Creating a legacy that opens doors for others

Without a clear brand identity, even the best marketing tactics will fall flat. Think of your brand strategy as the foundation. Everything else you build should reinforce who you are and the unique value you bring to the market.

Management guru Peter Drucker's says "what gets measured, gets managed." But let's take it a step further—what gets measured gets improved, and what improves gets results.

Here's the unvarnished truth about marketing:

• Not every campaign will be a hit

• Some initiatives will fail (and that's okay)

• Others will exceed expectations

• Success comes from persistence and learning

The key? Stay in the game. In today's attention economy, visibility isn't a one-and-done deal. Your audience needs to see you, hear you, and connect with you consistently. 

Every marketing activity should align with one of these core objectives:

1. Brand Awareness: Getting your name out there and building recognition in your community

2. Interest Generation: Turning that recognition into genuine curiosity about what you offer

3. Lead Generation: Converting that interest into actual opportunities

Pro Tip: Before launching any marketing initiative, ask yourself: "Which of these objectives am I targeting?" 

This clarity helps you:

• Choose the right metrics to track

• Set realistic expectations

• Make better decisions with your data

• Know when to pivot or push forward

Growth isn't an accident. Whether you're aiming to attract more clients, boost sales, or generate sustainable revenue. There's one common thread—consistent, strategic marketing investment.

Marketing isn't a luxury—it's a necessity. It's not an expense you tackle after everything else—it's a core pillar of your business success.

This requires a fundamental shift in thinking:

• Employee mindset: "I'll market when I have extra money"

• CEO mindset: "Marketing is how I create wealth and legacy"

Your business deserves to be seen, heard, and chosen. That happens when you approach marketing like the CEO you are—strategically, consistently, and with purpose.

At CJL Consulting Group, we don't just build brands; we architect futures. We transform businesses from being a choice to becoming THE choice.

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