The Marketing System Every Michigan Small Business Owner Needs
Discover the 3-part marketing system Launch Kit uses to help Michigan service businesses grow with leads from ads, social media, websites, and CRM automation.
If you are like most small business owners I talk to here in Michigan, you have probably had months where the phone will not stop ringing followed by months where you are wondering where the next job will come from.
Maybe you have:
Tried DIY marketing
Paid some guy who does websites on the side
Hired a marketing agency that promised the world but ghosted you after cashing the check
It is frustrating because you know your business does great work. But online your competitors look more legitimate than you. They are showing up first on Google, running ads, and getting the jobs that should be yours.
And honestly you do not have the time to learn all of this yourself. You are already running the crew, answering the phones, quoting jobs, and wearing six different hats.
You just want:
A steady flow of good leads
A business that looks as professional online as the work you deliver
The chaos of marketing off your plate so you can focus on what you do best
In this article I am going to unveil Launch Kit’s 3 part marketing system that we use every single day with local businesses here in Michigan. At the end, you will be presented with three options and you get to decide which path to unlock.
The 3 Part Marketing System
The system uses three main components:
Social Media Profiles
Your Website
Your CRM
Social media is where the attention is today so we use those platforms to get your business in front of your dream buyers.
Your website acts as your digital home base to convert that attention into leads.
Your CRM organizes those leads into opportunities that your sales team can close.
At first glance this system might look complex. But we are going to break it down piece by piece.
Social Media and Advertising
Your profiles should include:
Facebook
Instagram
LinkedIn
TikTok
YouTube
Google My Business
We also layer in Google Search Ads and Google Local Service Ads.
Google Search Ads
Pay per click campaigns where you bid on keywords
Your business shows up first on searches
You only pay when someone clicks
Google Local Service Ads
Google’s newest form of advertising
Only available for certain industries in certain cities
You only pay per lead that calls or messages you
Both are powerful and fairly passive once set up.
The real opportunity is in your social media profiles. Here is why:
According to Sabri Suby’s research:
3 percent of the market is ready to buy right now
17 percent are gathering information
20 percent are problem aware
60 percent do not realize they have a problem yet
Search Ads capture the 3 percent who are buying now. Social media allows us to reach the 37 percent in the middle and even spark awareness in the 60 percent who were not looking until we showed up.
Organic Content Strategy
Post 2 to 5 times per week on each platform
Mix of videos, photos, and graphics
Each post must either educate or entertain
Consistency builds brand awareness and creates a positive gut feeling about your business
Paid Ad Strategy
We run three main campaigns:
The Freebie
Something valuable you give away in exchange for name, phone, and email
Examples: guides, checklists, look books, consultations, or video libraries
Should be so good you almost hesitate to give it away
Use scarcity and urgency. For example, if you only have 60 consultation slots a month, market that
Testimonials
Case studies and reviews help prospects on the fence
These ads run after your freebie ads
Core Offer
Introduced after someone has consumed your freebie and testimonials
At this point they know you, trust you, and are ready to hear your pitch
Your Website
Your website acts as the conversion hub. It should include:
Landing pages for freebie offers
Service pages with process, pricing, FAQs, and next steps
Blog that positions you as a thought leader
Portfolio showcasing past projects
Live chat for low pressure conversations
Simple inquiry forms since they outperform phone calls and emails
The easier you make it for someone to inquire, the more leads you will receive.
The CRM
Getting your leads into a CRM is gold because:
You do not own your social media followers
Your CRM becomes your database of contacts and opportunities
You can track every lead and automate follow ups
Email Strategy
Send 1 to 4 emails per month
Provide value, build trust, and move leads toward buying
Use Sabri Suby’s Magic Lantern Technique
Acknowledge frustrations
Show you understand their goals
Provide free value to guide their journey
Alex Hormozi is a perfect example. He creates free content for years, builds trust, and then releases books or offers that people buy instantly because they already believe in him.
Putting It All Together
Here is how the system flows:
A lead opts in for your freebie
They enter your CRM and receive automated follow ups
They continue to see your organic posts and ads
When ready, they visit your website and inquire
Your sales team takes over
You track every step to see which campaigns perform best
For service based businesses in Michigan doing between 500,000 and 10,000,000 in annual sales
On the call we will go through the system together, brainstorm freebie ideas, ad strategies, and answer your specific questions
Final Thoughts
Give yourself credit for taking time to invest in learning this marketing system. With the right strategy in place your business can finally achieve consistent growth and steady lead flow.
Each year, we take a fresh look at the various marketing efforts a small business can make. We've built this framework to get started optimizing your business's online presence.
Common Questions
What is digital marketing and why does my small business need it?
Digital marketing is how you show up online, through your website, ads, social media, emails, and more. For local Grand Rapids businesses, digital marketing isn’t optional anymore. It’s how you build trust, attract leads, and compete with national brands without needing a national budget.
How do I know if my digital marketing is working?
We track performance using clear, easy-to-understand metrics like website traffic, lead form submissions, ad click-through rates, and conversions. With Launch Kit, you won’t just see what’s happening, you’ll understand what it means for your business.
What are the most important parts of a digital marketing strategy?
At Launch Kit, we focus on three core areas: your website (your foundation), your content (how you educate and engage), and your advertising (how you drive traffic). When these pieces work together, your marketing becomes a system, not a gamble.
Can I handle my digital marketing myself, or should I hire an agency?
You can absolutely do it yourself, but you’ll also be wearing a five hats. Most small business owners we work with in West Michigan hire us when they’re ready to stop guessing and start growing with a proven system and a full in-house team behind them.
How long does it take to see results from digital marketing?
Some channels like Google Ads can generate leads in a week. Others—like SEO or social media, are long games. With Launch Kit, we focus on quick wins while also building a system that grows with you month after month.
