MarketPilot Marketing setup and 30 day plan Marketing Setup · USD 99
Two channels, not six, and a calendar that exists
Audience model, messaging pillars and the first thirty days, built for one person with six hours a week.
You are currently present on six channels and effective on none, because six channels needs a team and you have six hours a week. This sets up two, drops four, and gives you a thirty day calendar where every item is already decided so that no week starts with the question of what to post.
Your last ninety days produced 41 pieces of content across six channels and 11 qualified enquiries, nine of which came from two channels. The other four consumed roughly 40 percent of your time and produced two enquiries between them.
Evidence
What the last ninety days actually did
| Channel | Pieces | Your hours | Qualified enquiries | Verdict |
|---|---|---|---|---|
| Long-form articles | 6 | 22 | 5 | Keep, expand |
| LinkedIn posts | 18 | 9 | 4 | Keep |
| Newsletter | 5 | 11 | 2 | Keep, fold into articles |
| Short video | 7 | 14 | 0 | Drop |
| Twitter / X | 9 | 5 | 0 | Drop |
| 1 | 3 | 0 | Drop | |
| Total | 41 | 64 h | 11 |
Twenty two hours of video, Twitter and Instagram produced no qualified enquiries in ninety days. That is not proof they cannot work, it is proof they are not working at the volume one person can sustain, which is the only question that matters here.
Audience
Who you are writing for
From your eleven qualified enquiries and four closed customers, not from a persona exercise. All four customers share three characteristics and none of them appear on your website.
| Your website says | Your customers are | |
|---|---|---|
| Company size | Any regulated business | 40 to 200 people |
| Sector | Financial services | 3 of 4 are insurance brokers |
| Buyer | Compliance teams | An operations lead who inherited compliance |
| Trigger | Not stated | A failed or looming audit |
| Alternative | Not stated | A spreadsheet and one stressed person |
The buyer is not a compliance professional. It is an operations person who has been handed compliance and is out of their depth, and that is a completely different reader. Everything in the calendar is written for them.
You are not supposed to know this
Explaining one compliance obligation plainly, for someone who never trained in it. This is where all five article enquiries came from.
What an audit actually asks for
Concrete, specific, reassuring. Speaks directly to the trigger event.
The spreadsheet works until it does not
Names the real alternative without insulting anyone using it.
Calendar
Thirty days, already decided
| Article, 3 h | LinkedIn, 2 h | Admin, 1 h | |
|---|---|---|---|
| Week 1 | What an audit asks for, part 1 | 3 posts, pulled from the article | Archive four channels |
| Week 2 | Register keeping, plainly | 3 posts | Reply to comments only |
| Week 3 | What an audit asks for, part 2 | 3 posts | Newsletter: send the two articles |
| Week 4 | The spreadsheet handover problem | 3 posts | Review what got enquiries |
One article a week, three LinkedIn posts cut from that same article, one hour of admin. Nothing is invented on the day. The posts are extracts from the article you have already written, which is why two hours is enough for three of them.
Measure
What to look at, and when
| Metric | How often | Current | Why this one |
|---|---|---|---|
| Qualified enquiries | Monthly | 3.7 a month | The only one that matters |
| Where each enquiry came from | Every time | Asked inconsistently | One question on the form. Add it this week |
| Articles published | Weekly | 0.5 a week | An input you control |
| Newsletter subscribers | Monthly | 410 | Slow, and the most durable asset you own |
| Post impressions | Never | n/a | Ignore this |
| Follower count | Never | n/a | Ignore this |
Two metrics are listed as things to ignore because you currently check both weekly. Neither has ever predicted an enquiry, and both are the reason short video felt like it was working for fourteen hours.
- Four channels archived with a pointer post
- Website rewritten for the operations lead, not the compliance team
- How did you hear about us added to the enquiry form
- Four articles drafted in outline before week 1 starts
- Six hours blocked in the calendar as one recurring slot
- Review at day 30 against enquiries only