Crawl, Walk, Run: How to Build Marketing That Works

Marketing isn’t one-size-fits-all. Companies at different stages of growth need different strategies—and skipping steps can lead to wasted resources and frustration.

Here’s how to identify where your business is and what you should focus on at each stage:

1. Crawl: Laying the Foundation

This stage is all about getting the basics right. You might not know what works yet, and that’s okay.

Focus On:

  • Setting clear, measurable goals.

  • Defining your target audience and creating customer personas.

  • Crafting a messaging framework that communicates what you do, who you help, and why you’re unique.

  • Creating a simple marketing strategy tied to your business goals.

Action Step:

Start small. Pick 1–2 marketing channels where your audience spends time, and test different messaging to see what resonates.

2. Walk: Building Momentum

At this stage, you’ve got the foundation in place, but you need systems to execute efficiently and consistently.

Focus On:

  • Documenting workflows for repeatable tasks like email campaigns or content creation.

  • Implementing tools like project management software or email automation.

  • Measuring results and adjusting your strategy based on what works.

Action Step:

Optimize your resources. Identify bottlenecks in your current process and implement tools or hire freelancers to free up your time.

3. Run: Scaling Your Success

You’re ready to amplify your efforts and scale what’s working.

Focus On:

  • Expanding into new channels to reach a broader audience.

  • Doubling down on strategies that deliver the highest ROI.

  • Investing in team growth or outsourcing specialized expertise to take things to the next level.

Action Step:

Set a scaling budget. Reinvest a percentage of your revenue into the strategies and tools that drive results, like ads, content creation, or strategic hires.

The Key to Success:

Be honest about where you are. If you try to run before you’ve built a foundation or streamlined your systems, you’ll end up wasting time and money.

Instead, focus on mastering each stage before moving to the next. Success comes from consistent, intentional progress—not skipping steps.

If you’re unsure where your business stands or need help building a strategy for your stage, let’s talk.

Dan Ritzke