Marketing Strategy
Marketing Strategy That Fits Your Capacity
For coaches, consultants, and holistic practitioners who’ve already tried everything.
If you’re tired of random acts of marketing, burnt out from following disconnected advice, and ready for a plan that respects your actual capacity, this is where you start.
Price: $1,500
You’re not failing. You’re under-supported.
You’re posting. You’re emailing (sometimes). You tried a Reel last month. You’ve been meaning to update your website since… let’s not talk about when.
None of seems to connect. None of it builds momentum. Worst of all, you can’t tell what’s working because there’s no system underneath any of it.
Here’s the problem: Most marketing advice is built for large businesses with budgets and marketing teams, not small business owners juggling client work, family obligations, and financial stress. So you end up doing what I call random acts of marketing. Posting because you feel like you should. Trying a tactic because someone on a podcast said it worked.
The average B2B buying cycle takes 192 days (6 months!) from first touch to closed deal. If you pivot your strategy every time a post doesn’t perform, you reset that clock every single time.
You need clarity, not more tactics.
Is a marketing strategy engagement right for you?
You don’t need to be in crisis. But this helps most when something specific is going on.
Solopreneurs and small teams without a documented marketing plan
Business owners past the startup phase who are ready to get intentional about growth
Professionals about to invest in coaching, ads, or an agency (and need to set priorities)
Anyone whose Sunday nights involve a low-grade panic about what to post this week
A Real Pro
It takes a real expert to break down tech and marketing for people who don’t consider themselves tech savvy at all, but even with my tech and marketing background, I still learn from her all the time and appreciate that she really stays updated on the latest and greatest developments. In a time when so many people claim to be marketing experts, Jen actually has the credentials and experience to back it up. I cannot recommend her enough.
Amber Hawley, Easily Distracted Entrepreneur
What the strategy covers
The framework is based on the methodology I developed for Prosper Portland’s Digital Marketing Program, where I coached small business owners for seven years. Same structure, customized to your business.
Positioning & messaging
Who you serve, what you offer, and how to talk about it so the right people pay attention. If this isn’t clear, everything downstream falls apart.
Channel prioritization
You can’t be everywhere. We figure out which two or three channels produce results for your business and your bandwidth. The rest gets cut.
Funnel assessment
How people find you (top), how they evaluate you (middle), how they become clients (bottom). We map the whole path and fix the gaps.
Visibility & SEO
Are the right people finding you when they search? We assess your website, Google Business Profile, and content through the lens of what’s producing results.
sound and stress-reducing advice
Jen McFarland is the best combination I have seen since 1991, of high-level marketing operations guidance involving leadership, empathy, knowledge-prowess, and connections. As an entrepreneur and visionary, these four components are critical to the proper functioning of your marketing both online/technology-wise as well as offline. She not only leads you but demonstrates how your leadership in your style can radically shift the future of your business and marketing in a strong positive direction. Her humble yet clear approach gives you and your team complete confidence that you are in safe hands with the precious asset of your marketing engine. Rather than show you a rigid schedule fit with a rigidly assigned strategy and set of tactics, she listens keenly and with empathy to your needs and situation before giving sound and stress-reducing advice. Her depth of knowledge gained from decades of hard work and experience is an asset that any smart entrepreneur would want to have in his or her team. Last but not least, Jen brings connections and referrals from her community to get you high-quality support for the fulfillment of all portions of your marketing. With such a complete list of abilities as above, the smart thing to do is to have Jen advise you and be on your team. I highly recommend her.
Sunil Bhaskaran, Global Small Business School
Done With You
Our marketing strategy process
Initial Intake & Audit
I review your marketing footprint: website, email, social, SEO, tech stack. I identify what’s producing results and what’s eating time. You fill out a detailed intake so I understand your business before we meet.
First 90-Minute Strategy Session
We discuss what I found, along with short-, medium-, and long-term priorities. This isn’t generic advice. It’s what I’d do if I were running your marketing with your budget and your bandwidth.
Strategy Document Creation
Your roadmap with timelines and priorities, organized by funnel stage. We focus on tactics you will do, not things you should do.
- Channel-by-channel priorities with rationale
- 90-day action plan with timelines
- Content direction and topic recommendations
- SEO and visibility recommendations
- Checklists and templates
Final 90-Minute Review Session
We review the strategy together so you can start confidently. You leave knowing exactly what to prioritize first and why.
Choose Your Path Forward
Most clients join the Membership (for community support and monthly strategy sessions) or Coaching (for 1-on-1 accountability and implementation support). Because the plan is only the beginning. You need support to execute it.
She Knows Her Stuff
So grateful to have found Jen! She knows her stuff and has been so fun to work. She is doing such a great job for us and of course we love her unwavering positive energy and enthusiasm! Thank you Jen!
Michelle Upton, Catalina Compass
Meet Your Marketing Strategist
Jen McFarland, MPA
Every engagement I take on starts with strategy. Strategy isn’t one of my services. It’s the foundation of all of them.
The framework I use comes in part from seven years as a founding marketing consultant for Prosper Portland’s Digital Marketing Program, where I worked small business owners in partnership with the city’s economic development agency. I built a structured process for auditing a business’s marketing, identifying a clear strategy, and creating a documented plan the owner could follow. That process is what became the SMART Marketing Strategy.
Today, I’m one of the expert business advisors for Xcelerate Women, an Oregon nonprofit supporting women business owners, where I’ve worked with members for four years. I’ve also provided training to small business owners at Small Business Development Centers throughout Oregon. When organizations need someone they trust, this is who they call.
The approach is built around your bandwidth. I openly reject bro-marketing tactics like “just post more,” false urgency, and growth at the expense of your health or ethics.
Featured in the international documentary Click the Link Below for her honest, ethical approach to marketing.
Get your marketing Strategy roadmap
A comprehensive audit, two 90-minute strategy sessions, and a documented plan built around your business, your capacity, and your goals.
Price: $1,500
Go deeper
Practical guides on marketing strategy from Women Conquer Business.
Frequently Asked Questions
Courses teach tactics for everyone. Templates give you a generic structure. This engagement looks at your specific business, your numbers, your capacity, and builds a plan around what will work for you. We run every recommendation through the 3 C’s Framework (Capacity, Complexity, Control) before it goes in your plan. If you don’t have the time, energy, or tools for a tactic, it doesn’t make the cut.
Some clarity hits immediately. You’ll leave the first session knowing what to prioritize and what to stop. Measurable results (more leads, better visibility, higher conversion) depend on implementation. For most service-based businesses, the B2B buying cycle is 3 to 6 months. That’s why we build a 90-day action plan and why most clients join the Membership or Coaching for ongoing support.
You can. We’ve published extensive free guides on marketing strategy, slow marketing, and streamlining your marketing. The trade-off is time. If you bill $150/hour and spend 20 hours auditing and planning your marketing, that’s $3,000 in opportunity cost. This engagement ($1,500) gets it done faster, with 25+ years of pattern recognition behind every recommendation.
If your tools don’t talk to each other and you’re drowning in disconnected systems, start with a Marketing Operations Makeover ($2,500). That audit cleans up your infrastructure so the strategy has something to run on. Some clients do both.
Not necessarily, but it often saves time. Without a baseline plan, the first three months of coaching is building the strategy anyway. Starting here means coaching sessions focus on implementation and refinement from day one, not starting from scratch.
You have a documented plan. Most clients join the Membership for ongoing community support and monthly live strategy sessions, or Coaching for 1-on-1 accountability. The strategy gives you the plan. Ongoing support makes sure you follow it. Because a roadmap in a drawer doesn’t produce results.
Your marketing should work as hard as you do
Get a clear plan. Stop guessing. Start building results that hold up even during your hardest weeks.