CATEGORY
Everything we’ve written under Strategy.
Most small businesses set their marketing budget by guessing, or by copying a percentage from a survey of billion-euro companies. Here is a simple worksheet for 2027: one goal, the work it takes, what that work costs, and a small budget to test something new.
Since 27 September 2026, EU rules ban vague environmental claims such as “eco-friendly” and “green” unless you can prove them in a very specific way. They apply to your Instagram captions as much as to your packaging. Here is what a small business can still say, and how to say it.
Most 30-day marketing plans die around day nine. Build a repeatable weekly shape instead of thirty separate decisions. This comes with a worked month for a real business, the batching workflow, and a plan for the week it falls apart.
Understand, decide, show up, learn. Four stages, each finished only when it has produced something you can hold. And the reason most SME marketing starts at stage three.
Three frameworks that survive contact with a real business: one for understanding your customer, one for auditing what you publish, one for writing a single page. Each with a worked example for a European SME.
Most SME marketing starts with the wrong question. Platforms are distribution, not strategy. Here is how to build outward from the person you want to reach, plus five questions about your own customers you can answer this week.