When it comes to building a business, marketing tends to be one of the biggest pain points. Whether you’re doing it all yourself or trying to guide a junior hire, it’s easy to end up in a cycle of scattered tactics and inconsistent results.
In this episode of What’s the Startup?!, Josiah shares a framework he’s developed from working with startups and small businesses across a range of industries. He breaks down five levels of marketing support—helping founders pinpoint where they are now, what’s holding them back, and what to prioritize next.
If you’ve ever wondered whether it’s time to outsource, build a team, or just get more strategic, this conversation offers a clear, practical starting point.
The Five Levels of Marketing Support
Josiah outlines five tiers of marketing involvement that business owners typically fall into:
Level 1: No Marketing
Some businesses operate almost entirely on word of mouth. For example, a window washer with an excellent reputation may not need to do any marketing—customers keep coming based on referrals alone. That’s rare, but it happens.
Level 2: DIY or Junior Hire
At this level, the business owner is either doing the marketing themselves or working with an entry-level hire. Josiah points out that while this can generate some traction, it’s often inefficient and exhausting. Without experience, junior hires rely heavily on the owner to provide strategy—and that can burn everyone out.
Level 3: The Specialist (or the Smooth Talker)
This is where a business brings in a professional. Josiah notes two common types here: the true specialist, who excels in one area and can get strong results for the right type of business, and the marketer who looks good on paper but doesn’t deliver real conversions. The challenge here is making sure the strategy matches the business model—and that the work is actually moving the needle.
Level 4: Piecemeal Team
By this point, the business has worked with multiple marketers or built a loose team of specialists. While this can produce results, Josiah highlights a common issue: the lack of cohesion. Without a clear strategy, the messaging gets fragmented, and money gets wasted on campaigns that aren’t aligned.
Level 5: Strategic Leadership
This is where things start to click. A business at this level has someone leading the overall marketing strategy—someone who understands what works for the business model and hires accordingly. That person could be a full-time head of marketing or a fractional strategist, but the key is having someone who connects the dots and drives aligned execution.
What to Prioritize if You’re in Level 2 or 3
For founders working with limited resources, Josiah encourages a few high-impact moves:
- Refine your offer. What you’re selling—and how you position it—matters more than the marketing itself. A strong offer attracts the right customers and makes every dollar of marketing more effective.
- Build a strong digital presence. That doesn’t mean a perfect website or fancy funnel. It means having a clear, consistent online footprint that makes you easy to trust and easy to contact.
- Leverage your network. Josiah shares how reaching out to friends, past coworkers, and posting about his services online helped him land his first clients quickly—and how partnerships with adjacent service providers led to steady referrals.
“Marketing is ultimately just talking to someone about what you do,” Kaylan adds in the episode. “It doesn’t always have to be digital.”
Why Consistent Messaging Is Non-Negotiable
One of the biggest marketing gaps Josiah sees? Inconsistent messaging across platforms. When you’re working with different contractors or freelancers, it’s easy to lose alignment—and confuse potential customers.
Even if you can’t afford a full-time strategist, Josiah recommends holding regular check-ins with your marketing contributors and documenting your key messaging pillars to keep things tight.
Tools and Books Mentioned
Josiah and Kaylan also get into the practical tools and resources they use:
Books:
• $100M Offers and $100M Leads by Alex Hormozi
• The Adweek Copywriting Handbook by Joseph Sugarman
• How to Win Friends and Influence People by Dale Carnegie
AI Tools:
Josiah shares how he’s been using Claude for creative writing and project-based content work, and how it stacks up against ChatGPT.
Automation Tools:
For startups managing multiple platforms, tools like Go HighLevel help streamline social content and keep messaging consistent across the board.
Not every business needs a full-time CMO—but every business needs a plan. Whether you’re doing the marketing yourself or getting ready to hire help, the goal is clarity. What are you selling, who is it for, and what should your message be?
And as Josiah reminds us, don’t underestimate the power of relationships. Sometimes the best marketing move is just showing up in the right conversations.
Listen to the full episode to hear more about building your marketing plan, avoiding common traps, and getting real traction—no smoke and mirrors required.