For those of us starting or scaling later in life, a mature entrepreneur business strategy relies on turning cheesy cliches, into structured time frames and accountable execution.

Writing this 8 part mini series of how to plan and run a business, particularly if you are in your sixties has been fun.

Last week, we focused on the importance of cashflow and implementing a cohesive 13-week plan.

As this overview enters the 6th week of this series.

Our attention turns to marketing.

Marketing: the strategic tool used to attract and engage potential customers before the sales process ever begins.

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B2B vs. B2C: Knowing Your Marketplace

To set your business apart from the competition, you must demonstrate a deep understanding of your industry and target audience.

A lot of the clients I advise have a mixture of both, so it is important to understand the different strategies available.

The B2C ‘Sprint’

• Target: Individual consumers, typically reached through retail, online shops, or trades like plumbers and cake makers.
• The Strategy: There is usually no middle person involved in the transaction.
• Demographics: Focus on factors such as age, gender, and income level to identify your market.
• The Goal: Solve a specific “Market Need” or gap in the market quickly.

The B2B ‘Marathon’

• Target: Other businesses, designers, architects,local authorities or larger contractors.
• The Strategy: This path involves a much longer business cycle and a complex chain of command.
• The Goal: Position your company as a trusted solution provider through long-term relationship building.

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The Strategy: Facebook, LinkedIn, and Pinterest

A successful mature entrepreneur business strategy should be flexible as you learn more about your markets and trends.

You don’t need to be on every platform; you need to be on the right ones for your specific business or craft.

• Facebook (The Community): We use this to highlight “Human Interaction,” a major Unique Selling Proposition (USP) that sets us apart from impersonal, AI-driven corporations.
• LinkedIn (The Authority): You can share your expertise on the professional and regulatory environment to build trust with business partners.
• Learning Pinterest (The Visual Engine): This is a powerhouse for visual businesses—like cake makers or manufacturers—to reach customers who plan projects months in advance.

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The Road Ahead: eBooks and Real-Life Launches

Marketing generates the leads, while sales personnel, nurture them to close the deal.

To help you dive deeper, I am developing in-depth eBooks for construction and manufacturing owners, but the lessons on pricing and USPs apply to every start-up.

Following our Week 8 recap, we will begin an exciting new series featuring two real-world case studies:

1. The Ropho Launch: A step-by-step look at my own website/blog journey.
2. The Maintenance Company Launch: A real-world look at a new business I am helping a 50-year-old entrepreneur launch from the ground up.

Whether you are 50, 60, or beyond, your experience is your greatest asset in executing a mature entrepreneur business strategy.

Next Week: The Art of the Sale

Marketing has created the interest—now it’s time to generate the revenue. Join us for Week 7, where we move from the screen to the “Close.” We will cover:

• Telephone Sales: How to get past the gatekeeper.
• Face-to-Face: The power of the personal relationship.

Today’s Action Item

Look at your business. Are you running a B2B marathon or a B2C sprint? Your answer changes everything you post on social media today.

Is your marketing a “plan” or just a “wish”? Let me know in the comments!

eBook: “Marketing for Electrical Contractors” available to Newsletter subscribers.

PDFs available for a more in-depth look at all subjects covered in this 8-week mini-series.