Who I Work With: The Small Businesses That Benefit Most from a Fractional CMO

When I said goodbye corporate marketing and decided to start Joyworks Marketing, I wasn’t looking to build a giant agency. I wanted to work directly with business owners — real people doing meaningful work — who just needed the right strategy and someone they trust to help them grow. Very quickly, friends, colleagues, and local business leaders started asking me the same question:

“So… what kind of business do you want to work with?”

It turns out, the best fit isn’t about industry. It’s about readiness — and the desire to grow with purpose. As a fractional CMO for small business, and a former small business owner, I thrive in this space and love working with small businesses.

You’ve Built Something You’re Proud Of — Now You Want to Grow It Strategically

The businesses I love supporting already have traction. They’re known in the community. They’ve earned loyal customers. They’re not trying to figure out if their business will work — they want that business to work better.

But marketing often looks like this:

• Someone updates the website when there’s time

• Social media goes quiet during the busy season

• A Google ad campaign runs… until someone forgets to renew it

  
  

Marketing happens. Just not consistently or strategically.

That’s when it starts to feel like the business has outgrown its DIY marketing approach. And that’s exactly where I can help.

You Want Strategy — Not Random Acts of Marketing

Most of the owners I talk to have already tried a few things:

• A rebrand that didn’t bring in leads

• SEO that only improved rankings on paper

• Ads that generated clicks but not customers

• A website redesign that's not converting

What they want now is a plan, not more tasks. An engine, not more effort.

As a Fractional CMO, I help answer:

• Who are your most profitable customers?

• How do we get more of them?

• What makes you the clear choice in your market?

• Where are you spending money that’s not generating results?

I don’t believe in marketing busywork — only marketing that supports the business goals.

You Want a Partner, Not Just a Vendor

My clients don’t want someone who just “posts for us” or “handles our listings.”

They want a strategic partner who:

• Creates the marketing plan

• Leads the implementation

• Tracks what works

• Makes decisions that drive growth

  
  

I show up like part of your leadership team — because your success is the goal.

A Local Example: Bellingham Roofing Company

Here’s a perfect example of the type of business I can help: A family-owned roofing company in Bellingham that has been in business for 20+ years.

They’re exceptional at their craft:

• Tons of repeat customers

• Referrals every month

• Crews who take pride in their work

  
  

But online? They don’t reflect the business they’ve built.

Their website is outdated. Reviews are great — but not many. They only show up in searches right around town, not the full area they serve. That means they’re missing out on ready-to-buy customers in Ferndale, Blaine, Lynden, Anacortes, and Mount Vernon. The demand is there — they just need a system that captures it.

This is where a Fractional CMO is a game changer.

Are We a Fit?

If you’re a business owner who:

• Is too busy running the business to run the marketing

• Has a great reputation but low visibility in search

• Wants to grow in a smart, sustainable way

• Is tired of guessing and ready for a strategy

Then we would work very well together.

My mission is to help great local businesses build a marketing growth engine that runs smoothly — consistently attracting the right customers and supporting long-term success.

If you’re curious whether a Fractional CMO could be the right fit for your goals… Let’s have a conversation. No pressure. Just clarity.