Accountants have a marketing timing problem. The months when you’d most like new clients, just before tax season and at year-end planning time, are the months you have no time to market. And in the quieter months, marketing feels less urgent.

A marketing assistant fixes the timing. They keep accounting firm marketing running all year, including during deadline crunches, with you approving rather than producing.

What a marketing assistant can run for an accounting firm

A useful client newsletter

• A monthly or seasonal email with deadlines, reminders and plain-English tips

• Draft from your notes; you check every tax date and figure

• Segment lists: individuals, small businesses, specific industries

Deadline-driven content

Accounting has a built-in content calendar: tax deadlines, estimated payment dates, year-end planning, new rules. Your assistant can plan posts and emails around it months ahead. They should always link to the official source, like IRS.gov, rather than restating rules from memory.

LinkedIn and website

• Turn your answers to common client questions into posts

• Keep service pages, team bios and fees pages up to date

• Publish short blog posts on recurring questions

Reviews and referrals

• Send review requests to satisfied clients (where your professional rules allow)

• Run a simple referral thank-you process

• Keep testimonials current, with written permission

Lead follow-up

• Log new inquiries, send intake forms and book consultations

Accounting firm marketing: the rules to keep in mind

Accounting firms have professional rules on top of general advertising law.

• Accuracy: the FTC says advertising claims must be truthful, not deceptive or unfair, and evidence-based. Be careful with phrases like “maximum refund” or “guaranteed savings”.

• Professional standards: if you prepare returns or represent clients before the IRS, Circular 230 sets rules of conduct for tax professionals such as CPAs, attorneys and enrolled agents. State boards of accountancy also have their own rules. Check how they apply to your marketing.

• Confidentiality: no client names, numbers or stories without written consent.

This is general information, not legal or professional advice.

Keep marketing separate from client files

Your marketing assistant doesn’t need access to client records. Keep them in marketing tools only: email platform, social accounts, website editor and a shared folder for approved content. That keeps confidential data out of the marketing workflow.

An example. Mathilde runs a three-person bookkeeping and tax practice in Albany, New York. Her marketing used to stop entirely from February to April. Her assistant now plans the year’s content each December around key deadlines, schedules tax-season reminders in January, and keeps LinkedIn and the newsletter going while Mathilde is buried in returns. Mathilde checks every date and figure before anything goes out. (Mathilde is an illustrative example.)

What should stay with the accountant

• Technical accuracy: every figure, date and rule

• Advice for specific situations, which shouldn’t be given in marketing at all

• Client relationships and engagement letters

• Fee decisions

Will clients find it impersonal?

Not if the content is yours. Clients value plain-English reminders that save them a penalty. The assistant handles drafting and scheduling; your expertise and checking make it trustworthy. But if you can’t spare 20 minutes a month to check content, don’t publish tax content at all. Errors cost more than silence.

For using AI drafts safely, see AI plus a marketing assistant.

FAQ

What marketing works for accounting firms?

A useful newsletter, deadline-driven content, an up-to-date website, LinkedIn and a steady referral and review process.

Can a marketing assistant write tax content?

They can draft from your notes and official sources. You must check every date, figure and rule before it’s published.

Does a marketing assistant need access to client files?

No. Keep marketing work in marketing tools and away from client records.

When should accounting firms do their marketing?

All year, planned ahead, so tax-season reminders go out on time even when you’re busiest.

Are there advertising rules for accountants?

Yes. General advertising law applies, plus professional rules like Circular 230 for tax practice and your state board’s rules.

Keep your marketing running through tax season

IncludeWork’s marketing virtual assistants can plan and run your firm’s newsletter, LinkedIn and website updates year-round. Start with 5 free hours with a trained marketing assistant, with no credit card and no contract. Every IncludeWork assistant signs an NDA before they start. Start your free hours.

Small marketing agencies hit the same wall. You win new clients, but the delivery work grows faster than your team. Hiring full-time is slow and risky. But turning work away hurts too.

A white label marketing virtual assistant gives you extra hands for delivery, working under your agency’s name. Your clients see your agency’s work, on your schedule, through your account managers. Here’s how it works and how to set it up well.

What “white label” means

The assistant works behind your agency. They:

• Use your agency’s processes, templates and tools

• Communicate through your team, or with clients only as “part of the agency” if you allow it

• Never contact your clients to sell their own services

• Keep client information confidential

You stay responsible for strategy, client relationships and final quality.

Tasks agencies commonly hand to a white label marketing virtual assistant

• Social media production: creating, scheduling and posting from approved calendars

• Community management: replying to comments and messages with approved answers

• Content formatting: uploading blog posts, adding images, alt text and links

• Email builds: building campaigns in the client’s email platform from your copy

• Local listings: Google Business Profile posts, listings checks, review reply drafts

• Reporting: pulling data into your agency’s report templates

• Research: competitor snapshots, keyword lists, influencer lists

How to set it up

1. Document your process for each service: steps, checklists, examples of good work

2. Start with one client and one service

3. Give access the safe way: named user accounts in each client’s tools, never shared passwords

4. Set a review step: your account manager checks work before it goes to the client, at least at first

5. Agree turnaround times that fit your client promises

6. Add more clients once quality is steady

Quality and responsibility

Your agency’s name is on everything, so quality control matters. And legal responsibility doesn’t disappear when work is outsourced. The FTC says advertising claims must be truthful, not deceptive or unfair, and evidence-based. Build checks for claims, disclosures and permissions into your process, whoever does the work.

An example. Marcelline runs a five-person social media agency in Colorado Springs. Each new client meant weeks of overtime. She added a white label marketing assistant for 40 hours a month to handle post scheduling, community replies and monthly report building for four clients. Her account managers review everything before it reaches clients. The agency took on two more retainers without hiring, and the account managers moved their time to strategy and client calls. (Marcelline is an illustrative example.)

Common concerns

“Will clients find out?” White label means the assistant works as part of your team. Whether you tell clients you use outside support is your decision; some agencies mention it in contracts.

“What about confidentiality?” Use an NDA, named user accounts and limited access. Remove access promptly when work ends.

“What if quality slips?” Keep your review step, use clear checklists and give fast feedback. Choose a provider that can replace an assistant if needed.

“Will it really save money?” Only if your processes are clear. Vague processes create rework that eats the savings.

For pricing models, see hourly vs monthly retainer.

FAQ

What is a white label marketing virtual assistant?

An assistant who does delivery work for an agency’s clients under the agency’s brand and processes.

What tasks can agencies outsource to a white label VA?

Social media production, community management, content formatting, email builds, listings, reporting and research.

Do white label assistants talk to clients directly?

Only if you allow it. Many agencies keep all client communication with their account managers.

How do agencies protect client data with outsourced help?

NDAs, named user accounts, limited permissions and removing access when work ends.

How should an agency start with white label support?

Document one service, start with one client, review all work at first, then expand.

Add delivery capacity without hiring

IncludeWork provides white label VA support for marketing agencies. Start with 5 free hours with a trained marketing assistant, with no credit card and no contract. Every IncludeWork assistant signs an NDA before they start. Start your free hours.

In an early SaaS startup, the founder is usually the marketing team. Between shipping features, talking to customers and fundraising, marketing becomes a burst of activity before each launch and silence in between.

A SaaS marketing assistant won’t replace a head of growth. But they can take over the repeatable work that eats founder hours, so the marketing you’ve already decided on actually happens every week.

Hand these to a SaaS marketing assistant first

1. Content operations

• Format, publish and add internal links to blog posts

• Turn each post into LinkedIn and X posts

• Maintain the content calendar and a backlog of ideas from customer calls

• Update old posts when features change

Google’s guidance on helpful, people-first content emphasizes first-hand expertise. In SaaS, that’s your product knowledge and customer insight. Your assistant can turn your notes and call recordings into drafts; you supply the substance.

2. Changelog and product updates

• Write up each release in plain language

• Publish to your changelog, help center and social channels

• Send a monthly “what’s new” email

3. Onboarding and lifecycle emails

• Draft and set up welcome and onboarding sequences in your email tool

• Check that links, screenshots and steps match the current product

• Report open and click rates by email

4. Community and social

• Post on LinkedIn and X from founder notes

• Monitor mentions and comments; flag feature requests and complaints

• Keep review profiles on software directories up to date, and ask happy users for reviews

5. Reporting

• A weekly snapshot: website visits, sign-ups, trial-to-paid if you share it, top content

What to keep as founder

• Positioning and messaging: who it’s for and why it’s different

• Pricing

• Customer conversations and sales calls

• Big launch plans

• Anything technical that needs real product depth

Rules for SaaS marketing emails

Onboarding and product-update emails can mix transactional and promotional content. Your email setup should follow the CAN-SPAM rules for any commercial messages: the FTC’s compliance guide covers a clear opt-out, your physical address and honoring opt-outs within 10 business days. Ask your assistant to keep marketing and account emails clearly separated. This is general information, not legal advice.

An example. Anneliese is the solo founder of a scheduling app for dog walkers. She wrote one strong blog post a month but never repurposed it, and her changelog hadn’t been updated since spring. A SaaS marketing assistant now turns each post into a week of LinkedIn content, writes up every release for the changelog and monthly update email, and keeps her listing on two software review sites current. Anneliese spends about an hour a week on marketing instead of a scattered half day. (Anneliese is an illustrative example.)

Where this falls short

If you haven’t found product-market fit, more content and emails won’t save you. Early SaaS marketing often needs founder-led experiments: talking to users, testing messages, trying channels. An assistant supports that work; they can’t decide it.

And deeper technical content, like integration guides or developer docs, may need someone with engineering knowledge. Start your assistant on operations, not strategy.

For startup operations beyond marketing, see IncludeWork’s support for startups.

FAQ

What does a SaaS marketing assistant do?

They run content operations, changelogs, onboarding emails, social posting, review profiles and weekly reporting from the founder’s direction.

When should a SaaS startup hire marketing help?

When you know which channels work and the founder’s time is the bottleneck.

Can a VA write technical SaaS content?

They can draft from your notes and recordings. Deep technical content usually needs your review or an expert writer.

Should a marketing assistant handle our product emails?

They can set up and maintain them. You should approve the content and any changes to the flow.

How many hours does an early-stage startup need?

Many start with 10 to 20 hours a week.

Get marketing out of the founder’s to-do list

IncludeWork’s marketing virtual assistants can run your content operations, changelogs and lifecycle emails. Start with 5 free hours with a trained marketing assistant, with no credit card and no contract. Every IncludeWork assistant signs an NDA before they start. Start your free hours.

In home services, the phone rings when something breaks. Customers search, pick one of the first few names they trust, and call. The decision often takes minutes.

That makes home service business marketing different from most. It’s less about clever campaigns and more about being findable, trusted and easy to book at the exact moment someone needs you. A marketing assistant can handle most of that work while you and your crews are out on jobs.

What matters most in home service business marketing

1. Showing up in local search, especially the map results

2. Reviews: lots of recent, real ones, with replies

3. Photos of real work: before and after, clean vans, real technicians

4. Fast, easy booking: a working phone number, form or online scheduler

5. Staying in touch with past customers for seasonal and repeat work

What a marketing assistant can handle

Google Business Profile and listings

• Weekly posts with job photos

• Accurate hours, service areas and services

• Matching details across directories

Google’s guidance on local ranking points to complete information, accurate hours, photos and responding to reviews.

Reviews

• Send a review request by text or email after each completed job

• Reply to every review, with your approval on negative ones

• Track recurring compliments and complaints

The FTC’s rule on fake reviews bans fake reviews and undisclosed staff reviews, so ask every real customer, not just the happiest ones.

Social media

• Before-and-after photos from the crew’s phones

• Seasonal tips: “check your sump pump before spring rain”, “change your furnace filter”

• Team introductions, so customers know who’s coming to their door

Seasonal email and reminders

• Maintenance reminders to past customers (HVAC tune-ups, gutter cleaning, deep cleans)

• Membership or service plan renewals

• Holiday hours and emergency service notices

A simple weekly routine

An example. Desmond runs a four-van plumbing company in Tulsa. His techs took great before-and-after photos but nobody posted them. His marketing assistant now collects photos from a shared folder every Monday, posts them to Google and Facebook, and sends a review request text after each completed job. A seasonal “winterize your pipes” email goes to past customers each fall. Desmond’s only weekly task is approving replies to any review below four stars. (Desmond is an illustrative example.)

What stays with you

• Pricing and quotes

• Warranty and guarantee promises

• Serious complaints and disputes

• Hiring messages and anything legal

The catch: your crew has to help

A remote assistant can’t take photos on site. If techs don’t snap a before and after, there’s nothing to post. But you can make it part of the job checklist. Keep it simple: two photos, dropped into one shared folder.

And marketing works best when the basics are right. If calls go to voicemail or quotes take three days, more visibility just means more missed jobs.

For a deeper look at local search tasks, see local SEO tasks to hand to an assistant.

FAQ

What marketing works best for home service businesses?

Local search visibility, recent real reviews, photos of real work and reminders to past customers usually matter most.

Can a virtual assistant manage reviews for my plumbing or HVAC business?

Yes. They can request reviews after jobs, reply with approved wording and flag complaints to you.

Should home service businesses post on social media?

Yes, mainly to build trust: real jobs, real team and helpful seasonal tips.

How do I get my technicians to send photos?

Add two photos to the job checklist and make uploading easy with one shared folder or app.

How many hours of marketing help does a home service business need?

Many start with 5 to 10 hours a week.

Get found when something breaks

IncludeWork’s marketing virtual assistants can run reviews, listings and posts for home service businesses. Start with 5 free hours with a trained marketing assistant, with no credit card and no contract. IncludeWork has been running remote assistant teams since 2012. Start your free hours.

Restaurant owners don’t lack marketing ideas. They lack the hour between lunch service and prep to post the new special, update the online menu and answer last night’s reviews.

So the special sells out without anyone knowing it existed. The online menu still lists last season’s dishes. And three reviews from the weekend sit unanswered. A restaurant marketing assistant takes over that steady work so your marketing keeps up with your kitchen.

What a restaurant marketing assistant can handle

Online menus and listings

• Keep menus accurate on your website, Google Business Profile and delivery apps

• Update hours, holiday closures and special events

• Upload fresh food and dining room photos

Google’s help page on improving local ranking recommends complete, accurate business information, current hours, photos and responding to reviews. For restaurants, that profile is often the first thing a diner sees.

Social media

• Daily or weekly specials, posted on time

• Short videos of dishes being plated (from your kitchen team’s phone clips)

• Behind-the-scenes posts: deliveries, prep, the team

• Event and holiday announcements

Reviews

• Reply to every review, using approved wording for common situations

• Flag complaints about food safety, staff or billing to you immediately

• Track review themes: what diners love and what they complain about

Events and email

• Promote special nights, tastings, holiday menus and private dining

• Send a monthly email to regulars

• Manage RSVPs for ticketed events

Working with food creators

Local food bloggers and creators can bring in new diners. If you give them a free meal, the FTC’s endorsement guidance says that connection should be clearly disclosed. Your assistant can research creators, send invitations and track posts, while you decide who to invite.

A weekly restaurant marketing routine

An example. Giacomo runs a 40-seat trattoria in New Haven, Connecticut. His online menu was eight months out of date, and he posted only when a regular reminded him. His restaurant marketing assistant now updates menus across his website, Google profile and two delivery apps every time the kitchen changes a dish. Line cooks send short plating clips to a shared folder, and the assistant posts specials by 11am. Giacomo approves review replies to anything below four stars. (Giacomo is an illustrative example.)

What to keep in the restaurant

• Menu and pricing decisions

• Replies to serious complaints, especially about health or safety

• Relationships with suppliers, partners and the local community

• Final say on any promotion or discount

The hard part for restaurants

Your assistant isn’t in the building. They depend on your team for photos, menu changes and news. If nobody sends anything, posts dry up. So assign one person, often a manager, to send photos and updates on set days.

And marketing can’t fix the dining experience. If reviews keep mentioning slow service, the answer is in the restaurant, not on Instagram.

For community replies in more depth, see community management for small business.

FAQ

What does a restaurant marketing assistant do?

They keep menus and listings accurate, post specials and events, reply to reviews and send emails to regulars.

Can a remote assistant take food photos?

No, but they can edit and post photos and videos your team takes on their phones.

How should a restaurant reply to bad reviews?

Calmly and briefly, without arguing. Invite the guest to contact you directly. Serious complaints should go to the owner or manager.

How many hours does a restaurant marketing assistant need?

Many independent restaurants start with 5 to 10 hours a week.

Should restaurants post every day?

Not necessarily. A few well-timed posts a week, especially before busy days, can work better.

Keep your marketing as fresh as your menu

IncludeWork’s social media virtual assistants can run menus, posts and reviews for restaurants and cafes. Start with 5 free hours with a trained marketing assistant, with no credit card and no contract. Work is checked by IncludeWork’s quality-control team before it reaches you. Start your free hours.

Dental and medical practices need marketing like any other business: new patients, steady recall visits, good reviews. But they work under rules most businesses never think about. One careless review reply can disclose patient information. One “before and after” post can break privacy rules.

A dental marketing assistant can still take a lot off your plate, as long as the work is designed around those rules from day one. Here’s what to hand over, what to keep and the guardrails to set. This is general information, not legal advice; check with your compliance lead or attorney.

What a dental marketing assistant can safely handle

Most practice marketing doesn’t need patient information at all:

• Social posts about your team, office, technology and general oral health tips

• Google Business Profile updates: hours, services, photos of the office, weekly posts

• Website updates: service pages, team bios, insurance information, FAQs

• Blog posts and newsletters on general topics, reviewed by a clinician

• Review requests sent through approved systems

• Monthly reporting: calls, website forms, new patient sources

The HIPAA rules that shape the work

Patient information in marketing

The U.S. Department of Health and Human Services says HIPAA generally requires a patient’s written authorization before their protected health information is used or disclosed for marketing. So:

• No patient photos, names or stories without a signed authorization

• No “before and after” images without authorization

• No confirming someone is a patient, even in a friendly reply

HHS also explains that some communications aren’t treated as marketing, such as refill reminders and communications about a practice’s own services. Your compliance lead should decide which category each campaign falls into.

If your assistant will see patient data

If an outside assistant will handle protected health information, for example in your scheduling or recall system, HHS guidance on business associates says you need a written business associate agreement first. Many practices avoid this by keeping marketing work fully separate from patient systems.

Review replies: the trickiest part

Patients often share health details in reviews. Your reply must not confirm they’re a patient or add any details.

Your assistant can draft generic replies from an approved list. Anything beyond that goes to your office manager.

Advertising claims

Health claims get extra scrutiny. Avoid “painless”, “guaranteed results” or “best dentist in town” unless you can support them. Your state dental or medical board may also have advertising rules. Your assistant should flag any claim for clinician review.

An example. Dr. Okonkwo runs a three-dentist family practice in Macon, Georgia. His office manager had no time for marketing. Their assistant now posts team spotlights and general oral health tips three times a week, updates the Google profile weekly and sends review requests through the practice’s approved patient communication system, without ever logging into patient records. Review replies follow a short approved script; anything unusual goes to the office manager. (Dr. Okonkwo is an illustrative example.)

What to keep inside the practice

• Anything involving patient records or identities

• Responses to complaints about care

• Clinical content approval

• Decisions about authorizations and compliance

Is it worth the extra care?

It can be. Most of the marketing workload, like social posts, profile updates, website content and reports, involves no patient data at all. But setup takes more time than for other businesses: written rules, approved reply scripts, clinician review and, if needed, a business associate agreement. If you can’t commit to that setup, start with the lowest-risk tasks only.

For local search tasks in more depth, see local SEO tasks to hand to an assistant.

FAQ

Can a virtual assistant do marketing for a dental practice?

Yes, for tasks that don’t involve patient information, like social posts, website updates and Google profile management, within clear rules.

Can we post patient before-and-after photos?

Only with the patient’s signed authorization. Check with your compliance lead first.

How should we reply to reviews under HIPAA?

Don’t confirm the person is a patient or mention any details. Thank them and invite them to contact the office privately.

Does a marketing assistant need a business associate agreement?

If they’ll handle protected health information, yes. If marketing is kept separate from patient data, it may not be needed. Ask your compliance advisor.

What marketing tasks should a practice keep in-house?

Anything involving patient records, care complaints and clinical content approval.

Marketing help that respects the rules

IncludeWork’s marketing virtual assistants can run social, website and Google profile work for practices, kept separate from patient data. Start with 5 free hours with a trained marketing assistant, with no credit card and no contract. Every IncludeWork assistant signs an NDA before they start. Start your free hours.

Coaches and consultants have a strange problem. The thing you sell is your time and expertise. So every hour spent on marketing is an hour you’re not billing, and every quiet week of marketing shows up as an empty calendar two months later.

That “feast and famine” cycle is common. But it isn’t inevitable. A marketing assistant for coaches helps break it by keeping your marketing running steadily, even during your busiest client months.

What a marketing assistant for coaches can run for you

Content

• Turn your voice notes or session insights (anonymized) into LinkedIn and Instagram posts

• Format and publish blog posts or articles

• Cut short clips from your talks, webinars or podcast appearances

• Keep a content calendar so you post during busy months too

Newsletter

• Draft a weekly or monthly email from your ideas

• Manage your list, sign-up forms and lead magnet delivery

• Track replies and flag interested readers

Bookings and follow-up

• Keep your booking page and discovery call links working

• Send reminders and pre-call questionnaires

• Log new leads in your CRM and remind you to follow up

Proof

• Collect testimonials after programs end (with permission)

• Turn strong results into short case studies

• Keep your website’s testimonials page current

The rules on testimonials and results

Coaching marketing often leans on client results: “lost 20 pounds”, “doubled revenue”, “landed a new job”. And that’s where care is needed. The FTC’s endorsement guidance covers testimonials, and in general you shouldn’t present unusual results as typical. Testimonials must also reflect real opinions, and any incentive for leaving one should be disclosed.

Your assistant should:

• Only use real testimonials, with written permission

• Avoid editing words in a way that changes their meaning

• Flag any results claims to you before publishing

This is general information, not legal advice.

A weekly routine that fits around client work

An example. Kasimir is a leadership coach working with engineering managers. He got most clients from LinkedIn, but only posted in quiet months, so new leads dried up whenever he was busy. His marketing assistant now turns a Monday voice note into three LinkedIn posts and a fortnightly newsletter, and manages his discovery call bookings. During his busiest quarter, the posts kept going out, and his calendar for the following quarter filled sooner than usual. (Kasimir is an illustrative example.)

What to keep yourself

• Your opinions and frameworks. The assistant shapes them; you supply them.

• Sales conversations. Discovery calls are where coaching sells.

• Pricing and offers

• Anything involving client confidentiality. Never share client details without consent.

Common worries

“My clients hire me, so content has to be mine.” It is. Your ideas, your stories, your opinions. The assistant handles formatting, scheduling and admin.

“I can’t afford help until I have more clients.” That’s the cycle talking. Start with a few hours a week on the tasks that bring leads: posts, newsletter and follow-up.

“What about confidentiality?” Ask for an NDA, share anonymized examples only, and keep client files separate from marketing work.

For the posting side, see LinkedIn ghostwriting and engagement.

FAQ

What can a marketing assistant do for a coach?

Turn your ideas into posts and newsletters, manage bookings and follow-ups, collect testimonials and keep your content calendar running.

How many hours does a coach need from a marketing assistant?

Many solo coaches start with 5 to 10 hours a week.

Can an assistant write content in my voice?

Yes, from your voice notes and examples, with your approval on every piece at first.

Can I share client results in my marketing?

With written permission, and without presenting unusual results as typical.

Should my assistant book discovery calls for me?

They can manage the booking system, reminders and follow-ups. The call itself stays with you.

Keep leads coming during busy months

IncludeWork’s marketing virtual assistants help coaches and consultants post, email and follow up consistently. Start with 5 free hours with a trained marketing assistant, with no credit card and no contract. Every IncludeWork assistant signs an NDA before they start. Start your free hours.

Running an online store means wearing every hat at once: buyer, photographer, customer service, packer, accountant. Marketing tends to get whatever time is left, which is usually none.

But in e-commerce, marketing is directly tied to sales. Fewer emails mean fewer orders. Stale product pages mean lower conversion. An ecommerce marketing assistant can take over the steady work that keeps orders coming in. Here’s what to hand over first.

The tasks with the most direct effect on sales

1. Email flows and campaigns

Email often drives a meaningful share of sales for online stores, because it reaches people who already know you. An assistant can:

• Set up or check automated flows: welcome, abandoned cart, browse abandonment, post-purchase, win-back

• Build and send weekly or fortnightly campaigns: new arrivals, restocks, seasonal edits

• Segment the list: first-time buyers, repeat customers, VIPs

2. Product pages and listings

• Write and improve product descriptions

• Add size guides, care instructions and FAQs

• Check photos, alt text and variant details

• Keep stock levels, prices and sale badges accurate

3. Social content

• Product photos and short videos from your shoots

• User-generated content reshared with permission

• Behind-the-scenes posts: packing orders, new samples

• Launch and restock announcements

4. Reviews

• Send review requests after delivery

• Reply to reviews, especially critical ones (with your approval)

• Feature reviews on product pages

Rules for reviews and influencers

Online stores lean heavily on reviews and creators, and the rules matter. The FTC’s rule on fake reviews bans fake reviews, paying for reviews that must be positive, and suppressing negative ones through threats or false accusations. And its endorsement guidance says creators must clearly disclose free products or payment.

Your assistant should only request reviews from real buyers and keep a log of every creator collaboration.

An ecommerce marketing assistant’s weekly routine

An example. Dorothea runs an online store selling handmade ceramic tableware. She sent emails only when she remembered, and her abandoned cart email still had last year’s discount code. Her ecommerce marketing assistant rebuilt the welcome and abandoned cart flows, started a fortnightly “new from the studio” email and rewrote her ten best-selling product descriptions with dimensions and care notes. Dorothea still does the shoots and approves every email. (Dorothea is an illustrative example.)

What to keep yourself

• Product decisions: what to make or stock, and at what price

• Discount strategy: how often and how deep

• Big launches and collaborations

• Customer complaints that need a judgment call

Where online store marketing help falls short

An assistant can make your marketing consistent. But they can’t fix product-market problems: if few people want the product, or margins can’t support discounts, more emails won’t help. And paid ads at scale usually need a specialist, with your assistant handling the day-to-day around them.

For broader e-commerce support like listings across marketplaces, see IncludeWork’s e-commerce virtual assistants.

FAQ

What does an ecommerce marketing assistant do?

They run email flows and campaigns, improve product pages, create social content, manage reviews and report weekly sales by channel.

Which marketing task should an online store hand off first?

Email, especially automated flows like welcome and abandoned cart, because they work around the clock.

Can a marketing assistant manage Shopify?

Yes, with a staff account. They can edit products, collections, discounts (with approval) and connected marketing apps.

Should my assistant contact influencers?

They can research creators, send outreach and track collaborations. You decide who to work with and what to offer.

How many hours does an ecommerce marketing assistant need?

Many small stores start with 10 to 20 hours a week, depending on the number of products and channels.

Keep the orders coming in

IncludeWork’s marketing virtual assistants can run your store’s email, listings and social content every week. Start with 5 free hours with a trained marketing assistant, with no credit card and no contract. IncludeWork has been running remote assistant teams since 2012. Start your free hours.

Agents get paid for conversations, showings and closings. Not for resizing listing photos at midnight or writing the fourth “Just listed!” caption of the week.

A real estate marketing virtual assistant takes over the steady marketing work that keeps your name in front of buyers and sellers, so you can spend more time with clients. Here’s what to hand over, what to keep, and the rules your assistant needs to know first.

What a real estate marketing virtual assistant can handle

Listing marketing

• “Just listed”, “open house” and “just sold” posts across your social accounts

• Listing graphics and flyers from your templates

• Short property videos edited from your clips or photographer’s files

• Drafting listing descriptions from your notes, for you to check

• Scheduling open house reminders

Staying in touch with your sphere

• A monthly newsletter with local market notes you provide, recent sales and helpful tips

• Birthday and home-anniversary emails to past clients

• Updating your CRM with new contacts and tags

Your online presence

• Google Business Profile posts and review reply drafts

• Keeping your website bio, listings page and testimonials current

• Neighborhood content: local events, new businesses, community guides

Reporting

• A monthly summary of which posts and emails brought in inquiries

What to keep yourself

Some work needs your license, your judgment or both:

• Pricing advice and market opinions to clients

• Anything that counts as licensed activity in your state. Rules on what unlicensed assistants can do vary, so check with your broker and your state’s real estate commission.

• Final approval on every listing description and ad

• Client conversations about offers, negotiations and contracts

The Fair Housing rules your assistant must know

This is the part you can’t skip. The federal Fair Housing Act prohibits housing discrimination, and that includes advertising. According to the U.S. Department of Justice, the Fair Housing Act covers discrimination because of “race or color, religion, sex, national origin, familial status, disability.”

In practice, your assistant should describe the property, not the people who might live there:

Many states and cities add more protected classes. And your brokerage may have its own rules on top. So give your assistant your brokerage’s advertising guidelines, and review every listing description and ad yourself. This is general information, not legal advice.

A weekly routine for one agent

On 10 to 15 hours a week, this keeps a solo agent visible without daily effort. But the approvals on Wednesday stay with you.

An example. Siobhan is a solo agent in Scottsdale. Her marketing was all bursts: busy when she had listings, silent when she didn’t. Her real estate marketing virtual assistant now runs a steady schedule: listing posts when there are listings, neighborhood guides when there aren’t, and a monthly email to 400 past clients. Siobhan records a 5-minute voice memo each week with market notes and checks every listing description against her brokerage’s guidelines before it goes live. Two past clients replied to the newsletter asking about selling in its first quarter. (Siobhan is an illustrative example.)

Getting started

1. Write your rules: brand voice, brokerage guidelines, Fair Housing do’s and don’ts

2. Add them as a user to your social accounts, CRM and email tool, not with your password

3. Start with listings and one channel, then add the newsletter

4. Approve everything for the first month

For a fuller plan, see how to onboard a marketing virtual assistant.

The limits of marketing help

A marketing assistant can keep you visible. But it can’t replace your relationships, your local knowledge or your reputation with past clients.

And compliance takes your time too. Every listing description and ad still needs your review against your brokerage’s rules. Plan for that time each week rather than skipping it when you’re busy.

FAQ

What does a real estate marketing virtual assistant do?

They handle listing posts and graphics, newsletters, CRM updates, Google Business Profile posts and reporting, while you handle clients and approvals.

Can a virtual assistant write my listing descriptions?

They can draft them from your notes. You should review every one for accuracy and Fair Housing compliance before it’s published.

Do real estate VAs need a license?

For marketing tasks, usually not, but rules on what unlicensed assistants can do vary by state. Check with your broker.

How many hours does a real estate marketing VA need?

Many solo agents start with 10 to 15 hours a week. Teams often need more.

Can my assistant post on the MLS?

That depends on your MLS and brokerage rules. Check before giving access.

Stay visible between listings

A real estate marketing virtual assistant keeps your name in front of your sphere every week, not just when you have a listing. IncludeWork’s marketing virtual assistants work in the tools agents already use. Start with 5 free hours with a trained marketing assistant, with no credit card and no contract. Work is checked by IncludeWork’s quality-control team before it reaches you. Start your free hours.

Every ad, email and social post sends people somewhere. If that page is confusing, slow or asks too much, the click is wasted, however good the ad was.

Big companies run complex experiments on their pages. Small businesses don’t need that. Simple landing page testing, done by an assistant with a clear checklist, can fix the obvious problems and try a few sensible changes. Here’s how.

Start with a quick landing page check

Before testing anything, your assistant should check the basics:

• ☐ The headline matches the ad or email that sent people there

• ☐ One clear action: book, call, buy or sign up

• ☐ The action button is visible without scrolling on a phone

• ☐ The form is short: only ask what you need

• ☐ The page loads quickly on mobile data

• ☐ Price or next step is clear

• ☐ Proof is visible: reviews, photos of real work, guarantees you actually offer

• ☐ The form works and sends to the right inbox

• ☐ Tracking works, so you can count results

Fixing these often helps more than any test.

Simple tests worth trying

Change one thing at a time, so you know what made the difference:

How to run a test without special software

Two simple options:

1. Before and after: run version A for four weeks, then version B for four weeks, with similar traffic. Compare.

2. Split by link: create two versions of the page and send half your ads or emails to each, tagged with different links.

Your assistant tracks visits and actions for each version in Google Analytics or your website builder.

Keep your claims honest

Testing headlines can tempt people to promise more. The FTC says advertising claims must be truthful, not deceptive or unfair, and evidence-based. That includes landing pages. No fake countdown timers, invented “only 2 left” messages or guarantees you won’t honor.

An example. Rafferty runs a carpet cleaning company in Twin Falls, Idaho. His Facebook ads got clicks, but few people booked. His assistant ran the landing page checklist and found the booking button below three paragraphs of text on mobile, and a seven-field form. Version B moved the button to the top, cut the form to name and phone, and added three real reviews. Over the next month, bookings from the same ad spend went up noticeably. (Rafferty is an illustrative example.)

Landing page testing: when results mean something

Small businesses often have small numbers. Ten visits isn’t enough to judge a test. As a rough guide, wait until each version has had a meaningful number of visitors and several actions before deciding. And watch for outside factors: a holiday, a price change or a new ad can change results more than the page itself.

If traffic is very low, skip formal tests. Just fix the checklist items and use common sense.

For tracking the links that feed your pages, see UTM links explained.

FAQ

What is landing page testing?

Comparing two versions of a page to see which one gets more people to take the action you want.

Do small businesses need A/B testing tools?

Not usually. Simple before-and-after comparisons or two tagged versions are often enough.

What should I test first on a landing page?

The headline, button text and form length are usually the quickest wins.

How long should a landing page test run?

Long enough to get a fair number of visits and actions for each version, often several weeks for a small business.

Can a virtual assistant edit my landing pages?

Yes, in most website builders and landing page tools, with editor access.

Make every click count

IncludeWork’s marketing virtual assistants can check, update and test your landing pages. Start with 5 free hours with a trained marketing assistant, with no credit card and no contract. And if the fit isn’t right, IncludeWork replaces your assistant at no extra cost. Start your free hours.

You sent a newsletter, posted on Instagram and ran a small Facebook ad, all promoting the same offer. Fifty people visited the offer page. Which one worked?

Without tracking, you’re guessing. But it doesn’t have to be that way. UTM tracking is a simple, free way to label your links so your analytics can tell you exactly where each visitor came from. It sounds technical. It isn’t, and it’s a perfect job for a marketing assistant.

What a UTM link is

A UTM link is a normal web address with a few labels added to the end. For example:

yoursite.com/spring-offer?utm_source=newsletter&utm_medium=email&utm_campaign=spring_offer

When someone clicks it, Google Analytics records those labels. The page looks exactly the same to the visitor.

The three labels you always need

Google’s help page on campaign URLs says you should always use these three:

Optional labels like utm_content help tell apart two links in the same email or two versions of an ad.

UTM tracking rules your assistant should follow

1. Lowercase everything. “Email” and “email” show up as two different sources.

2. Use a naming list. Agree a short list of sources and mediums and stick to it.

3. Keep a link log. A spreadsheet with every tagged link, where it was used and when.

4. Use a URL builder to avoid typos. Google offers one, and many email and social tools add tags for you.

5. Don’t tag internal links on your own website. It can mess up your data.

6. Shorten long links for social posts if needed, but keep the tags.

Where to use UTM links

• Newsletter links

• Links in social media bios and posts

• Paid ads (if the platform doesn’t tag them automatically)

• QR codes on flyers, packaging or signs

• Links in partner newsletters or guest posts

• Email signatures

Reading the results

Once a month, your assistant can check campaign results in Google Analytics and report:

• Visits from each source and campaign

• Which ones led to key actions, like inquiries or purchases

• Which campaign brought the best visitors, not just the most

For the wider monthly check, see Google Analytics checks your assistant should do every month.

An example. Fenella runs a small yarn and knitting supplies shop in Montpelier, Vermont, with an online store. She promoted a winter sale in her newsletter, on Instagram and with flyers that had a QR code. Her assistant tagged every link. The report showed the newsletter brought the most sales, Instagram brought lots of visits but few orders, and the QR code flyers brought a surprising number of first-time buyers. Fenella put more effort into flyers at the next local craft fair. (Fenella is an illustrative example.)

The limits of UTM tracking

UTMs only track clicks. They won’t capture someone who sees your Instagram post, then types your web address directly or searches for you on Google a day later. Some people also use privacy tools that block tracking.

And UTM results show only part of the picture. Combine them with simple questions, like asking new customers how they heard about you.

FAQ

What does UTM stand for?

Urchin Tracking Module, named after the analytics company Google bought, which became Google Analytics. Today it just means campaign tracking tags.

Do UTM links affect SEO?

Not when used on links from outside your site, like emails and social posts. Avoid them on internal links.

Which UTM parameters are required?

Google recommends always using utm_source, utm_medium and utm_campaign.

Can a virtual assistant set up UTM tracking?

Yes. With a naming list and a link log, an assistant can tag links and report results monthly.

Do I need special software for UTM links?

No. A free URL builder and Google Analytics are enough.

Find out what’s actually working

IncludeWork’s marketing virtual assistants can tag your links, keep the log and report results each month. Start with 5 free hours with a trained marketing assistant, with no credit card and no contract. Work is checked by IncludeWork’s quality-control team before it reaches you. Start your free hours.

A customer finds your website, sees last year’s prices, a team member who left in spring and a “summer special” that ended months ago. They don’t call to check. They just leave.

Out-of-date content quietly costs sales and trust. Fixing it isn’t hard. It just needs someone to look regularly. Here’s a simple plan for website content updates that an assistant can run every month and every quarter.

Why fresh content matters

• Customers trust accurate pages. Wrong hours or prices make people doubt everything else.

• Search engines want helpful pages. Google’s guidance on helpful, people-first content asks whether content is original, useful and trustworthy. Outdated facts don’t help.

• Old blog posts can rank again when they’re updated with better, current information.

But “fresh” doesn’t mean changing things for the sake of it. A page that’s accurate and useful can stay as it is.

Website content updates: the monthly checklist

Your assistant can run this in an hour or two:

• ☐ Prices, packages and offers match what you actually charge

• ☐ Opening hours, holiday hours and contact details are correct

• ☐ Expired promotions and old events are removed

• ☐ Team page reflects current staff

• ☐ Forms send correctly (submit a test)

• ☐ No broken links on main pages

• ☐ Homepage banner or announcement is current

• ☐ New reviews or testimonials added (with permission)

The quarterly review

Every three months, go deeper:

1. Top 10 pages: reread each one. Is anything wrong, unclear or missing?

2. Old blog posts: pick three that get some traffic and update them with current information, better examples and a clear next step

3. Service pages: add answers to questions customers asked this quarter

4. Images: replace stock photos with real photos of your work where you can, with alt text

5. Page titles and meta descriptions: check they still match each page

What to update first

How to update an old blog post well

• Check every fact, date and price

• Add what you’ve learned since

• Improve the opening so the answer comes sooner

• Add internal links to newer pages

• Update the “last updated” date only if you made real changes

An example. Wilhelmina runs a moving company in Columbia, South Carolina. Her website still listed a “spring moving special” in November and a team photo from three years earlier. Her assistant now runs the monthly checklist on the first Monday of each month and, each quarter, updates three blog posts. One updated post on “how much does a local move cost” had current price ranges from Wilhelmina’s own quotes, and it became one of the most-visited pages on her site. (Wilhelmina is an illustrative example.)

What your assistant shouldn’t do alone

• Change prices or offers without your sign-off

• Rewrite your main service pages without a review

• Delete pages that get traffic (redirect or update instead)

• Make claims about results or guarantees

And some changes, like site structure or big redesigns, need a web developer. For broader SEO housekeeping, see what SEO tasks a virtual assistant can do.

FAQ

How often should I update my website content?

Check key details monthly and review your main pages and popular posts every quarter.

Does updating old blog posts help SEO?

It can, when the update makes the post more accurate and useful. Cosmetic changes alone usually don’t.

Can a virtual assistant update my website?

Yes, in most website builders like WordPress, Squarespace, Wix or Shopify, with an editor-level user account.

Should I delete old blog posts?

Only if they’re inaccurate and get no visits. Otherwise, update or merge them into a better post.

What’s the most important page to keep updated?

Your contact details, hours and prices. Wrong information there loses customers immediately.

Keep your site accurate without thinking about it

IncludeWork’s marketing virtual assistants can run monthly website checks and quarterly content updates. Start with 5 free hours with a trained marketing assistant, with no credit card and no contract. Every IncludeWork assistant signs an NDA before they start. Start your free hours.

You probably know your top three competitors by name. But do you know what they’re promising customers this month, which of their pages bring them search traffic, or what their unhappy reviewers complain about?

That information is mostly public. It just takes a few focused hours to gather. A competitor research virtual assistant can do it in an afternoon and hand you a one-page summary with ideas you can use.

What to research (and what it tells you)

1. Offers and pricing

What they sell, how they package it, any visible prices, guarantees and current promotions.

Tells you: where you’re cheaper, dearer or simply clearer.

2. Website and content

Their main service pages, blog topics, FAQs and lead magnets.

Tells you: topics customers care about that you haven’t covered.

3. Reviews

Read their Google, Yelp or industry reviews, especially the three-star ones.

Tells you: what customers value and what frustrates them. Their complaints can be your selling points.

4. Social media

Which platforms they use, how often they post and which posts get responses.

Tells you: formats worth testing, and channels they’re ignoring.

5. Backlinks

Which other websites link to them: local directories, news sites, partners, associations, sponsorships.

Tells you: places where you could reasonably earn a link too.

How to research backlinks

For your own site, Google Search Console’s Links report shows your top linking sites, top linked pages and the link text used. For competitors, your assistant can use the free versions or trials of SEO tools, or simply search for the competitor’s name to find mentions.

Good link ideas to look for:

• Local business directories and chambers of commerce

• Industry associations and supplier “find a dealer” pages

• Local news and community event pages

• Sponsorships of local teams or charities

• Guest articles or interviews

What to avoid: buying links to boost rankings. Google’s spam policies list “buying or selling links for ranking purposes” as link spam.

The one-page summary

Ask your assistant to finish with a single page:

Plus three recommended actions, in order.

An example. Ines runs a small pet grooming salon in Orlando. Her assistant spent an afternoon on her three nearest competitors. The reviews were the surprise: two competitors had repeated complaints about long waits and unclear prices. Ines added a clear price list to her website and started posting “in by 9, home by 1” on social media. The backlink check also found a local pet adoption charity’s sponsor page that linked to one competitor; Ines sponsored their next event. (Ines is an illustrative example.)

Competitor research virtual assistant: ground rules

• Use public information only. No fake inquiries, fake accounts or pretending to be a customer.

• Don’t copy. Use what you learn for ideas, not text or images.

• Stay factual in anything you publish about competitors.

The limits of an afternoon

A few hours gives you a snapshot, not a full market study. Websites don’t show margins, costs or how busy a competitor really is. And copying a competitor’s strategy rarely beats understanding your own customers.

Repeat the research every six months, and treat it as inspiration, not a script. For deeper SEO work, see what SEO tasks a virtual assistant can do.

FAQ

What is competitor research for a small business?

Looking at competitors’ offers, websites, content, reviews, social media and backlinks to find opportunities and gaps.

Can a virtual assistant do competitor research?

Yes. It’s methodical work with public information, finished with a summary and recommendations.

How do I find my competitors’ backlinks?

SEO tools show backlinks for any site. Free versions and trials are often enough for a small business snapshot.

Should I buy backlinks?

No. Google’s spam policies treat buying links for ranking as link spam.

How often should I research competitors?

Every six months is enough for most small businesses, or before a launch or price change.

Get a competitor snapshot this week

IncludeWork’s marketing virtual assistants can research your competitors and send a one-page summary. Start with 5 free hours with a trained marketing assistant, with no credit card and no contract. IncludeWork has been running remote assistant teams since 2012. Start your free hours.

Google Analytics is installed on millions of small business websites. On many of them, nobody has logged in for months.

That’s a waste, because a short monthly check can tell you which marketing is bringing people to your site, which pages work and whether anything has quietly broken. You don’t need to become an analyst. Your marketing assistant can run these checks and send you a plain-English summary. Here’s what Google Analytics for small business looks like in practice.

First, give the right access

Add your assistant as a user rather than sharing your Google login. Google’s help page on access management describes roles from Administrator (full control, including managing users) down to Viewer (can see data and settings and customize reports). For monthly checks, Viewer or Analyst is usually enough. Keep Administrator for yourself.

Google Analytics for small business: eight monthly checks

1. Is tracking still working?

Look for sudden drops to zero, or days with no data. A website update can break tracking without anyone noticing.

2. How many people visited, and is that changing?

Compare users and sessions with the previous month and the same month last year, if you have it. Seasonal businesses should always compare year on year.

3. Where did visitors come from?

Check traffic sources: organic search, social, email, paid ads, referrals, direct. Which ones grew? Which dropped?

4. Are your key actions being counted?

Check your key events (Google Analytics’ name for important actions, like form submissions, calls or purchases). If they’re not set up, ask your assistant to list what should be tracked.

5. Which pages get the most visits?

And which of those pages lead to inquiries? A popular page with no next step is a missed opportunity.

6. Which pages are new to the top list?

New entries often reveal a blog post that’s started ranking or a page someone is sharing.

7. How are campaign links performing?

If you tag links in emails and social posts, compare campaigns. See UTM links explained.

8. Anything strange?

Spikes from unknown sources, visits from countries you don’t serve, or a page suddenly getting no traffic. Flag them.

What the monthly summary should look like

Ask for five lines, not fifty screenshots:

1. Visitors vs last month (and last year)

2. Top three traffic sources and any big change

3. Key events: inquiries, purchases or sign-ups

4. Top pages and one opportunity

5. Any problems or oddities

An example. Lorcan runs a garage door repair company in Dayton, Ohio. He had Google Analytics on his site for three years and never opened it. His assistant’s first monthly check found that the quote form hadn’t been tracked since a website redesign, and that one blog post about “garage door won’t close” brought more visitors than his homepage. They fixed the tracking and added a “book a repair” button to that post. (Lorcan is an illustrative example.)

The limits of analytics

Analytics shows what happened on your website, not everything. Phone calls from your Google Business Profile, walk-ins and word of mouth often won’t appear. Privacy settings and ad blockers also mean some visits aren’t counted.

So treat the numbers as signals, not the full truth. And pair them with simple questions, like asking new customers how they found you.

For weekly tracking, see the weekly marketing report template.

FAQ

Is Google Analytics free for small businesses?

The standard version of Google Analytics is free. Larger organizations sometimes use a paid version.

What should a small business check in Google Analytics?

Whether tracking works, visitor trends, traffic sources, key events like inquiries, top pages, campaign results and anything unusual.

What access should I give my assistant in Google Analytics?

Viewer or Analyst is usually enough for monthly checks. Keep Administrator for yourself.

How often should I check Google Analytics?

Monthly is enough for most small businesses, with a quick weekly look if you’re running campaigns.

What are key events in Google Analytics?

Key events are the actions you mark as most important, such as form submissions, purchases or calls.

Turn your data into five clear lines

IncludeWork’s marketing virtual assistants can run monthly analytics checks and explain the results in plain English. Start with 5 free hours with a trained marketing assistant, with no credit card and no contract. Work is checked by IncludeWork’s quality-control team before it reaches you. Start your free hours.

A monthly report tells you what happened. A weekly report tells you while you can still do something about it.

But weekly reports go wrong in a predictable way: they grow. Ten metrics become thirty, and soon nobody reads them. The fix is a short weekly marketing report template with a handful of numbers and a few lines of notes, sent on the same day every week.

What a weekly report is for

• Spotting problems early: a broken form, an ad overspending, a quiet week for inquiries

• Checking the work happened: posts, emails, replies

• Keeping you in the loop without meetings

It’s not for big decisions. Those belong in the monthly review, where trends are clearer.

The weekly marketing report template

1. This week in one line

Example: “Normal week. Inquiries steady; Thursday’s email did well; one form error fixed.”

2. Five numbers

3. Work completed

• Posts published: X of Y planned

• Emails sent

• Reviews replied to

• Anything else delivered

4. Issues and flags

Anything broken, delayed or worrying.

5. Next week

Top three tasks.

That’s it. If it takes your assistant more than 10 to 15 minutes to fill in, it’s too long.

Choosing your five numbers

Pick numbers that connect to sales and that your assistant can check quickly. The U.S. Small Business Administration suggests measuring marketing return on investment by comparing costs with the revenue they generate. Weekly, you’re watching the early signs of that: inquiries, sign-ups, leads.

Swap metrics to fit your business:

• Online store: orders, revenue from email, cart abandonment emails sent

• Local service: calls from Google Business Profile, quote requests

• B2B: discovery calls booked, LinkedIn messages from prospects

Weekly marketing report template rules

• Same day, same format, every week

• Numbers before opinions

• Flag anything that changes by a lot, with a guess at why

• Keep a running tracker so monthly reviews are easy

An example. Valentina owns a small skincare shop in Sarasota, Florida that sells online and in store. Her assistant sends a weekly report every Friday at noon. One week, the report showed website visits steady but email sign-ups at zero. The assistant had already checked: the sign-up form had broken after a website update. It was fixed the same afternoon instead of being discovered a month later. (Valentina is an illustrative example.)

When weekly reporting is too much

If you only have a few hours of marketing help a week, a full weekly report may take time better spent on the work. In that case, ask for a three-line weekly note and a fuller monthly report.

And don’t overreact to one week. Small numbers swing. Look for patterns over three or four weeks before changing course. For the monthly view of social media, see the monthly social media report.

FAQ

What should a weekly marketing report include?

A one-line summary, five key numbers compared with last week, work completed, issues and next week’s priorities.

How long should a weekly marketing report take?

About 10 to 15 minutes for your assistant to fill in and two minutes for you to read.

Which marketing metrics should small businesses track weekly?

Inquiries, website visits, email sign-ups, ad spend and leads, and reviews are a good starting set.

Weekly or monthly reports: which is better?

Both have a role. Weekly catches problems early; monthly shows trends and guides decisions.

What tool should I use for weekly reports?

A shared spreadsheet or document is enough for most small businesses.

Know what’s happening every Friday

IncludeWork’s marketing virtual assistants send short weekly reports alongside the work. Start with 5 free hours with a trained marketing assistant, with no credit card and no contract. And if the fit isn’t right, IncludeWork replaces your assistant at no extra cost. Start your free hours.

Paid ads are where marketing mistakes cost real money, fast. A wrong budget setting or a broad audience can burn through a month’s spend in a weekend.

So can you hand ads to a virtual assistant? Partly. An ads virtual assistant can handle a lot of the hands-on work around your campaigns. But strategy and heavy optimization usually need someone with deeper ad experience. Here’s where the line sits.

What an ads virtual assistant can usually handle

• Building ads from your plan: uploading images, writing ad text variations, setting up campaigns you’ve designed

• Creating ad graphics and short videos in your brand style

• Daily checks: is spend on track, are ads running, any disapprovals?

• Weekly reporting: spend, clicks, leads, cost per lead

• Managing leads: moving form leads into your CRM and following up

• Pausing and adjusting within rules you’ve set, like “pause any ad with no leads after $50”

• Keeping landing pages and offers in sync with ads

What usually needs a specialist (or you)

• Overall ad strategy: which platforms, which audiences, which offers

• Budget decisions beyond agreed limits

• Bidding strategy and complex optimization

• Tracking setup: conversion tracking, pixels, analytics links

• Diagnosing poor results across campaigns

A common, affordable setup: a specialist designs the campaigns and reviews them monthly; an assistant handles daily execution and reporting.

Set up access the safe way

Never share your login. Add your assistant as a user with limited rights.

In Google Ads, for example, Google’s help page on access levels explains that Standard access lets someone edit campaigns, but not give account access to others, change access levels, complete advertiser verification or edit payment methods. That’s usually the right level for an assistant. Keep Admin and billing with you.

Meta’s ad tools have their own roles. Use a role that allows managing ads but not payment methods or business settings.

Rules every ads assistant needs

1. A written monthly budget, with a daily maximum per campaign

2. Spending limits they can’t go over without approval

3. Approval required for any new campaign, audience or offer

4. Truthful ads only. The FTC says advertising claims must be truthful, not deceptive or unfair, and backed by evidence. No invented discounts, fake scarcity or results you can’t support.

5. Daily check-in on spend during the first month

A weekly ads routine

An example. Ottilie runs a home organizing business in Durham, North Carolina, with ads on Facebook and Google. A freelance ads specialist set up her campaigns and reviews them each month. Her assistant handles everything in between: checking spend each morning, adding new before-and-after ad images each month, moving form leads into her CRM within the hour and sending a Friday summary. When cost per lead jumped one week, the assistant flagged it on Tuesday instead of at month’s end. (Ottilie is an illustrative example.)

When this setup doesn’t work

If no one has designed a clear plan, an assistant will be guessing, and guessing with ads is expensive. The same goes for very large budgets, where small changes have big effects.

And be careful with anyone, assistant or agency, who promises guaranteed returns from ads. No one can promise that. For a broader view of what assistants can do, see what SEO tasks a virtual assistant can do and the weekly marketing report.

FAQ

Can a virtual assistant run Facebook ads?

They can build, monitor and report on ads within a plan you or a specialist set. Strategy and complex optimization usually need more experience.

What access should I give an ads assistant in Google Ads?

Standard access lets them edit campaigns without managing users, verification or payment methods. Keep Admin and billing yourself.

How do I stop an assistant overspending on ads?

Set campaign budgets and limits in the ad platform, agree written rules and check spend daily at first.

Is an ads VA cheaper than an agency?

Usually, for day-to-day work. Many businesses combine a part-time specialist for strategy with an assistant for execution.

What reports should my ads assistant send?

A weekly summary of spend, clicks, leads and cost per lead, with notes on anything unusual.

Get help with the daily ads work

IncludeWork’s marketing virtual assistants can monitor spend, build ads from your plan and report weekly. Start with 5 free hours with a trained marketing assistant, with no credit card and no contract. Every IncludeWork assistant signs an NDA before they start. Start your free hours.

You know what you sell. But do you know what your customers type into Google when they need it?

Often the words are different. You say “residential HVAC maintenance”; they type “why is my AC blowing warm air”. Keyword research closes that gap, and it’s methodical work a keyword research virtual assistant can do well, using mostly free tools. Here’s a simple process.

What keyword research is for

The point isn’t a giant list of phrases. It’s a short list of real questions and searches that:

• Your customers actually use

• You can answer well

• Lead to something you sell

Google’s SEO Starter Guide encourages thinking about the words people would use to look for your content and using them naturally on your pages. Keyword research tells you what those words are.

How a keyword research virtual assistant works, step by step

Step 1: Start with what you already know

Your assistant asks you for:

• Your main services or products

• Questions customers ask every week

• The words customers use on calls and in emails

This “seed list” is often the most valuable part.

Step 2: Check what’s already working

If you use Google Search Console, its Performance report shows searches that already bring people to your site. Your assistant pulls the top queries and notes pages that rank on page two, which are often the easiest wins.

Step 3: Expand the list with free tools

• Google search itself: autocomplete suggestions and the “People also ask” box

• Google’s Keyword Planner (inside a Google Ads account) for rough search volumes

• Competitor sites: the topics and headings they cover

• Forums and Q&A sites where customers ask questions in their own words

Paid tools like Semrush or Ahrefs add more data. But for a small business, free tools are often enough to start.

Step 4: Sort into a simple spreadsheet

Step 5: Group and prioritize

Your assistant groups similar keywords into topics and marks priority by:

• How closely it leads to a sale

• How well you can answer it

• How hard it looks to rank (big national sites vs small local ones)

Step 6: Turn it into a plan

The output is a short list: three to six topics for the next quarter, each with a target page, either new or updated.

An example. Saoirse runs a small window and door installation business in Allentown, Pennsylvania. Her site talked about “fenestration solutions”. Her keyword research virtual assistant spent four hours on the steps above and found customers searching for things like “drafty windows fix” and “window replacement cost per window”. Saoirse rewrote her service page headings in those words and asked her assistant to draft two blog posts from the list. (Saoirse is an illustrative example.)

The limits of DIY keyword research

Free tools give rough numbers, not exact ones. Search volumes are estimates, and small local searches may show as “no data” even when real people search them.

And research is only the start. A list of keywords does nothing until someone writes or updates pages. For competitive industries, a specialist may be worth it for strategy. For briefing the posts themselves, see our blog post brief template.

FAQ

Can a virtual assistant do keyword research?

Yes. With a clear process and your input on services and customer questions, a VA can research, organize and prioritize keywords.

What tools does a VA need for keyword research?

Google search, Google Search Console and Google’s Keyword Planner cover a lot. Paid tools add more data if budget allows.

How long does keyword research take?

A first pass for a small business often takes a few hours. Updating it each quarter is quicker.

How many keywords should I target?

Focus on a handful of topics at a time, each with one main page, rather than a long list.

Should every page target a keyword?

Pages that you want found in search should have a clear main topic. Some pages, like a thank-you page, don’t need one.

Find the words your customers use

IncludeWork’s marketing virtual assistants can run keyword research and turn it into a content plan. Start with 5 free hours with a trained marketing assistant, with no credit card and no contract. IncludeWork has been running remote assistant teams since 2012. Start your free hours.

When someone nearby searches “plumber near me” or “best tacos downtown”, Google shows a map and a short list of businesses. Getting into that list is called local SEO, and for most local businesses it matters more than any other kind of search.

The good news is that a lot of local SEO is steady housekeeping: accurate listings, fresh posts, answered reviews. It’s ideal work for a local SEO virtual assistant. Here’s what to hand over and what to keep.

What Google says matters for local ranking

Google’s own help page on improving your local ranking names three main factors: relevance (how well your profile matches the search), distance (how close you are) and prominence (how well known you are, including reviews and ratings).

Its tips include completing your business information, keeping hours accurate, responding to reviews, adding photos and encouraging customers to leave reviews. It also says there’s no way to request or pay for a better local ranking.

You can’t change distance. But an assistant can work on almost everything else.

Weekly tasks for a local SEO virtual assistant

Google Business Profile

• Post an update every week: a recent job, an offer, an event, a tip

• Add new photos of your work, team and premises

• Keep hours current, including holiday hours

• Answer questions in the Q&A section, or flag them to you

• Check for suggested edits from the public and correct anything wrong

Reviews

• Draft replies to every new review

• Thank positive reviewers (often without needing your approval once rules are set)

• Flag negative reviews to you with a suggested reply

• Send review requests to real customers after a job or purchase

Listings beyond Google

• Check your name, address and phone match on Apple Maps, Bing, Yelp, Facebook and industry directories

• Fix inconsistencies like old addresses or phone numbers

• Claim missing listings on directories that matter in your industry

A monthly local SEO check

Once a month, your assistant can:

1. Search your main services plus your town and note where you appear

2. Review Google Business Profile insights: calls, direction requests, website clicks

3. Count new reviews and your average rating

4. Spot-check three directories for accuracy

5. Send you a short summary with one or two next steps

The review rules

Reviews help prominence. But how you get them matters. The FTC’s rule on fake reviews bans fake reviews, paying for reviews that must be positive and undisclosed reviews from staff.

So your assistant should:

• Ask real customers only

• Ask everyone, not just people you expect to be happy

• Never write reviews or offer rewards for positive ones

An example. Benedikt runs a family locksmith business in St. Louis. His Google profile had old hours, two photos and unanswered reviews from last year. His local SEO virtual assistant updated every detail, started weekly posts with photos from jobs, and set up a simple text asking customers for a review after each call-out. Within a few months, calls from his Google profile were noticeably up, and every review had a reply. (Benedikt is an illustrative example.)

What a local SEO assistant can’t fix

Some things are outside an assistant’s control. Distance is one: if you’re far from the searcher, you’ll rank lower for “near me” searches, whatever you do. Competitors with years of reviews won’t be overtaken in a month.

And bigger issues, like a website that doesn’t work on phones or a business category that doesn’t fit, may need a specialist. For broader SEO, see what SEO tasks a virtual assistant can do.

FAQ

What does a local SEO virtual assistant do?

They manage your Google Business Profile, keep listings accurate, draft review replies, request reviews from real customers and report monthly.

How often should I post on Google Business Profile?

Weekly is a good, sustainable rhythm for most local businesses.

Can a VA reply to Google reviews for me?

Yes, once they’re added as a manager on your profile. Approve replies to negative reviews yourself.

Can I pay to rank higher on Google Maps?

Not in the organic local results. Google says there’s no way to request or pay for a better local ranking. Ads are separate.

How long does local SEO take to work?

It varies with competition. Steady weekly work usually shows results over months, not days.

Keep your local presence active every week

IncludeWork’s marketing virtual assistants can manage your Google Business Profile, listings and reviews. Start with 5 free hours with a trained marketing assistant, with no credit card and no contract. Work is checked by IncludeWork’s quality-control team before it reaches you. Start your free hours.

SEO can feel like a black box. You know you should show up on Google, but every guide jumps straight to jargon, tools and 47-step checklists.

Here’s the useful part: most of the work that helps a small business show up in search is steady, repeatable housekeeping. An SEO virtual assistant can handle a lot of it. Strategy and technical fixes are a different story, and we’ll be clear about where that line sits.

What an SEO virtual assistant can do

On your website

• Write or update page titles and meta descriptions so each page has a unique, clear summary

• Add alt text to images, describing what the image shows

• Fix broken links and update old pages

• Format and upload blog posts with clear headings

• Add internal links between related pages and articles

• Keep service pages, prices and contact details current

These line up with the basics in Google’s own SEO Starter Guide, which covers clear titles, descriptive URLs, image alt text and helpful content. It also notes that Google Search doesn’t use the keywords meta tag, so no one needs to spend time on it.

Local SEO

For most local businesses, this is where an assistant earns their hours:

• Weekly Google Business Profile posts and photo updates

• Keeping hours, services and holiday hours accurate

• Drafting replies to reviews for your approval

• Checking your name, address and phone match across directories and listings

• Sending review requests to real customers after a job

Research

• Basic keyword research: what customers type when they look for what you offer

• Competitor checks: which topics and pages competitors rank for

• Content ideas based on the questions customers ask you

Reporting

• A monthly report from Google Search Console and Google Analytics: clicks, top pages, top searches

• Tracking a short list of keywords you care about

What to keep with an SEO specialist

An SEO virtual assistant is strong on execution. But some work needs deeper expertise:

• SEO strategy: which topics and pages to build, and in what order

• Technical SEO: site speed, indexing problems, site migrations, structured data

• Recovering from a big traffic drop

• Link-building campaigns

Many small businesses get a specialist to set the plan once or twice a year, then have a VA carry it out every week. And if you’re not sure where SEO fits against other channels, a short consultation can save months of guessing.

A simple monthly SEO routine

The times are rough guides for a small site. Your assistant’s real hours depend on how many pages you have and how much needs fixing.

An example. Beatriz runs a small family law firm in Fresno, California. Her site had 30 pages, half with the same generic title. Her SEO virtual assistant rewrote titles and meta descriptions for every page over a month, added alt text to old images and set up weekly Google Business Profile posts. A paralegal checked anything with legal content before it went live. Beatriz still uses a specialist for strategy once a year. (Beatriz is an illustrative example.)

How to check an SEO VA’s work

You don’t need to be an expert to keep quality high:

• Read three titles and meta descriptions. Do they describe the page in plain words?

• Check a few images for alt text that describes what’s shown

• Look at the monthly report for trends over months, not single-week jumps

• Ask “why” on any change. A good assistant can explain it simply.

Watch out for anyone who promises a #1 ranking or guaranteed traffic. No one can promise that.

FAQ

Can a virtual assistant do SEO?

Yes, for most routine work: page titles, meta descriptions, alt text, local listings, publishing content and reporting. Strategy and technical fixes are better with a specialist.

How many hours does an SEO VA need?

For a small site, many owners start with 6 to 10 hours a month and adjust once they see what needs doing.

What tools does an SEO virtual assistant use?

Usually Google Search Console, Google Analytics, Google Business Profile and your website editor. Some also use paid keyword tools.

How long does SEO take to show results?

It varies by competition and starting point. Expect months, not weeks, and watch trends over time.

Is local SEO different from regular SEO?

Yes. Local SEO focuses on your Google Business Profile, reviews and listings so you show up for nearby searches.

Get the SEO housekeeping done

If your site and listings haven’t been touched in months, an SEO virtual assistant can catch up the basics and keep them current. IncludeWork’s marketing virtual assistants handle local SEO, content updates and reporting. Start with 5 free hours with a trained marketing assistant, with no credit card and no contract. And if the fit isn’t right, IncludeWork replaces your assistant at no extra cost. Start your free hours.

For more ideas, see 35 marketing tasks to outsource.

Some owners can sit down and write. Most can’t, or won’t, because writing feels like homework at the end of a long day.

But almost every owner can talk about their business. Ask them about the job that went wrong, the question every customer asks or the mistake competitors make, and the ideas pour out. This content creation workflow uses that. Your assistant interviews you once a month for 30 to 45 minutes and turns the recording into a month of content.

Why interviews beat blank pages

• Your real voice comes through. Spoken answers sound like you, not like a brochure.

• Your experience is the point. Google’s guidance on helpful, people-first content asks whether content shows first-hand expertise and depth of knowledge. Interviews capture exactly that.

• It takes less of your time. One call replaces a month of “I’ll write something this weekend.”

The content creation workflow, step by step

Step 1: Your assistant prepares questions (before the call)

They pick a theme for the month and draft 8 to 10 questions. Good questions ask for stories and opinions:

• “What’s the most common mistake customers make before they call you?”

• “Tell me about a job that didn’t go to plan. What happened?”

• “What do you wish people knew about [topic]?”

• “What do competitors say that you disagree with?”

Step 2: The interview (30 to 45 minutes)

A video or phone call, recorded with your permission. Your only job is to answer like you’re talking to a customer. Tangents are welcome; they’re often the best material.

Step 3: Transcribe and pull out ideas

Your assistant gets a transcript (many tools do this automatically) and highlights:

• Stories

• Strong opinions

• Practical tips

• Quotable lines

Step 4: Turn it into content

From one interview, a typical month might include:

Step 5: You approve

Your assistant sends the month’s content in one batch. You check facts and tone, usually in 20 to 30 minutes.

An example. Augusta runs a small accounting firm in Spokane that serves restaurants. She never had time to write. Now her assistant interviews her on the first Tuesday of each month. In one 40-minute call about “why restaurants run out of cash in January”, she told three client stories (with details changed), explained her cash-flow rule of thumb and complained about a popular myth. That became a blog post, a newsletter, ten LinkedIn posts and two short videos. (Augusta is an illustrative example.)

Tips for better interviews

• Do it at the same time each month so it becomes routine

• Pick one theme per interview

• Bring a recent example from your week

• Don’t prepare answers. Natural beats rehearsed.

• Protect client privacy. Change names and details in stories unless clients have agreed.

When this workflow struggles

If you find it hard to talk on the spot, the first interview may feel awkward. That usually passes by the second or third. And if your business has strict rules about what you can say publicly, like legal or financial services, every piece needs a careful compliance check, which adds time.

Interviews also need a skilled assistant to shape spoken answers into clear writing. Test that with one interview before committing to a monthly routine.

For turning one piece into many more, see the content repurposing system.

FAQ

What is a content creation workflow?

A repeatable process for planning, creating, approving and publishing content, so it doesn’t depend on spare time or inspiration.

How much content can one interview produce?

Often a blog post, a newsletter and a week or more of social posts, depending on length and how many stories come up.

Do I need special equipment to record interviews?

No. A video call tool or phone recording is enough. Many tools create transcripts automatically.

Can my assistant write in my voice from an interview?

Yes. Your own words in the transcript make matching your voice much easier.

How often should we do content interviews?

Monthly works well for most businesses. Some prefer a shorter call every two weeks.

Talk once, publish all month

IncludeWork’s marketing virtual assistants can run monthly content interviews and turn them into posts, emails and articles. Start with 5 free hours with a trained marketing assistant, with no credit card and no contract. Every IncludeWork assistant signs an NDA before they start. Start your free hours.

Happy customers say lovely things. On the phone. In passing. In a thank-you text you screenshot and never use.

Most small businesses have far more praise than they’ve ever published. The gap is a process: someone has to ask, follow up, get permission and turn a few kind words into something useful. Here’s how an assistant can collect customer testimonials every month and turn the best ones into short case studies.

How to collect customer testimonials 

step 1: ask at the right moment

The best time to ask is right after a good result:

• A job is finished and the customer is pleased

• A product arrives and they reply with thanks

• A client hits a goal you helped with

• Someone leaves a positive review or comment

Your assistant can set up a simple trigger: when a job is marked complete, a friendly request goes out a day or two later.

Step 2: Make it easy to answer

Blank boxes get blank answers. Give two or three short questions:

1. What was going on before you came to us?

2. What did we do that helped?

3. What’s different now?

Short answers are fine. Your assistant can tidy grammar but shouldn’t change the meaning.

Step 3: Get clear permission

Before publishing anything, your assistant should confirm in writing:

• That you can use their words, and where (website, social, ads)

• How they want to be named: full name, first name and town, or initials

• Whether you can use a photo

Keep a simple log of who agreed to what.

Step 4: Follow the rules

The FTC’s endorsement guidance applies to testimonials. In plain terms:

• Testimonials must reflect real, honest opinions from real customers

• Disclose any incentive, like a discount or gift for leaving a testimonial

• Don’t imply unusual results are typical

• Don’t edit words to change what the customer meant

And the FTC’s rule on fake reviews bans fake testimonials, including AI-generated ones, and paying for reviews that must be positive. This is general information, not legal advice.

Step 5: Turn the best into short case studies

A case study is a testimonial with a story. Your assistant can turn a good testimonial and a 15-minute call into a one-page case study:

Step 6: Use them everywhere

• A testimonials page on your website

• Short quotes on service pages, next to the relevant service

• Social posts, with the customer’s photo if they agreed

• Your newsletter

• Sales emails and proposals

An example. Rosamund runs a kitchen remodeling company in Louisville. She had dozens of thank-you texts but only three testimonials on her website. Her assistant now emails three questions a week after each finished job, logs permissions and turns one testimonial a month into a short before-and-after case study with photos. Rosamund approves each case study before it goes live. And her proposals now include two case studies that match the client’s project. (Rosamund is an illustrative example.)

The awkward part

Asking for praise can feel uncomfortable, especially for owners who don’t like to boast. That’s another reason to hand the asking to an assistant: a polite, routine request feels normal to customers.

But not everyone will reply, and that’s fine. Never pressure customers, and never write testimonials for them.

For more ways to put customer stories to work, see the content repurposing system your assistant can run.

FAQ

How do I collect customer testimonials?

Ask soon after a good result, with two or three short questions, and get written permission before publishing.

Can I offer a discount for a testimonial?

You can offer an incentive, but it must not depend on the testimonial being positive, and it should be disclosed.

Can my assistant edit customer testimonials?

Light grammar fixes are fine. Changing the meaning is not.

What’s the difference between a testimonial and a case study?

A testimonial is a short quote. A case study tells the story: problem, solution and result.

Where should I put testimonials on my website?

On a dedicated page and next to the services they relate to.

Start collecting this month

IncludeWork’s marketing virtual assistants can run your testimonial requests, permissions log and case studies. Start with 5 free hours with a trained marketing assistant, with no credit card and no contract. IncludeWork has been running remote assistant teams since 2012. Start your free hours.

The first week of a new content calendar is easy. Everyone’s full of ideas. By week six, the calendar has gaps, and someone is staring at a blank caption at 4pm on a Thursday.

The problem isn’t your assistant’s hours. It’s that most content calendars run on inspiration instead of a system. Here’s how a part-time assistant can keep yours full, month after month, without you supplying every idea.

Start with monthly themes

Themes make planning faster. Each month gets one or two, tied to what’s happening in your business and your customers’ lives:

Your assistant drafts themes for the year; you adjust them in one 20-minute review.

Use content “pillars” for each week

Pick four or five repeating types of post. For example:

1. How-to or tip

2. Behind the scenes

3. Customer story or review (with permission)

4. Offer or announcement

5. Question or poll

A weekly calendar then becomes “one of each” instead of “think of five new things”.

Build an ideas bank

Ask your assistant to keep a running list of ideas from:

• Questions customers ask you or your team

• Comments and DMs

• Your photos and videos folder

• Seasonal dates and local events

• Posts that did well last year

• Blog posts or emails that can be repurposed

When it’s time to plan, they pull from the bank instead of starting from nothing.

The monthly content calendar routine

The U.S. Small Business Administration describes a marketing plan as the way to turn your strategy into actions. A content calendar is where those actions get a date.

Keep backup posts ready

Busy weeks happen. But they don’t have to leave gaps. Your assistant should keep five to ten “evergreen” posts ready: tips, FAQs, team introductions, past customer stories. When something falls through, a backup goes out and the calendar stays full.

An example. Cornelius runs a window cleaning and gutter business in Wilmington, North Carolina. His content calendar used to empty out every summer, his busiest season. His part-time assistant now builds each month from four pillars and a seasonal theme, and keeps eight evergreen posts ready. In July, when Cornelius had no time to send photos, the backup posts covered two weeks without a gap. (Cornelius is an illustrative example.)

Content calendar problems and fixes

• “We run out of ideas.” Feed the ideas bank from customer questions every week.

• “Posts feel repetitive.” Rotate pillars and refresh formats: video, carousel, photo, text.

• “Approvals are slow.” Approve the whole month at once. See how to approve a month of social posts in 20 minutes.

• “I never send photos.” Set a five-minute weekly reminder to drop photos in a shared folder.

What a full calendar can’t fix

A full calendar is about consistency, not results on its own. If posts don’t connect to what customers want, filling every slot won’t help. Review what worked every month and drop formats that don’t.

And more isn’t always better. Three good posts a week beat seven rushed ones.

FAQ

What is a content calendar?

A plan that shows what you’ll post, where and when, usually for a month at a time.

How far ahead should I plan content?

A month ahead works for most small businesses, with themes sketched out for the year.

Can a part-time assistant manage a content calendar?

Yes. With themes, pillars and an ideas bank, a few hours a week is often enough to plan and schedule.

What tool should I use for a content calendar?

A shared spreadsheet, your scheduling tool’s calendar or a project board. The best one is the one you’ll open.

How many posts should be on my calendar?

Start with what you can sustain, often three posts a week per platform, and adjust based on results.

Never stare at an empty calendar again

IncludeWork’s marketing virtual assistants can build and fill your content calendar every month. Start with 5 free hours with a trained marketing assistant, with no credit card and no contract. Work is checked by IncludeWork’s quality-control team before it reaches you. Start your free hours.

Ask five people to write a post for your business and you’ll get five different businesses. One sounds corporate. One uses too many exclamation marks. One sounds like a template.

A brand voice guide fixes that. It doesn’t need to be a 40-page brand book. One page is enough for a small business, and it’s the single most useful document you can hand a marketing assistant. Here’s a brand voice guide template, how to fill it in, and an example.

Why one page beats a brand book

Long brand books are rarely read. A one-page guide gets opened every time someone writes a caption. It answers the questions your assistant would otherwise ask you, or worse, guess.

The brand voice guide template

1. Who we are, in one sentence

What you do, for whom, and what makes you different.

2. Who we’re talking to

Two or three sentences about your best customers: what they care about, what they worry about, how they talk. The U.S. Small Business Administration suggests describing your target market in detail in your marketing plan. This is the short version.

3. Three words for our voice

Pick three, and add what each one doesn’t mean. Example: “Friendly, but not silly.”

4. Words and phrases we use

Your real vocabulary. The way you describe your product, your customers, your process.

5. Words and phrases we never use

Jargon, clichés, competitor terms, anything that sounds off.

6. Style rules

Emojis (yes/no, which), exclamation marks, hashtags, capitals, how you sign off, “we” or “I”.

7. Three examples we love

Paste posts or emails that sound exactly right.

8. One example we don’t

And a line on why.

9. Topics to avoid

Politics, competitors, pricing promises, anything sensitive.

A filled-in example

Who we are: a family-run bicycle repair shop that gets you back on the road fast, without upselling.

Our customers: commuters and weekend riders who want honest advice and quick fixes. They hate jargon and being talked down to.

Our voice: practical, but not dry. Friendly, but not silly. Confident, but never pushy.

We say: “tune-up”, “same-day fix”, “ride”, “we’ll take a look”.

We never say: “luxury riding experience”, “best-in-class”, “world-class service”.

Style: one emoji max, no exclamation marks in emails, sign off as “the shop team”.

Topics to avoid: politics, bad-mouthing other shops, promising exact repair prices before inspection.

How to fill in the brand voice guide template

1. Read your last 20 posts and emails. Mark the ones that sound most like you.

2. Ask a regular customer to describe you in three words.

3. Record yourself explaining your business to a friend. Your natural words are your voice.

4. Write it in under an hour. Don’t polish it. Improve it as you go.

Using it with your assistant

• Share it on day one, before any writing

• Ask them to read it before every batch of content

• Point to it in feedback: “This breaks rule 5”

• Update it whenever you notice a new rule

An example. Thaddeus runs a craft cider house in Hood River, Oregon. His first assistant’s posts were cheerful and generic: “Cheers to the weekend!!” He spent 40 minutes on a one-page guide: “dry, a bit wry, never twee”, a list of real orchard words and three past posts he loved. The next batch needed two small edits instead of rewrites. (Thaddeus is an illustrative example.)

What a voice guide can’t do

A voice guide gets your assistant most of the way. But it won’t replace feedback in the first few weeks. Voice is learned by doing and adjusting.

And it can’t fix content that has nothing to say. A post in perfect brand voice still needs a real point: news, a tip, a story, an offer.

For the full setup, see how to onboard a marketing virtual assistant.

FAQ

What is a brand voice guide?

A short document that explains how your business sounds in writing: personality, words to use and avoid, style rules and examples.

How long should a brand voice guide be?

One page is enough for most small businesses.

What’s the difference between brand voice and tone?

Voice is your consistent personality. Tone shifts with the situation, like warmer for a complaint reply and lighter for a fun post.

Do I need a brand voice guide if I write everything myself?

It helps the moment anyone else writes for you, even occasionally.

How often should I update it?

Whenever you notice a new rule, and at least once a year.

Give your assistant the one page that matters

IncludeWork’s marketing virtual assistants can help you draft your voice guide from your past posts, then write to it. Start with 5 free hours with a trained marketing assistant, with no credit card and no contract. Every IncludeWork assistant signs an NDA before they start. Start your free hours.

Social media followers belong to the platform. Your email list belongs to you. If an algorithm changes tomorrow, your emails still land in the inbox of people who asked to hear from you.

That’s why it’s worth the slow, steady work to grow your email list. And slow, steady work is exactly what an assistant is good at. Here’s a plan they can run week by week, plus the rules to follow so your list stays clean and legal.

Step 1: Put sign-up forms where people already are

Your assistant can set up and check sign-up points in all the obvious places owners forget:

• Website: footer, blog posts, contact page, a simple pop-up (used gently)

• Checkout or booking: a clear, unticked opt-in box

• Social profiles: a link in your bio or page button

• In person: a QR code at the counter or on receipts

• Email signature: a one-line invitation with a link

Most small businesses are missing at least two of these.

Step 2: Give people a reason to join

“Subscribe to our newsletter” isn’t much of a reason. Something specific works better:

• A one-page checklist or guide related to your service

• Early access to new products, classes or seasonal menus

• A useful monthly tip, clearly described: “One gardening job for each month, in two minutes”

• A small first-order discount, if it fits your margins

Your assistant can create the simple version: a PDF checklist in Canva, a landing page and the delivery email.

Step 3: Send a welcome email

New subscribers are most interested right after joining. A short welcome email should:

• Deliver whatever you promised

• Say what they’ll get and how often

• Introduce you in two or three sentences

• Invite a reply or a first step

Your assistant can set this up as an automation in your email platform.

Step 4: Promote the list every week

• Mention the sign-up in one social post a week

• Add a sign-up link to relevant blog posts

• Ask happy customers in person or in follow-up emails

• Partner with a complementary local business for a joint giveaway (with clear rules)

The rules for building a list

U.S. commercial email has to follow the CAN-SPAM Act. The FTC’s compliance guide requires, among other things, a clear way to opt out, honoring opt-outs within 10 business days and your valid physical postal address in every email.

Good practice goes further:

• Never buy or rent lists

• Don’t add business cards or contacts who didn’t ask to join

• Use an unticked box for opt-ins at checkout

• Remove hard bounces after each send

• Record where each subscriber came from

This is general information, not legal advice. Different rules can apply to subscribers outside the U.S.

Grow your email list without spamming it

Growth only matters if people stay. Your assistant should watch unsubscribes and complaints after each send. If they rise, the emails may be too frequent or not useful enough. Fix the content before pushing for more sign-ups.

An example. Imelda runs a family-owned plant nursery in Sacramento. Her list had barely changed in two years. Her assistant added a QR code at the till, a footer form on the website and a free “what to plant this month” calendar as a sign-up reason. They also set up a three-email welcome series. Sign-ups came steadily from the till and the calendar, and the monthly newsletter now goes to noticeably more local gardeners. (Imelda is an illustrative example.)

What to expect

List growth is usually slow and steady, not explosive. Some months will be flat. And a smaller list of interested people is worth more than a big list of people who never open your emails.

Give the plan three to six months before judging it. Track sign-ups by source each month to see what’s working.

For the monthly sending side, see how a marketing VA can run your email newsletter.

FAQ

What’s the fastest way to grow an email list?

A clear reason to join, placed where people already are: your website, checkout, social profiles and counter.

Can I add my customers to my email list?

Only if they agreed to receive marketing emails. A purchase alone isn’t always enough; ask clearly.

Should I buy an email list?

No. Bought lists hurt deliverability and often break platform rules and email laws.

What is a lead magnet?

Something useful you offer in exchange for an email address, like a checklist, guide or early access.

How often should I email my list?

Monthly is a good start for most small businesses. Increase only if you have useful things to say.

Start growing this month

IncludeWork’s assistants can set up forms, a lead magnet and a welcome series as part of email campaign setup and management. Start with 5 free hours with a trained marketing assistant, with no credit card and no contract. And if the fit isn’t right, IncludeWork replaces your assistant at no extra cost. Start your free hours.

AI tools can draft a blog post in a minute. That doesn’t mean you should publish it in a minute.

Owners who use AI alone often end up with content that’s fast, bland and occasionally wrong. Owners who skip AI entirely may be doing more manual work than they need to. The middle path, AI and virtual assistant content work together, gets you more output while a real person keeps it accurate and on brand.

Who does what

Where AI saves real time

• Blank-page drafts: a rough first version of a caption, email or outline

• Variations: five subject lines or three versions of a post

• Repurposing: turning a blog post into a short email or social posts

• Summaries: condensing a long transcript or meeting notes

• Editing help: shortening, simplifying or changing tone

Where a person is essential

• Accuracy. AI tools can state wrong facts confidently. Your assistant checks every number, price, date and claim.

• Voice. AI drafts tend to sound generic. Your assistant rewrites them using your brand voice guide.

• Experience. AI can’t know what happened on your jobs last week. Your stories have to come from you.

• Judgment. What not to post, what might offend, what’s off-brand.

What Google says about AI content

Google’s guidance on AI-generated content says its focus is on the quality of content, not how it’s produced. But using automation to create content mainly to manipulate search rankings breaks its spam policies.

In plain terms: AI-assisted content is fine if it’s helpful, accurate and written for people. Mass-producing thin pages to game search is not.

Rules to agree with your assistant

1. Never publish an AI draft without a human edit

2. Check every fact against a reliable source

3. No AI-written reviews or testimonials. The FTC’s rule on fake reviews specifically bans AI-generated fake reviews.

4. Don’t paste private customer data into AI tools unless your business has approved that tool for it

5. Add your own experience to anything long-form

6. Keep a note of which content used AI, in case you ever need to review it

A simple AI and virtual assistant content workflow

1. You send a voice note or bullet points

2. Your assistant uses AI to create a rough draft

3. Your assistant rewrites it in your voice and checks the facts

4. You approve

5. Your assistant publishes and tracks results

An example. Lucian runs a two-person bookkeeping firm in Boise. He wanted a weekly LinkedIn post and a monthly newsletter but never found the time. His assistant now uses an AI tool to turn Lucian’s five-minute voice note into rough drafts, then rewrites them, checks every tax date against IRS pages and removes anything that sounds like generic advice. Lucian approves in about 15 minutes. One rule stays fixed: nothing goes out without a human edit. (Lucian is an illustrative example.)

The risks to take seriously

AI makes it easy to publish more. That’s also the danger. More bland content won’t help, and errors spread faster when nobody checks.

And there’s a privacy question. Before your assistant uses any AI tool for client or customer information, check the tool’s data terms and decide what’s allowed. When in doubt, keep sensitive details out.

For how to brief long-form content properly, see our blog post brief template.

FAQ

Can AI replace a marketing assistant?

Not for most small businesses. AI drafts quickly, but a person still needs to check facts, match your voice, publish and manage the work.

Is AI-generated content bad for SEO?

Google says it focuses on content quality, not how it’s produced. Thin content made mainly to manipulate rankings breaks its policies.

Should my VA use ChatGPT or other AI tools?

Often yes, for drafts and ideas, with clear rules on editing, fact-checking and data privacy.

Do I need to tell customers when content uses AI?

It depends on the content and platform rules. Never use AI to create fake reviews or testimonials.

How much faster is AI plus an assistant?

It varies by task. Drafting is usually faster; checking and editing still take time. Track it for a month.

Get the speed without losing quality

IncludeWork’s marketing virtual assistants can use AI tools for drafts and still give every piece a human edit. Start with 5 free hours with a trained marketing assistant, with no credit card and no contract. Work is checked by IncludeWork’s quality-control team before it reaches you. Start your free hours.

You wrote a useful blog post. Or recorded a good video. Or gave a great answer to a customer’s question. Then it went out once, and disappeared.

Most small businesses don’t need more ideas. They need to get more out of the ones they already have. A content repurposing system turns one solid piece of content into a week of posts, an email and a few short clips, and it’s exactly the kind of steady work an assistant does well.

How the content repurposing system works

Each week follows the same loop:

1. One “core” piece goes in: a blog post, video, podcast episode, talk, long email or a recorded Q&A

2. Your assistant breaks it down into smaller pieces for each channel

3. You approve the batch in one sitting

4. Your assistant schedules everything across the week

5. They log what was made and how it performed