Have you noticed something about every B2B app you try to access lately?
Name. Email. Phone number. Form of payment. That’s your toll to get in the door.
You can’t even get a free trial without handing over your credit card anymore. And honestly? I think that’s brilliant and I think most small business owners are completely sleeping on the lesson buried inside of it.
I’m calling it The Netflix Effect, and once you see it, you can’t unsee it.
Watch the full episode here.
What is a DIY Marketing System? (and Why Most Small Businesses Don’t Have One)
A DIY marketing system is a simple three-part framework any small business can build without a big budget: a landing page to capture leads, a CRM to manage and follow up with them, and valuable content through an offer behind the paywall to convert them into paying customers.
Most small business owners have pieces of this, maybe a website, maybe a spreadsheet with contacts, but they don’t have the system connecting all three. That’s the gap. And it’s costing them leads every single day.
The good news? Netflix already figured this out. And you can copy the model.
Let’s Give Credit Where It’s Due: Amazon Did It First
I keep bringing up Amazon on this podcast, and I’m going to keep bringing them up because they keep earning it.
Before Amazon perfected it, the CRM existed, but Amazon showed the world what it actually looks like to use customer data at scale to serve the right person the right offer at the right time. They didn’t guess. They built systems around knowing their customers on a deep, intimate level. From books to a $14 billion annual ad-spend machine that targets a very specific person with a very specific message, Amazon could teach a masterclass on CRM SAAS.
Netflix watched. Netflix learned. And Netflix applied it in a way that every small business can actually replicate today.
What the Netflix Effect Teaches Small Businesses About DIY Marketing
Think about the last time you visited Netflix.com as a new subscriber.
One page. Clean. Simple. All they ask for is your email and, eventually, your payment method.
No 17-page product catalog.
No “call us to get a quote.”
No overwhelming menu.
Just a streamlined landing page that collects your information and moves you toward a decision.
Behind that landing page, three things are happening, and this is the DIY marketing system blueprint:
1. They capture your information before you commit. Even if you don’t finish signing up, they now have your email to follow up and your pixel to retarget you. No lead is lost.
2. They present a good-better-best offer. Not fifty options. Two or three tiers with ads, without ads, 4K, etc with all the best options. Simple. Think Costco, not a supermarket.
3. They deliver real value behind the paywall. Originals. Documentaries. Sports. Podcasts. If there’s nothing worth watching behind that wall, you cancel. Netflix earned your subscription by delivering on the promise.
That’s the whole model. And it’s what your small business marketing system needs to look like.
How to Build a DIY Marketing System with a Landing Page and CRM
Twenty years ago, the conventional wisdom was to put everything out front: full product list, pricing page, the works. Your website was a brochure. People browsed, then called, then maybe bought.
That era is over. No more mass marketing, hoping someone will see it.
This era makes it much easier to target that one person due to the machine in your pocket.
Today’s consumer is trained to expect a frictionless exchange: I give you my information, you give me access to something valuable. The relationship starts the moment they hand over their email- not after three sales calls and a PDF proposal.
Here’s the framework, step by step:
Step 1: Create Your Landing Page
One focused page. One clear offer. One call to action. Not your whole website — a single entry point that tells someone exactly who you help, what problem you solve, and what they need to do next. This is where your DIY marketing system starts.
Step 2: Connect a CRM Behind It
Tools like GoHighLevel let you capture leads automatically, set up follow-up sequences, track where each contact is in your funnel, and retarget those who didn’t convert the first time. If someone drops off before finishing the signup, you don’t lose them… your CRM follows up for you.
A CRM for small business doesn’t have to be complicated or expensive. It just has to be connected to your landing page and working while you sleep.
Step 3: Deliver Value Behind the Paywall
This is where most people either win or lose. Behind your signup or purchase, you have to have the goods. You need real content, real coaching, real solutions to your ideal customer’s real problems. Just like Netflix, if there’s nothing worth paying for on the other side, they won’t subscribe. And they won’t come back.
Matter of fact, they may even ask for a refund. Let’s not do that.
Simple is Not the Same as Easy
Here’s the tension I see with clients all the time: this model sounds simple, so people assume it must be easy. It’s not.
Simple requires change. And change goes against the grain, especially when you’ve been running your business a certain way for years. People don’t like change, and honestly, neither do I. Not the kind I can’t control.
But when you’re ready to adapt —when you’re ready to meet your customer where they already are—this DIY marketing system works. People are used to giving their information to get access to something valuable. They do it every single day on Netflix, Spotify, Amazon, and dozens of other platforms. Your job is to make sure what’s waiting on the other side is worth it.
Speak their language. Keep it simple. Stop making people jump through hoops to find out how you can help them.
How to Build Your Own DIY Marketing System
If you’re not sure where to start, that’s exactly what my DIY Marketing Kit is designed for. We’ll build this system together. From the landing pages, CRM setup, content strategy, customer avatar, and sales scripts. For those six weeks, week by week, step by step, in a cohort with real peer support.
Here’s what we cover:
- Week 1 — The Avatar: Define the exact right-fit customer who will value your offer most.
- Week 2 — The Customer Journey: Map how a stranger goes from discovering your brand to trusting your voice.
- Week 3 — Funnel Overview: Visualize your digital pipeline without the technical overwhelm.
- Week 4 — Systemization: Turn your marketing into a machine that runs without eating your whole calendar.
- Week 5 — The Sales Script & Offer: Craft a CTA that makes people want to buy without feeling slimy.
- Week 6 — Launch: Put it all together with community support behind you.
You don’t need a massive budget. You need a clear strategy and the right tools in the right order.
Join the DIY Marketing Kit Class →
That’s the Netflix Effect. Welcome to the new normal.
Until next time— dream big and God speed. I’m out.
FAQ: DIY Marketing Systems and CRMs for Small Businesses
Do I really need a landing page if I already have a website? Yes — and here’s why. Your website does many things: it explains who you are, showcases your services, links to your blog, and more. A landing page does one thing: convert a specific visitor into a lead. Sending paid traffic or a podcast listener to your homepage is like inviting someone to dinner and handing them a phone book. Give them one clear next step.
What CRM should a small business use? For most small business owners building a DIY marketing system, GoHighLevel is one of the most comprehensive tools available. It combines landing pages, CRM, email automation, and follow-up sequences into a single platform. If you’re just starting out and your budget is tight, even a basic free CRM like HubSpot‘s free tier can get you started. The key is that your CRM is connected to your landing page and automatically follows up with leads.
What’s the difference between a landing page and a homepage? Your homepage is the front door of your whole business. A landing page is a private entrance built for one specific offer or audience. It removes all navigation, distractions, and competing links — the only thing a visitor can do is say yes or leave. That focus is what makes landing pages convert at a higher rate than homepages for lead generation.
How much does a DIY marketing system cost to set up? That depends on the tools you choose, but it doesn’t have to be expensive. A basic landing page builder, a starter CRM plan, and your own content can get your system running for under $100/month. The bigger investment is time learning the framework, setting it up correctly, and making sure what’s behind the paywall is genuinely valuable to your customer.
Can I build this system without being tech-savvy? Absolutely! That’s the whole point of the DIY Marketing Kit. Tools like GoHighLevel and most landing page builders are drag-and-drop. No coding required. What matters more than tech skills is clarity: knowing who your customer is, what problem you solve, and what you want them to do next. Once you have that, the tech is just execution.
Nathan A Webster, MBA, Founder, NDUB BRAND
NW & Associates, LLC
