Digital patchwork Coherent system

I help service and retail businesses replace The digital patchwork.

Most small businesses aren't failing at marketing — they're doing too many disconnected things at once. I help you see clearly what's broken, build a direction that holds together, and actually make it stick.

Let's talk About Alex →

Organizations I've worked with

The problem

You're busy. You're trying things.
It's still feast or famine.

Digital patchwork looks like this: ads running with no real research behind them. A website that gives visitors no reason to call. Email that talks about your business instead of your customer's problem. A social presence that looks nothing like your brand elsewhere.

Inconsistent brand across every digital channel
Marketing spend with no clear direction or measurement
Website that attracts visits but not enquiries
Content that talks about you, not your customer's problem
No coherent story connecting what you do to why they should call
Tactics added one at a time, by different people, with different ideas

"I've seen this exact problem at billion-dollar businesses. The difference is they could afford to keep patching. You can't — and you shouldn't have to."

— Alex Hobcraft

Everything added one piece at a time, by different people, with different ideas. No consistent message underneath it. And the phone rings when it rings.

About Alex

17 years in marketing. A battle-tested small business owner.

Hamilton, Ontario

17 years marketing experience

Owner, Footprints Music

Host, Local Grit Podcast

I've spent 17 years in marketing — working with businesses of every size, from large national brands to Hamilton's corner shops. I've seen what works and what looks good in a deck but falls flat in reality.

I also own and run Footprints Music, a community music school on Locke Street. So when I talk about the pressure of running a service business while trying to market it with limited time and money, I'm not theorizing. I'm living it.

That background is why I work the way I do. I'm not going to tell you what you want to hear. I'll tell you what's actually going on — and what it would actually take to fix it. If that's not what you're looking for, I'm probably not your guy. If it is, we'll get along fine.

I work with a small number of clients at a time. That's intentional. You get real attention, not a junior account manager and a monthly report.

How it works

Three phases, one honest conversation at a time.

First

Assess

I look at everything — your website, your ads, your email, your social, your brand. I tell you honestly what's working, what isn't, and why. No softening. No upselling.

Then

Plan

We build a direction that makes sense for your business — a coherent message, the right channels, a realistic sequence. Not a 40-page strategy nobody reads. A clear, working plan.

Ongoing

Guide

I stay involved. Monthly check-ins, direct access, honest feedback as your business moves. My goal is to make you better at understanding your own marketing — not to make you dependent on me.

What you get

A monthly retainer that actually delivers.

Monthly strategy session

Review what's working, what isn't, and where to focus next. Honest read, every time.

Marketing audit & review

An objective look at your digital assets, messaging, and customer journey — on an ongoing basis, not just once.

Execution on 2–3 priorities

Content, copy, campaign direction, or coordination with other specialists. The things that actually move.

Direct access

Questions answered without scheduling a discovery call. You get a real advisor, not a ticketing system.

Monthly summary

Clear account of what moved, what's next, and why. No vanity metrics. No padding.

Investment

Flat monthly retainer.

$1,500

– $2,000 / month

Scope confirmed at the start of engagement based on your business's needs.

No surprise invoices. No hourly clock-watching. No junior team members working your account while someone senior takes the credit.

I work with a small number of clients at once — typically three to four. That's how I keep the work worth doing and the relationships real.

Start a conversation

What clients say

Trusted by business owners who needed someone straight with them.

"Alex is a knowledgeable individual who is not afraid of a challenge. And believe me I was a challenge. If you need assistance for digital anything, I would recommend Alex."

Scott Dunn

CEO, 171 Electric Bike Company Inc.

"Alex Hobcraft is excellent at helping people to get started on or refresh their digital presence. I received invaluable help across all social media and for my website."

Frances Adamson

Yoga Instructor

Get in touch

No form. No funnel. Just a conversation.

If you're a service or retail business owner and something in here sounded familiar, reach out. We'll talk about your business, what's actually going on, and whether it makes sense to work together.

Book a call

Email ahobcraft@gmail.com

Phone 647-961-6683

Based in Hamilton, Ontario