Many Australian small and medium enterprises (SMEs) understandably want to see a return on their marketing investment quickly. However, setting realistic expectations around timelines for a marketing strategy to deliver outcomes is crucial. We’ve seen countless businesses become disheartened by expecting overnight success, so let’s break down what’s achievable and when.
The biggest factor influencing the timeline is the scope of the strategy. Are we talking about a focused campaign to generate leads, or a complete brand repositioning? A simple, targeted campaign – like a Google Ads campaign focusing on a specific service – can start showing measurable results within 30 to 90 days. This is because these tactics are relatively quick to implement and optimise. However, ‘results’ at this stage are often initial leads or website traffic, not necessarily a surge in sales.
For more substantial changes, like building brand awareness or significantly increasing market share, a longer-term view is essential. Here’s what we typically advise:
- First 6-12 months: Foundation & Initial Traction. This phase focuses on establishing core marketing assets – a refined brand message, a user-friendly website, active social media profiles, and basic content marketing. Expect to see incremental improvements in website traffic, social engagement, and lead generation.
- 12-18 months: Optimisation & Growth. With data from the initial phase, we can refine targeting, messaging, and channels. This is where we start to see more significant increases in qualified leads and conversions.
- 18-24 months: Scale & Market Position. If the strategy is working, this is the time to scale successful campaigns and explore new opportunities. A well-executed strategy should be noticeably improving your market position and revenue.
It’s important to remember that external factors – economic conditions, competitor activity, and seasonal trends – can all impact timelines. A robust marketing strategy isn’t a ‘set and forget’ exercise. Continuous monitoring, analysis, and optimisation are vital. Don’t fall into the trap of comparing your results to others; every business is unique.
The key takeaway is patience combined with diligent tracking. If you’re unsure where to start, or need help setting realistic goals, a comprehensive marketing audit is a great first step. We can help you assess your current position and develop a tailored strategy with achievable timelines.
