Choosing where to focus your marketing efforts can feel overwhelming. There are so many options available, and it’s easy to get distracted by the latest trends. As experienced marketing consultants, we know the key isn’t doing *everything*, it’s doing the *right* things for your specific business. A solid strategy always comes before tactics – understanding your ideal customer and what motivates them is the crucial first step.

Here’s how we approach helping Australian SMEs select marketing tactics that deliver a return on investment.

• Know Your Customer Value (CLV): Before you even think about Facebook ads or email marketing, understand how much a customer is worth to your business over their entire relationship with you. Tactics that acquire high-CLV customers are always prioritised. This informs how much you can realistically spend to win a new client.
• Map Tactics to the Buyer Journey: Think about the stages your customers go through – awareness, consideration, decision. Different tactics work best at different stages. For example, content marketing and SEO are great for awareness, while targeted advertising and sales promotions are better for the decision stage.
• Consider Your Competitive Landscape: What are your competitors doing? We don’t mean copy them, but analyse their strategies. Where are they succeeding? Where are there gaps you can exploit? This helps identify opportunities and avoid wasted effort.
• Focus on Owned Assets First: Tactics you control – your website, email list, social media profiles – are incredibly valuable. Building these ‘owned’ channels provides long-term stability and reduces reliance on paid advertising. A strong website optimised for search is fundamental.

It’s also important to remember that marketing isn’t a ‘set and forget’ activity. We recommend regularly reviewing your results, analysing what’s working and what isn’t, and adjusting your tactics accordingly. The marketing landscape is constantly evolving, and staying agile is essential for sustained growth. Don’t be afraid to test new approaches, but always base your decisions on data, not gut feeling.

The best next step is to conduct a thorough marketing audit. This will give you a clear picture of your current situation, identify areas for improvement, and help you develop a focused marketing plan that delivers real results for your business.