Many Australian SMEs jump into new marketing campaigns with enthusiasm, but without a solid understanding of whether they’ll actually deliver a return. It’s a common mistake, and one that can quickly drain your marketing budget. Before you commit to a full rollout – whether it’s a new social media platform, a content series, or a paid advertising approach – we strongly recommend a validation phase. This isn’t about eliminating risk entirely, it’s about minimising wasted spend and maximising your chances of success.

So, how do you validate? It’s about running small-scale tests to gather data and insights. Think of it as a controlled experiment. Here are a few key approaches we use with our clients:

• Run a Minimum Viable Test (MVT): This is the quickest way to gauge interest. For example, if you’re considering a new email marketing campaign, send a test email to a small, representative segment of your customer list. Analyse the open and click-through rates. Is the response encouraging?
• A/B Test Your Messaging: Don’t assume you know what resonates with your audience. Create two versions of your ad copy, landing page headline, or social media post. Run them simultaneously to a small, targeted audience and measure which performs better. This is particularly useful for paid advertising where even small improvements can significantly impact your cost per acquisition.
• Leverage Social Listening: Before creating content, understand what conversations are already happening around your product or service. Use social listening tools to identify key themes, pain points, and language your target audience uses. This informs your content strategy and ensures it’s relevant.
• Pilot with a Small Budget: For paid campaigns, start with a very limited daily budget. This allows you to test different targeting options, ad creatives, and bidding strategies without significant financial risk. Monitor the results closely and refine your approach based on the data.

The goal isn’t to find a guaranteed winner, but to gather enough evidence to make an informed decision. Don’t fall in love with your ideas – let the data guide you. A small investment in validation now can save you thousands later and set you up for stronger, more effective marketing in 2026 and beyond.

Your next step? Identify one marketing tactic you’re considering and plan a simple MVT to test its potential. Start small, measure everything, and learn quickly.