Selecting which marketing activities to focus on

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If you’re like most business owners, you feel overwhelmed with the countless number of marketing options available to you.
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From pay per click, SEO and facebook ads, to email marketing and hosting events. There are so many marketing mediums, formats, and channels it’s enough to make your head spin! But which ones are worth the effort?

Fortunately, you don’t need to pay attention to every channel possible. What’s important is focusing on the right marketing activities to maximise the growth of your business.

To determine which marketing activities to focus on firstly look at your current customer base and where they came from and write a list. Some of your customers might have come from your website, a speaking engagement or even a referral.

Next consider where your target audience are most active and engaged, and again write a list. For some businesses their target audience might mostly be on social media or have subscriptions to magazines, newspapers or newsletters.

Now you have your list of potential marketing activities, rank each category as either high cost or low cost. The activities that earned you the most customers and also have the lowest cost are your high-impact marketing activities. Add them to your marketing strategy and remember to evaluate the effectiveness of each channel. A business may need to go through a trial and error phase to figure out which channels produce the best traction!

Based in rural Queensland on a sheep and cattle property, I combine website design and copywriting, with SEO best practice to help small businesses across regional and rural Australia grow.

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