1. Know your target audience

Marketing is about speaking to the right people at the right time. Therefore, knowing your target audience is one of the keys to marketing success. Give hyper focus to location, need and your value proposition (why someone should buy your product).

2. Clearly define your brand identity

Highlight what your brand stands for and why that would/should mean something to your customer. Your brand identity will be the difference between repeat purchases and once-off sales based on discounts or free promos.

3. You don’t need a big marketing budget

…but you do need to efficiently identify channels that you can test over the duration of your campaign. Increase your budget over time when you’ve have demonstrated success in a particular channel.

4. Understand which channels work

If you’re are running a campaign on several marketing channels at once, measure what works and why. A simple way to do this is with a market survey asking customers where they heard about your business.

5. Cost of acquisition vs return on investment

Campaign performance is one thing, but it has to be cost-effective to achieve fast, efficient growth. Keep tabs on your marketing spend vs the return on investment and the quality of who you reach vs the size (quantity) of that audience.

6. Be scientific

Marketing is about testing and experimenting. Not all businesses have to be on social media or create the next viral TikTok video. The best channel for your audience is the one with the biggest impact.

7. Be memorable

Find creative ways to differentiate your brand and product from your competitors. This could be hit and miss, depending on how gung-ho or quirky you get, but give your customers something to remember.

8. Word of mouth wins

Give your customers an experience they want to talk about (in a good way) and nudge them to your Google My Business profile to review your business.

9. Good reviews = credibility

Nothing says ‘happy customer’ like an authentic business testimonial. This is particularly meaningful in the B2B sector, so try to leverage your existing customers to bring business credibility.