Building a successful business is a challenging endeavour, and The Bugle, in conjunction with the Kiama & District Business Chamber, has created a six-part series focusing on six critical success factors. After exploring Strategic Focus, Finances, Operations, and People, we now turn our attention to one of the most vital elements: marketing.

Branding: setting the foundation

Your brand is more than just a logo - it's the essence of your business. It builds trust, sets you apart from competitors, and shapes how customers perceive you. Before jumping into creating a website, take the time to carefully craft your brand. Branding is a science, involving the thoughtful selection of colours, fonts, and images that capture your identity. Consulting an expert at the startup stage can be a smart investment, helping you get it right from the start. And if your brand needs a refresh down the line, a rebranding exercise can breathe new life into your business.

Website optimisation: your digital storefront

In today’s digital age, your website often acts as the core of your operations, particularly if you don’t have a physical store. It's how potential customers discover your products or services and how they make purchases. Make sure your brand’s value proposition is clearly stated on your homepage so that first-time visitors instantly understand what you offer.

If your website isn't performing well, consider updating to a more responsive, user-friendly design. Keep it clean and simple - avoid cluttering the space with too many colours, banner ads, or pop-ups. Focus on proper search engine optimisation (SEO) to improve visibility, and use high-quality, professional photos rather than relying on generic stock images.

SEO and Google Business: a path to visibility

Meg Storey, a professional marketer based in Kiama, emphasises the importance of SEO and Google Business in a successful marketing strategy. “One of the best things you can do is ensure your Google Business profile is fully optimised and regularly updated - it’s free, so use it to your advantage,” she advises. “SEO, while complex, is a worthwhile investment. It may take around six months to see results, but ranking in the top three organically can significantly boost leads.”

Google and Meta Ads: targeted marketing

According to Meg Storey, Google Ads and Meta Ads are powerful tools for reaching your audience. "Meta is great for building brand awareness, while Google Ads are more effective for generating targeted leads," she explains. However, Storey warns, “Be strategic - if you don’t research your audience or test and trial your ads properly, you could waste a lot of money. For local service-based businesses, Google Ads often provide a better return on investment than Meta.”

Email marketing automation: engaging with leads

Email marketing automation is an effective way to follow up with new leads and keep your audience engaged. Most CRMs can be set up to do this., so that regular, personalised emails can help nurture customer relationships and drive conversions. Just be sure to segment your audience for more tailored messaging.

Staying ahead of marketing trends

Marketing is constantly evolving, and keeping up with trends can be time consuming. If marketing isn’t your area of expertise, it might be wise to hire professionals to handle this critical aspect. 

Storey also highlights the need to adapt content for different platforms, for instance, “Did you know that long-form video is currently popular, or that reposting Instagram content on TikTok isn’t advisable because the platforms cater to different audiences?”

Social media: keeping your business in the spotlight

Maintaining an active presence on social media helps keep your business top of mind for customers and strengthens your connections with colleagues. To maximise your social media efforts, develop a clear strategy tailored to your audience’s needs. Use scheduling tools to plan posts in advance and feature unique, behind-the-scenes photos of your team and operations. Authentic content performs better than stock images or overly polished videos.

A worthwhile economy tip from Meg Storey: “While Instagram and TikTok may target different audiences, businesses should consider repurposing content, especially if they have limited budgets and time.”

Embrace Data Analytics: measure to improve

Without data, you’re flying blind. Use web analytics, social media metrics, CRM data, and financial analytics to track your business performance. It's essential to know whether your marketing efforts are resonating with customers or if you’re spending more than you’re bringing in. In fact, 67% of small businesses spend over $10k annually on analytics - so ensure you’re seeing a positive return on this investment.