Prioritising marketing activities for maximum impact

Prioritising marketing activities for maximum impact.

 

Marketing always seems to sit somewhere between “I’ll get to that” and “It’s too hard basket.” 

 

Right? One of those things you know is important but somehow keeps dropping down the list because you’re too busy actually running your business. Then when you do finally sit down to tackle it, it feels like there’s a million things you should be doing. No wonder it’s overwhelming.

 

The trick (and yep, I learnt that the hard way. Long story. Not going there.) is working out what marketing is actually going to make a difference. Because ticking off marketing activities that don’t move the needle? Well, that’s just a waste of time and energy.

 

If you haven’t already, it’s worth jumping over to balancing marketing with other business priorities and creating consistent marketing efforts because those two really set the foundation for everything here.

 

Let’s get started on prioritising marketing activities for maximum impact. 

 

Get clear on your goals

It sounds obvious, but it’s amazing how often this gets skipped. If you’re not clear on what you want from your marketing, you end up chasing every shiny new thing. And suddenly you’re posting on TikTok when your ideal clients don’t even know what TikTok is.

 

So, what are you actually trying to achieve? More leads? More repeat business? Improve brand awareness so people think of you first?

 

Your goals drive what you focus on. 

 

If it’s leads, think visibility through socials, partnerships, even ads. 

 

If it’s loyalty, your time’s better spent on client comms and those little surprise-and-delight moments that people remember. 

 

And, if it’s about growing your reputation (aka building your brand awareness), then content, collaborations, and getting involved locally is where you want to be.

 

Be honest about your capacity and where your business is at

Not every business needs the same marketing at the same time. 

 

If you’re new and still finding your feet, then visibility is your priority. Ie being found, explaining who you are and what you do. 

 

If you’re established, then your focus shifts to staying front-of-mind, building relationships, and creating systems that keep things ticking without you doing all the heavy lifting.

 

And here’s the bit people don’t talk about enough… your actual capacity. 

 

There is zero point launching a big campaign if you’re already drowning. Sometimes the best marketing decision is hitting pause on chasing new work and tightening up what you deliver.

 

Because marketing isn’t just about promotion. 

 

Let me repeat that. 

 

Marketing is more than promotion. 

 

It’s your whole client experience. How easy it is to deal with you, how well you deliver, whether you follow up. The price of your products or services. All of that is marketing too. 

 

And fixing that side of things often does way more than your next social post.

 

So, have a look at your capacity and where your business is at when it comes to prioritising marketing activities for maximum impact. And decide where your focus should be. 

 

Know what’s working (and what’s not)

If you’re not tracking where your good clients come from, you’re guessing. Start paying attention. Did they find you on Google? Did someone refer them? Was it a Facebook ad from three years ago they only just clicked?

 

And while you’re at it, get to know your ideal clients inside and out. What do they care about? How do they make decisions? What problem are you solving for them?

 

Knowing this stuff makes it a whole lot easier to stop throwing time and money at marketing that’s not connecting.

 

When you’re clear on who you’re talking to, you stop wasting time throwing marketing spaghetti at the wall and can start focusing on what works.

 

Tackle the stuff that feels hard (but delivers)

Are the activities you avoid often the ones that deliver?

 

Following up leads (actually sales, not marketing, but often mixed up). Asking for reviews. Updating your website. Reviewing your pricing (yep, that’s marketing too). 

 

If you’re avoiding something, ask why. 

 

Is it because you don’t know how? Or do you feel awkward? Or is it because you know that marketing activity is not working, but you can’t face pulling the pin? 

 

All valid. However what you need to do is figure out what your barrier is, then either outsource it (in which case let’s talk), schedule it into your ‘must do marketing’ allocated time, or bin it.

 

Focus on what actually matters, not what everyone else is doing

One of the fastest ways to waste your marketing budget is trying to copy what everyone else is doing. Just because someone you know is smashing it on TikTok doesn’t mean it’s where your clients are.

 

This is where lots of businesses get stuck…  all the time. 

 

You start doing something because you think you should – or someone told you “you have to be on Instagram – everyone’s there”. 

 

But if your ideal clients aren’t scrolling Instagram looking for your service, you’re better off spending that time elsewhere. Same goes for writing a blog no one reads or launching a podcast you hate recording.

 

Pick marketing that feels doable, makes sense for your business, and actually connects with your clients. Because there’s no prize for being everywhere.

 

Stop being busy for the sake of it

There’s a big difference between being busy and being productive. 

 

Fiddling with your logo, tweaking your website copy for the tenth time, or creating random social posts because “you should”. None of that helps if it’s not giving you results (remember those goals you set).

 

Give yourself permission to stop, check in, and decide if you’re busy or productive. And yes, sometimes that means dropping a platform, even if you’ve invested time there.

 

Be willing to change direction

Sorry, bad news incoming (unless you’re like me and live and breath marketing). 

 

Even if you’ve nailed your priorities once, you’ll need to revisit them. 

 

Algorithms change. OMG it’s almost a daily occurrence these days. Just staying up with the algorithm changes is a full-time job. 

 

Also, people’s habits shift. As does your business.

 

What worked last year might not work now. 

 

Maybe you loved Instagram two years ago, but now you’re better off investing in email marketing or Google Ads because that’s where your ideal clients are.

 

Marketing isn’t set-and-forget. Check in regularly, adjust, and focus where it makes the most impact.

 

Getting clear makes prioritising marketing activities easier

Figuring out how to prioritise marketing activities really comes down to getting clear on what you want, being honest about what’s working, and letting go of the stuff that’s not.

 

It’s not about doing all the things. It’s about doing the right things.

 

Remember, your marketing priorities might shift as your business grows or changes. That’s normal. What matters is being clear about what you’re aiming for and staying focused on the marketing activities that support that.

 

And if you’re still not sure what’s worth your time get in touch and I’m happy to chat through it with you. Sometimes an outside perspective is all you need to clear the fog.