The start of the year can be a challenging time for businesses, with budgets under scrutiny and competition heating up. But if there’s one investment that can deliver big returns, it’s getting your marketing in order. A well-rounded marketing strategy doesn’t just boost visibility—it helps win tenders, attract leads, retain clients, and position your business as a leader in your field.
Here are six essential areas to focus on (or start investing in) to set your business up for success this year:
1. branding and brand awareness
Your brand is the foundation of your business. It’s not just the logo; it’s the strategy and identity behind how you present yourself to the world and hints at what you’re likely to offer as your standard of output. If your branding feels outdated or inconsistent, it might be time for a refresh.
Key activities:
- Update your logo and visual identity.
- Develop a clear brand strategy.
- Invest in campaigns that increase your brand’s visibility.
2. tendering
Winning tenders is often a critical revenue stream for businesses, but it’s not just about having the right qualifications. It’s about aligning your capabilities and experience with the asks of the tender – often for an audience that is low on time and attention given the volume of information procurement teams are sifting through.
Key activities:
- Copywriting compelling tender responses.
- Develop polished, reusable templates.
- Build a library of case studies that demonstrate your expertise.
3. LEAD GENERATION
Attracting the right leads means getting your business in front of the right people, at the right time, with the right message! It’s about creating valuable touchpoints that convert interest into inquiries.
Key activities:
- Offer free, valuable insights such as white papers or e-guides in exchange for contact details, allowing you to nurture leads through email or follow up with a warm call.
- Launch targeted digital advertising campaigns to attract new prospects.
- Showcase your services with elevated booth designs, tailored brochures, or even a bespoke event to connect with top clients and prospects—leveraging professional marketing and event support for maximum impact.
4. sales collateral
Your sales team needs high-quality materials that make a strong impression and effectively communicate your value. Invest in professional, persuasive collateral to help close deals.
Key activities:
Create or refresh your capability statements.
Design engaging client presentations.
Develop additional case studies tailored to key client types.
5. client retention and repeat work
Marketing isn’t just about attracting new clients; it’s about keeping your current clients engaged and encouraging repeat business. Retention strategies often cost far less than acquisition and deliver strong ROI.
Key activities:
- Write and design engaging newsletters.
- Publish blogs that provide value to your existing clients.
- Share industry insights or updates that keep your clients in the loop.
6. thought leadership
Positioning your business as a leader in your industry builds trust, credibility, and a loyal following. It’s about sharing your expertise in a way that educates and inspires your audience.
Key activities:
- Create video content that highlights your unique approach.
- Write blogs that dive deep into industry trends or challenges.
- Post regularly on social media to share your insights.
Visual design is essential for readability, credibility, and impact. Your site’s colours, fonts, and design elements should align with your brand identity, helping prospects quickly understand who you are and trust what you offer.
A clean, well-structured design not only enhances navigation but also improves how easily visitors absorb your content, boosting both engagement and credibility.
Imagery is not just a ‘nice to have’—it’s a powerful communication tool. Strong visuals capture attention, convey emotions, and reinforce your message. But not all images are created equal. High-quality, relevant visuals are crucial for presenting your brand as professional and credible, and for connecting with your audience on a deeper level.
Finally, don’t overlook the technical side of imagery. Ensure your images are optimised for fast load times, with the right file sizes, resolutions, and alt text for SEO. This improves both the user experience and your site’s search engine rankings.
ready to get started?
Whether you need to fine-tune existing efforts or explore new areas, these six pillars are a solid place to start.
Need a little help directing your efforts? Download our free Marketing Health Check eGuide below to help you clarify your goals and identify any gaps in your current approach.
Complete it at your own pace, or book a no-obligation call with us to brainstorm ideas and refine your strategy.
