Getting started
What marketing does a new business need first?
In this guide
When you're starting a business, everyone has an opinion about marketing. You need a brand. You need to be on TikTok. You need SEO, ads, a newsletter and a podcast. Trying to do it all at once is the fastest way to spend money and get very little back.
The good news is that there is a sensible order. This guide sets it out in three stages, so you can put your time and budget where it does the most good right now.
What you'll learn
- The three stages of marketing a new business
- What you need before launch, and what you can skip
- How to choose between SEO, ads and social once you are up and running
- Common mistakes that cost new businesses time and money
The short answer
Tip
Look credible, then get found, then grow what works. Make sure people trust you when they find you, make it easy for the right people to find you, and only then add more channels.
Most new businesses get this order backwards. They spend on ads before the website can turn visitors into customers, or chase followers before anyone can find them on Google. Following the order saves money because each stage makes the next one work better.
Before you spend anything: get clear on three things
Marketing is much easier when you can answer three questions in a sentence each. Write your answers down before you brief a designer or open an ad account.
Who is it for?
Describe your ideal customer as specifically as you can. "Busy parents in the eastern suburbs who want healthy takeaway" is far more useful than "everyone who eats".
Why should they choose you?
What do you do differently or better than the alternatives? Faster, friendlier, more specialised, more convenient? This becomes the heart of your messaging.
How do they buy?
Do people search on Google when they need you, ask friends for recommendations or discover products while scrolling? The answer tells you where to show up first.
Stage 1: Look credible
Before you ask anyone to find you, make sure they'll trust what they see. People check you out online before they buy, even when they've been referred by a friend.
- A simple, consistent brand. A clear logo, a small colour palette and one or two fonts used everywhere. You do not need a 60-page brand book. See logo design for what a starter brand includes.
- A website that explains what you do. Even a few well-written pages: what you offer, who it is for, proof that you are good at it and an obvious way to get in touch.
- Your Google Business Profile and social profiles claimed. Same name, same details, same look. Even if you are not posting much yet, a complete profile looks professional.
- Basic tracking. Google Analytics and Search Console set up from day one, so you know what is working once you start spending.
Stage 2: Get found
Once you look the part, focus on being found by the people already looking for what you sell. This is where most of your early customers will come from.
If people search for what you do
Start with local SEO if you serve a particular area, and solid service pages for your main offers. If you need customers faster, Google Ads can put you in front of searchers straight away while SEO builds.
If people don't know they need you yet
If you sell something new or visual, people may not search for it. Social ads on platforms like Instagram or TikTok can create that demand by putting your product in front of the right audience.
Either way, collect reviews
Reviews help with Google rankings, AI recommendations and trust on your website. Ask every happy customer, and make it easy with a direct link.
Stage 3: Grow what works
After a few months of steady enquiries or sales, you will start to see patterns: which channels bring customers, which services sell and which messages land. Now you can invest more in what works and add channels that build on it.
- Email marketing to bring past customers back and nurture people who are not ready yet
- SEO content that answers the questions customers ask before they buy
- Retargeting ads that remind website visitors about you
- Organic social to build a community around your brand
- AI tools that save time on content and admin
What can wait
Plenty of marketing activity is worth doing eventually but rarely pays off in the first months. It is fine to park these:
- A full brand book and photo shoot, until your offer has settled
- Being on every social platform at once
- Big-budget video production
- Complex marketing automation
- Sponsorships and events, unless your customers are there
How to split your marketing budget
There's no single right number. The right spend depends on your goals, your market and how quickly you want to grow. A few principles help:
- Fund Stage 1 properly first. Spending on ads before your website can convert is the most common waste.
- Keep some budget for testing. You won't know which channel works best until you try it.
- Separate ad spend from the cost of the work. Ad spend goes to the platform, and the work to set up and run it is separate.
- Review monthly and move money towards what brings in customers.
If you'd like a recommendation for your business, that is exactly what a discovery call is for.
Common mistakes new businesses make
- Boosting posts instead of running real ads. Boosts are easy, but proper campaigns with clear goals usually work better.
- A website nobody can find. A beautiful site with no SEO set-up gets very few visitors.
- Not tracking anything. Without tracking you can't tell what's working, so you can't do more of it.
- Changing the brand every few months. Consistency is how people come to recognise you.
- Trying to appeal to everyone. A clear audience makes every other marketing decision easier.
Next steps
Start with the three questions, then work through Stage 1 before spending on anything else. If you would like help, our startup marketing page explains how we work with new businesses, from brand and website through to launch campaigns.
Frequently asked questions
Do I need a website if I have social media?
In most cases, yes. Social profiles are useful, but you do not control them, and many customers search on Google before they buy. A website gives you a home you own and a place to send every ad, post and search.
Should I start with SEO or ads?
If people already search for what you do, both can help: ads bring visitors quickly and SEO builds visibility you own over time. Many new businesses use ads while SEO builds. We'll recommend a mix based on your goals.
How much should a new business spend on marketing?
The right spend depends on your goals, your market and how fast you want to grow. Talk to us and we'll recommend a starting point that fits, with every cost set out in a proposal.
Can I do my own marketing at the start?
Yes, and many founders should do some of it, such as posting on social and asking for reviews. It is worth getting help with the parts that need specialist skills, like brand design, website build and ad set-up.
Related services
