
16/09/2025
Determining the best way to put your company on the digital map isn't as easy as throwing yourself onto every platform and seeing where you stick.
There are many factors which influence this, but the most important three are budget, audience and objective.
One of our clients initially started off with a ‘throw at the wall approach’. After a year, he was gaining successful reach across TikTok, Instagram and getting consistent leads from his newsletter. It was at this point in time where a few things needed to change, and his marketing budget had to be allocated elsewhere - which is pretty common with small businesses.
When determining where we’d focus his budget moving forward, we had to make the decision of which successful venture to cut. Ultimately, his goal was consistent bookings, so we chose to cut TikTok and Facebook. Whilst these platforms gave him great momentum in increasing brand awareness, for every booking made from Instagram, he would get 4 bookings through his newsletter.
It was an easy decision. Whilst the initial phases of content marketing is putting your hands in a few different buckets, after a while you get a sense of where your audience is, and more importantly, where they align with business objectives.
If you’re tired of the hand-in-every-bucket approach, contact our team today!