In the whole marketing mix, how do you choose which marketing activities to prioritise?
When you’re running a start-up, marketing can feel like a giant puzzle - there are so many options, and limited time (and budget!) to try them all. So how do you decide which marketing activities to prioritise?
Choosing which marketing activities to use...
Before getting specific with the tactics, is your overall strategy clear?
1. Start With the Basics
Here are some essentials of a marketing strategy:
• Your goals: Do you want more leads, more visibility, or stronger customer loyalty?
• Your audience: Who are your ideal customers — and where do they spend their time?
• Your resources: How much time, budget, and skill do you actually have right now?
• Effort vs. impact: Focus on what delivers the best results without distracting you from the proven high pay-off activities.
Once you understand these, it’s much easier to pick the right tactics from the marketing mix.
2. Digital marketing for start-ups
Ensure your website is giving your customer the best experience
Your website is your shop window. Is it clear, mobile-friendly, and easy to navigate? Are you adding valuable content that shows what you do best?
• Blog posts that share insights
• Case studies that prove results
• Free guides or e-books
• Videos or podcasts that show your personality
• Regular newsletters to stay top-of-mind
Tip: Repurpose your content. A single blog post can become an email, a LinkedIn update, or a short video.
Google Ads
Reach people who are actively searching for what you offer. Perfect for capturing motivated buyers. This tactic requires quite a bit of knowledge, so this might be when you employ the effort vs impact thinking…
Facebook (Meta) Ads
Ideal for raising brand awareness and attracting potential customers who don’t yet know they need you. Great for promoting offers, stories, or discounts.
If ads feel a bit technical, you could consider outsourcing but think about your budget – a professional would cost more but would ensure your marketing spend works harder for you.
3. Print marketing still works
Even in the digital age, print marketing still holds its own, especially for local start-ups. If you haven’t tried it before, you may like to consider this tactic. If you have – how did it go last time?
• Leaflets: Affordable, memorable, and great for specific areas.
• Local newspapers: Perfect if your audience is community-based.
• Industry directories: A smart way to get listed where your ideal clients are already looking.
4. In-person marketing
Networking
Great for building relationships and opening doors. If you go regularly, can you switch up your message, deliver it in a new dynamic way, find a new group to visit or commit for longer?
Events & sponsorship
Attending local business shows or expos, taking a stall, or just showing up as a delegate are powerful ways to meet potential clients and create awareness. Do you have time and room in your budget to plan for this tactic?
One-to-one meetings
Sometimes the best marketing move is simply checking in with existing clients. A friendly chat strengthens relationships and can often lead to referrals or repeat work, especially if you have news to tell them about how the business is evolving or would like to thank them for their continued business.
5. How to decide what’s right for your start-up
There’s no single ‘best’ marketing activity for every start-up The right mix depends on your goals, audience, and resources.
Here’s a quick way to decide:
1: Start with what’s already worked
2: Make small improvements — add video, get more targeted, or double down on proven ideas
3: Stay consistent. Marketing is about rhythm, not random bursts of effort.
And if you’re still unsure, an outside perspective from someone you trust helps clarify your next move.
Wishing you all the best for your next marketing shake-up.
Mike Foster
The Entrepreneur's Mentor
