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Real life examples of poor and great marketing for your Australian small business

Let me show you the contrast of great marketing and poor marketing and the difference that it makes in communicating to your audience and its effectiveness.

So in this example we're going to be talking about a waterproofing business. Let's have a look at a waterproofing business that is not clear or focused in its marketing and communications. Picture it’s website, you go to a website and the visuals and imagery that are on that website displays pictures of residential homes, pictures of bathrooms whether they be residential or commercial, pictures of industrial units, pictures of the Harbor Bridge, pictures of roofs and pictures of commercial properties.

So if you are someone that goes to this website how would will you know what expertise this waterproofing business provides does it do it for homes, bathrooms, industrial units, for The Harbor Bridge, for roofs, for commercial properties, what does it do best and what is it focused on?

If you are either one of these categories and you want to choose them would you choose them if you also see that they do a thousand other things as well. As human beings and as consumers we want people to be the best at what they do. It's like when our doctor refers us to a specialist we want an expert in what they do.

So let's now show you the opposite and let's show you a clear targeted and simple message and marketing for a water waterproofing business. It would be as simple as this so the messaging, on the homepage of the website it would say, for example, they're based in Sydney, it could say Sydney's roof waterproofing experts, so you know straight away going to the website exactly where they do it and what their expertise is and that they are true experts and are focused in roof waterproofing.

So if you want an expert in that, then you've come to the right place and clearly in this example we want to focus on roof waterproofing because it's what we do best and we want to be known as experts. We don't want to do waterproofing for bathrooms in homes we want roofs across Sydney. So there's an example of a clear targeted and simple message so the contrast couldn't be any different that's about making sure that in the overccommunicated world that we live in, your message is super simple, super obvious and you're really obvious about where you do it, what you do and who you do it for.

Some simple small business marketing actions to take in 2025

We're almost at the end of January what actions have you taken in the first 24 days of the year that have set you up for success for the rest of 2025?

Have you put a marketing plan in place to make sure that you give your business the best chance of achieving its goals and getting your marketing done? Have you looked at how you can position your business and your brand in the minds of your customers that is different to the competition or to eliminate the competition?

Given that we live in such a competitive and cluttered world there's been no better time to be in business with so many tools to help you to execute your activities but what's important is that you really sit back and look at how you can be different from the competition.

The one key factor is actually making a start and making it happen as I always say it's not going to be perfect from day one and your business and your marketing will always evolve, but it's about just making sure that you get a start in your marketing in a way that you can be different to the competition and give your business the best chance of success now and into the future.

The team here at Little Marketing have been working with small business owners for over 16 years and helping them in this approach. If you're looking for a consultative approach to your small business marketing, then speak with our team today.