As much as we don’t want to admit it, your marketing approach is always in testing mode.

You’re never really gonna know if something works until you start it, measure it and make changes where required.

But when making changes, make these changes in a modest approach, one change at a time so that you know what change has made things worse or better.

Then use these insights to keep evolving your activities.

Your activities will never end.

Michael Kava is the Director of Australia's leading marketing consultancy for small business, Little Marketing.