Boss Lady

5 ways to find the right fit in your marketing mix


As business owners, we have so many options to choose from to promote our brand, services and products.

Why then, do so many of us stick to the same few avenues for marketing?

Is it due to convenience, cash flow constraints, or comfort zone?

Many business owners I meet do the same type of marketing again and again, regardless of the ROI it delivers. Often, it’s because it’s easy, but some also feel they have to because “everyone else is doing it”.

Here’s the thing: marketing is not a one-size-fits-all. By limiting your marketing activities to a few well-worn avenues, or doing things just because others do, you’re missing opportunities for authentic business growth.

It’s like putting all your eggs in one basket and expecting different results. Nowhere do we see this more than with digital marketing. For most business owners, it’s the go-to, and why not? It’s convenient, economical and … everywhere!

But focusing your marketing solely on things like SEO and social media won’t solve all your problems. And it’s easy to get lost in all the online noise.

Choosing the right marketing activities comes down to knowing your brand, your business culture and your audience. So how do you identify what types of marketing might suit your business?

  1. Do your research!

Take time to look at the bigger picture and where you fit in it. Look at what’s going on in your industry and what your competitors are doing. Talk to your customers. If you have a team, get their input and ideas. If they’re at the coalface with clients, what feedback are they getting that you can turn into marketing messages and opportunities?

When you ‘shoot from the hip’ with marketing, it often leads to regret, wasted time and no ROI. Doing research empowers you to be strategic and proactive, not reactive, with your marketing.

If you’re thinking about enlisting a marketing expert’s help, be aware that few are expert in all forms of marketing. Many are digital marketing specialists, so they may not know how to help you leverage your content the best way possible – meaning more expense for you.

  1. Look beyond digital marketing

While the online/digital space has certainly revolutionised marketing, there’s a world outside the World Wide Web.

You could consider options like billboards and signage, print, radio and TV advertising, media and PR, partnerships, networking, trade shows and events, direct mail, white papers, brochures, sponsorship and promotional items.

  1. Don’t follow the pack

Resist the urge to do marketing that doesn’t feel right – just because peers or experts have told you to do it.

If your competitors or colleagues are on Instagram, doesn’t mean you have to be. Your research will tell you if your audience hang out there, and if it actually fits your brand and messaging.

Others in your industry may do expos, so you feel pressured to as well. But could you spend that $15-$20k better on other types of lead generation? Again – research!

Public speaking may be ‘in’ right now, but is it right for you? If you decide to try it, why stick to PowerPoint slides? Instead, you could arrange to be interviewed by the event host, or come up with an interactive presentation to really engage your audience.

Even with networking, we’re all told to network a certain way, to nail our ‘elevator pitch’. Soon, everyone’s pitch starts to sound the same. Why not tell people a story, not an elevator pitch? After all, people don’t buy what you do, they buy who you are.

Think about who you are, and what suits you. Put your own twist on different marketing activities – that’s how the authenticity comes through. If not, people can see that. They see through any falseness. The more authentic you are, the more people are going to be interested in listening to, or reading about what you’re doing.

  1. Get out of your comfort zone – to a point

In business (and life) we’re encouraged to try things outside our comfort zone – this is how we grow. The same goes for marketing. Experimenting with new platforms is fun and can be fruitful, so don’t be afraid to try new marketing activities. You won’t know until you try!

But remember: your comfort zone is different to someone else’s. You have to play to your strengths. You still have to feel comfortable trying something new, and you have to believe in it, because that’s what brings authenticity to your marketing. And that’s what people find engaging.

With some proper thought behind it, you can stretch that comfort zone… but don’t keep doing something if it doesn’t suit you or get the results you want.

  1. Hold true to you, your brand and your business culture

Finally, you have to do what’s right for you. Once you’ve discovered that, through the steps above, hold true to it. Don’t let trends or peer pressure sway you.

When your marketing reflects who you are, your organisation and its culture, that’s authentic, made-for-you marketing. And with the right research and strategy behind you, there’s a greater chance you will get the results you’re after.

[Call to action]: Curious about what new marketing tactics you might try? Find out in a complimentary 30-minute discovery call. Get in touch.

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About Tiz Porreca

Coming from a large Italian family, Tiz Porreca is all about relationships and bringing people together. It’s this human-centred focus that underpins her marketing business, Amongst. Tiz helps businesses ‘get amongst it’ to create genuine connections and engage their audiences in more authentic ways. She honed her broad experience with 18 years in business consulting for an IT company, managing sales, customer service and marketing. She furthered her talents during six years running an advertising and design agency, overseeing high level branding projects, and developing messaging and positioning. In recent years, Tiz has earned a reputation as an expert in marketing strategy and relationship building. Tiz’s mission is to bring the ‘human' back into marketing, by educating businesses to create a loyal following of customers the same way we build the close, personal relationships around us. It's about respecting, nurturing and getting to know your community – and letting them get to know you, what you stand for and why you’d be great to work with. Tiz shows business how to earn the trust that will make them relevant to the most important people in their worlds, then keep those people coming back for more.

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