How Can I Do Marketing That Actually Works?

The Energy Shift You Need (and Why This Isn’t a Vision Board Vibe)

December tends to come with that classic "new year, new energy" feeling—but instead of just making vague plans to “market better” next year, let’s figure out what actually works.

If you’re wondering, how can I do marketing that moves the needle? You’re not alone. Most small business owners hit this moment: you’ve tried a bit of this, dabbled in that, watched one-too-many Reels about algorithms… and you’re still not sure what the plan is.

Let’s change that. Let’s talk about marketing that’s smart, intentional, and actually gets people to notice you.

Step 1 — Market Research (No, Wine Chats Don’t Count)

We all love a good catch-up with the girls, but your best friend saying “I’d totally buy that” isn’t proper market research. Real market research means gathering data from your ideal customers, not just your personal circle. Try this:

Survey your past customers (Google Forms is free)
Jump into Facebook groups where your audience hangs out
Use tools like Google Trends, Semrush or AnswerThe Public to see what people are searching for

You’re not just looking for compliments. You’re looking for problems you can solve, gaps you can fill, and language your customers actually use.

Step 2 — Profile Your Target Market

Marketing without knowing who you’re talking to is like throwing glitter into the wind and hoping it lands on your dream client.

Build a profile (or a few) of your target audience:

What stage of life are they in?
What do they value?
What platforms are they on?
What do they need help with?

If you need help with this, look through your existing reviews and DMs. They’re full of golden clues.

Step 3 — Find Your USP (Sell the Sizzle, Not the Sausage)

What makes you different? Why should someone pick you over a similar business?

Your Unique Selling Proposition (USP) is the secret sauce. And it’s probably not “great customer service” or “we care.” That’s the bare minimum.

Instead, try to articulate:

What transformation do you offer?
What vibe do you bring?
What experience do your customers walk away with?

What Does “Sell the Sizzle, Not the Sausage” Mean?

This classic marketing phrase might sound quirky, but it’s powerful. The idea is simple: people don’t buy a product for what it is, they buy it for what it does — and how it makes them feel.

Let’s break it down.

The sausage is the product or service itself. For example, “I offer coaching sessions” or “I sell candles.”
The sizzle is the transformation, the benefit, the vibe — the exciting, emotional, desirable outcome. It’s “feel confident walking into any room,” or “create a home that smells like comfort and calm after a long day.”

Customers care far more about the result than the technical details. So instead of focusing on features, focus on the feelings, experiences, and lifestyle your product helps create.

Don’t just sell a skincare serum — sell the glow. Don’t just sell branding — sell the confidence boost your clients feel when they finally look legit online.

That’s the sizzle. And that’s what people actually want to buy.

Bonus Thought — Desire Marketing Over Doom & Gloom

Look, we’ve all had a few rough years. Consumers are tired. They want to feel excited, seen, and empowered—not poked in the bruise.

This is where desire marketing comes in. Instead of highlighting pain points and stressing urgency or lack, shift the narrative toward what your customers want. Show them the outcome they’re craving. The lifestyle they dream of. The version of themselves they want to be.

A dopamine hit is just as powerful as fear-based messaging—but it builds positive association, not fatigue.

So instead of, “Are you tired of wasting money on bad skincare?” try, “Imagine skin so glowy, people stop you in the street.”

Both work. But one makes you feel good before you even buy. And that’s powerful.

Step 4 — Build Your Brand Like You Mean It

Your brand is more than a logo. It’s your tone of voice, colour palette, fonts, values, and vibe. It’s how people feel when they come across your business.

You want:

Visuals that are consistent (on your website, socials, emails)
A tone of voice that reflects you AND your audience
Messaging that doesn’t sound like everyone else

A strong brand makes marketing feel easier. It means you’re not reinventing the wheel with every post or ad.

Step 5 — Choose Your Channels (Then Focus)

You don’t need to be everywhere. You need to be strategic.

Pick 1-2 channels to start with—maybe it’s Instagram and email marketing, or blogging and SEO. Do those well. Show up consistently. Refine your message.

Once you’ve got traction, then branch out.

Don’t spread yourself too thin. Consistency > burnout.

Step 6 — Set Goals and Budgets (Real Ones)

“Grow my business” isn’t a goal. Let’s get specific.

Try goals like:

Get 500 new people on my email list
Rank on page 1 for [keyword]
Sell out a new product launch

Then set a monthly budget for your time and money. If you can outsource (e.g. SEO, ads, design), do it. If you can’t yet, batch your content and time-block your calendar.

Step 7 — Be Obsessed With Your Existing Customers

Loyal customers are marketing gold. They buy again, leave reviews, and refer friends.

Ways to nurture them:

Create a loyalty or referral program
Send VIP-only emails or early access
Actually say thank you (email, card, DM)
Ask them what they want next

It’s easier to keep a customer than find a new one. Treat them like gold because they are.

Step 8 — Watch Your Competitors (But Don’t Copy Them)

Spying on competitors is not shady. It’s strategic. But it only works when you’re honest with yourself. If you’re scrolling with a side of jealousy, step away.

This is not about “comparisonitis” — it’s about insight. There are plenty of customers to go around, and playing dirty (like fake reviews or copying word-for-word) isn’t just unethical — it can tank your trust with both customers and Google.

Instead, play the game smart.

Ask yourself:

What are they doing really well?
Where are they lacking?
How does their customer experience compare to yours?

Then find the gap. That’s your opportunity to do it better, cleaner, faster, more beautifully—whatever makes sense for your brand. Use it as fuel, not frustration.

Step 9 — Monitor, Tweak, Repeat Marketing is not a one-and-done.

Check your analytics. Ask for feedback. Notice which posts, emails, or offers perform best. Be willing to pivot.

Google Analytics is a great place to start — it shows you where your traffic is coming from, how long people are staying on your site, and which pages are getting the most love (or bounce). Google Search Console adds another layer: what people are typing in to find you, what you’re ranking for, and where you’re missing opportunities.

These free tools are goldmines — if you know what to look for. Even checking once a month gives you insights to improve your content, adjust your offers, and keep up the momentum.

Great marketing is iterative. Don’t wait for perfect — just start, then keep improving.

Still Wondering “How Can I Do Marketing?”

Search Engine Optimisation Specialists Australia

You don’t have to figure it all out alone. If you’re ready to get serious about making marketing work for your business in 2026, we can help.

From done-for-you marketing strategies to monthly SEO and content packages, we work with business owners who are ready to stop guessing and start growing.

Let’s take the overwhelm out of your marketing so you can focus on what you do best.

Zara Avila

I’m Zara, the SEO strategist behind Online Strategy Co. I work with businesses to improve how they show up online, how they’re understood, and how they convert once people land on their website. For me, SEO isn’t just about rankings or traffic. It’s about clarity. If a website isn’t clear, it won’t perform properly, no matter how much effort goes into it. My work sits across strategy, content, and website structure, helping business owners move away from guesswork and into practical, long-term improvements that actually make a difference.