Marketing / Topic guide

Marketing starts with a meaningful promise

Connect positioning, customer understanding and a consistent experience before choosing channels.

Describe who the offer is for and why it matters to them. Effective positioning makes a choice easier to understand. It should reflect a real difference the business can deliver, rather than a claim that sounds impressive in isolation.

Study the language customers use when discussing the problem. Their questions and objections can inform clearer pages, proposals and campaign messages. Avoid assuming that internal product terminology is meaningful to a new visitor.

Choose channels according to audience behaviour and the resources available to maintain them. A smaller number of useful, consistent activities can be easier to learn from than a broad set of disconnected campaigns.

Measure outcomes that connect to the business objective. Enquiries, qualified conversations and repeat purchases may be more useful than attention alone. Advertising and endorsement rules vary by market; review the applicable guidance before publishing claims.