I know it’s not even Halloween yet, but running a successful business is all about planning, and marketing is the forerunner of everything that happens with your client base.
There is marketing to new audiences and prospects, and then there is marketing to your existing client base to make sure everything is in sync with what they need. With so much noise in the digital landscape and so much chaos created by events around the world, it’s more important than ever to have a clear message and a steady tone of voice when putting your business or organisation in front of the right people.
The Message
So much is changing in the business landscape, with geopolitical and technology factors evolving like never before and everyone being bombarded by noise. This is your opportunity to be the steady rock in the middle of the cyclone: the one your clients and audience can trust and cling to as they steady themselves amid a sea of mixed messages. So what is the main message you need to present to your audience? Along with that message, there may be other priorities that still need to be conveyed so you can effectively provide the products or services that address your clients’ needs.
The Voice
Amid all the fear-mongering and hype circulating across most media channels, your tone of voice needs to convey the benefits of what you provide, cut through the noise and cement your position with your audience, maintaining the trust that leads to ongoing success for both you and your audience.
The Offer
Another two-fold requirement is making sure the offer you present to both prospective and existing clients is relevant to what they need. It could be something as simple as “we are here to help” if your core offering is unchanged from this past year. If recent innovations have appealed to your audience, it’s super important that they hear the appropriate solution from you before they hear it from another source. Not only does this keep your pipeline and your staff busy, it also solidifies your position in a noisy marketplace.
The Methods
How will you communicate that message? Ideally it needs to be topical, with a memorable hook, and delivered across multiple formats and channels to reach the right people, often more than once. People are so distracted by apps, newsfeeds, blogs, Substack and more that they may simply miss what you’re sending out if you only deliver it through one method and location.
The Timing
Everybody is time-poor. Media formats and daily life in 2026 have evolved to the point where timing is crucial to reaching people when they are receptive. If it’s a newsletter, that might be a Tuesday morning, after everyone has had time to process Monday’s priorities and is taking a breather before the rest of their week. A news section or blog on your website is the perfect backup for this, as are your social media channels.
The Format
Video is increasingly used and is extremely effective at delivering the message, supported by text broken down into a hierarchical framework: heading, then paragraph, then subheading, then sub-paragraph. This structure also works well for AI and Google, so they can serve your content and help you spread that message. And of course, making sure your channels are dialled in correctly, so everything you share has maximum reach with your audience, is extremely important. You may be sending out the right signals, but if your platform isn’t up to date, your audience might not even see them.
As we work through each of these points, it’s completely natural for them to sprout questions of their own. How has my audience changed? How has my organisation and structure changed? What is my competition doing to win over my audience? It’s important to be strategic with our resources as well as our approach, and to have the right tools and mindset in place to grow and pivot as needed with the constant, exponential changes happening in the world of marketing these days.
We are here to help and be your sounding board for whatever is needed to adapt, grow and, especially, implement in 2027. The power of collaboration means we learn with each step we take. The landscape is constantly shifting, and the task at hand is to apply our collective knowledge about you, your audience and emerging opportunities to keep things moving and growing at every step.
This is where I come in. I’m here to help make sense of everything marketing-related as it applies to your organisational and procedural priorities. Together we can formulate a plan that works, and keep our fingers on the pulse of every twist and turn so you can grow in the coming year.
Please feel free to reach out, book a strategy session or just give me a ring to bounce ideas around. I love a challenge, and collaboration is the only way to make sure we meet those challenges together. Give us a ring on 1300 566 652 or shoot me an email at [email protected] and we will make it happen.
Thanks for reading, and all the best.
