Marketing Essentials - Getting the Foundations Right

Presented by Adelaide Business Hub and The Australian Government Digital Solutions program.

Marketing Essentials – Getting the Foundations Right
Join Sharni-Marie Bates, Marketing Strategist and Business Coach, for a practical, no-fluff webinar designed to help small business owners cut through the chaos and start marketing with clarity. In this session, you'll learn how to define your ideal customer & their journey, understand the sales funnel, and build a simple, strategic plan that aligns your marketing efforts with real business goals. If you’ve been throwing things at the wall and hoping they stick, this is your chance to reset—and get your marketing working for you. This is a FULL webinar. Be sure to bring a notebook!

1. Know Your Customer and Where They Are in the Journey

Not every customer is ready to buy—and not all marketing should be trying to sell. Understand who your ideal customer is and where they are in their decision-making process (awareness, consideration, or ready to act). Tailor your messaging to meet them where they are, not where you wish they were.

2. Match Your Channels to the Funnel Stages

Social media, email, SEO, ads—they all have a role to play, but not at the same time. Map out your sales funnel and match your marketing activity to each stage. Use awareness channels (like Instagram or content) to attract, educational tools (like email or case studies) to nurture, and conversion-focused tactics (like offers or remarketing) to close.

Build a Simple, Repeatable Plan That Drives Action

Random tactics lead to random results. Set clear goals for each stage of the funnel and create a plan that supports them. Think of your marketing like a machine—every piece should work together to move someone from stranger to customer. Keep it simple, stay consistent, and measure what matters.