Our Top Ten Do’s and Don’ts of Marketing

When marketing feels messy, scattered, or reactive, it is usually because there is no clear blueprint guiding the work. Most business owners are doing something to get seen, but without strategy, those actions rarely build momentum. You might post consistently yet attract the wrong people. You might rely on word of mouth and wonder why growth stalls. Or you may feel swamped by data, channels, algorithms, and tools — unsure what actually matters.

This post cuts through the noise with the Spark & Forge essential do’s and don’ts that help you build a brand with staying power. They are simple, strategic and rooted in the conversations real business owners have with us every week.

TLDR: Marketing works when it is strategic, consistent, and aligned with your audience. It fails when it is scattergun, transactional, or left to chance. Focus on clarity, purpose, and connection and build from there. Let's dive into common marketing do's and don'ts.

1. Do: Start with Strategy

Don’t: Jump straight into tactics

A plan is not optional. It is the foundation that shapes every message, channel, and customer touchpoint.

Too many businesses skip the strategic groundwork and head straight for “doing” — posting on social media, boosting ads, or copying competitors. Without direction, these actions dilute your brand, confuse your audience, and drain your time.

Why it matters:

• Strategy aligns your marketing with your business goals

• It clarifies who you serve and why they should care

• It prevents scattergun activity and inconsistent messaging

• It gives every piece of marketing a job to do

How to get started:

• Define your core objectives (you can use SMART goals here)

• Build simple customer personas rooted in real behaviour

• Audit current activity to understand what is working

• Map your customer funnel: awareness → consideration → conversion → retention

S&F Pro Tip: A strategy is not a weighty document that gathers dust. It should be revisited quarterly and refined as your business evolves.

2. Do: Be Consistent

Don’t: Treat marketing as a “when I have time” task

Consistency is not just frequency, it is coherence.

Your brand should look, sound and feel unified across every channel.

Most businesses fall into feast-or-famine marketing: posting heavily when things are quiet, vanishing when work gets busy. This confuses your audience and breaks trust.

Consistency builds:

• Brand recognition

• Audience loyalty

• Algorithmic support

• Stronger long-term results

What happens if you don’t:

• Your audience forgets you

• Competitors with consistency gain the advantage

• You rely too heavily on luck, referrals, or peaks in demand

S&F Pro Tip: If consistency feels impossible, outsource. Marketing is an investment, not an extracurricular task.

3. Do: Use Data to Guide Decisions

Don’t: Rely on gut feeling alone

Creative instinct matters but data is what makes it work. In the transcripts, you spoke about marketing as both scientific and creative. That combination is vital.

Your data can show you:

• What content your audience saves, shares, or replays

• Which website pages hold attention

• What messaging converts

• Where customers drop off in your funnel

• Which channels actually bring revenue

Modern marketing is measurable. If you are not tracking performance, you are guessing.

A common misconception:

High engagement ≠ success.

Quality engagement and conversion beats vanity metrics every single time.

4. Do: Value Your Website and SEO

Don’t: Rely solely on social media

Social platforms are rented ground. Your audience, your reach and even your visibility can vanish overnight with an algorithm shift or worse, a hacked account.

S&F Tip: Make sure you have multi-factor authentication switched on and unique passwords. A password manager is essential. (Yes we know it is annoying but it is a must!)

A website is your owned asset. You can use your website as your centre point for customers and their journey with you.

Why websites and SEO matter:

• You appear in general and AI-driven search

• You control your metadata, testimonials, and brand story

• You build long-term visibility

• You reduce your reliance on any one platform

Your social media may spark interest but your website is where trust is forged.

5. Do: Prioritise Retention

Don’t: Assume word of mouth is enough

Word of mouth is now one touchpoint of many. It is still within the top 3 sources of new brand discovery along with search engines and TV ads. It is not to be underestimated but it is not the be all and end all.

Google’s 7-11-4 rule shows that a customer needs 7 hours of interaction through at least 11 touchpoints across 4 platforms.

Word of mouth can and does support your funnel but it cannot carry your entire marketing system.

Retention however, multiplies your efforts. It is always easier to re-engage someone who already knows your value.

Some of the tools you can use to boost your customer retention:

• Email marketing

• CRM automations

• Community building

• Aftercare and follow-up frameworks

Retention is operational, not decorative.

Do: Strengthen Your Brand Voice

Don’t: Let every piece of content sound different

A strong brand voice is not “quirky” or “professional”. It is a crafted system that reflects your values, helps filter out the wrong clients, and builds trust.

Brand voice should be purposeful, honest and tell a clear story. It should define how your business speaks and why.

Why it matters:

• Customers connect with consistency

• Teams work from the same blueprint

• You communicate with clarity and confidence

When your voice is clear, your marketing becomes a natural extension of who you are.

7. Do: Make Time for Marketing

Don’t: Treat it as optional

If you are running a business, marketing is part of the job. Schedule it in your calendar to make sure you get to it.

If you cannot fit it in, outsource it — just as you would your accounting, legal work, or HR.

Why this matters:

No time = no visibility

No visibility = no growth

No growth = no sustainability

Even five minutes a day, used intentionally, can build a foundation. If marketing feels like a drain, bring in experts who can support you.

8. Do: Build Scalable Systems

Don’t: Create processes that only work today

Your business and marketing strategies should always be built with the next stage in mind.

Scalable marketing looks like:

• A CRM that can grow with you

• Processes documented so they can be repeated

• Email platforms that support automation

• Content systems that allow repurposing

• A tech stack that will not need rebuilding in six months

Build your marketing with room to extend.

9. Do: Use AI as a Process Partner

Don’t: Use AI to replace your voice

AI is powerful when used intentionally. It is poor when used as a shortcut.

Good AI use could be:

• Transcribing spoken ideas

• Repurposing content you created

• Organising your strategy

• Structuring emails or posts

• Generating options for you to refine

Poor AI use is when you:

• Letting it write your opinions

• Publishing AI slop without editing

• Using it to mimic someone else’s brand voice

Authenticity is non-negotiable. AI is a tool, not your voice. There is a difference between asking for ideas and it speaking for you.

10. Do: Make Brave, Well-informed Decisions

Don’t: Hope for the best

Good marketing is brave. It takes commitment, time and the willingness to refine.

Bad marketing is hopeful. Throwing content into the world and praying something sticks.

Brave marketing looks like this:

• You know your audience

• You understand your data

• You say no to misaligned clients

• You stay consistent

• You invest for long-term growth

• You refine when needed, not when too late

This is how strong brands are forged.

The Core Takeaway

Great marketing is built on clarity, consistency and connection.

If you know who you serve, why they should care, and how you will reach them, you will make confident decisions and create strong results. If you rush, guess, or rely on luck, your momentum will always falter.

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FAQs

Do I really need a marketing strategy?

Yes. Without one, your marketing becomes reactive and inconsistent, making growth unpredictable.

How often should I review my strategy?

Set it annually and check in quarterly. Your strategy is a working document, not a static PDF.

What channels should I focus on first?

Choose the platforms your audience actually uses, not the ones you feel pressured to join.

Is social media enough for marketing?

No. You do not own your presence any social platform. You need a website and email list to build long-term stability.

How do I know if my marketing is working?

Data. Look at engagement quality, website behaviour, conversions and retention patterns.

Should small businesses invest in SEO?

Yes, especially local businesses. SEO strengthens your discoverability and credibility. A Google My Business Profile is a great start.

What if I do not have time for marketing?

Outsource it. Time is a resource; consistency is non-negotiable. Book a discovery Catalyst Call with Benn and Katie here.

Can AI create my content?

AI can support your process, but your ideas, opinions and tone must come from you.

How do I stand out from competitors?

By clarifying your brand voice, values, and audience, not by shouting louder.

What is the cost of not marketing?

Stagnation. If you are not visible, your competitors will be.