What digital marketing channels should I focus on first?

Start with where your target market spends time and your budget allows. For most South African businesses, this means Google My Business optimization, Facebook/Instagram presence, and email marketing. SEO and Google Ads follow once you've mastered organic channels and have proven conversion data.

How do I identify my target market if I serve everyone?

Start by analyzing your best current customers - who pays promptly, refers others, and values your service most. Look for common demographics, problems they face, and where they spend time online. 'Everyone' is actually 'no one' in marketing - specificity attracts the right customers.

What's the difference between organic and paid marketing?

Organic marketing (SEO, social media posts, content) builds long-term visibility without direct cost per view but requires time and consistency. Paid marketing (Google Ads, Facebook Ads) delivers immediate visibility for money but stops when you stop paying. Both work together for optimal results.

How much should I budget for digital marketing?

Small businesses typically invest 7-12% of revenue in marketing. Start with R2,000-R5,000/month for basic digital presence (website, social media, email tools), then add R3,000-R10,000/month for paid advertising once you have proven conversion systems in place.

How do I measure if my marketing is working?

Track lead generation (new inquiries), conversion rates (leads to customers), customer acquisition cost, and lifetime customer value. Use Google Analytics, social media insights, and CRM data to measure which channels deliver the best return on investment for your specific business.

Can I do digital marketing myself or do I need an agency?

You can start with DIY marketing using our training and templates, especially for content creation and basic social media. Consider agencies for complex paid advertising, technical SEO, or when your time is better spent on business operations. Hybrid approaches often work best.

Workshop 09: Sales & Marketing - Build Systematic Lead Generation

Why Marketing Isn't Optional

"Marketing is too important to be left to the marketing department." — David Packard

Many business owners believe marketing is just "nice to have" or something they can figure out later. The reality? Marketing is how customers discover you exist. Without it, you're relying entirely on word-of-mouth and chance encounters—a risky strategy for sustainable growth.

The good news? You don't need a marketing degree or a massive budget. You need strategy, understanding of your customers, and the right tools to reach them where they already spend their time.